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KAY Jewelers Black Friday 2025 Sale – What to Expect & When

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If you’re planning to shop jewelry deals during Black Friday this year, it’s worth keeping an eye on what Kay Jewelers will be doing. Based on what they offered in previous years, we can make a pretty good guess at how their 2025 Black Friday sale will look. Last year, they kicked things off in early November and ran deals all the way through Cyber Monday. Some discounts were up to 60% online, and most offers included free shipping and extended returns. This year will likely follow a similar pattern, possibly with a few updates or added promotions along the way.

Below, we’ve broken everything down by category to help you know what to expect, what kind of deals might be worth waiting for, and what some of last year’s standout items were.

Likely Black Friday 2025 Start & End Dates

Kay usually starts rolling out early Black Friday deals a couple of weeks before Thanksgiving. If they stick to the same timeline in 2025, the first wave of sales will probably start around Monday, November 11, 2025. These early deals are generally sitewide at kay.com and tend to offer solid discounts, although not always the deepest ones.

As we move closer to Thanksgiving, the offers typically get better. Around November 21, 2025, which is the Friday before Thanksgiving this year, expect to see a second wave of stronger online promotions, possibly including bonus savings like an extra 5% off purchases over $999. That’s what they did last year and it ran for several days leading up to Thanksgiving.

On Thanksgiving Day (November 27, 2025) itself, Kay is likely to bring back an online-only Flash Deal. In 2024, it was an extra $50 off purchases of $300 or more, and they repeated that same deal on Cyber Monday (December 1, 2025). There’s a good chance we’ll see something similar again this year.

The full Black Friday sale is expected to run through Cyber Monday, which falls on December 1, 2025, giving shoppers more than two weeks to catch deals at different stages of the promotion.

Discount Levels to Expect

Based on last year’s pricing structure, here’s a general idea of what kind of discounts Kay may offer again:

  • Up to 40% off sitewide during most of the sale period

  • Up to 60% off select online-only deals

  • Extra 5% off purchases over $999 (online only, likely starting Nov. 21)

  • Extra $50 off purchases over $300 (Flash Deal on Thanksgiving and Cyber Monday)

These discounts are typically taken off the ticketed price, not the final sale price (that’s similar to what Zales does as well). Also, most of the time, Kay won’t let you stack coupons with these promotions, but some exceptions exist when combining the percentage-off deals with certain sitewide sales.

The deepest discounts usually appear closer to Thanksgiving, but the inventory also tends to sell out quicker by then—so there’s a trade-off between selection and price.

What to Buy

Certain categories consistently get the highest markdowns during Black Friday at Kay. If you’re browsing or waiting to grab something specific, here are the areas that had the biggest discounts last year and are likely to follow suit again in 2025:

Lab-Created Diamond Jewelry

In 2024, Kay offered 35% off lab-created diamond jewelry, and this section was one of the most popular. These pieces offer the same look and feel as natural diamonds but at a lower price point, and with the added discount, the savings were substantial. This is a good category if you’re buying for the holidays or even for an engagement ring on a budget.

Gold Chains and Jewelry

One of the bigger highlights last year was 40% off 10K and 14K gold jewelry, including chains. That’s one of the higher discounts Kay offered across any product type, so expect this category to be a key focus again.

Diamond Fashion Jewelry

Another strong category was diamond fashion jewelry, which also saw discounts of up to 35% off. These were more stylized pieces, often designed for everyday wear rather than formal or bridal.

Le Vian Jewelry

The popular Le Vian collection had select pieces marked 35% off, though it’s worth noting that their Vault online collection was excluded. Still, for those who like Le Vian’s distinctive chocolate diamond styles, the main line had several markdowns last year that should return.

Engagement, Wedding, and Anniversary Rings

These categories had discounts up to 35%, though some exclusions applied (like the Now & Forever collections and loose diamonds). If you’re planning a proposal or upgrading a ring, this is a good time to take a look, especially if your total purchase might qualify for the extra 5% off with the $999 threshold.

Personalized Jewelry

For shoppers looking for custom gifts, Kay’s personalized fashion jewelry was 30% off last year. Expect similar markdowns again in 2025. These are usually nameplate necklaces, engravable items, and pieces you can customize with birthstones or initials.

Watches

Kay offered 30% off watches from Citizen and Bulova last year, although some specific models were excluded (like the Bulova Archive Series and Marc Anthony line). If you’re after a more classic or mainstream timepiece, there should still be some good options.

Items Likely to Be Excluded

It’s important to know what won’t be included in the Black Friday sale. Kay usually has a long list of exclusions, and that’s unlikely to change. These are some of the brands and collections that were excluded last year, and probably will be again in 2025:

  • Now & Forever Natural and Lab-Created Diamond solitaire rings

  • Designer watches including Armani Exchange, Bulova Frank Sinatra, Casio, Hamilton, Fossil, Movado, Tissot, and more

  • Smartwatches and watchbands

  • Loose diamonds and gemstones

  • Le Vian Vault collection

  • Clearance, closeouts, and previously owned items

  • Ear piercing merchandise

  • Special events and charity collections (like the Teddy Bear Jewelry for St. Jude)

  • Protection plans, services, gift cards, and previous purchases

Some new arrivals, designer collections, and custom items might also be excluded. When browsing online, Kay usually marks what qualifies for the discount and what doesn’t, so keep an eye out for those fine print notes before checking out.

Online vs. In-Store Shopping

Kay typically offers the bulk of its Black Friday promotions online, and that trend is likely to continue this year. In fact, some of the best deals—like the extra 5% off $999+ and the $50 off $300 Flash Deals—are online exclusives.

In-store shoppers might still find some of the same discounts, but selection and pricing can vary by location. The online store tends to have more inventory, especially for specialized pieces like personalized jewelry or specific collections.

Standard and expedited shipping options are usually included in the free shipping promotion, though expedited shipping may not be available for certain address types like APO/FPO.

Extended Holiday Returns

Another perk that Kay usually brings back during Black Friday is extended holiday returns. If they follow the same approach this year, expect the return window to extend through late January 2026.

This is helpful if you’re buying gifts ahead of time or aren’t quite sure if the item will be a perfect fit. Just make sure the jewelry is kept in new condition and within the return period.

Cyber Monday: Final Round of Deals

Cyber Monday will likely close out the Black Friday event, and it usually features a repeat of the Thanksgiving Day Flash Deal. In 2024, Kay offered an extra $50 off purchases of $300 or more, online only, and that discount could be stacked with the existing percentage-off promotions for some items.

Expect Cyber Monday to look a lot like Thanksgiving Day itself in terms of pricing. However, some items may sell out by then, especially bestsellers in the personalized or limited-edition categories.

Last Year’s Black Friday Ad

KAY’s Black Friday Ad History

Are you interested in seeing some of KAY’s older Black Friday ads? Then follow the links below to see what they’ve offered in the past.

  • 2024: Page 1, 2, 3, 4 and 5.
  • 2023: Page 1 and 2.
  • 2022: Page 1 and 2.
  • 2021: Page 1 and 2.
  • 2020: Page 1.
  • 2019: Page 1 and 2.
  • 2018: Page 1, 2, 3, 4 and 5.
  • 2017: Page 1.
  • 2016: Page 1 and 2.
  • 2015: Page 1 and 2.
  • 2014: Page 1.
Love is in the air (and so are the deals!) at the KAY Jewelers Factory Outlet store in Camarillo, CA. Photo by Witold Sadowski.

Questions & Comments

Are you planning a special proposal, celebrating an anniversary, or looking for a meaningful Christmas gift at KAY Jewelers’ Black Friday sale this year? Let us know in the comments below.