Black Friday – the Sale That Transformed Global Shopping

Black Friday is not just about discounts. It’s a global economic phenomenon. Every year at the end of November, this day turns physical stores into epicenters of rush and excitement, while online platforms become massive digital marketplaces. For many brands, it is the most profitable period of the year, and for shoppers it is a chance to purchase desired items at an attractive price.

In this article, we will explore the origins of Black Friday, key statistics in Europe and Ukraine, distinctive marketing strategies used by brands, and the most noteworthy campaigns that left their mark on history.

The Origin Story of Black Friday

The first mentions of “Black Friday” appeared in the 1950s–1960s in Philadelphia. This is how the police described the traffic jams and chaos in the city caused by massive crowds starting their Christmas shopping. Retailers saw an opportunity in this and began offering major discounts to attract customers specifically on that day.

Over time, the negative connotation of the name shifted. Retailers reinterpreted it through accounting symbolism. Before Black Friday, businesses often operated “in the red” (losses), and after the start of large-scale sales “in the black” (profits). That is how this day became a symbol of the beginning of the holiday shopping season, and the sale itself turned into an essential part of global consumer culture.

How Black Friday Conquered Europe

In Europe, Black Friday appeared much later but quickly became a tradition. Today, it is considered the start of the major winter sale season. We previously mentioned that its quiet competitor is Singles’ Day. The shopping event we recently covered in the article “Shopping Day. How a Singles’ Holiday Turned Into a Global Sale?”

Online sales in 2024 grew by approximately 8%, and on Cyber Monday by an additional 10% across Europe. This indicates stable growth in customer activity during “Cyber Week.” It is important to note that around 70% of purchases during sales in the EU are made via smartphones. Moreover, companies actively use push notifications, SMS, social media, and remarketing, which significantly increases conversion rates. Personalized offers built on data and AI are becoming the new standard of effective communication.

Advice from SD: It is important to carefully plan your advertising campaign and direct the majority of your traffic to mobile devices, as most leads come from there. Of course, take into account the specifics of each region (you can read our training materials to better understand these nuances), but if you are driving traffic to Europe, this rule applies.

Europeans are also increasingly leaning toward impulsive purchases. 68% admit they shop specifically on this day, even if they did not plan to beforehand. In the UK, for example, nearly half of the population takes part in Black Friday each year. Interestingly, younger audiences (Gen Z and Millennials) are significantly more active than older generations, which forces brands to adapt their communication to mobile and social media. One of the obvious reasons is frugality: psychologically, older people approach purchases more carefully and think more about the future. Younger consumers tend to be more impulsive and are ready to spend money without always considering the consequences.

Advice from SD: Red or yellow price tags continue to trigger purchasing behavior for many people. So make sure to highlight discounts and promotions in your creatives. Follow the updates on our social media and Telegram channels, we publish weekly posts about advertisers’ promotions.

Black Friday in the Realities of the Ukrainian Market in 2024–2025

The Ukrainian market has also actively adapted this format. Despite war and economic challenges, E-commerce continues to grow. In 2024, the volume of E-commerce in Ukraine reached approximately 239 billion UAH, and the number of online shoppers exceeded 11 million people. The average order value was around 1 300 UAH, but during Black Friday these figures increase several times.

Expectations for Black Friday 2024 were fully met. The number of purchases increased by 15–20%, and total online turnover grew by almost 19%. One of the most notable examples is the Foxtrot retail chain. During the week of the sale, it recorded a turnover three times higher than usual, while the average order value rose to 9,000 UAH. The most popular categories were appliances, electronics, energy solutions, and home accessories.

Another interesting feature of the Ukrainian market is the duration of the promotions. Black Friday is not limited to a single day, in Ukraine brands extend the sale for two to three weeks. This allows for better logistics planning, maintaining a stable flow of orders, and avoiding overload of warehouses and delivery services.

Advice from SD: If you are driving traffic to the Ukraine region, you have 2–3 weeks for advertising campaigns, since Black Friday here starts a week before November 20 and ends at the end of November or in early December.

Global Indicators

Black Friday 2024 became one of the most successful events in the history of global online commerce. According to Adobe Analytics, consumer spending in the United States alone reached $10.8 billion on this day, a 10.2% increase compared to the previous year. This is a record figure for the U.S. market for the entire period of observation. Other analysts report even higher numbers. Salesforce estimated the volume of online spending in the U.S. market at approximately $17.5 billion in just one day. The discrepancy between the estimates is explained by different calculation methodologies: Adobe focuses mainly on real online transactions from major retail websites, while Salesforce covers a broader range of digital sales channels.

Why Black Friday Matters for Businesses

The Black Friday season is not just an opportunity to sell more. It is also a period when brands can tell their story, build customer loyalty, and stand out among competitors. Companies that invest in high-quality user experience, honest discounts, and creative communication gain long-term benefits, not just a short-term spike in sales.

Ukrainian realities show that even in challenging times, this day can be highly profitable. The strongest demand is concentrated in categories such as appliances, electronics, energy solutions, and household goods. For brands, it is an excellent moment to attract new customers and increase brand awareness.

A Sale That Became a Symbol of Shopping

Black Friday has long gone beyond a single day and has evolved into a powerful marketing tool that combines economics, consumer psychology, and brand creativity. Today, the winners are not those who offer the biggest discount, but those who create real value for the customer. And while several decades ago it all began with chaos in Philadelphia, today it is a global phenomenon that sets the pace of the consumer economy worldwide.

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