Published: October 2026 · Last updated: October 20, 2026
Short answer: The best time to buy shoes in 2026 is Black Friday weekend, which runs from Tuesday, November 24 to Cyber Monday, November 30, 2026. According to Google’s When to Buy Guide, this is the single best window of the season for footwear: the most styles on sale and the steepest markdowns. If you wait until mid-to-late December, you’ll find fewer shoes on promotion and noticeably smaller discounts.
Key takeaways
- Best window: Black Friday weekend, Nov 24–30, 2026. Google’s data shows both the widest choice and the deepest discounts then.
- December is weaker for shoes. Google found far fewer footwear deals in mid-to-late December, and the discounts were smaller.
- Running and gym shoes: buy them across Black Friday and Cyber Week too. Google says activewear promotions peak before Thanksgiving and fade by mid-December.
- One exception: last season’s version of a running shoe can get cheaper whenever its replacement comes out, whatever the month.
- Your size matters more than the price tag. Common sizes go first, so a deal you can’t get in your size isn’t a deal.
What Google’s data says about shoes
On October 15, 2026, Google published its When to Buy Guide. The full guide (PDF) is built from 2025 search trends and discount data across U.S. merchants on Google. For each category it tracks two things: how many of the products people viewed were on sale, and how big the average discount was.
If you want to know the best time to buy shoes, Google’s footwear data gives a clear answer. Google calls Black Friday weekend the single best moment of the season. It’s when the most styles are on sale and the markdowns are steepest. Its advice is to finish your shoe shopping that weekend.
Google defines “Black Friday weekend” more broadly than one day: Tuesday before Thanksgiving through Cyber Monday. In 2026, that’s November 24–30. So for shoes, “Black Friday or Cyber Monday?” is the wrong question. Both fall inside the same best window.
The guide is based on last year’s patterns, and Google itself says to read it as general guidance, not a price guarantee. That’s how we use it here too.
For the full gift timeline (perfume, handbags, consoles, luggage and toys), see our best time to buy holiday gifts in 2026 guide.
Black Friday vs December for shoes
Waiting usually feels like the smart move, because prices “always” drop closer to Christmas. For footwear, Google’s data points the other way:
| Black Friday weekend (Nov 24–30) | Mid-to-late December (Dec 10–25) | |
|---|---|---|
| Share of styles on sale | Widest of the season | Noticeably narrower |
| Discount depth | Steepest overall markdowns | Significantly weaker |
| Sizes left | Best range | Leftovers, often odd sizes |
| Gift delivery | Plenty of time, easy exchanges | Shipping cutoffs get tight |
Handbags and women’s clothing work differently. For those, Google sees the biggest percentage cuts in mid-to-late December, on leftover stock. Shoes don’t follow that pattern. If you’re hunting for the best time to buy shoes on sale, December is the weaker bet, which is also why buying shoes and clothes on the same December trip can backfire. TVs follow a similar pattern; see our guide on buying a TV on Black Friday.
Best time to buy each kind of shoe
| Shoe type | Best time to buy | Why | Where to check on TDC |
|---|---|---|---|
| Sneakers and everyday shoes | Black Friday weekend | Google’s footwear data: most styles on sale, deepest cuts | Fashion deals |
| Running and gym shoes (current model) | Black Friday weekend + Cyber Week | Activewear promos peak before Thanksgiving, then taper | On Running deals |
| Running shoes (last season’s model) | When the new version launches, or Black Friday weekend | Model age drives price; common sizes sell out | On Running “Last Season” offers |
| Winter boots | Black Friday weekend | Footwear deals fade in December, and you need boots before the cold sets in | Timberland offers |
| Shoes as a gift | Black Friday weekend | Time to exchange the size before the holidays | Check the store’s holiday return window |
| Limited releases and collabs | On release day | They’re often excluded from discount codes | Don’t wait for a sale |
Best time to buy running shoes
Runners have a twist. RunRepeat’s running shoe price analysis found that how long a model has been on the market matters more than the month you buy it. Prices tend to drop once a newer version or new colorways arrive. A common complaint in Reddit’s running communities (example thread): runners wait for last year’s model to get cheaper, and by then only very small, very large or wide sizes are left.
So the best time to buy running shoes depends on which version you want. If you want this year’s model, buy it during Black Friday weekend. If last year’s version is fine, buy it as soon as it’s marked down in your size, especially if you wear a common size.
Boots: don’t hold out for January clearance
Boots fall under Google’s footwear category, so the best time to buy boots follows the same rule: the best mix of discount and choice comes on Black Friday weekend. Late-season clearance might give you a lower price on whatever is left, but probably not in your size, and not before winter starts.
Where to buy, and which deal to use
Google tells you when to buy. Saving more than the sale price comes down to which offer you stack on top. Here are the verified terms, store by store. For budget fashion beyond shoes, check which SHEIN sale is better.
On (running shoes)
- Last Season markdowns: On sells older colorways and models in a “Last Season” section. Our On Running coupon page currently lists dollar-off offers on last-season shoes, such as the Cloudmonster 1 for men and the Cloud 6 for women. Check the page for what’s live.
- Student discount: On gives verified students 10% off through partners like UNiDAYS. According to On’s terms, the code excludes Last Season and limited-edition items and can’t be combined with other promos.
- What that means for you: use the student code on current full-price models. On last-season shoes, the markdown is the deal, because the code won’t apply.
- Returns: On says US purchases made between October 16 and December 31, 2026 get 90-day returns or exchanges (On returns). Shoes bought on Black Friday can be swapped for a different size well into the new year.
Timberland (boots)
The Timberland Community program is free and open to US residents. Members get:
- a one-time 10% off code when they sign up (it can’t be combined with other offers)
- 1 point per $1 spent, with every 100 points turning into a $10 reward. Rewards can usually be stacked with promo codes.
- free standard shipping on orders over $75 within the continental US
- early access to sales, plus a 20% birthday offer if they add their birthday and opt in to marketing emails
Join before Black Friday weekend. That way the sign-up code is ready, and your boot purchase earns points toward a $10 reward later. Our Timberland offers page also lists the US student, healthcare worker and first responder discounts.
Shopping in the UAE?
Google’s data comes from U.S. merchants, but Gulf retailers run their own Black Friday-week sales around the same dates. For UAE shoppers:
- Foot Locker UAE deals: sale, outlet and last-chance sections, plus free delivery over AED 399
- Clarks UAE codes: extra-10%-off codes on sale styles, each with its own expiry date
- Reebok UAE sale: sale shoes and a first-order sign-up offer
- Shoppers in India can also compare PUMA India offers, including 43% off UltraRide running and gym shoes.
Prices and codes on these pages change often. Check the terms and expiry on each offer before you check out.
How to know a Black Friday shoe deal is real
- Start tracking now. Write down the price of the exact pair, in your size, in early November. Then you can tell whether the “Black Friday price” is actually lower.
- Check your size first. Big discounts are often only available in sizes few people wear.
- Read the return terms. Some sale shoes are final sale. On’s extended 90-day window is the generous end of the range, so don’t assume every store matches it.
- Use one code, not three. Most brand codes (On’s student code, Timberland’s sign-up code) can’t be combined. Choose the biggest one, then add any rewards that do stack.
- Check the dates early. Some retailers start their sales before Google’s window. Our early Black Friday 2026 start dates roundup lists when they begin.
If a console is on your list, our PS5 Black Friday price guide covers when to buy.
FAQ
Are shoes cheaper on Black Friday? As a category, yes. Google’s When to Buy Guide found that Black Friday weekend (Nov 24–30, 2026) had the steepest overall footwear markdowns of the holiday season and the most styles on sale. A single model can still drop at other times, especially when its successor launches.
Is Cyber Monday better than Black Friday for shoes? They’re in the same window. Google’s “Black Friday weekend” runs through Cyber Monday, so buy whenever your size and price line up between November 24 and 30.
Should I wait until after Christmas to buy shoes? Only if you’re flexible about style and size. Google’s data runs up to December 25, and it shows footwear deals thinning out and discounts getting much weaker from mid-December on. Waiting means buying from whatever is left.
Final recommendation
The best time to buy shoes this year is November 24 to 30, 2026. Sort out your size now, track the exact pair from early November, and buy as soon as it hits a price you’re happy with in your size. Don’t hold out for December. Runners who don’t mind last year’s model can buy any time it’s marked down. Before you pay, open the store’s TopDiscountCodez page (On Running, Timberland, or Foot Locker UAE) and see which offer you can add.