How To Plan For Black Friday Without Undermining Christmas Sales

The American retail phenomena "Black Friday" and "Black Week" are once again making their way into Danish shops and online shops. For many businesses, Black Friday marks the beginning of an extended promotional period, continuing with Cyber Monday and the Christmas campaigns.

Businesses are, however, not free to choose the reference prices against which they compare their prices, or how long they will market a product as discounted. If the same products are to be included in several campaigns, it is therefore important to plan the prices carefully. A price reduction in November could, in fact, have a direct impact on how you are allowed to market the product in December.

The provisions of s. 9a of the Danish Price Labelling Order (prismærkningsbekendtgørelsen) together with the Danish Consumer Ombudsman’s guidelines on price marketing govern, among other things, how you may advertise price reductions on consumer goods such as clothing, foods and electronics.