Joybuy is launching its first ‘Summer Black Friday’ event in the UK, as the JD.com-owned marketplace hopes to bring one of China’s biggest shopping moments to British consumers.
The platform, which launched in the UK earlier this year, said the promotional event will run from 15 to 30 June, with discounts across tech, home, beauty, grocery and other categories.
The campaign will reportedly include deals from brands including Apple, De’Longhi, Emma, LEGO, Lenovo, L’Oréal, Midea, Philips and Samsung, with Joybuy positioning the event as an alternative to waiting until the traditional November Black Friday period.
The retailer said the move had been shaped by new consumer research, commissioned by Joybuy and conducted by OnePoll, which found that almost half of UK shoppers want a Black Friday-style event in the summer.
The survey of 2,000 UK adults also found that 65 per cent believe greater competition between online retailers drives better value for consumers, while 36 per cent said retailers are not doing enough to attract customers through strong service and competitive pricing.
Joybuy said the promotion would be open to all shoppers, with no subscription required. The event will also run across Germany, the Netherlands, France, Belgium and Luxembourg.
A Joybuy spokesperson said the retailer had “promised to shake up the market” and described the campaign as the first nationwide Summer Black Friday from a multi-brand retailer in the UK.
“Why wait until November to shop smarter? With Summer Black Friday, we’re disrupting the shopping calendar and bringing one of the biggest global shopping moments to the UK,” they said.
“It’s about giving customers great deals on the brands they love, backed by fast, reliable delivery and a joyful shopping experience, at a time hard-working people need it most.”
The brand is also tying the campaign to this summer’s Football World Cup, with deals on TVs and audio-visual equipment, including soundbars. Free installation will be available until 30 June.
Joybuy said its “Double 11” delivery service allows customers ordering by 11am to receive items before 11pm the same day in eligible areas, covering more than 40 million people across the UK and Europe.
Same-day delivery is currently available across Greater London, Birmingham, Leicester, Nottingham, Oxford and Cambridge, while next-day delivery is available nationwide, excluding Northern Ireland and the Isle of Man. Orders over £29 qualify for free delivery, with no extra charge for same-day delivery.
Shoppers can reserve coupons and bundles from 11 June, with savings going live from midnight on 15 June. A limited number of bundle deals offering savings of up to 50 per cent will go live at 8pm on the same day.
Joybuy is also launching a series of customer partnerships and benefits alongside the event.
It has partnered with Strava to launch the Joybuy 11.11km Challenge, which will run from 15 to 30 June. Participants who complete 11.11km by walking, running, riding or hiking can unlock 1,111 Joybuy Points, worth £11.11 to spend on Joybuy, and enter a prize draw with prizes worth up to £1,111.
Joybuy has also announced a Spotify partnership through its JoyPlus membership scheme. From 15 June, JoyPlus members who are not existing Spotify subscribers can access up to four months of Spotify Premium at no extra cost, while non-JoyPlus customers buying selected electronics products can receive up to three months.
The retailer has also launched digital gift cards across Europe, available from £10 to £100, which can be personalised and sent directly to recipients by email.
The Summer Black Friday campaign takes inspiration from JD.com’s 618 shopping festival, which takes place around 18 June and has become one of China’s biggest annual retail events.
Joybuy said JD.com processed 2.2 billion orders during the 2025 festival, with USD$100bn spent in China, and now plans to make Summer Black Friday a regular fixture in the UK retail calendar.
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