When's the best time to buy Christmas toys? An expert shares how to use Black Friday and deals for the cheapest toys

With Smyths, Sainsbury’s and Tesco competing on toy deals, a retail expert reveals when parents should buy Christmas presents and when it pays to wait.

Father and his two children are shopping for toys in a brightly lit toy store, the boy pointing excitedly at a toy on a high shelf while his sister looks at toys on a lower shelf

Getty/ Ekaterina Demidova

Published: October 28, 2026 at 12:45 PM

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With Smyths and Sainsbury’s launching major toy sales weeks before Black Friday, parents might be tempted to start ticking Christmas presents off their lists early. But could waiting until November mean even bigger savings, or risk missing out on the toys children really want?

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With Tesco also competing for families’ festive budgets, there are plenty of discounts to tempt shoppers before the traditional Black Friday sales event. However, according to retail expert Simon Childs, there’s no guarantee that toys already reduced by 50% will become cheaper next month.

Simon, managing director of Childsey and a former senior retail executive at Ryman, explains how to spot genuine bargains, why supermarkets can sometimes beat specialist toy shops on price and how to avoid spending more than planned in the run-up to Christmas.

Check out our picks for the top Christmas toys 2026

Why are Smyths, Sainsbury’s and Tesco launching toy sales before Black Friday?

Retailers are increasingly keen to attract Christmas shoppers earlier in the season, particularly families looking to spread the cost of presents over several months.

By offering discounts in October, shops can encourage parents to spend their Christmas budgets sooner rather than waiting for November promotions. Early sales also help retailers gauge which toys are proving popular and where further discounts might be needed.

Supermarkets have an additional incentive, as shoppers visiting for a discounted toy might also pick up groceries or other seasonal essentials.

Simon Childs explains: “With Smyths and Sainsbury's launching major toy sales weeks before Black Friday, parents might be wondering whether to grab the bargains now or hold out for even bigger discounts in November. Retailers know families are starting their Christmas shopping earlier, so they're bringing forward some of their biggest promotions to get shoppers spending. And with Tesco also running toy deals, there's plenty of competition for parents' Christmas budgets.

"The tricky part is that nobody knows for certain whether a toy will be cheaper in November or whether it'll still be in stock by then. That's what makes these early sales so interesting, because parents are being asked to make Christmas shopping decisions weeks before the biggest shopping event of the year.”

Could a half-price toy get even cheaper on Black Friday?

It’s possible, but there’s no guarantee that a toy discounted in October will cost less in November.

Prices can change depending on stock levels, demand and what competing retailers are offering. A toy on sale now might return to its usual price next month, while a slower-selling product could see a further reduction.

Simon advises parents not to assume that waiting for Black Friday will automatically deliver the best deal.

He also recommends looking beyond the headline discount. An offer advertising “up to 50% off” does not mean every toy has been reduced by half.

To check whether a bargain is worth it, parents can:

The key is to focus on the price you’ll actually pay, rather than the saving advertised on the label.

Can supermarkets offer better toy deals than specialist retailers?

It’s worth checking supermarket offers alongside those from specialist toy shops, as there isn’t one retailer that will always be cheapest.

According to Simon, supermarkets may be willing to offer particularly competitive prices on selected toys because the promotion can encourage customers to do their wider shopping there, too.

Specialist retailers such as Smyths, meanwhile, tend to offer a broader selection of toys, including products that supermarkets might not stock.

Parents should also make sure they’re comparing like for like. Two LEGO sets might look similar but contain different numbers of pieces, while dolls and character playsets can come with different accessories.

Checking the exact product, total cost and any conditions attached to an offer can help families work out which deal genuinely offers the best value.

Should you buy popular Christmas toys now or wait for Black Friday?

If your child has their heart set on a particular present, waiting for a potentially bigger discount could be a gamble.

Toys that are selling quickly might not need further reductions, and popular products can sell out before Christmas. If a particular toy would be difficult to replace, securing it at a good price now could be the more sensible option.

However, Simon also warns parents against feeling pressured by messages about limited stock or popular products.

Before rushing to buy, check whether the toy is available from other retailers and whether there are suitable alternatives. If it’s widely available, there may be less risk in waiting to see what November brings.

Ultimately, the decision comes down to balancing the potential saving against the risk of missing out on a present your child really wants.

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How can parents avoid overspending during Christmas toy sales?

Early sales can help families spread the cost of Christmas, but buying presents over several months can also make it harder to keep track of spending.

A half-price toy might feel like a bargain, but adding extra presents simply because they’re discounted can leave you spending more overall.

There’s also the possibility that children’s interests will change between October and Christmas, meaning a toy bought early might no longer be top of their wish list.

Simon recommends setting a realistic budget before browsing the sales, rather than deciding what to buy based on the offers available.

His tips include:

Simon’s advice is to prioritise the presents you planned to buy rather than chasing every new promotion.

Saving a few pounds on one toy might not be worth it if you end up spending significantly more on extra gifts you hadn’t intended to purchase.

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For parents trying to make their Christmas budget go further, the best strategy is to compare prices carefully, buy important presents when the price is right and remember that a discount is only a saving if you were planning to buy the item in the first place.

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