Every November, I circle Black Friday in my calendar. For Miro, my partner, and me, it’s always been the best time to invest in photography and videography equipment — the sort of high-value gear that you know will pay off long after the sale ends. But Black Friday has evolved far beyond tech.
Over the last decade, Black Friday has shifted from being purely about gadgets and electronics to becoming a global shopping ritual where everything is fair game — from designer fashion to beauty, interiors, and even artisanal brands. While I still use the sales to invest in tech, I’ve also learned that if you shop smartly, Black Friday is the perfect time to acquire timeless fashion staples you’ll actually use and love.
A Quick Look Back: From Chaos to Chic
The phrase Black Friday was first coined in 1950s Philadelphia, not by marketers but by the police, who used it to describe the post-Thanksgiving mayhem of traffic, football games, and hordes of eager shoppers. By the late 1980s, retailers had cleverly reframed it as the day they finally went “into the black” (profitable) after months of “red” (losses).
Fast-forward to the UK in the 2010s: Amazon and Asda imported the American tradition, and in less than ten years, it became as much a part of the British shopping calendar as Boxing Day sales. Today, nearly every brand participates in some way.
When (and How) to Shop Black Friday 2025
This year, Black Friday officially falls on Friday, 28 November 2025. But here’s the insider tip: most retailers begin their promotions early — sometimes up to a week before. To avoid missing out, sign up to the newsletters of the brands you love. That way, you’ll get first access to discounts (and often exclusive codes) before the masses.
Is Black Friday Worth It?
The answer depends on your strategy. Personally, I’m selective. I don’t use Black Friday as an excuse to overbuy — because cheaper doesn’t mean necessary. Instead, I focus on brands and items I already know I want, especially labels that rarely go on sale. Often, even a 10% code makes a difference on something that feels like a true investment.
My rule is simple: if I wouldn’t buy it at full price, I won’t buy it on sale. That mindset saves you from the post-sale regret of having a wardrobe (or jewellery box) full of pieces that don’t align with your style.
Online vs In-Store
The in-store Black Friday experience has never appealed to me — long queues, crowds, and chaos. Online shopping not only saves you from the frenzy but also gives you time to compare, research, and return (if the brand allows returns on discounted items — always check!).
That said, if you do prefer seeing items physically, try going mid-week, outside of lunch hours, and after-work rushes. A quiet Wednesday morning in-store is far more enjoyable than a Saturday stampede.
UK vs US
It’s true that American Black Friday sales can feel more aggressive — deeper discounts, bigger stock. I even know people who plan annual shopping trips to the US just for it. But honestly? By the time you factor in flights, hotels, meals, and the stress of hauling purchases home, the savings aren’t so significant. Unless you’re already headed across the Atlantic, the UK offers plenty of value.
What I’m Buying This Year (And What I Recommend)
Now to the fun part — the fashion staples worth investing in this season. Here are the five pieces at the top of my Black Friday list:
AJOSEPO – The Troika II Gold Bracelet
I can’t write this list without recommending AJOSEPO. The Troika II Gold Bracelet is my personal must-have: sculptural, bold, and versatile enough to transition from day to night. It’s also an incredible gift — one of those rare pieces that feels heirloom-worthy yet modern.
We don’t do sales — ever. Our jewellery is crafted from precious metals that hold long-term value. But for new customers, we offer a 10% welcome discount if you subscribe to our newsletter, which also gives you access to travel journals, style interviews, and cultural insights. (Consider it our little Black Friday gesture.)
KIKIITO – Hoshi Black Leather Bag
I recently met Kiki, the founder, and she has this magnetic elegance that makes everyone in the room lean in. Her bags reflect that same spirit: timeless, sculptural, and sustainable. Made-to-order in the UK from high-quality bridle leather and Italian cowhide, the Hoshi bag is more than an accessory — it’s a future classic.
Her brand never goes on sale, but if there’s ever a time to check, it’s Black Friday. Even without a discount, this is the kind of purchase you’ll never regret.
ST. AGNI – Black Utility Slingback Heel
My shoe rotation has always leaned toward Gucci and Chanel, but I’ve recently opened my wardrobe to independent luxury brands — and St. Agni has impressed me most. Unlike my experience with Toteme (beautiful but brutally uncomfortable), St. Agni’s shoes are chic and comfortable.
The Utility Slingback is my autumn/winter obsession: minimalist, versatile, and designed for women who actually move through cities. St. Agni often runs seasonal sales, so keep your eyes peeled — this pair will be mine.
TOVE – Seren Satin Bra & Pant Set
If there’s one thing I can’t resist, it’s slinky, comfortable minimalism. TOVE’s Seren set, crafted in silk satin, is sensual without being loud. It’s currently sold out, but I’m hoping for a restock by November. Even at full price, it’s attainable — but Black Friday may bring the bonus of a discount.
ALIGNE – Elle Bardot Denim Blazer & Mid-Rise Flare Jeans
Aligne is one of my favourite contemporary labels for sharp tailoring with a sustainable edge. Their Elle Bardot blazer and flare jeans have been sitting on my wishlist for months. Whether worn as a set or styled separately, the pieces are endlessly versatile. And the best part? Aligne goes on sale, so I’m expecting a strong deal here.
Final Thoughts
Black Friday can feel overwhelming if you let it — the marketing, the countdowns, the endless “last chance” alerts. But if you shop with intention, it’s the perfect time to invest in the staples that will carry you into 2026 and beyond.
My advice: ignore the noise, curate your wishlist, and shop pieces that feel timeless. That way, when the sales end, you’ll have items you’re excited to wear, not clutter you regret.