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Today starts the week with more discounts on the trade of the year: that of Black Friday . Five years ago it became popular in Spain, it began taking place only one day (the last Friday of November), after it extended to the weekend (from Black Friday to Cyber ​​Monday ). Last year the whole week was extended and many shops and companies even extend their discounts during December, to engage with Christmas and catch consumers.

77% will use these days to buy something , according to Deloitte's latest Christmas survey, which already includes an analysis of this phenomenon. Each year the number of participants has been increasing and, in fact, the fury with which Spain has endorsed this day has caused, in a few years, structural changes in consumption habits.

For example: we used to do Christmas shopping in December, and now we anticipate them in November. 22% of the Christmas budget will be spent this month, according to Deloitte. Black Friday has modified the tempos of consumption and has also caused many brands and chains ahead of their sales.

Traditionally they started on January 7, but already last year many chains (to name a few: Mango , Sfera , the brands of Tendam, which is the old Cortefiel Group ...) advanced their sales to December.

Another important change is that it has relegated to the background to the sales seasons. These periods have traditionally started on January 7 (winter) and July (summer). As Black Friday competes with powerful discounts (up to 70% in some cases) the sales have been decaffeinated. Especially since, unlike rebates, not only textile trade is added, but all sectors.

According to a report by Oliver Wyman, the Spanish consumer is the most anticipated of all European countries and more than 60% of Spanish buyers will seek discounts on products they have been wanting to buy for some time. Only 17% will make spontaneous purchases.

Who joins

Banking, airlines, fashion, technology, housing, travel ... Few are the shops or companies that have not joined Black Friday. It has joined even the small business, which has always criticized that these days of massive discounts hurt them because they cannot compete with the offers made by the big ones.

The expenditure will range between 120 euros and 250, according to the different studies published in recent weeks. There are offers of all kinds: Easyjet offers flights at 20 euros, Amazon has already published its catalog of offers , Apple has done the same and some fashion chains have also launched their discounts. The brands of Grupo Tendam, for example, (Cortefiel, Pedro del Hierro, Women'Secret, Springfield) make discounts of 50%.

The Real Madrid club has customized the day: it will be the "white friday", white Friday, with a 20% discount in the club shop.

Meanwhile, consumer organizations warn, as they have done other years, of the dangers of this day: there is part of compulsive purchase, we acquire things that we do not need just because they are cheaper and many times we do not look if that product is really discounted or It costs the same as two weeks ago. These practices of trying to camouflage a rebate that is not have been dubbed "Black Fraud."

To the alerts this year is added another of the Association for the Defense of the Brand (Andema) and the Organization of Consumers and Users (OCU), who warn of the possible offer of counterfeits, especially when purchased online.

The rooting that this day / week already has has also revealed its negative side. The mass purchase is not always sustainable and sometimes these acquisitions are followed by the corresponding product returns, which if purchased online generate a problem of logistic collapse.

According to the criteria of The Trust Project

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  • Black friday
  • Mango
  • savings and consumption
  • economy

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