Hamburg – October 29, 2026 -- Shoppers hunting Black Friday deals can save up to 10 percent on gaming gear, audio products and smartwatches, but some categories cost more than in the month before. That is the result of a price analysis by comparison portal guenstiger.de of last year's Black Friday.
More than two-thirds of the items analyzed were cheaper on the sale day than in October. Across all categories, the average discount was 4 percent.
Gaming, audio and smartwatches offer the biggest savings
Consoles and video games were on average 10 percent cheaper than in October. Headphones, speakers and other audio products came in 7 percent below their October level, and smartwatches also saved buyers 7 percent. Toys were 6 percent cheaper.
TVs cost 5 percent less than in the previous month, beauty products 4 percent less, and household electronics 2 percent less.
Computer products cost 3 percent more on Black Friday
Not every deal is a bargain. Smartphones were only 1 percent cheaper, and tools stayed at their October price level. Computer products were on average 3 percent more expensive than their October average.
In total, 28 percent of the products examined cost more on Black Friday than in the previous month.
Three rules for smarter Black Friday shopping
- Decide in advance: Knowing what you want to buy before the day helps avoid impulse purchases.
- Compare retailers: The first offer is rarely the best, and a quick comparison across retailers shows where a product is cheapest.
- Check the price history: A discount is worthless if the product was cheaper before the sale.
How the analysis was done
guenstiger.de analyzed the daily best prices from more than 2,000 online retailers for more than 300 popular products across ten categories on Black Friday 2025. For each item, it compared the lowest sale-day price with the item's average October 2025 price on the portal.