A soundbar is one of the best Black Friday buys: TVs have got thinner and their speakers weaker, and soundbars are discounted heavily every November. Black Friday falls on Friday 27 November 2026, with Black Week deals starting around 20 November and running to Cyber Monday on 30 November.
This is a buying guide, not a live deals page yet. It covers which soundbars to watch, what they cost now, what happened last Black Friday and the traps that make a “deal” a bad buy. From 20 November we will update this page with the real deals.
Our picks at a glance
- Best overallSonos Arc Ultra
- New for 2026Sonos Beam Ultra
- Best mid-sizeSonos Beam (Gen 2)
- Best complete packageSamsung HW-Q990H
- Best last-year bargainSamsung HW-Q990F (2025)
- Best with HDMI 2.1Sony Bravia Theatre Bar 9
- Best budget surroundHisense AX5125H
- Best overall under €300Denon DHT-S218
- SimplestAmazon Fire TV Soundbar
Prices are approximate and change often. Ad
The Black Friday 2026 dates
- Black Week: from about 20 November 2026 – most European retailers start their sales here.
- Black Friday: Friday 27 November 2026.
- Cyber Monday: 30 November 2026.
What’s different this year
Two things change the picture in 2026. First, Sonos launched the Beam Ultra at €699 at the end of September, with real up-firing Atmos drivers. Older models being replaced are often where the biggest discounts happen, so watch the Beam (Gen 2) – What Hi-Fi noted it stayed at its Black Friday price well into 2026. That is our expectation, not a promise.
Second, Samsung’s 2026 flagship, the HW-Q990H, is on sale alongside last year’s HW-Q990F. In spring, Notebookcheck argued that the 2025 model was the better deal; by November the two cost about the same in Germany (around €770–790). What Hi-Fi reported the Q990F at £819 instead of £1,699 in the UK on Black Friday 2025.
Price benchmarks: what’s a good price?
| Soundbar | List / launch price | Recent price we found |
|---|---|---|
| Sonos Arc Ultra | €999 | €804 at Amazon.de (May 2026) |
| Sonos Beam Ultra | €699 (announced Sep 2026) | New – expect small discounts at most |
| Sonos Beam (Gen 2) | €549 (since 2023) | About €420–445 new; €319 for certified refurbished (netzwelt, Aug 2026) |
| Sonos Ray | €229 RRP (cut in April 2025) | – |
| Samsung HW-Q990H (2026) | – | From about €769–789 (Geizhals, Nov 2026) |
| Samsung HW-Q990F (2025) | – | £819 instead of £1,699 in the UK on Black Friday 2025 (What Hi-Fi); about €784 in Germany now |
| Hisense AX5125H | – | €326 at Amazon.de (Aug 2026) |
| Denon DHT-S218 | €269 RRP | Deals down to about €159 |
| Amazon Fire TV Soundbar | – | €140 (netzwelt, Apr 2026) |
“–” means we found no reliable figure. Retail prices change daily, so treat these as yardsticks: if Black Friday beats the “recent price” column, it’s a genuine deal.
What to watch
Premium Dolby Atmos: Sonos Arc Ultra
The Arc Ultra is our top all-round soundbar and the one most likely to get a headline Sonos discount. It has already been €804 at Amazon.de this year, so anything around or below that is a good price. Sonos and Amazon both ran Black Friday sales on it last year. See our best soundbars guide for how it compares.
Sonos Arc Ultra
Precise, spacious Dolby Atmos sound with surprisingly tuneful bass from a single bar — and it grows into a full Sonos system later.
- Channels
- 9.1.4
- Connection
- HDMI eARC
- Formats
- Dolby Atmos
- Streaming
- Wi-Fi, AirPlay 2
Pros
- Precise, spacious sound
- Tuneful bass for a single bar
- Excellent multiroom ecosystem
Cons
- No HDMI passthrough
- No DTS support
- Some reported app issues
Mid-size Atmos: Beam Ultra vs Beam (Gen 2)
The new Beam Ultra adds true height channels (7.1.2) to a bar that still suits 50- to 65-inch TVs, and early reviews from Tom’s Guide and Engadget are positive. It has no DTS:X, though. Because it’s brand new, we don’t expect big Black Friday cuts. The Beam (Gen 2), with virtual Atmos, is the value play: if it drops to around €300–350, it’s an easy recommendation for smaller rooms.
Sonos Beam Ultra
Sonos' new compact soundbar adds real up-firing height drivers for 7.1.2 Dolby Atmos, a big step up from the Beam (Gen 2)'s virtual Atmos, in a bar that still suits medium-size TVs.
- Channels
- 7.1.2
- Atmos
- Up-firing height drivers
- Connection
- HDMI eARC, Wi-Fi
- Formats
- Dolby Atmos (no DTS:X)
Pros
- Real height channels at a mid-range size
- Reviewers praise the upgrade over Beam (Gen 2)
- Expandable with Sonos sub and rears
Cons
- No DTS:X
- New, so big discounts are unlikely this Black Friday
- Much pricier than the Beam (Gen 2) was
Sonos Beam (Gen 2)
A What Hi-Fi award winner that fits under smaller TVs: warm sound, virtual Atmos and strong streaming features.
- Width
- 65 cm
- Connection
- HDMI eARC
- Formats
- Virtual Dolby Atmos
- Streaming
- Wi-Fi, AirPlay 2
Pros
- Warm, room-filling sound for its size
- Excellent streaming features
- Compact enough for 43–55" TVs
Cons
- Only one HDMI port
- No Bluetooth
- No DTS:X
Complete surround in a box: Samsung Q990H and Q990F
If you want real surround sound without wiring a separate amplifier and speakers, Samsung’s Q990 systems include a subwoofer and two rear speakers. The 2026 Q990H changes little over the Q990F, so whichever is cheaper on the day is the one to buy. Sony’s Bravia Theatre Bar 9 is the alternative if you’d rather have one premium bar now and add rears later.
Samsung HW-Q990H
What Hi-Fi's best package: soundbar, subwoofer and rear speakers in one box, with two HDMI 2.1 inputs and Roon Ready streaming.
- System
- Bar + subwoofer + rear speakers
- HDMI
- 2× HDMI 2.1 inputs
- Formats
- Dolby Atmos, DTS:X
- Streaming
- Roon Ready
Pros
- Full surround system in one purchase
- Two HDMI 2.1 inputs
- Atmos and DTS:X
Cons
- Familiar design
- Cheaper predecessor is very close in performance
Samsung HW-Q990F (2025)
Last year's Samsung flagship: an 11.1.4 system with subwoofer and rear speakers in the box. In November 2026 it costs about the same as the new Q990H in Germany.
- Channels
- 11.1.4
- Included
- Soundbar, subwoofer, 2 rear speakers
- Formats
- Dolby Atmos, DTS:X
- Model year
- 2025
Pros
- Complete surround system in one box
- Very close to the 2026 model
- £819 instead of £1,699 in the UK on Black Friday 2025 (What Hi-Fi)
Cons
- Big system: needs space for sub and rears
- Stock of last year's model can run out
Sony Bravia Theatre Bar 9
What Hi-Fi's pick for HDMI 2.1 passthrough: 13 speakers deliver clear, detailed and punchy sound, ideal for gamers who need a spare 4K/120 input.
- Drivers
- 13 speakers
- Width
- 130 cm
- HDMI
- 1× 4K/120 Hz input + eARC
- Formats
- Dolby Atmos, DTS:X
Pros
- Clear, detailed and punchy
- HDMI 2.1 passthrough for a console
- Atmos and DTS:X
Cons
- Slightly clinical presentation
- No display
Budget surround and simple upgrades
For under €400, the Hisense AX5125H gives you a 5.1.2 system with rears and a sub, and it has already been €326 at Amazon.de. The Denon DHT-S218 is the best simple bar under €300, and the Amazon Fire TV Soundbar is the cheapest way to make dialogue clearer. More in best soundbars under €300.
Hisense AX5125H
What Hi-Fi's best budget package: a full 5.1.2 system with rear speakers and subwoofer for little more than a basic soundbar.
- Channels
- 5.1.2 (bar, sub, rears)
- Connection
- HDMI eARC
- Formats
- Dolby Atmos, DTS:X
Pros
- Real rear speakers and sub at a budget price
- Atmos and DTS:X support
- Big, cinematic scale
Cons
- Subwoofer can be overzealous
- Voices can sound a little muffled
Denon DHT-S218
A compact Dolby Atmos bar with HDMI eARC and built-in subwoofers — a clear upgrade over TV speakers that fits under most TVs.
- Channels
- 2.1 (built-in subwoofers)
- Dolby Atmos
- Yes (decoding)
- HDMI
- eARC
- Height
- 67 mm
- Extras
- Bluetooth, dialogue enhancer, Pure mode
Pros
- HDMI eARC and Dolby Atmos at a low price
- Low enough to sit under most TVs
- Pure mode and dialogue enhancer
Cons
- No real surround or height effect
- No Wi-Fi streaming
Amazon Fire TV Soundbar
A flat, simple bar with three speakers that pairs easily with Fire TV — fine for clearer speech, but the weakest sound in netzwelt's test.
- Drivers
- 3
- Design
- Flat, all-in-one
- Best with
- Fire TV devices
Pros
- Simple setup
- Flat design
Cons
- Weakest sound in netzwelt's test (3.1)
- Little bass
Traps to avoid
“Atmos” that isn’t really Atmos
Many cheaper bars say “Dolby Atmos” on the box but have no up-firing drivers; they decode the format and simulate height with processing. That can sound good, but it isn’t the same as real height channels. Check the channel count: a “.2” or “.4” at the end (for example 5.1.2) means dedicated height drivers.
No HDMI eARC
To get Dolby Atmos from your TV’s apps and use one remote, you need HDMI eARC (or ARC for basic formats). Some budget bars, and the Sonos Ray, only have an optical input, which can’t carry Dolby Atmos. Check your TV has an eARC port too – see our Black Friday TV guide.
Subwoofer and rears not included
Sonos and some other brands sell the subwoofer and rear speakers separately. A “cheap” premium bar can become very expensive once you add them. Systems like Samsung’s Q990 and the Hisense AX5125H include them.
Last year’s model at this year’s price
Older models can be great value – but only if they are priced like older models. Compare model numbers (Samsung’s last letter shows the year: F for 2025, H for 2026) and check the price history.
Fake “was” prices
Under the EU Price Indication Directive, a shop announcing a price reduction must show the lowest price it charged in the previous 30 days as the reference. If the “before” price looks too high, compare it on a price-comparison site.
Should you wait or buy now?
If you don’t need it urgently, wait for Black Week: soundbars are among the most discounted products every November. Set a target price from the table above and buy when a reputable retailer hits it. If a deal appears early and beats the “recent price” column, there’s little reason to hold out. Pairing it with a new TV? Our best TVs guide will help.
How we research
We don’t test products hands-on. Prices come from retailer listings and reporting by Geizhals, netzwelt, What Hi-Fi, Notebookcheck and macerkopf. Product recommendations are based on expert reviews from outlets including What Hi-Fi, RTINGS, Tom’s Guide and Engadget. See how we research.
FAQ
Is Black Friday a good time to buy a soundbar?
Yes. Soundbars are discounted heavily every November, especially Sonos, Samsung and Sony models.
Will the Sonos Beam Ultra be discounted?
It went on sale from late September 2026, so big cuts are unlikely. The older Beam (Gen 2) is more likely to see a strong deal.
Should I buy the Samsung Q990H or Q990F?
They are very similar. Buy whichever is cheaper on the day – in November 2026 they cost about the same in Germany.
Do I need HDMI eARC for a soundbar?
For Dolby Atmos from your TV’s apps, yes. Optical connections can’t carry Dolby Atmos.
