AliExpress extends UK shopping festival to 3 December

AliExpress has launched its biggest UK shopping festival, combining its 11.11 promotion with Black Friday and Cyber Monday sales over a longer promotional period than in previous years.

The event runs from 1 November to 3 December, with coupons offering up to 20% off on top of sale prices. AliExpress has split it into an 11.11 sale from 1 to 18 November and a Black Friday and Cyber Monday sale from 19 November to 3 December.

Consumer electronics and technology are at the centre of the campaign, alongside branded goods sold through its Brand+ section. AliExpress said Brand+ now includes products from more than 2,000 brands, including Xiaomi, Anker, Li-Ning, Xtep, Lefant, FIFINE, WOLFBOX, THINKCAR and Super Run.

The move comes as retailers compete for UK consumer spending during the year-end shopping period, with households still under pressure. AliExpress said the promotion is aimed at shoppers looking for lower prices on products such as smart home devices, earphones and computing equipment.

Brand focus

AliExpress said its Brand+ channel has been operating in the UK for a year and is accounting for a growing share of local sales. It reported a 65% repeat purchase rate, with nearly two-thirds of customers returning to buy branded products again.

It is also continuing a price-match scheme on selected items carrying a Best Price Guarantee label. Under the scheme, AliExpress said it will refund the difference if a qualifying product is found at a lower price on Amazon, eBay, Temu or Shein within seven days of purchase.

"British shoppers are among the most discerning in the world - they want quality, they want choice, and they want value. That's why we've focused on bringing the latest products and brands to the UK market, with spec-led items that compete on performance and price. With the festive season approaching, we know shoppers are planning carefully and our 11.11 festival is the perfect opportunity to discover everything from considerate gifts to everyday essentials. This year, we're making it bigger - and better value - than ever," Finch Li, General Manager of AliExpress UK, said.

Delivery push

Alongside the extended sales period, AliExpress said it has increased the number of products shipped from UK warehouses through its Local+ service. It said those items are typically delivered within one to three days, while cross-border parcels generally arrive in seven to 10 days.

Faster fulfilment has become a key battleground for overseas marketplaces trying to win a larger share of UK online spending. Shorter delivery times may help address one of the main barriers facing cross-border platforms, particularly in categories where consumers compare offers closely across multiple sites.

AliExpress said demand for branded and AI-related products has been rising in 2026. It reported that cross-border sales of AI-powered electronics and gadgets rose 100% year on year from January to July compared with the same period a year earlier.

Products linked to that trend include computer processors, mini PCs and smart home devices. AliExpress said these items have featured strongly in its sales rankings for several months.

UK competition

The strategy reflects a wider shift among major marketplaces towards higher-value categories, especially technology, where shoppers often research features and compare prices before buying. By extending the sales season across 11.11, Black Friday and Cyber Monday, AliExpress is seeking to capture purchases that might otherwise be spread across rival platforms.

Its emphasis on branded products also points to an effort to strengthen trust with UK consumers, particularly as competition intensifies from established marketplaces and fast-growing discount platforms. AliExpress said British shoppers are showing a stronger appetite for branded goods on its platform while still responding to aggressive pricing and coupon offers.

AliExpress operates in more than 200 countries and regions and has been active since 2010. In the UK, its latest campaign combines a longer discount period, branded product promotion and faster domestic fulfilment as it seeks to gain ground in a crowded online retail market.

UK shoppers using PayPal may also receive additional discounts on qualifying orders while funds remain available.