John Lewis Black Friday 2026 UK: dates and price match
John Lewis had not confirmed its 2026 Black Friday start date as of 6 November 2026. Black Friday is Friday 27 November. In 2025 it announced its deals on 30 October. John Lewis still matches prices at 25 named retailers under its Price Promise, with a 7-day claim window.
When does John Lewis Black Friday start in 2026?
Not announced as of 6 November 2026. MoneySavingExpert predicted a start on Friday 30 October, but reports that the deal did not start when predicted. Check the John Lewis Black Friday page for the official launch.
| Year | John Lewis Black Friday start | Black Friday date |
|---|---|---|
| 2024 | Not confirmed; deals planned to run to 30 November | 29 November |
| 2025 | 30 October (announced, reported by Retail Week) | 28 November |
| 2026 | Not announced as of 6 November 2026 | 27 November |
Sources: MoneySavingExpert's John Lewis page, Retail Week's report of the 2025 launch and Retail Times on Black Friday 2024. The Retail Times article gives the 30 November 2024 end date but not the start.
Was Never Knowingly Undersold dropped?
No. The slogan is still in use, but the formal policy is now called the Price Promise. John Lewis brought back "Never Knowingly Undersold" as a new-look promise on 9 September 2024, according to Retail Times. The John Lewis Price Promise page now carries the slogan as a heading and the rules under the name Price Promise.
The older price drop refund policy has ended. John Lewis is still processing requests made before 15 October 2024 under it. For a purchase today, the 7-day Price Promise is the rule that applies.
How does the John Lewis Price Promise work?
John Lewis refunds the difference if you find a lower price within 7 days of placing your order. The 7 days run from the order, not from delivery or collection. It also matches its own price drops for 7 days. In John Lewis shops, it will match a price before you buy if you show verifiable evidence.
Matches apply to 25 named retailers, and only to items sold directly by them. The list includes Amazon UK (electricals only), AO, Apple, Argos, Currys, The Entertainer and Smyths. Marketplace sellers are not matched.
These prices are excluded:
- Clearance, multi-buy, member-only and flash-sale prices
- Voucher or discount-code prices
- Obvious pricing errors
- Refurbished or graded goods
- Installation, disposal and extended warranty services
John Lewis says it will continue to match 25 competitors throughout the Black Friday period, including their offers and discounts (Retail Week, 2025). Our UK shops that price match guide compares the schemes.
What about LEGO and Pokémon toys at John Lewis?
John Lewis sells LEGO and Pokémon, and its Price Promise can apply to toys sold directly by Smyths, The Entertainer and Argos. No 2026 LEGO list is announced as of 6 November 2026.
Pokémon cards rarely get a large discount. See our John Lewis Pokémon cards guide for how it handles stock, and our LEGO Black Friday guide for sets that usually fall.
How to check a John Lewis deal is real
A real deal is below the usual price at several shops. Follow these steps.
- Note the price now. Write down the price today, then compare it on 27 November.
- Check the exclusions. Clearance and flash-sale prices at another shop will not be matched.
- Claim within 7 days. If a lower qualifying price appears, claim before the window closes.
Which? has found that most Black Friday deals are matched or beaten at other times of the year. Our Black Friday 2026 guide has the details. SAVR alerts you to UK price drops and price errors as they happen.
Common questions
When does John Lewis Black Friday start?
John Lewis had not confirmed 2026 dates as of 6 November 2026. In 2025 it announced its Black Friday deals on 30 October.
Does John Lewis price match?
Yes. Under its Price Promise it refunds the difference if you find a lower price at 25 named retailers within 7 days of ordering. Marketplace sellers, clearance and flash-sale prices are excluded.
Is Never Knowingly Undersold still a thing?
The slogan is still used. The policy itself is called the Price Promise, and the older price drop refund policy has ended.
Does John Lewis price match Argos and Currys?
Yes, on qualifying items sold directly by them. Argos, Currys and Smyths are all on the list of 25 retailers.
Where this fits
John Lewis is the one big UK shop that publishes a named price match list. For other shops, read UK shops that price match. For the whole season, see Black Friday 2026 in the UK and price errors in UK retail.