JD.com’s online marketplace, Joybuy, has announced an inaugural “Summer Black Friday”, running from 15 – 30 Jun 2026, aiming to offer summertime discounting to rival the traditional November promotional event.

Joybuy said the move was designed to deliver value to shoppers who are facing rising costs, with its latest poll of 2,000 UK consumers suggesting almost half want a Black Friday in the summer.

Its data also showed a broader demand for competition, with two-thirds (65%) saying more competition between online retailers drives better value for consumers.

Joybuy said the new annual shopping would be built around great value, trusted local and international brands and fast, reliable delivery.

“Joybuy promised to shake up the market – and this is what we are doing by bringing the first nationwide Summer Black Friday by a multi-brand retailer to the UK,” its spokesperson said. “With Summer Black Friday, we’re disrupting the shopping calendar and bringing one of the biggest global shopping moments to the UK.”

The timing of the Joybuy Summer Black Friday event will cross over with Amazon’s Prime Day, which is set to run for four days between 23 – 26 Jun 2026. Last year, Amazon Prime Day delivered its “biggest ever” promotional event generating record sales, with Adobe estimating sales in 2025 across Prime Day could have been equivalent to two Black Fridays.

Joybuy’s release was quick to point out that its Summer Black Friday is “open to everyone” and that “no subscription is required”, unlike Prime Day which reserves discounts exclusively for Members.