Black Friday lessons: How European brands can succeed in the US.

Dating back decades, Black Friday comes directly after Thanksgiving, which makes it not just a sales event but the unofficial kickoff to the holiday shopping season. It is a high-intensity shopping event, driven by massive discounts, limited-time offers, and the thrill of finding the best deals. Stores open early, both online and in-person promotions compete for attention, and shoppers plan strategically to grab the most attractive bargains. This is also closely followed by Cyber Monday, which has grown into its own major digital shopping day, pushing e-commerce brands to offer equally aggressive online deals. Together, the Black Friday–Cyber Monday period focuses far more on price-driven urgency than storytelling or long engagement cycles.

In contrast, Hungary's Black Friday is a relatively recent adoption, mostly introduced by international retailers and e-commerce platforms. The event remains largely digital-first, with online promotions, social media campaigns, and clear messaging emphasizing genuine value. Shoppers are more deliberate, comparing prices across platforms and planning their purchases in advance. Campaigns often extend over several days to give consumers time to browse while helping retailers manage inventory and website traffic.

For European brands entering the US, the biggest lesson is that discounts drive action. US consumers expect deep, visible markdowns and limited-time deals. Even premium brands often find creative ways to deliver value — for example, Apple uses gift cards or bundled perks instead of steep price cuts. Walmart illustrates the typical US approach: doorbuster deals, flash promotions, and heavy marketing around discounts, all designed to create urgency and drive volume. European brands must be prepared to compete on price perception while maintaining profitability.

Legal considerations, although minor, remain relevant. In Hungary and the EU, promotional discounts must reflect real previous prices, while in the US, the FTC regulates "former price" claims to ensure advertised discounts are genuine. Brands running cross-border campaigns should structure offers transparently to maintain consumer trust and avoid regulatory or reputational risks.

While Black Friday dominates headlines, its younger sibling — Cyber Monday — has become just as influential in shaping US consumer behavior. Introduced in 2005 by the National Retail Federation, Cyber Monday was created to encourage online shopping at a time when e-commerce was still growing. Today, it often outperforms Black Friday in total online sales, driven by digital-only deals, flash sales, and retailer-specific promotions. Globally, sales for Black Friday cracked $74.4 billion, according to Salesforce.

Key take‑home lessons for European brands 

1. Deep discounts drive action: US consumers are primarily motivated by savings. Ensure your promotional pricing is competitive, compelling, and clearly communicated.
2. Time-limited deals create urgency: Limited quantities, flash sales, and early-bird offers amplify the sense of urgency that fuels US Black Friday behavior.
3. Creative value preserves brand positioning: Premium brands can offer gift cards, bundles, or perks to maintain margin while still appealing to price-conscious shoppers.
4. Tailor messaging to local expectations: Humor, visuals, and tone should align with US shopping culture — straightforward, deal-focused, and urgent rather than subtle or narrative-driven.
5. Follow regulatory standards: Transparent communication about discounts and pricing protects your brand from FTC scrutiny and maintains customer trust.