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Quick verdict
Best for: UK shoppers deciding whether to buy now or hold out for Friday 27 November 2026 at Boden, END., Emma or Travis Perkins.
Skip if: you want a list of codes. This page tracks sale history, delivery and returns, and publishes no codes.
Best offer right now: Emma's Black Friday sale, up to 40% off, with reductions dated from 27 October 2026 (Emma's Black Friday page, checked 27 October 2026).
Black Friday 2026 falls on Friday 27 November, with Cyber Monday on 30 November, according to NationalWorld. That leaves you 31 days to decide what to buy now and what to park in a basket.
If you have searched which brands do Black Friday in the UK, you have seen lists of 100 retailers with a headline percentage each. This page goes the other way. Four brands, what each one cut in past years, what delivery and returns cost you, and a plain call on whether to wait.
Three of the four are worth waiting for. One is already running its Black Friday prices, and its own track record says you gain little by holding off.
Which brands do Black Friday in the UK, and which four are worth waiting for?
All figures below are based on past years and on the brands' own pages as we read them on 27 October 2026. None of the 2026 offers is announced except Emma's.
| Brand | Past Black Friday offers | Delivery | Returns | Wait or buy now | Source |
|---|---|---|---|---|---|
| Boden | 2025: 40% off a Black Friday edit, 20% off everything else. 2023: up to 40% off selected styles | Free standard over £50, £3.95 below | 3 months for a refund, free UK returns label | Wait | Grazia, Boden returns |
| END. Clothing | Most recent: 30% off 'END. Picks', applied at checkout. 2017: 20% off with a code, sale items included | Wait, if your brand is in the edit | END. Black Friday page | ||
| Emma | 2025: 30% off the Hybrid AirGrid in every size. 2024: up to 50% off mattresses | Free delivery and returns | 200-night trial from the day it arrives | Buy now | Emma, T3 |
| Travis Perkins | No Black Friday sale found in the coverage we read | Free over £150, £30 below, per a voucher site listing | 30 days, you pay return transport | Open a trade account instead | Travis Perkins returns |
Boden: will it go to 40% off again?
Boden has a steady Black Friday habit, and the pattern is a deep cut on a chosen edit with a smaller cut on the rest. That matters, because the item you want may sit in the 20% group, not the 40% one.
What did Boden discount in 2025 and earlier years?
In 2025 Boden ran 40% off its Black Friday edit and 20% off everything else, with the sale expected to run until 1 December, according to Grazia. Grazia listed the £149 Lucille Tulle Midi Dress in the deeper group. At 40% off, that saves you £59.60 and brings it to £89.40.
The £229 Raglan Wax Jacket only took 20% that year, so it came down by £45.80 to £183.20. Check which group your item falls in before you wait a month for it.
Earlier years follow the same shape. Mumsnet reported up to 40% off selected styles from Friday 24 November to Cyber Monday 27 November in 2023, with some clearance lines at up to 60% off. In 2020, Marie Claire reported 30% off womenswear and 10% off Mini Boden for a week.
What does Boden charge for delivery and returns?
Boden's returns page gives you 3 months from receipt for a refund to your original payment method. You can ask for a free UK returns label through web chat or the contact page. Until the first anniversary of delivery, items that fall short on quality can still come back for an exchange or account credit.
Sale stock may be the exception. Mumsnet's November 2024 summary of Boden's terms says sale and clearance items must come back within 14 days for a cash refund, and that free returns don't cover them. The returns page we read doesn't publish a Christmas extension.
On delivery, the last figures we found are free standard delivery over £50, £3.95 standard below that, £7.95 express and £3.50 click and collect, from Mumsnet in November 2024. Boden's own delivery page blocked our reader.
END. Clothing: 30% off a picked edit, not the whole site
END. is the one to watch if you buy brands like adidas, Carhartt WIP, New Balance or Arc'teryx. Those four had their own 30% tiles on END.'s Black Friday page when we read it on 27 October 2026.
What did END. run on Black Friday before?
The most recent version of END.'s Black Friday page shows 30% off products tagged 'END. Picks', with the discount applied automatically at checkout. The page is still live, but its images are dated November 2025, so treat it as last year's offer.
If a £165 pair of trainers sits in END. Picks, 30% takes £49.50 off and you pay £115.50. If it sits outside the edit, you pay full price, so check the tag.
Older years were simpler. In 2017, Die, Workwear reported a sitewide 20% off code that also worked on items already in END.'s sale. Modculture has covered several END. Black Friday events at 20% off. Treat that as history, not a code to try.
Delivery, returns and the Klarna catch
END.'s UK site bills in pounds, and its terms and conditions say Klarna orders can't be exchanged when you return them. You get a refund instead, so if you might need a different size, pay by card.
We couldn't read END.'s help centre, which holds its delivery and returns rules. A third-party summary of END.'s terms puts the returns window at 30 days for unworn items with tags on.
On Trustpilot, END. holds a 4.3 TrustScore from about 134,000 reviews. Many reviewers praise fast, well packed delivery, and sizing is the most common complaint, which is one more reason to know the returns window before you buy.
Emma: the honest "don't wait" call
Emma's homepage already says "Black Friday Sale: Up to 40% off", and its Black Friday page dates the price reductions from 27 October 2026. If you need a mattress before Christmas, this is the one brand on the list where waiting has a weak case.
Emma's page also says sale prices are measured against the lowest price in the 30 days before the promotion. That rule means the 'was' price can't be inflated in the weeks before 27 November.
What did Emma's Black Friday look like in 2024 and 2025?
In 2025, T3 reported 30% off the Emma Hybrid AirGrid in every size by 11 November. The double went from £999 to £699.30, a saving of £299.70. In 2024, Tom's Guide reported up to 50% off, with the NextGen Premium double down from £659 to £461.30.
Tom's Guide also wrote in January 2026 that Emma's 2025 Black Friday pricing looked much like 2024's, and its January sale then ran up to 30% off all mattresses. Based on past years, Emma's mattress cuts have sat between 30% and 50% across several sales, so 40% today is inside its normal range.
Current 'from' prices on Emma's Black Friday page are £199 for the Original Lite, £369 for the Original and £539 for the Original Pro. Emma says newsletter codes can stack with Black Friday prices at checkout.
How the 200-night trial works if you buy now
Emma's homepage promises a 200-night trial with free delivery and returns, and a guarantee of up to 10 years. Its trial FAQ says the trial starts the day the mattress reaches your home.
If the mattress doesn't suit you, Emma's FAQ says it collects it and refunds the full amount. Buy in late October and you still get all 200 nights, and they run well past the January sales.
Travis Perkins: the saving is the trade account, not the date
Travis Perkins is a builders' merchant first, and it sells everything from timber to power tools. Its Awin profile lists over 20,000 products. In the Black Friday coverage we read, we found no Travis Perkins Black Friday sale, and its Black Friday URL returned no offers.
Trade or retail pricing: which do you pay?
Trade account holders buy at trade prices. In June 2023, Builders Merchants News reported Travis Perkins launching an Online Trade Counter so account holders can reorder at those prices in a couple of clicks.
Posters on the UKWorkshop forum describe trade card discounts of roughly 25% to 40% depending on the product, and some say local independents still beat those prices on sheet goods. Treat that as a lead, not a figure.
If a renovation needs £1,000 of materials over winter, a 25% trade price saves you £250 whether you order in November or February. That's why the account beats waiting for a date the merchant doesn't seem to mark.
Delivery charges and the 30-day returns rule
A voucher site listing checked on 27 October 2026 puts Travis Perkins delivery at £30 under £150 and free above that, with trade account holders getting free delivery over £100. Travis Perkins' own delivery page didn't load for us.
If those figures hold, a £120 retail order pays £30 to deliver, a quarter on top. Adding £30 of screws or sealant gets you to £150 and the delivery goes free.
The Travis Perkins returns page gives you 30 days from delivery for goods in resellable condition. You pay the return transport, a restocking charge may come off your refund, and a collection costs at least 15% of the order value. On a £400 order that's £60 or more. Cement and plaster can't come back at all.
Two brands we don't earn from that buyers also ask about
Clarks. T3's 2025 A to Z says Clarks ran up to 50% off in 2024 plus an extra 10% on reduced items, with free standard delivery over £60 and free returns.
Simba. The same T3 guide listed Simba at 55% off for Black Friday 2025. If you are comparing mattresses, put that against Emma's 40% and check what each one counts as the 'was' price.
What are your legal rights on Black Friday returns?
UK law gives you a cooling-off period for things you buy online without seeing them first. Citizens Advice says you have 14 days, starting the day after delivery, to tell the seller you are cancelling, then another 14 days to send the item back.
The seller then has 14 days to refund you, counted from when it receives the item or your proof of posting. GOV.UK adds that the seller must refund standard delivery, though not the extra for a faster option.
The rules carve out personalised items, perishables and anything with a broken hygiene seal. For this list, that means Travis Perkins' cement and plaster, and any Boden swimwear with its hygiene liner removed.
Store policies sit on top of the law. Boden's 3 months and Travis Perkins' 30 days both go beyond the 14 days, but neither page we read waives your statutory rights.
How to plan your four-brand Black Friday shop
Prices and policies checked on 27 October 2026. Black Friday offers for Boden, END. and Travis Perkins are not announced yet; past offers are shown as history, not a promise. See how we verify what we publish.
Questions about UK Black Friday brands
When is Black Friday 2026 in the UK?
Friday 27 November 2026, with Cyber Monday on Monday 30 November. Emma's Black Friday page gives the same dates.
Do Black Friday sales start early in the UK?
Some do. Emma dates its 2026 Black Friday reductions from 27 October, a month early. In 2025, T3 reported Emma's AirGrid at 30% off by 11 November. Boden and END. haven't announced 2026 dates.
Does Boden run a Black Friday sale?
Yes. In 2025 it ran 40% off a Black Friday edit and 20% off everything else, per Grazia, and in 2023 it ran up to 40% off selected styles from 24 to 27 November, per Mumsnet. The 2026 offer isn't announced.
Does Travis Perkins have a Black Friday sale?
We found no Travis Perkins Black Friday sale in the coverage we read, and its Black Friday URL showed no offers on 27 October 2026. Its main saving is trade pricing through a trade account.
Can I return Black Friday purchases after Christmas?
It depends on the store. Boden's returns page gives 3 months from receipt and Emma's trial runs 200 nights from delivery, so both run past Christmas. Travis Perkins gives 30 days, so a 27 November order runs out before New Year. The legal minimum is 14 days after delivery.
Is it better to wait for Cyber Monday?
Based on past years, Boden's 2025 offer was expected to run through to 1 December, so it covered both days. For Emma, today's sale already sits in its usual 30% to 50% range.
Are Emma mattresses cheaper on Black Friday than in January?
Not by much, based on past years. Tom's Guide reported up to 50% off at Black Friday 2024 and up to 30% off all mattresses in the January 2026 sale, and said Emma's 2025 Black Friday pricing looked much like 2024's.
Your one move today: if a mattress is on your list, check Emma's double price against the £699.30 AirGrid figure from 2025 and decide now. The other three can wait for 27 November. For more stores, see our Black Friday hub.
About the author
Ethan Brooks, Shopping editor
Ethan writes CoupStore's store guides and Top 15 lists for shoppers in the US: what a store sells, how its pricing and delivery work, and which offers are worth using.
