Black Friday explained: History, significance and marketing opportunities

The origin of the term "Black Friday" is as complex as the shopping events themselves. One of the best-known explanations comes from Philadelphia in the 1960s, when the police used the term to describe the chaos caused by crowds and traffic jams on the day after Thanksgiving. Retailers and the media picked up the term and popularised it across the country.

Another theory attributes the term to accounting: during the year, retailers recorded losses, presented in the red. On the day after Thanksgiving, the enormous sales finally led to black figures - a symbol for profits.

The truth probably lies somewhere in between. What is certain is that both explanations have contributed to the popularity of the term. Whether traffic chaos or profit zone - Black Friday has a historical depth that goes far beyond discounts.

In the 1980s, Black Friday became a prime example of successful marketing strategies. Retailers used targeted campaigns to maximise the attention of their target groups with exceptional discounts and to kick off the Christmas shopping season. For marketers, this day offers a valuable lesson: the right mix of online marketing strategy, special opening hours and personalised advertising can achieve immense success. Today, Black Friday is seen as a benchmark for campaigns that can be successfully scaled up

Due to the increasing importance of online retail, Black Friday has now established itself worldwide. In the USA in particular, record sales mark the importance of this day for the retail sector.

For retailers and marketers, Black Friday is a crucial day for achieving sales targets and acquiring new customers. In digital marketing in particular, this day offers the opportunity to test targeted advertising strategies and collect data for future campaigns. Retailers focus on personalised offers and use digital channels to scale reach and conversion rates. Black Friday also creates a stronger link between online and offline marketing, which supports sustainable growth in the long term. Many companies generate considerable sales on this day, which make up a significant proportion of their annual results.

Black Friday has also become more important due to digitalisation and online retail. Many consumers prefer to search for offers online and shop from the comfort of their own home. This has led to the emergence of "Cyber Monday", which takes place on the Monday after Black Friday and focuses on online offers.

From the early 2010s, German marketers also discovered Black Friday as a strategic lever for their advertising and online marketing strategies. International brands such as Apple introduced the term, but today local companies also use this day to exceed their sales targets. In digital marketing in particular, Black Friday is becoming a testing ground for creative campaigns that can be scaled up. Retailers who invest early in their advertising and rely on data-driven marketing often achieve the best results - an approach that is becoming increasingly popular, especially in the German market.

Today, retailers don't just entice customers with traditional discounts - they conjure up a veritable shopping festival that often promises whole days of bargains as "Black Week". Online retail in particular has shaped Black Friday in Germany: Platforms such as Amazon, Zalando and many smaller providers are revolutionising the way we shop. Instead of pushing their way through crowded shops, consumers browse for deals from the comfort of their couch. However, bricks-and-mortar retailers have also recognised the importance of this and are attracting shoppers to their shops with special promotions and events.

Whether technology, fashion or household goods - Black Friday has developed from an insider tip to a permanent fixture of the Christmas season in Germany. It remains a day of superlatives that benefits both retailers and shoppers.

In Germany, the term "Black Friday" caused legal uncertainty for years. It had been registered as a word mark since 2013, and companies that used it without a licence faced warnings and legal consequences. Many retailers therefore switched to alternatives such as "Black Week" or "Black Sale". After lengthy legal disputes, the Federal Court of Justice ruled in June 2023 that the "Black Friday" trade mark must be cancelled. Since then, the term has been freely usable and can be used for advertising without restriction.

Black Friday falls on the Friday after Thanksgiving every year and marks the start of the Christmas shopping season. The date varies, but always remains in November. Here are the dates for the coming years:

The history of Black Friday not only shows how a shopping event has developed into a global phenomenon, but also provides exciting insights for marketers. Whether as a lever for scalable online marketing strategies or as inspiration for innovative advertising, Black Friday is more than just a day of discounts. For marketing experts, it offers the perfect opportunity to test new approaches and benefit from data-based decisions in the long term

Want to maximiseyour online marketing strategy (including SEO and SEA) for the next Black Friday? Contact us - we can help you increase your visibility and sales and develop data-based campaigns!