Key Findings
The headline numbers from our analysis of 143,146 deals tracked across 22 UK retailers in June 2026.
Sports & fashion retailers discount on average 3 times more than tech retailers. Sports Direct averages 49.8% off vs Currys at 18.3%.
Kids clothing offers the deepest average discount of any category — even more than womenswear (47.4%) or menswear (44.5%).
Eau de Toilette averages 43% off. Eau de Parfum only 28.8% — a surprisingly large gap within the same fragrance category.
Over 40% of all tracked deals are discounted by 30% or more — genuine savings are available throughout the year, not just during sale events.
Average Discount by Retailer
Ranked by average discount percentage. Minimum 10 tracked deals required for inclusion. Data from June 2026.
| # | Retailer | Category | Avg Discount | Deals Tracked |
|---|---|---|---|---|
| 1 | Sports Direct | Fashion | 8,127 | |
| 2 | All Beauty | Beauty | 231 | |
| 3 | Schuh | Fashion | 1,707 | |
| 4 | JD Sports | Fashion | 4,978 | |
| 5 | Boots | Beauty | 265 | |
| 6 | New Balance | Fashion | 102 | |
| 7 | ASOS Clothing | Fashion | 60,063 | |
| 8 | Very | Fashion | 30,913 | |
| 9 | Alpine Trek | Fashion | 17,151 | |
| 10 | Adidas | Fashion | 3,858 | |
| 11 | The Fragrance Shop | Beauty | 475 | |
| 12 | The North Face | Fashion | 572 | |
| 13 | ASOS Footwear | Fashion | 4,708 | |
| 14 | Nike | Fashion | 636 | |
| 15 | Scan | Tech | 119 | |
| 16 | Foot Locker | Fashion | 290 | |
| 17 | The Perfume Shop | Beauty | 1,118 | |
| 18 | Fragrance Direct | Beauty | 381 | |
| 19 | John Lewis | Tech | 509 | |
| 20 | Argos | Tech | 950 | |
| 21 | Box | Tech | 531 | |
| 22 | Currys | Tech | 4,969 |
Average Discount by Category
Fashion categories dominate the top of the chart. Tech categories consistently fall below 26% average discount.
Fashion vs Tech: Where to Wait for a Sale
The data tells a clear story: if you're buying clothing, waiting for a sale is almost always worth it. If you're buying tech, the discount depth is significantly lower.
Clothing, footwear and sportswear regularly see 30-50% discounts. The best time to buy is during end-of-season clearances.
Electronics discounts are shallower and less frequent. Black Friday remains the best opportunity for deep tech deals in the UK.
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Which UK retailer has the biggest discounts?
Sports Direct leads with an average discount of 49.8% across 8,127 tracked deals, followed by All Beauty at 47.9% and Schuh at 47.3%. All three are significantly above the 22-retailer average.
Is fashion or tech better value in UK sales?
Fashion is significantly better value. Clothing and footwear categories average 33–48% off, while tech categories average just 13–26% off. If you're buying a TV or laptop, don't expect the same deep discounts you'd find on clothing.
What is the average discount across UK deals?
Based on 143,146 tracked deals across 22 major UK retailers, the overall average discount is approximately 32%. Over 40% of all deals are discounted by 30% or more.
Which fragrance type gets discounted more — EdT or EdP?
Eau de Toilette averages 43% off, compared to just 28.8% for Eau de Parfum. This is one of the more surprising findings in the data — a significant gap within the same product category.
How was this data collected?
BuySignal continuously scrapes live deal and sale pages from 22 major UK retailers. This report reflects a snapshot of 143,146 active deals tracked in June 2026. Only deals with a valid original price and sale price were included in the discount calculations.
discount_pct field (derived from original vs sale price). Only retailers with 10+ tracked deals are included. Categories with fewer than 5 deals are excluded. Data reflects a point-in-time snapshot and may not represent long-term averages. BuySignal is an independent platform with no commercial relationships with any retailer listed.