Black Friday is one of the biggest shopping events worldwide, but in Germany, it plays out differently than in other markets. Brands that simply copy-paste their US or UK playbook often leave millions of euros on the table.

In 2024, online holiday sales in Germany reached €21 billion, nearly a quarter of the country’s annual e-commerce revenue. The demand is real, but the way Germans shop is unique. If you want to win Black Friday in Germany, you need to understand local behavior, consumer psychology, and what drives actual conversions.