Black Friday – All information for online merchants

When is Black Friday? What is the legal situation with the wordmark? How does it work with VAT in cross-border trade? Is your IT prepared? Do you have a marketing plan? Find all the answers and tips here.

The Black Friday phenomenon

Black Friday (the fourth Friday in November) is the most important event in online retail. According to a calculation by the German Retail Association (HDE), sales in 2020 were 3.7 billion euros – an increase of 18 per cent compared to the previous year.

In 2018, in a survey on awareness of Black Friday and Cyber Monday in Germany, 94 per cent of respondents already said they were familiar with the Black Friday campaign day.

For Internet merchants of all sizes, this means an increase in online traffic on Black Friday and a lot of potential revenue. We have all the important information for eCommerce merchants and support for VAT in cross-border trade.

The story of Black Friday

What is Black Friday all about, and why are other shopping event days important, especially for e-commerce merchants?


“Black Friday” is a registered and protected trademark

A trademark right exists for “Black Friday” in certain product classes. The owner of the “Black Friday” trademark in Germany is Black Friday GmbH.

Trademark protection is still registered for these classes:

  • Online merchants (fashion, clothing, sports, travel, furnishings,..) would like to advertise their products on Black Friday.
  • Stationary merchants (fashion, clothing, sports, travel, furnishings,…) would like to advertise their products on Black Friday.

Trademark protection was cleared for these classes:

  • Online merchants (electrical and electronic goods) would like to promote their products on Black Friday.
  • Stationary merchants (electrical and electronic goods) would like to advertise their products on Black Friday.
  • Advertising company runs a Black Friday website.
  • Affiliate company serves customers on Black Friday.

Good pricing is crucial

For a successful Black Friday sale, you need to be well prepared. One option is dynamic pricing. Dynamic pricing is a strategy that sellers use to adjust their sales prices to current demand.

10 tips for e-commerce merchants to prepare for Black Friday

For e-commerce merchants, Black Friday is an essential indicator for Christmas business. Please find out how to be prepared for mega sales days in our info article.

The Black Friday checklist for e-commerce merchants

Get the free guide with over 30 must-know tips for online merchants. Tick off all the points, and your Black Friday sale will be a success.

How to manage the flood of returns after Black Friday

Returns are annoying for customers and merchants alike. There are several processing options that the merchant can choose.

Image Black Friday Retouren

Black Friday and Co. – The most famous shopping days in the world

Black Friday is far from being the only and highest-selling shopping holiday in the e-commerce world.

Image Sonderverkaufstage
Value-added tax for cross-border trade

Do you also sell your products across borders in the EU and the UK on Black Friday?

As of July 1, 2021, the VAT liability in cross-border sales of goods changed for traders due to the VAT digital package. Find out here about the lowered turnover delivery thresholds and other changes in B2C distance selling.


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