Black Friday vs January sales: when is it cheaper to book a holiday?
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Quick verdict: at Exoticca, Black Friday brings the biggest discounts of the year in pounds saved, and the January sale is second. The two sales feature different trips. If a trip you want is discounted on Black Friday, it’s unlikely to be cheaper in January, so book it then.
Two sales, two very different moments
Black Friday: late November
Black Friday falls on the Friday after US Thanksgiving. Travel deals usually run for a week or more around it, often through Cyber Monday. (See this year’s dates and deals.)
For holidays, it’s the first big sale for next year’s departures. Demand is lower than in January, because most people’s minds are on Christmas, so the deepest discounts and the best choice of dates are both on the table.
The January sales: peak booking season
January is when Britain books its holidays. The first Saturday after New Year, nicknamed “Sunshine Saturday”, is widely seen as the busiest booking day of the year. ATOL reported that 4.3 million people booked ATOL-protected holidays in January 2025, and expected 2026 to be busier still.
There are plenty of offers in January. But you’re competing with millions of other people for the same seats and rooms, and the most popular dates start to go.
Side by side
| Black Friday | January sales | |
|---|---|---|
| Timing | Late November, about a week | Early to late January |
| Discount depth (Exoticca) | Biggest of the year in GBP | Second biggest |
| Trips on sale | Its own selection | A different selection |
| Competition for dates | Lower | Highest of the year |
| Best for | Peak dates, long-haul, group trips, the following summer | Flexible dates, trips not in the Black Friday sale |
Why the same trip probably won’t be cheaper in January
Each sale features its own selection of trips, so the two aren’t simply the same sale run twice. If your trip is in the Black Friday sale, it may not appear in the January sale at all. If it does, the discount is likely to be smaller.
Meanwhile, January demand pushes on availability. Seats on the most popular departures sell first, and the dates you wanted may be gone by the time the January sale starts.
When Black Friday wins
Book on Black Friday when:
- your destination is in the sale. That’s the clearest signal. A discounted trip now beats a maybe-discount later.
- you need specific dates. That includes school holidays, Easter, the Japanese cherry blossom season, and safari during the dry season, all of which fill early.
- you’re going long-haul. Multi-country itineraries with internal flights have the least spare capacity.
- you’re travelling as a group or family. Finding several seats on the same flight gets harder as dates fill.
Not sure where to go yet? See where to go in 2027, month by month.
When the January sales can win
Wait for January when:
- your destination wasn’t in the Black Friday sale. The January selection is different, so it may appear then.
- your dates are flexible. Shoulder-season and off-peak departures are less likely to sell out.
- you’re still deciding where to go. No sale is worth booking the wrong trip.
The middle path: book now, keep your options open
If a Black Friday deal fits but your plans aren’t fully fixed, add cancellation cover at checkout. Exoticca’s Flex options refund up to 100% in travel credit if you cancel 30 or more days before departure. That locks in the Black Friday price while keeping your plans flexible.
Our guide to ATOL protection, deposits and cancellation explains each option with worked examples.
FAQ
Are holidays cheaper on Black Friday or in January?
At Exoticca, Black Friday carries the biggest discounts in pounds, and January the second biggest. Which is better for you depends on whether your destination is in each sale.
What is Sunshine Saturday?
It’s the UK travel industry’s name for the first Saturday after New Year, traditionally the busiest day of the year for holiday bookings.
Will Black Friday holiday deals come back in January?
Not necessarily. Each sale features a different selection of trips, so a Black Friday deal may not reappear.
When should I book a summer holiday?
As early as you can, especially for school-holiday dates. Black Friday is often the first major sale for the next summer’s departures.
