Everything you need to know about H&M's Black Friday sale

·4-min read
Photo credit: Christian Vierig
Photo credit: Christian Vierig

The H&M Black Friday sale is nearly here for 2021 and we're pretty excited about it here at Cosmo.

If you've made it to the next part of this piece without immediately heading to H&M's website, hi, we've got a thing or two to say about the high street store...

Not only does H&M nail womenswear, menswear, kids' and – seriously – dog clothes, it has one of the best high street homes ranges out there. On top of that, the retailer releases limited-edition capsule collections that often sell out – so you know the design team are talented AF. If you can bag yourself some Conscious Exclusive or H&M Studio in the clearance, you'll have found a collector's gem.

If not, head for the premium quality section on the site to find timeless staples made from great fabrics like wool and silk. And if you're on a serious budget, rest assured that you'll be able to kit yourself out in sequin party dresses or sassy shoes from as little £9.99.

What to buy in H&M's Black Friday sale?

H&M's offering is vast, so it helps to know what to look out for.

We'd suggest shopping the Premium Quality section while it's cheaper: pay a little more on H&M and you can grab yourselves some really great basics, knitwear and tailoring made from wool, quality cotton and even silk.

H&M Conscious is another great one – you'll be pleased to know the brand's sustainable range is expanding options-wise all the time.

Then there are the capsule collections – H&M's designer collaborations are legendary, and have customers queueing/camping (literally) outside of the stores. We wrote a love letter to its collab with The Vampire's Wife last year and 2021's Simone Rocha drop was TDF. Tbh, you'll be lucky to find anything left, but there could be the odd stray lurking in the sales pages.

What even is Black Friday?

Black Friday kickstarted in '30s America when the department store Macy's cashed in on the annual Thanksgiving Day parade (if you love Gossip Girl, you'll remember Dan and Serena watching it on TV in season six).

The term 'Black Friday' wasn't officially coined until years later, with the event becoming more of a thang during the big capitalist years of the '80s (ya know, Working Girl, Wall Street bankers and, um, all the independent ladies reading Cosmopolitan). FYI, it's always been manic AF, that's why we prefer to shop online from the smug comfort of our homes.

Amazon was the first retailer to bring Black Friday over to the UK, offering customers online discounts and deals on the same day as the sales in the US. Supermarket Asda was next, creating some serious fuss (and physical fights, for real) with huge discounts on TVs and tech in store.

Soon the rest of the UK caught on to the potential pre-Christmas profit and the rest is history.

When is H&M's Black Friday 2021 sale?

Black Friday always falls on the fourth weekend of November which, this year, is 26th November. From our experience, clothes shopping is a little easier than anything else (like tech or beauty); most retailers launch their sales before the big day and continue them through the whole Cyber weekend, sometimes even beyond it.

What was in the H&M Black Friday sale last year?

In 2018, H&M gave customers up to 50% off selected lines on the site. The retailer dropped new daily discounts, starting a few days before Black Friday and lasting through to Cyber Monday. H&M Club members were given a discount code (found in the 'my rewards' section at the checkout) for an extras 10% off sale items.

Then, as if the store heard all of our wishes for blanket discounts, in 2019 and 2020 it dropped a promo code for 20% off EVERYTHING. Which means you could bag a load of new season stuff and didn't have to comb through the dregs of clearance.

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