Black Friday falls on Friday 27 November 2026. Cyber Monday is Monday 30 November 2026. Our own sale window runs from Monday 16 November to Monday 30 November, and the prices change themselves at midnight on the opening date, without anyone having to press a button.
This page is here to be useful before any of that starts. It answers when the dates are, what actually gets reduced in this shop, and what to do now so that you are not making the decision in twenty minutes on the 27th.
When Black Friday 2026 is
Friday 27 November. It is the day after Thanksgiving in the United States, which falls on Thursday 26 November this year, and the UK has treated it as a shopping event for well over a decade.
Cyber Monday is the Monday after, 30 November, and in our calendar it is the last day of the same window rather than a separate event with separate prices.
Why our window opens eleven days early
A sale that lasts a single day rewards whoever happens to be at a screen at the right hour. A fortnight does not. It gives you time to look properly, to ask a question and get an answer, and to change your mind once without missing the whole thing.
There is a second reason, which is more to do with what we sell. A gift for a partner, something for yourself and a bottle of lubricant are in three different parts of the shop, and none of them is easier to choose in a rush. Two weeks is long enough to read around the thing you are considering instead of guessing.
What happens on the 16th
At midnight the prices on the products in the window come down, on the product page itself. The reduction is written into the price, so there is no code to remember and no separate sale site: what a product page says is what the basket charges and what the checkout charges.
Those prices stay put for the fortnight, and when the window closes at the end of 30 November they go back to where they were.
Not everything is reduced, and that is deliberate
Plenty of shops will tell you a Black Friday event is up to some enormous percentage off. Ours is not the deepest sale you will see this month, and the reason is worth thirty seconds.
We only reduce a product where it still makes sense after the cost of the item, the delivery we absorb on larger orders and the card fee. On the cheapest things in the catalogue that leaves no room at all, so those stay at full price. On the rest, the reduction is real, and it is measured from the price that product carried the day before the window opened. Nothing here gets its price nudged upwards in October so that it can be cut in November.
The other effect of that rule is that a discount is not a reason to buy something you did not want. Our guide to shopping a sale without wasting money makes the case at length: a reduction on the wrong thing is still money spent.
Three things to do before the 16th
The first is the wishlist. Save what you are considering now, at full price, and on the morning of the 16th you are comparing numbers rather than trying to remember the name of a vibrator you saw once in October.
The second is to decide the number before you look. It sounds dull and it is the single most effective thing you can do: the sale is not a saving if it moves you from one planned purchase to three unplanned ones.
The third is delivery. The fortnight before Black Friday is the busiest of the year for parcel networks, so order early in the window rather than at the end of it. The delivery page has the services and cut-off times, and the Christmas delivery dates page has the last posting dates for anything that has to arrive before the 25th.
If you are buying a gift
Gift buying is the one case where it is genuinely worth waiting for the window, because the difference between a good present and a forgettable one is usually a small step up the range rather than a bigger saving on something cheaper.
Two starting points. Our gift guide for him is built around what gets used after December rather than what looks good in a photograph, and the guide to gifts under twenty-five pounds covers the band where most presents are actually bought.
If you would rather browse by recipient, the gifts for her and gifts for him collections are the two largest, gifts for couples covers anything meant to be shared, and the gift shop is all of it in one place. More guides go up through November, and this page will link them as they land.
Will the price really change at midnight?
Yes, and it changes without us. The sale prices are set on the products in advance with a start date, so the shop applies them itself at the turn of the day. The first minute of the 16th already carries the window price, and the first minute of 1 December already does not.
Questions people ask in November
Does anything sell out? Sometimes. Some lines are held in small numbers and a fortnight is long enough for the popular ones to go. If you are deciding between two things, buy the one you would be more disappointed to miss.
Do you restock during the sale? Only if the supplier has it. Some lines come back within days, others do not come back at all, and we would rather say that than promise a restock we cannot control.
Can you hold something for me? No. We do not reserve stock, and we do not have a waiting list.
Will the price go up again afterwards? On 1 December, yes. The Christmas calendar that follows is a different shape: fewer lines, gift-led, running to the 24th.
Is the delivery discreet? Always. Plain outer box, nothing on it that names the shop or the contents, and the payment shows under a neutral name on a statement. The discreet packaging and billing page has the detail, and it is the page to read if the parcel is going somewhere shared.
What if it is not right? Unopened items can go back under the returns policy. Read it before you buy rather than after, particularly if you are buying for someone else.
What this page will say on the 16th
On the morning the window opens, we will update this page with the lines worth looking at first, so it works as a starting point rather than a history lesson.
Until then, the full shop is the place to browse, everything currently reduced sits on the sale page, and the blog has the buying guides that make the choice easier. The shop is adults only, and it is 18+ throughout.
