When is the best time to buy tech in Europe?
Short answer
The best time to buy tech in Europe is usually around Black Friday and Cyber Monday in late November, during the January and summer sales, and in the weeks after a successor launches. At other times, a real deal is one that beats the lowest price of recent weeks.
The yearly sales calendar
Prices move in fairly predictable waves. These are the moments to watch.
- Late November: Black Friday and Cyber Monday, often the widest range of discounts.
- January: clearance after the holidays. In Belgium, the official winter sales start in early January.
- Spring: last year's TVs get cheaper as new ranges arrive.
- July: summer sales. In Belgium, the summer sales start in early July.
- August and September: back-to-school offers on laptops and tablets.
Follow the launch cycle
When a new model arrives, the previous one often gets cheaper. Apple usually announces new iPhones in September, and Samsung's Galaxy S series usually arrives early in the year. New TV ranges are typically shown in January and reach shops in spring.
The catch: older models can sell out quickly once the successor is out. If you want a specific older model, don't wait too long.
How to spot a real discount
In the EU, a shop that announces a price reduction generally has to compare it with the lowest price it charged in the previous 30 days. That helps, but it does not replace your own checks.
- Track the price for a few weeks before a big sales event.
- Compare the final price including shipping costs.
- Check that it is exactly the same model, storage size and variant.
- Ignore crossed-out list prices that nobody actually charged.
| When | What often gets cheaper |
|---|---|
| January | Holiday leftovers, last year's TVs |
| Spring | Previous TV ranges |
| July | Summer sales across categories |
| August–September | Laptops, tablets, older iPhones |
| Late November | Almost everything, especially headphones and TVs |
Questions and answers
Are Black Friday deals real?
Many are, but not all. Some prices rise in the weeks before and then drop back. Compare the deal with the lowest price of the last 30 days and with other shops.
Should I wait for the new model?
If a successor is expected within a few weeks, waiting usually pays off: you get either the new model or a cheaper old one. If you need the device now, buy it and don't chase the perfect moment.