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ARTICLE · 07 OCTOBER 2026

Sådan planlægger I Black Friday uden at spænde ben for julesalget

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As Black Friday and Black Week approach Danish retailers, businesses must carefully navigate complex pricing regulations that govern how discounts can be advertised. A recent 4.25 million DKK fine for misleading price marketing demonstrates the serious consequences of non-compliance, making proper campaign planning essential for both November sales events and subsequent holiday promotions.

DenmarkConsumer Protection
Marie Jacobsen
Marie Jacobsen
Inge Skou
Inge Skou
Johanne Pedersen
Johanne Pedersen
Rikke Valther Callesen
Rikke Valther Callesen

Black Friday nærmer sig. Hvis de samme varer også skal indgå i Cyber Monday- eller julekampagner, skal prisnedsættelserne tænkes sammen fra start – ellers kan Black Friday-priserne begrænse senere kampagner.

De amerikanske fænomener ”Black Friday” og ”Black Week” er igen på vej ind i de danske butikker og webshops. For mange virksomheder markerer Black Friday begyndelsen på en længere kampagneperiode, der fortsætter med Cyber Monday og årets julekampagner.

Virksomheder kan dog ikke frit vælge, hvilke priser de vil sammenligne med, eller hvor længe de vil markedsføre en vare som nedsat. Hvis de samme varer skal indgå i flere kampagner, er det derfor vigtigt at planlægge priserne nøje. En prisnedsættelse i november kan nemlig få direkte betydning for, hvordan I må markedsføre varen i december.

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