Black Friday consumer trends and retail activities

Retailers and financial institutions are preparing for the Black Friday shopping season through various promotional campaigns and consumer guidance. In Europe, trends show a focus on technology and financial services, with reports from Italy indicating significant growth in consumer technology and online sales during previous discount periods. Companies like Trust have announced discounts on computer accessories, while TF Bank is promoting credit card offers featuring zero annual fees and interest-free periods. In Portugal, Worten has launched a multi-channel marketing campaign titled ‘WE W BLACK FRIDAY’ to promote consumer confidence. Meanwhile, in Brazil, consumer advice has been issued to help shoppers avoid scams by recording reference prices, verifying third-party sellers, and comparing total costs including shipping and warranties across categories such as electronics, fashion, and automotive accessories. As the 2026 season approaches, retail trends indicate a shift toward extended promotional periods. In Greece, retailers are expected to begin offers as early as November 2, effectively creating a “Black Month.” In Portugal, companies like Worten and Globaldata have launched early campaigns to manage stock and demand. In Brazil, the e-commerce sector anticipates a movement of R$ 13.3 billion between November 26 and 29, a 20.7% increase compared to 2025. However, Serasa Experian and Febraban have highlighted rising risks of fraudulent advertisements and false sales. To combat this, consumer protection agencies, including Procon-JP and the Public Ministry of Paraíba, are planning joint inspections to prevent price manipulation. Market analysis suggests that while campaigns are extending, successful stores often concentrate advertising budgets on the specific week of Black Friday to avoid declining December sales. Newer strategic insights suggest that consumers can maximize savings by using tools like Amazon’s Auto Buy feature to monitor price drops or by seeking value in bundles at warehouse clubs like Costco and Sam’s Club.