Like it or not, Black Friday has become the biggest sales event in the calendar.
This year, the mammoth shopping event falls on Friday, 27 November 2026, with sales extending through the weekend and concluding on Cyber Monday, 30 November 2026.
But the savviest of shoppers knows Black Friday is never just Black Friday.
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In fact, the sales are often as much as a month’s worth of deals across the month of November.
With this in mind, it pays to be organised, to know what you want — and to go in with a plan.
Below, 7You sat down with the Head of Style at THE ICONIC, Nicole Adolpe, to learn what she predicts will be the first to sell out on the online platform this year, and how you can beat the rush.
What are the most popular fashion trends and categories?
According to Nicole, with Black Friday falling just ahead of the Aussie summer, she expects shoppers to be looking for pieces they can wear “straight away and throughout the warmer months”.
“Think summer dresses, effortless linen sets, relaxed tailoring, summer footwear and versatile separates that can take you from work to the weekend,” she tells 7You.
The style maven says THE ICONIC has seen a lot of interest in ballet flats, sneakerinas, oversized sunglasses and statement accessories — which, she says, are “great ways to refresh your wardrobe without committing to an entirely new look”.
Some of the most popular styles on THE ICONIC right now include Tony Bianco’s COMMA Ballet Flats ($179.95) and Onitsuka Tiger’s sellout Gymnarinas ($230), which have been spotted all over Instagram for months.
When it comes to sunnies, Status Anxiety’s Villain Sunglasses ($129.95) are a perrenial favourite.
“I’d also keep an eye on emerging trends like lace detailing, fringe and playful prints, which are easy to incorporate into your existing wardrobe through a few considered additions,” Nicole advises.
“Colour trends are another way to inject newness into your wardrobe, so blue, aqua, butter yellows and reds are the ones to look for.”
Which brands should shoppers have on their radar this Black Friday?
When it comes to the brands to be aware of at THE ICONIC, Nicole says she believes the brands you’ve had your eyes on all year are the ones to look out for.
“Designer brands like Reformation or Faithfull the Brand are a great way to treat yourself to something more special,” she advises.
“I’d also encourage shoppers to look beyond their usual favourites and discover new styles or brands that complement their existing wardrobe.”
If you’re looking for something versatile and wearable everywhere, the tried-and-true ICONIC brands like AERE, M.N.G and Atmos&Here are the names to know about, which offer everything from elevated basics to effortless summer dressing.
“Dazie is also a great option for fun, trend-led pieces at accessible price points,” she says.
“Brands like Lioness, Motel Rocks and SNDYS are also worth exploring for statement styles, contemporary silhouettes and fresh takes on the latest trends. For elevated workwear look to Camilla and Marc and Minima Esenciales.”
Finally, timeless wardrobe favourites encompass the likes of Levi’s and Abrand for great-fitting denim, COS and & Other Stories for “polished everyday dressing” and sunnies from Miu Miu and Prada.
You can also get your hands on beauty products from cult favourites like Medicube, Biodance and Benefit Cosmetics.
For footwear, Nicole says you should look to Alias Mae and Billini.
Where should shoppers save and splurge this Black Friday?
“My advice is to invest in the pieces you reach for most often,” Nicole says.
“A beautifully tailored blazer, a cute black top, great-fitting denim, a classic belt, sunglasses or a versatile everyday bag can work hard in your wardrobe for years, so they’re often worth spending a little more on.”
When you’re going to buy something, she recommends you “look for quality fabrics, timeless silhouettes and pieces that can be styled in multiple ways, as these are the investments that will really earn their place in your wardrobe”.
“When it comes to saving, I’d look at trend-led pieces and seasonal accessories,” she says.
“Things like statement jewellery, a bold coloured bag or a trending colour like red are easy ways to experiment with your style without a big investment.”
Nicole adds: “You don’t need to spend a fortune to tap into the latest trends, particularly when a simple accessory or statement piece can give an existing outfit a completely fresh feel”.
THE ICONIC’s top tips for shopping Black Friday
Last but not least, Nicole shared her tips and tricks for nailing Black Friday 2026.
“The biggest tip I’d give shoppers is to go into Black Friday with a plan,” she says.
“Take stock of what you already own, identify any gaps in your wardrobe and make a wishlist of pieces you’ve genuinely been considering, rather than getting distracted by the biggest discount.
“Shopping smarter online starts well before checkout,” she says.
“Make the most of tools like THE ICONIC’s curated edits, Snap to Shop to discover new pieces, find your fit and shop with confidence. Wishlist pieces as you see them and favourite your brands.
“I’d also encourage shoppers to think about cost per wear. A piece you wear 30 times is ultimately better value than something you buy on impulse and only wear once.”
Last but not least, Nicole says you should make the most of loyalty rewards — as it’s a great way to make your Black Friday buys work harder for you.
“My biggest advice is to prioritise fit, fabrication and versatility over fleeting trends,” she concludes.
“If you can immediately picture three or four ways to style something with pieces you already own, that’s usually a good sign it’s worth investing in.”
Five of the best Black Friday fashion buys
1. A great pair of jeans
2. A tailored blazer
3. A versatile summer dress
4. A summer sandal or ballet flat
5. A timeless handbag
