The best times of year to buy tech in the UK
Tech prices in the UK follow a fairly predictable yearly pattern. New models launch, older models are cleared, and retailers run big sales events at roughly the same points every year. If you can wait a few weeks, timing your purchase can save you a lot more than any single discount code.
January: the post-Christmas sales
Boxing Day and the January sales are traditionally a good time for TVs, laptops and small appliances, especially lines that did not sell well over Christmas. Stock can be limited, so it pays to know exactly which model you want before you start looking.
Spring: last year's TVs get cheaper
Major TV brands usually show their new ranges at the CES trade show in January, and the new models tend to reach UK shops during the spring. As they arrive, retailers often cut the price of the previous year's sets. Last year's mid-range TV can be better value than this year's entry-level model.
July: Amazon Prime Day
Amazon's Prime Day event usually runs in July, and other retailers often run competing sales at the same time. It is a good time for Amazon's own devices (Kindle, Echo, Fire TV) and for popular gadgets, but check the price history, because some "deals" only match prices seen earlier in the year. You normally need a Prime membership for the Amazon prices.
August and September: back to school and new iPhones
Laptops, tablets and accessories are heavily promoted before the start of the school and university year. Apple usually announces new iPhones in September, and when it does, older models often get a price cut or are reduced by other retailers as they clear stock. If you do not need the newest model, the weeks after launch are a good time to buy the previous one.
October: Prime Big Deal Days
In recent years Amazon has run a second members-only sale in October. It is smaller than Prime Day, but it is a useful early look at what Black Friday prices might be.
November: Black Friday and Cyber Monday
Black Friday is the Friday after the US Thanksgiving holiday. In 2026 that is Friday 27 November, with Cyber Monday on 30 November. Many UK retailers now run Black Friday offers through most of November. Genuine record low prices do appear, especially on headphones, smart home kit, TVs and vacuum cleaners, but so do discounts against inflated "was" prices. Read how to spot a fake discount before you buy.
Some retailers now offer a price promise during their Black Friday period, refunding the difference if the same item drops further before a set date. Check the terms, as you usually need to claim it yourself.
General rules that work any time of year
- Phones and laptops usually fall in price within 6 to 12 months of launch.
- Last year's model is often 80 to 90 percent as good for a much lower price.
- Set a price alert rather than checking every day. See how price history works.
- Do not buy early just to beat a sale unless the retailer offers a price match or price promise.
Your rights still apply in a sale
Sale items bought online usually come with the same 14-day right to cancel under the Consumer Contracts Regulations, and faulty goods are covered by the Consumer Rights Act 2015 whether or not they were discounted.