Black Friday 2026: What your customers are doing this year

Most discounts started earlier, baskets got smaller, and shoppers spent longer researching than ever before. Our 2026 Black Friday white paper shows what happened across the UK, Germany, and Benelux and explains what it means for your strategy next year.

What’s in the whitepaper?

• The week-before window, and why German kitchenware brand WMF won by moving early
• The “good deal” effect: 8% fewer UK transactions, 12% more spent per basket (£430 on average) in 2025, and why older iPhones outsold the newest
• Germany’s 1000%+ jump in discounted Home & Garden products on Amazon DE
• Why Bol beats Amazon by €2 billion in Benelux, and how the Netherlands behaves differently from Belgium
• A campaign pricing setup that turns “30% off everything” into “Up to 30% off” without losing margin