July 22, 2024


Get Into Fashion

Selfridges Black Friday Sale 2021

PSA: the Selfridges Black Friday sale is here for 2021.

There’s just one catch, Selfridges technically doesn’t do ‘Black Friday’. But, every year, without fail, the department store launches a Christmas Comes Early sale over the exact same weekend. We really don’t care what they call it, so long as they come through with the goods.

Selfridges just dropped its customary Christmas Come Early (read: Black Friday) promo code and the discounts are just as good as in previous years. There’s up to 20% off designer womenswear, bags, homeware, jewellery and gifts, and 10% on beauty (although Diptyque candles are 20%, FYI). There’s even a few bargains to be found in the foodhall – including those iconic hampers. Simply enter ‘SELFCCE’ at the checkout to see the total of your basket drop.


We don’t need to tell you that the department store’s sales are a big deal – seriously, these discounts have had people queueing out the door from as early as 7am in previous years . Apart from last year, that is, when it was literally illegal.

We did learn something from the last Black Friday, though: online sale shopping is king. We recommend saving yourself the stress (we don’t do crowds or commutes these days) by browsing Selfridges’ Black Friday deals from home again this year. And you can make life even easier by choosing from ELLE‘s edit of the best bits, obvs.

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Selfridges Black Friday sale: What are the ELLE editors buying?

What are we buying? Everything and anything: this is prime time to do your Christmas shopping and stock up on essentials. The in-store experience is always great at Selfridges, but you can find better stock options online (and avoid the inevitable stampede).


As well as stocking all the well-known luxury labels like Prada, Chloé and Saint Laurent, Selfridges also champion cool London-based designers such as 16 Arlington, Wales Bonner and J.W. Anderson. What’s more, the department store’s buyers go big on mid-tier brands, so you can expect to find all your faves like Reformation, Ganni, Rixo, The Frankie Shop and Faithfull the Brand. If that’s still a little out of your budget, even with a discount, you can always rely on the good old British high street. Selfridges stocks Ted Baker, Whistles and many more.


The Selfridges beauty hall is legendary, but the section we always slide into first is the fragrance department. From Tom Ford’s covetable bottles to Byredo’s cult scents, via blockbuster fragrance sets from the likes of Gucci, there’s something to delight everyone here. Our advice? Buy strategically and tick all those names off your Christmas list.

Now, a beauty advent calendar is always a good idea, but a calendar that’s on sale? That’s a no-brainer.


Forget being organised: you’re only wasting that hard-earned dollar if you do your Christmas shopping before Black Friday. Be the best sister/daughter/girlfriend and use this opportunity to buy everything from millennial haircare and jewellery advent calendars, to luxe candle making kits. Missoma’s sell-out advent calendar is also 20% off, if you’re feeling really generous.


You’re likely still spending more time than usual at home, so investing in some luxe accessories is totally justified. If you’re dreaming of kitting out your kitchen in Le Creuset, treating yourself to a Diptyque candle or indulging in some fancy glassware, now’s the time.

Does Selfridges take part in Black Friday?

Technically, no. But the department store isn’t fooling us with the Christmas Comes early stage name: this sale always falls exactly on the Black Friday/Cyber Monday weekend. So, yes, Selfridges Black Friday deals are a thing.

Other Black Friday sales to bookmark in 2021:

Farfetch: For Black Friday 2021, Farfetch has put on a mega sale with up to 50% off selected lines. There’s plenty of reduced Bottega waiting to be found, as well as loads of discounted Rejina Pyo, Off-White, Frankie Shop, Victoria Beckham and The Vampire’s Wife to peruse. Read all the details here.


& Other Stories: For 2021, Stories is offering up its customary 20% promo on full-price items. Add your wishlist bits to the basket, then hit checkout to see your total drop (you may need to be signed up/in to do this). Here’s what ELLE‘s shopping.


Reformation: Right absolutely everything on Reformation’s site is marked down by 25%. This generous discount applies to anything full price and there’s no minimum spend. Find inspo from ELLE’s wishlist here.


COS: COS has knocked up to 70% off clothing in its archive sale. There’s also 25% off new-season knitwear, if classic clearance won’t cut it for you (although, we can assure, most sizes are thankfully still in stock). Shop our staple wardrobe must-haves here.


Arket: Sadly – although admirably – it looks like Arket isn’t taking part in Black Friday 2021. We put together a wishlist here, though, if you’re supporting in its sustainability message.


Does Selfridges take part in Cyber Monday?

Again, without naming it the ‘Cyber Monday sale’, Selfridges sneaks in there on the Monday after Black Friday with a big sales event that beats any clearance discounting throughout the year.

When is the Selfridges Black Friday Sale?

Black Friday usually falls on the fourth weekend of November which, this year, is the 26 November. This year, however, the department store started its sale two days early for 2021.

What to expect from Selfridges Black Friday sale:

For the last few years, the department store has dropped a promotional code at the end of November, which gives customers a general discount once applied at the checkout. The retailer also launches a sale on selected lines, with reductions of up to 70 per cent.

What even is Black Friday?

Black Friday was originally an American holiday, thought to be kick-started by department store Macy’s in the 1930s. The annual event didn’t get its name until later on, when it grew in popularity during the 1980s.

It wasn’t until decades later, in 2010, that the UK started cashing in on the shopping event. Naturally, Amazon went first: the e-tailer began offering customers online discounts and deals on the same day as the sales in the US. Fast forward to 2021, and Black Friday is basically bigger than Boxing Day sales, with most high street and even some luxury stores taking part.

What’s the deal with Selfridges Black Friday shipping?

Since we couldn’t shop in store for Black Friday 2020, it got us thinking about delivery options. Selfridges charges anywhere between £5 and £8 for standard delivery, which takes five working days, depending on your basket total. It’s usually free for orders over £601, but at the moment the minimum spend is just £150: enter the code ‘UKFREEDEL’ to redeem this deal.

If you need your item sooner, the department store offers a Click + Collect service (be aware: some fine jewellery brands are exempt) or a Same Day option for delivery within the M25. Find out more here.

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