Black Friday will fall on Friday 27th November 2026 in the year 2026. It is the day following Thanksgiving in the USA. Black Friday shopping will continue till Sunday 29th November, and then Cyber Monday will come next on Monday 30th November. In Europe, retailers will offer discounts weeks before Black Friday.
That's the thing about Black Friday: knowing when is black friday. Here's what you need to know before the sales begin.
Black Friday will be on 27th November 2026, whereas Cyber Monday will take place on 30th November 2026. These dates are according to the American Thanksgiving dates; however, retail stores in Europe have the freedom to pick any date they want.
Editor's Tip: Put these dates in your calendar if you're planning a larger purchase. You can start researching products now, rather than trying to compare dozens of offers on the day.
In Europe, some retailers hold out until the last Friday of November, whereas others offer special deals earlier in the month and sometimes even throughout November.
One might come across the terms "Black Week" or "Black Month". They refer to extended promotions and do not mark any particular holidays. The actual dates depend on the retailer and country-related regulations.
Singles’ Day, falling on 11th November, may also serve as another opportunity to compare prices before Black Friday. However, it is not true that an early promotion or a later promotion would necessarily offer a better deal.
It is not considered a public holiday in Europe. This day has been extensively marketed by the retail and online shopping sectors.
Black Friday was started in America and has connections to the shopping holiday after Thanksgiving. In reality, its history is a little more complex than just a story of shops shifting from loss to gain through the Christmas shopping season.
Back in the 1960s, police in Philadelphia started using the term Black Friday for traffic and crowds occurring after Thanksgiving, as well as fans coming to the Army-Navy football game. Retailers later popularised a more positive explanation linked to businesses moving from losses, recorded in red, into profits, recorded in black. The story has been widely quoted, yet it should not be viewed as the historically proven etymology of the holiday's name.
Black Friday eventually evolved into a big commercial holiday in America. E-commerce facilitated the process of adoption of the holiday in Europe, where the holiday has been adapted to local consumers' habits.
The above-described history can shed light on the reason for the difference between the holiday's versions in various countries. While the date of the holiday originates from America, the offers, purchasing period, and consumer rules are local.
Possible promotional strategies on Black Friday could be the use of percentage cuts, lower prices, and offers of bundled or limited stock products. Some stores will also make use of countdowns and low prices on particular items.
However, a sale item does not mean everything. Different stores can offer a different cut on the same product due to factors such as varying initial prices, shipping costs, availability of stock, or extra accessories.
Let us consider the example of buying a coffee machine. Store A lowers the price from €200 to €150, but its shipping cost is €12. Shop B sells it for €155 with free delivery. Shop A's total is €162, so Shop B saves you €7.
The final figure is to determine the feasibility of an offer. Make sure you verify the product model, the warranty details, the delivery time frame, and also the returns policy.
Traditionally, Black Friday deals revolved around in-person shopping, while Cyber Monday was an online shopping experience. However, with time, there has been some blurring of the lines between the two.
So, does this mean that one should wait until Cyber Monday? No, maybe it won't be the cheapest option since a product can be offered with a discount before this day or even not at all.
For instance, if one spots a laptop he or she needs at a decent price level on Friday, one should check out its price history and sales policy. In case it proves the offer true, there is no reason to wait only because a sale day is coming.
Don't think that Cyber Monday will automatically be more profitable for technological gadgets or Black Friday will win for offline stores.
The correct starting point for a price comparison on Black Friday is the standard price of the goods rather than the percentage stated on the banner. Some tools will assist you in determining if the current deal is really an offer.
Generally, under European rules for price reductions, it is necessary for the retailer to indicate the lowest price for the period of at least 30 days preceding the price reduction announcement.
Before purchasing the product, you must check for the following:
Product specifications: Ensure that the model number, size, features, and accessories coincide.
Overall cost: Consider the delivery costs along with import duties, if any.
Return policy: Determine whether return shipping is at the buyer’s expense and any exceptions that might exist.
Seller’s location: Whether the seller operates in and outside the European Union.
Price history: Compare with recent prices and not just the crossed-out price.
Here's a simple example. You're comparing a €300 tablet with a €270 offer. Though the second item appears to be an attractive deal, the saving will not seem so good once you consider that there will be delivery charges of €15 and that a similar product can be found at other places for €275.
You can shop during Black Friday without taking unnecessary risks. Start by checking the seller's identity, contact details, returns policy, and payment options before entering your information.
Be cautious if a website offers a product at a price far below comparable listings, provides no clear business details, or accepts only direct bank transfers or cryptocurrency. Unexpected texts about parcel problems and emails promising exclusive deals can also lead to phishing websites.
Editor’s Tip: Use a payment method with suitable buyer protection, enabling two-factor authentication where available and avoiding links in suspicious messages. If something goes wrong, contact the retailer first, then seek advice from your national consumer authority or the European Consumer Centre in your country for eligible cross-border purchases.
Exercise your rights: You usually have the right to cancel a contract within 14 days for most online purchases made from an EU seller, except for certain exceptions. There is also a legal guarantee in the EU that a product should last at least two years, although this may be greater under local law.
Black Friday is rewarding when you have made a study of the product beforehand and discovered an actual discount on something that you were intending to purchase anyway. It is also helpful when you wish to compare prices from several retailers within a brief timeframe.
On the other hand, not every sale constitutes a good deal. There are sales that are small in size, delivery charges may affect the final cost of the item, and a lower-priced product can lack features of the one you were thinking of purchasing.
It is recommended to take Black Friday as an opportunity to compare prices rather than a time for shopping and spending money.
Explore Shoptique for more shopping guides, money-saving tips, and advice to help you shop smarter.
The above Black Friday Shopping Guide is prepared according to the 2026 calendar of sales and analysis of official consumer information regarding the discounts, online refunds, and legal guarantees in Europe. It does not seek to promote any specific retail outlets, but rather seeks to inform on dates and practicalities.
The Shoptique Editorial Team creates guides that help readers understand shopping, consumer technology and product specifications. These guides explain terms show how devices work and give clear information in plain language. We research carefully use sources and check facts before we publish.
