Black Friday in Portugal: History, Legal Rules, and Strategies for E-commerce

Introduction

Black Friday is one of the most eagerly awaited commercial events of the year for both consumers and businesses. Marked by massive discounts and a spike in sales, this date has a significant impact on the e-commerce sector. However, for companies in Portugal and Europe, the success of Black Friday depends not only on good promotions but also on strict compliance with legal rules.

In this article, we’ll explore the origins of Black Friday, the main legislation and discount rules in Portugal, the advantages and disadvantages for e-commerce businesses and the best practices for creating a successful campaign.

1. What is Black Friday and why was it created?

1.1 The history of Black Friday

The Black Friday originated in the United States in the 1960s, was initially associated with the chaotic movement that took place on the streets of Philadelphia after Thanksgiving. The local police started using the term to describe the confusion caused by the heavy traffic of people and vehicles on the streets, as many consumers took advantage of the day after the holiday to start their Christmas shopping. Despite the initial negative connotation, the term was gradually adopted by traders to describe a day of opportunity and big sales.

Over the decades, Black Friday has become one of the biggest shopping events in the world. In the 1980s, the expression became associated with the concept of ‘getting back into the black’ – an accounting term that indicates profit. Many businesses used this time to get out of the ‘red’ (losses) and into the ‘black’ (profits), taking advantage of the increase in sales. Over time, the discounts became more and more aggressive, consolidating the event as a landmark in the global commercial calendar.

In recent years, with the growth of e-commerce, Black Friday has expanded beyond physical shops and conquered the digital universe. In Portugal, the event began to gain popularity in the early 2010s, with the first major international chains adopting the promotions. Today, it is widely celebrated by large and small businesses, both physical and online, who take advantage of the event to increase sales and attract new customers.

1.2 The relationship between Black Friday and Cyber Monday

With the advance of e-commerce, Cyber Monday emerged in 2005, a natural extension of Black Friday focussed exclusively on digital. This initiative was introduced by the National Retail Federation in the United States to boost online sales and offer an alternative to consumers who missed out on Friday promotions. Unlike Black Friday, which combines physical and online shops, Cyber Monday is exclusively digital and focuses more on technological products, gadgets and services.

In Portugal and Europe, Cyber Monday has been gaining momentum as a complement to Black Friday, creating a whole week of promotional opportunities for consumers and increased sales for businesses. The two events therefore have a significant impact on consumer behaviour and the commercial calendar, and are fundamental to any successful e-commerce strategy.

2. Legislation and legal rules on discounts in Portugal and Europe

Although Black Friday is synonymous with big discounts, businesses in Portugal and the European Union must comply with consumer protection laws. Here are some key rules you should bear in mind::

2.1. Price transparency rules

According to Portuguese legislation (DL no. 109-G/2021), any advertised price reduction must be based on the lowest price practised in the 30 days before the promotion. This means that traders cannot increase prices before Black Friday and then simulate discounts.

2.2. Before and after price indication

It is mandatory to inform the consumer about the price of the product, allowing them to check the veracity of the discount. The information must be clear and accessible.

2.3. Return policy and warranties

Even during promotions, consumers retain the right to returns and guarantees. Companies must ensure that the conditions of purchase comply with European Union law.

2.4. Penalties for non-compliance

Businesses that don’t comply with the rules can face significant fines and damage to their reputation. It is therefore essential to align campaigns with the legislation.

3. Advantages and disadvantages of Black Friday for e-commerce businesses

Like everything else in life, Black Friday presents both benefits and challenges for businesses. Here’s a summary of the main advantages and disadvantages:

Advantages:

• Increased sales: Promotions attract a greater volume of customers, generating significant revenue..
• Acquisition of new customers: It’s an opportunity to win over customers who may return to your online shop in the future.
• Brand prominence: Taking part in Black Friday positions your brand in the market as competitive and accessible.
• Disposal of stock: Products sitting in storage can be sold more quickly.

Disadvantages:

• Reduced margins: Excessive discounts can jeopardise profits.
• Intense competition: Businesses need to stand out in a market saturated with promotions..
• Risk of non-compliance: Errors in price communication can lead to legal problems.
• Logistical demands: Increased sales can overload the shipping system and cause delays.

4. Best practices for preparing an online campaign for Black Friday

Preparing for a Black Friday campaign isn’t just about offering discounts. It requires strategic planning.

Here are some tips for maximising results:

4.1 Plan ahead

Create a calendar with all the stages of the campaign, including the definition of products on sale, budget and marketing strategies.

4.2. Optimize your site

Make sure the site is prepared to handle a high volume of traffic. Ensure that pages load quickly and that the checkout process is simple.

4.3. Offer real discounts

Complying with the legal rules on discounts is essential, but in addition, offer promotions that really appeal to consumers. Transparency generates trust.

4.4. Invest in digital marketing

Use paid advertisements on Google and social networks, email marketing campaigns and exclusive promotions for loyal customers. Invest in keywords such as ‘Black Friday discounts’ or ‘November promotions’.

4.5 Emphasise exclusivity

Create a sense of urgency with messages such as ‘limited offer’ or ‘discounts only until midnight’.

4.6. Prepare the logistics

Make sure you have enough stock and an efficient shipping system to avoid delays or complaints.

Conclusion: Prepare Your Business for a Successful Black Friday

Black Friday represents a unique moment for e-commerce businesses, allowing them to increase sales, win new customers and highlight their brand. However, achieving success on this date requires more than just eye-catching promotions: it requires strategic planning, strict compliance with the legal rules on discounts in Portugal and a constant focus on the consumer experience.

To prepare your campaign, it’s essential to start early, choose the right products to highlight and ensure that logistical operations are aligned to deal with the increase in orders. Investing in effective digital marketing strategies, such as ad campaigns, email marketing and website optimisation, can be the key to attracting and converting visitors into customers.

In addition, being aware of Black Friday trends can help you identify consumer preferences and position your business competitively in the market. Studies show that consumer behaviour has evolved rapidly, with many shoppers turning online to compare prices and discover promotions. To explore these changes, consult reliable reports, such as those provided by Statista and ACEPI, which detail useful trends and statistics for digital businesses.

By taking advantage of the right tools and following best practices, Black Friday can be much more than a sales day – it can be an opportunity to strengthen your business’s position in the market, win new customers and even retain them for the future. Remember: transparency, planning and customer focus are the pillars of a successful Black Friday!

Frequently Asked questions (FAQs) about the Black Friday