Black Friday 2026: How to Make the Most of the Season When Shoppers Loosen Their Purse Strings
Consumers are shopping more cautiously these days, but they are not giving up on gifts or pre-Christmas shopping. November and December therefore remain a key period that can significantly boost full-year results for both e-shops and affiliate partners. People compare prices, keep an eye on promotions and often set money aside specifically for this shopping season. Those who present an attractive offer early stand to gain the most.
Shoppers Are Saving, but They Still Spend During the Season
At Dognet, we helped e-shops achieve 59% higher revenue in November 2025 compared with October. 💰
However, consumers remain highly price-sensitive. Discounts, promotional campaigns and attractive deals play a crucial role in their purchasing decisions. When choosing gifts, shoppers pay closer attention to where they can find the best deal and combine more information sources than ever before – including social media, reviews, recommendations and AI tools.
Chinese online marketplaces are strong competitors for local e-shops, but they have two significant disadvantages. Gifts need to arrive by a fixed deadline – 24 December – so shoppers are often unwilling to risk late deliveries, poor product quality or subsequent complaints and returns. In addition, as of 1 July 2026, a €3 customs duty applies to every item in a parcel shipped from countries outside the EU.
Black Friday Is No Longer Just One Day
Consumers have not stopped shopping during Black Friday; they have simply spread their purchases over a longer period. Black Friday has evolved from a single day into an entire month. Businesses that wait until the last Friday in November miss out on a significant part of the season.
2026 Seasonal Calendar
- 11 November: Singles’ Day
- 23 November: Black Week begins
- 27 November: Black Friday
- 30 November: Cyber Monday
- 1–18 December: Christmas shopping, followed by New Year sales
Why Does This Matter?
Consumers make decisions based on the offer, not the date. Campaigns are running for longer, and people are buying gifts earlier.
For advertisers and publishers alike, this means planning for the season as a continuous two-month period with several peaks rather than focusing on a single day.
For Advertisers: Get Noticed Before Your Competitors
Have you prepared discount coupons, sales or special promotions? We will help tens of thousands of customers discover them through our affiliate partners.
Publishers plan their promotional activities in advance, so the earlier your offer enters the network, the greater your potential reach.
👉 Submit a promotion via the form 👈
👉 Send your promotion by email 👈
🚀 DOGNET TIP: Want to secure more visibility than your competitors? Offer publishers an exclusive coupon, an increased commission or a fixed fee. Arrange additional cooperation with selected publishers for the entire season. Get in touch with us.
For Publishers: All Promotions in One Place
You can find all Black Friday deals, coupons and campaigns in a single list organised by market. We update the list daily, adding new promotions to the bottom of the table, so it is worth checking back regularly.
👉 Black Friday Promotions List 👈
Promotional Recommendations
- Start early. The season begins at the start of November, and Singles’ Day on 11 November is increasingly merging with Black Friday.
- Highlight delivery deadlines in gift campaigns. Customers choose stores that can deliver their orders before Christmas.
- Shoppers compare prices and look for trusted stores. Reviews, comparisons and recommendations can help them make decisions.
- Consumers combine multiple information sources, from social media and reviews to AI tools. It is therefore a good idea to showcase your offers across multiple channels.
- Mobile matters. Test your copy, coupons and links on a phone.
- The introduction of the customs duty has narrowed the price gap between Chinese and European e-shops. Comparisons and recommendations for trusted retailers may therefore be particularly valuable to readers.
🚀 DOGNET TIP: Have you identified campaigns with potential for exclusive cooperation? Get in touch. We will be happy to explore opportunities with advertisers and help you secure exclusive offers or higher commissions.
Let’s Make This Season a Success Together
Consumers save throughout the year, but they still shop in November and December. Those who prepare early can significantly improve their results for the year.
At Dognet, we bring both sides together to help advertisers generate more orders, publishers earn more and customers find fair deals. 🚀
