For years, Black Friday has been one of retail’s most anticipated promotional moments; the go-to event for consumers seeking the biggest savings of the year, particularly ahead of Christmas. But new research, commissioned by Joybuy, suggests shopper expectations are evolving.

Almost half (49 per cent) of UK consumers say they would like a Summer Black Friday event, while nearly two-thirds (65 per cent) believe greater competition between online retailers leads to better value. The findings point to a growing demand for retailers to offer more compelling pricing, dynamic deals, stronger service and greater choice throughout the year, rather than concentrating value into a single shopping moment each November.

Joybuy has continued to rethink how and when it engages customers. And in response to changing consumer behaviour, the new online shopping destination from JD.com launched its first-ever Summer Black Friday event.

Running until 30 June, Joybuy’s Summer Black Friday gives shoppers access to significant savings on trusted brands and everyday essentials without having to wait for the winter sales season. More than a promotional campaign, it reflects Joybuy’s ambition to create a new retail moment that responds to how consumers increasingly shop today.

Since launching in the UK and EU earlier this year, Joybuy has positioned itself as a challenger within ecommerce, combining trusted brands, competitive pricing and its ‘Double 11’ same-day and next-day delivery rapid fulfilment through the JoyExpress last-mile delivery service – to offer consumers an alternative to established online retailers.

Its inaugural Summer Black Friday demonstrates that ambition in action. At a time when promotional events are often limited to a single day, weekend or member-only audience, Joybuy has created a two-week event open to all shoppers, with no subscription required. The extended window gives consumers more time to make informed purchasing decisions and secure great value on the products they need now, while providing brands with a longer opportunity to engage shoppers during a key seasonal spending period.

The launch also reflects a broader shift across retail, as businesses increasingly look to create new promotional moments beyond the traditional peak trading calendar. As consumers become more value-conscious, retailers are recognising the opportunity to drive engagement and demand throughout the year rather than relying solely on established shopping events.

So why launch a Summer Black Friday?
Summer is often associated with more spontaneous and unplanned spending. Heatwaves, holidays, outdoor entertaining and last-minute social plans frequently drive purchases that consumers had not anticipated or budgeted for.

Joybuy’s research found that UK consumers are set to spend more than £163 million extra this summer due to what the retailer describes as the “Summer Tax”; the hidden costs associated with urgent purchases, premium delivery fees and seasonal price increases. More than half of consumers say they have noticed prices rising on products such as fans, paddling pools and barbecue essentials during periods of warmer weather.

By introducing Summer Black Friday, Joybuy aims to help shoppers access better value on products they are already looking to buy, whether that’s technology, home products, beauty items, household essentials or seasonal purchases.

The event features thousands of deals across leading brands including Apple, De’Longhi, Emma, LEGO, Lenovo, L’Oréal, Midea, Philips and Samsung, offering consumers access to some of Joybuy’s lowest prices of the year so far.

The initiative also reflects Joybuy’s global heritage. Summer Black Friday draws inspiration from JD.com’s annual 618 shopping festival, one of the world’s largest ecommerce events. First launched in 2010, 618 has become a major fixture of the Chinese retail calendar, with JD.com processing more than 2.2 billion orders during the 2025 campaign alone.

However, creating a successful retail event requires more than compelling deals.

As ecommerce competition intensifies, fulfilment and customer experience are becoming increasingly important differentiators. Consumers today expect speed, reliability and transparency as standard, with delivery often playing a decisive role in purchasing decisions.

Unlike many online retail models that rely on third-party sellers and fulfilment partners, Joybuy manages the customer journey end-to-end through its own warehousing and delivery network. This greater operational control enables the retailer to deliver a more consistent experience, while supporting its Double 11 proposition: customers who place eligible orders before 11am can receive them before 11pm the same day.

The service already reaches more than 40 million consumers across the UK and Europe, with next-day delivery available nationwide and free delivery on orders over £29.

Ultimately, Summer Black Friday is about more than extending a promotional period. It reflects how changing consumer behaviours are reshaping the retail landscape and creating opportunities for challenger retailers to innovate, compete and create new moments of value throughout the year.

*The consumer research was commissioned by Joybuy and conducted by independent market research agency OnePoll. The survey polled a nationally representative sample of 2,000 UK adults in May 2026. OnePoll is a corporate member of the Market Research Society (MRS) and strictly adheres to the MRS Code of Conduct.

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