Very, the online retailer operated by The Very Group, is promising customers that what they pay on Black Friday offers will always be the cheapest, even if the same item is reduced further during its Black Friday event.

Running from 28th October to 4th December, this covers eligible offers across all shopping categories, including fashion, electricals, toys, home, beauty and sports. If Very reduces the price of an eligible product further during the event, customers can claim back the difference.

Robbie Feather, CEO at The Very Group, says: “Our Price Promise is all about giving customers greater confidence that they’re getting the best deal. For Black Friday, we’re going even further."

“One of the biggest decisions customers face during Black Friday is deciding whether to buy now or wait to see if prices fall even further. Our Price Promise removes that uncertainty. Customers can shop our deals as soon as they see them, safe in the knowledge that if we reduce the price of an eligible product later in the event, they won't miss out.”

2026 RTIH Innovation Awards

Online retail will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.