Shopping expert reveals smart way to shop the Black Friday sales to save big
Updated
Black Friday 2026 is just around the corner, and the biggest deals of the year are set to go live. While the official date is Friday, November 27, many brands and retailers drop discounts throughout the entire month.
Yes, this is great news for our bank balance, but it pays to be prepared.
The secret to being a savvy shopping this sale period? “Doing your homework early,” says Ellie Grant-Taylor, Senior Buyer at The Iconic.
Ahead of Black Friday, she shares her top tips on how to prepare your shopping list so that you can score a really great deal.
Identify what is missing in your wardrobe
Before you even start to scroll through websites, you need to figure out exactly what your wardrobe is lacking. Whether you need tailored workwear or light linen separates for summer, Ellie says tackling your closet is the first step.
“Start by identifying what you actually need, researching the brands and products you’re interested in, and checking prices ahead of the sale so you can recognise a genuinely good deal.”
If you’re eager to try a trending item, these ballerina-like shoes are in high demand.
Onitsuka Tiger Gymnarina Shoes, $230
These trending shoes are flying off the shelves. THE ICONIC
Prepare your wishlist
Once you’ve identified the ‘missing’ items in your wardrobe – or your next splurge purchase – add them to a wishlist. Shopping tools like a wishlist and filter toggles will help to streamline your search.
It’s also beneficial to know your size so you can “shop with confidence when the sales go live,” says Ellie, to avoid any rushed decisions or panic purchases.
Once your wishlist is underway, she suggests ranking each item from favourite to least, instead of treating the entire list as a selection of ‘must-haves’.
“Start with the pieces you’ve wanted for months, followed by upcoming purchases like summer holiday essentials or Christmas gifts, then leave room for a few unexpected finds.”
Searching for a new pair of sunnies for summer? This designer Gucci pair is already on sale.
Gucci GG1661S Sunglasses, was $575, now $425.50
THE ICONIC is home to designer labels like GUCCI. THE ICONIC
Remember to shop ahead
Consider any events you have in the diary before heading to checkout. The Black Friday sales are often a great chance to score a wedding guest outfit or a new addition to a holiday wardrobe.
As we head into the warmer months, Ellie expects that “summer-ready fashion will be a big focus for Aussie shoppers”. Think dresses, sandals and swimwear, these are the kind of items to get your hands on with discounted price tags.
“Occasionwear is another category to watch, with Christmas parties, summer weddings and holiday celebrations filling up calendars,” she adds. “Black Friday is also a great opportunity to explore designer fashion, particularly those higher-value pieces shoppers may have been waiting to purchase.”
Homegrown brands like Bond-Eye are great for swimmers you’ll wear all summer long.
Bond-Eye Lucia One Piece, was $195, now $98.16
bond-eye swim is a crowd-favourite. THE ICONIC
Keep an eye on Aussie-made brands
It’s no secret that homegrown labels often come with expensive price tags, which is why the sale season is the perfect time to shop.
As a seasoned fashion buyer, Ellie is adding a few brands to her own wishlist, with items she’ll wear over summer. “At the top is Aje Studio, which has just landed at The Iconic, and has timeless denim and linen pieces.”
Labels like Cult Gaia and Staud are on her list too, for “one of a kind, elevated statement pieces. I think Black Friday is the perfect excuse to finally pick up something you’ve been considering for a while,” she explains.
“Faithfull The Brand is another favourite of mine for effortless holiday dressing, while St. Agni is worth exploring for more elevated wardrobe investments.”
Searching for a summer dress? Faithfull the Brand is a regular go-to for Aussies looking warm-weather staples.
Faithfull the Brand Raya Polo Top, was $260, now $208
Shop summer staples at Faithfull the Brand. THE ICONIC
Can’t wait for November 27? You’re in luck. A number of brands have dropped early Black Friday deals.
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