We’ve all been there. You spy a tantalising flight price online, start researching where to stay, daydream about all the things you could do, convince your travel partner this is the best thing to happen all year, and bam – you check back and the price has tripled.
Flight pricing is one of travel’s greatest mysteries; overnight surges, dynamic pricing, seasonal demands and endless online hacks, it’s no surprise most travellers feel confused. So if you’ve found yourself asking, what’s the best time to buy a flight, what’s the cheapest day to book, or are sales like Black Friday really giving me the savings I want, then this guide is for you. Follow a few of our favourite tricks and you’ll be well placed for jetting off on that far-flung escape.
The Mid-Week Myth: What Is the Cheapest Day to Book a Flight?
There’s long been a rumour that Tuesdays are the day for booking low cost fares. And sure, that was definitely a thing once-upon-a-time, but those airlines are crafty. Pricing is far more dynamic, however there’s still some clever logic that can help you unlock the best deals.
In short, there is no magic day to book. However, the latest information from Expedia’s 2026 Air Hacks Report suggests that Fridays are statistically the cheapest day to book and the cheapest day to fly. Where midweek deals were to be had thanks to airlines updating their fares after a weekend peak, it seems the dynamic pricing model has left a gap at the tail-end of the week. This likely has something to do with less business travel bookings being made at the end of the week, plus less business travellers flying home at the start of their weekend. Tuesdays are still a great day to look, and prove statistically cheap for short haul, but as ever the answer is complicated and dynamic. Flexibility around departure day is perhaps the most cost-saving effort versus what day you actually book.
It’s always worth checking the big travel reports for the latest trends that can save you money.
Another overlooked factor is booking window timing. How far in advance should you be booking those flights?
- Short-haul European flights are often cheapest 6–10 weeks before departure
- Long-haul routes usually offer the best value 2–5 months in advance
- Peak holiday periods require significantly earlier booking
Last minute deals are, to our mind, notoriously unreliable in the airline world, particularly when it can be the difference between a holiday or another week at work.
Best for: Flexible travellers willing to shift departure dates slightly
Secret tip: Use fare comparison tools like Skyscanner in “whole month” view – adjusting your departure by even one day can sometimes save hundreds.
Black Friday vs. January Sales: When to Pull the Trigger
If you’re like us your inbox is likely flooded with promises of incredible travel deals every November. But is it just clever marketing? Do flights become cheaper on Black Friday?
And the answer is… sometimes – but selectively.
Black Friday can offer genuine savings on long-haul routes, package holidays and premium cabin upgrades, particularly when airlines want to stimulate demand during quieter travel windows. However, the biggest discounts are often tied to specific travel periods rather than universally cheap flights.
Routes with heavy competition, like London to New York, tend to see the strongest promotional activity. Airlines generally tend to use the increased search traffic during sales periods to promote and discount limited inventory. What this means is there are genuine bargains to be had, but usually for routes and booking windows that are perhaps not your preferred choice.
January sales, meanwhile, operate slightly differently.
After Christmas, spending – particularly for more considered purchases like holidays – softens considerably. Travel operators use sales and promotions to entice customers at a time where they would otherwise not typically book. Package holidays, particularly for summer Med deals, plus long-haul winter escapes, do exceptionally well. However, flights alone aren’t typically more discounted in comparison to Black Friday.
Savvy travellers will monitor fares weeks before major sales periods so they can easily recognise the best deals.
Best for: Savvy travellers with flexible itineraries
Secret tip: Black Friday deals often work best for premium economy and business-class upgrades rather than basic economy fares
Transatlantic Savings: The Cheapest Month to Fly to America
Thankfully, transatlantic flights are a competitive world. Mix this with booking during cheaper periods and the savings can be surprising.
So what is the cheapest month to fly to America?
Generally speaking January through to early March offers the cheapest flights from the UK to destinations like New York, Boston and Chicago. There’s something undeniably romantic about all three cities in winter, snow-coated and glistening. Should the weather put you off, don’t miss the shoulder season later in the year.
Late September through early November also offers incredible value, with typically enough warmth and sun, plus the departure of the summer crowds, to offer fantastic getaways at pinch-me prices. It’s worth keeping in mind that US holidays are best avoided if you’re looking to lock-in savings; think Thanksgiving and spring break.
Flight timing also matters enormously. Overnight red-eye departures from London are often priced differently from daytime routes, while indirect flights through Iceland, Dublin or mainland Europe can reduce costs significantly.
And while New York remains the classic city break choice, other US cities often offer stronger value overall. Boston, Washington DC and Chicago frequently combine lower airfare with more affordable luxury hotels compared with Manhattan.
Best for: Long-haul travellers planning luxury trips on smarter budgets
Secret tip: Flying immediately after major holidays – particularly early January – often unlocks surprisingly low transatlantic fares.
The UK Exit Strategy: Cheapest Way to Book Flights from London & Manchester
As we’ve started to learn, flexibility is key for finding the best deals on UK flights. Travellers often focus exclusively on London Heathrow, but comparing nearby departure points can unlock significant savings; there’s plenty of choice in the south, after all.
Flights from London:
- Heathrow tends to offer the widest long-haul competition and premium routes
- Gatwick frequently delivers stronger leisure destination deals
- Stansted and Luton can offer aggressive low-cost European pricing
Meanwhile, Manchester has quietly become one of the UK’s fastest-growing long-haul departure hubs, particularly for routes to North America and the Middle East. Travellers outside the South East can often save substantially by avoiding London entirely.
Another overlooked tactic involves booking separate positioning flights. Occasionally, flying from Manchester to Dublin or Amsterdam before continuing long-haul can reduce overall ticket costs dramatically, however it’s important to take a note if you’re booking with one carrier or organising your own individual flights, as the latter won’t cover you against delays or cancellations for onward travel.
Best for: Frequent travellers and long-haul holiday planners looking for a booking edge
Secret tip: Private browsing has no impact on flight prices. Follow our advice to unlock the best deals!
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FAQs
What is the cheapest day to book a holiday online in 2026?
According to the latest report from Expedia, Friday! However the answer is always more complicated, so check above for our top tips
Do flight prices actually drop on Black Friday for international routes?
In short, yes. However airlines are very selective over what goes on sale so the promotions won’t suit all travellers
How long before a flight is the best time to buy?
It depends wholly on what type of flight you are booking. Check the article above for the best timings.
Is it cheaper to book a holiday in January or wait for last-minute deals?
If you’re looking for winter-sun or summer package deals, it can be significantly cheaper in the January sales. However, setting price alerts and having the flexibility to jump on last-minute deals can reap surprising rewards!
What are the cheapest days to fly to the US from the UK to avoid peak surcharges?
It generally depends on the time of year, however Friday departures are generally a good bet. Set your comparison site for “month view” and you can find your best deal. Flexibility is your ally!