Black Friday 2026
The 30-day price window before Black Friday.
Black Friday is on 27 November 2026. Under EU price rules, a discount announced that day is measured against the lowest price your shop applied in the 30 days before it. That window opens on 28 October.
01 The rule
What the rule says.
Article 6a of the Price Indication Directive (98/6/EC), added by the Omnibus Directive (EU) 2019/2161, applies across the EU. Any announcement of a price reduction must state the prior price: the lowest price the trader applied in a period of at least 30 days before the reduction.
On 26 September 2024 the Court of Justice of the EU confirmed in case C-330/23 that the reduction shown, for example as a percentage, must be calculated from that prior price.
Sources
Price Indication Directive 98/6/EC (EUR-Lex)
Omnibus Directive (EU) 2019/2161 (EUR-Lex)
Court of Justice of the EU, case C-330/23, 26 September 2024 (EUR-Lex)
02 What to check
Three points to check before 27 November.
Early deals lower the reference
A pre-Black Friday deal inside the 30 days becomes the lowest price. A Black Friday discount is then measured from that lower price, not from the regular one. Some countries have their own rules for reductions that increase step by step.
A crossed-out price with no explanation
A crossed-out “was” price above the 30-day lowest price, with no label saying what it is, is what consumer authorities check for.
Each country shop has its own history
The 30-day lowest price comes from each country shop’s own prices: the history of a German shop does not cover the Finnish one.
03 Why now
Last month’s prices can’t be checked after the fact.
That’s why we started recording them every night. The prices your shop shows from 28 October are the ones your Black Friday discounts will be measured against.
→ Next step
Request a free Black Friday check.
We look at how discounts and reference prices appear on your web shop and share the result with you only.