Black Friday 2026: Retail trends and consumer protection measures

As the 2026 Black Friday approaches, retail trends show a significant shift from a single day of sales to extended promotional periods. In Greece, retailers are expected to begin offers as early as November 2, transforming the event into a “Black Month.” Similarly, in Portugal, companies like Worten and Globaldata have launched early campaigns to manage stock availability and consumer demand.

In Brazil, the e-commerce sector anticipates a movement of R$ 13.3 billion between November 26 and 29, representing a 20.7% increase compared to 2025. However, data from Serasa Experian and Febraban highlight rising risks, with a significant increase in fraudulent advertisements and false sales reported. To combat this, consumer protection agencies, including Procon-JP and the Public Ministry of Paraíba, are planning joint inspections to prevent price manipulation and ensure legitimate discounts.

Market analysis suggests that while many retailers are extending their campaigns, the most successful e-commerce stores focus their advertising budgets on the specific week of Black Friday. Studies indicate that overly long promotional periods can lead to a decline in December sales, whereas concentrated campaigns help maintain steady consumer spending.