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BUSINESS NEWS

UPDATED: 01.11.2026

JENS BERGERMANN

Black Friday 2024 once again proved that it's much more than just a day for special offers in Switzerland. With creative campaigns, smart strategies, and targeted investments, some companies achieved outstanding success – while others missed valuable opportunities. But what makes the difference between success and a missed chance? 

What insights can be drawn from Black Friday 2024? The analysis shows: Successful players rely on data-driven planning, tailored offers, and targeted customer communication. A key success factor was early and consistent communication across various channels. But timing strategy also plays a crucial role. 

Later in this article, you'll learn which industries performed particularly well in 2024, what changed on Black Friday 2025 and which mistakes you should avoid. At the end, you'll find practical recommendations for your 2026 Black Friday campaign.

How Lucrative Was Black Friday 2024 in Switzerland?

Black Friday 2024 in Switzerland showed mixed sales performance. 

In non-food retail, 460 million Swiss francs (CHF) were generated, while online retail sales remained stable, achieving sales of 80 million CHF, consistent with the previous year's level. IT/Office products like computers and monitors were particularly in demand (sales of 53.5 million Swiss francs). 

Product categories with the highest sales increases:

In 2023, the focus was more on electronics, while 2024 saw a broader diversification of purchased goods. Additionally, secondhand platforms like Ricardo.ch and eBay gained importance, indicating a growing awareness of sustainability.

Black Friday 2024 in Switzerland showed positive sales growth in the consumer technology goods sector. Particularly noteworthy is the increase in the IT & Office sector and the growing importance of secondhand platforms. Companies should consider these trends for future sales strategies.

What Challenges and Hurdles Emerged in 2024?

Despite the huge sales many companies achieved on Black Friday 2024, there were also numerous challenges to overcome:

Stock Allocation and Logistics Planning

Stock allocation is a particularly important point: Did companies plan for enough inventory to meet demand? Especially in Switzerland, where logistics and warehousing are crucial, inventory should already be available in the country to avoid delays. Here, collaborating with a reliable partner like SURS can help ensure a smooth supply chain. Additionally, companies must ensure their margins are well calculated: After discounts and considering full cost accounting, it must be guaranteed that a profit is still made – or do I accept a loss to generate sales volume and mass? 

Technical and Logistical Preparation

Logistics also posed a challenge – shipping capacities had to be prepared for the high volume. Likewise, the technical performance of the webshop was crucial, especially for independent shops. Here, companies had to ensure their sites could handle the surge in traffic. Marketplaces like Galaxus offer a degree of security in this regard, as they already provide the infrastructure for high visitor numbers.

Strategic Decisions on Discounts and Product Selection

Another strategic dilemma concerned the selection of discounted items. Should all products be discounted, or only selected ones, depending on margin and inventory planning? Also, the question of how much a discount percentage "damages" the brand had to be considered. The time limit on discounts plays a central role in not diluting the brand.

Marketing and Traffic Acquisition

Also not to be underestimated was the significant effort involved in traffic acquisition, especially for independent webshops. To remain competitive, marketing budgets for Google Ads, affiliate marketing, and other channels had to be planned. However, this is becoming increasingly difficult as large webshops spend enormous budgets on advertising during the Black Friday season. In this context, selling through marketplaces like Galaxus offers a valuable opportunity to benefit from existing reach and infrastructure.

Success Factors – What Did the 2024 Winners Do Right?

From Manor to MediaMarkt – numerous Swiss companies successfully implemented Black Friday strategies in 2024 and increased their sales. But what's the secret to their success? 

1. Early Planning and Goal Setting

Companies like Manor and MediaMarkt Switzerland have successfully relied on early planning in the past. Manor often starts its Black Friday offers weeks in advance with various discount promotions to give customers the opportunity to benefit from special deals before the actual Black Friday. MediaMarkt also started promoting products early and relies on targeted annual planning.

2. Personalized Offers and Discounts

Digitec Galaxus is known for its personalized offers that target customers based on their purchasing behavior or previous interactions on the platform. The company uses data to deliver tailored discounts and offers aimed at specific customer groups.

3. Website and Mobile Channel Optimization

Companies like Coop and SBB have well-optimized their websites and mobile platforms to handle high Black Friday traffic. Coop focuses on fast and user-friendly navigation, while SBB regularly upgrades its website to handle traffic surges, especially in connection with special offers like ticket purchases.

4. Use of Pop-ups and Time-Limited Offers

Migros uses pop-ups on its website and in mobile apps to alert customers to short-term discounts and Black Friday specials. They use pop-ups to emphasize the exclusive nature of offers and create a sense of urgency, encouraging customers to act quickly.

5. Extending Sales Activities Beyond Black Friday

A crucial success factor for many companies is not limiting Black Friday promotions to Friday itself, but extending them throughout the entire weekend to Cyber Monday . Digitec Galaxus successfully implemented this strategy in 2024. By spreading offers and promotions over several days, Digitec Galaxus not only increased sales but also managed traffic better, thereby maximizing the success of Black Friday Week.

How Does the Swiss Market Influence Black Friday Strategy?

Before tailoring your Black Friday strategy to the Swiss market, it's important to understand specific consumer habits and market peculiarities. Switzerland shows differences in consumer purchasing behavior and expectations compared to other markets like Germany and Austria, which can be crucial for your planning. In this section, we'll look at how you can specifically adapt your strategy to the Swiss market to achieve the greatest possible success on Black Friday.

Swiss Consumer Habits and Their Impact on Your Black Friday Strategy

The Swiss market has specific consumer habits that affect how retailers design their Black Friday offers. 

Many consumers specifically plan for Black Friday to take advantage of the best deals. According to a behavioral analysis, 70% of Swiss consumers prepare for this day in advance by researching offers and planning their purchases.

Since many consumers plan their purchases in advance, it's important for you as a retailer to communicate offers and promotions early to make it onto shoppers' shortlists.

Products in electronics, fashion, and household goods are particularly in demand on Black Friday in Switzerland. These categories benefit from high demand and therefore offer great potential for you as a retailer.

Value for money also plays a crucial role. This means you must carefully consider your pricing and discounts to appeal to consumers without damaging your brand perception.

Compared to Germany and Austria, the Swiss market is smaller, but this also offers an opportunity for more customization of your offers. Swiss consumers also frequently shop internationally, in border regions, or on foreign marketplaces, which poses an additional challenge for local providers.

Marketplaces like Galaxus and Manor – A Success Factor on Black Friday?

Marketplaces like Galaxus and Manor are indispensable on Black Friday in Switzerland. Galaxus offers a wide range of products and attracts many customers through discounts and strategic campaigns. Manor, a traditional Swiss company, also uses Black Friday not only to retain regular customers but also to attract new ones. The combination of online and in-store sales makes Manor a strong partner for businesses.

Selling on such platforms allows for greater reach and saves effort in technology and marketing.

Advantages:

• Greater reach

• Access to a large customer base

• No need to worry about technical infrastructure or expensive marketing campaigns

• Professional infrastructure that can boost the success of Black Friday campaigns

• Opportunity to benefit from the trustworthiness of the platforms

Disadvantages:

• Less control over the sales experience compared to an own webshop

• Dependence on the terms and fees of the marketplaces

• Competition from other sellers on the same platform

How Did Black Friday 2025 Go in Switzerland?

Black Friday 2025 fell on 28 November. The figures show the same pattern as the year before, only more clearly: the day itself is losing weight, while the week around it holds its level.

Lower Sales on the Day, a Stable Black Week

According to an estimate by Blackfridaydeals.ch, Swiss retail generated around 450 million Swiss francs on Black Friday 2025, 10 million less than the year before. Brick-and-mortar stores lost the most, while online sales stayed at the previous year's level. Payment data from Monitoring Consumption Switzerland at the University of St. Gallen points in the same direction: on Black Friday itself, sales were around 5 percent below 2024, while sales across the whole promotional week remained largely unchanged.

Blackfridaydeals.ch sees the main reason in longer promotions. Many retailers launch their offers days or weeks before Friday, and Amazon's promotion ran for twelve days in 2025. Purchases are therefore spread across the whole week and the rest of November.

Electronics With a Record Week

Consumer technology tells a different story. NIQ puts sales in Black Friday week 2025 at around 167 million Swiss francs, an increase of around 4 percent and a new record. Digitec Galaxus, Brack.ch and Interdiscount reported higher sales than the year before. Laptops, monitors and smartphones were in demand, along with toys, lighting and baby care products. Robotic vacuums, the category with the largest growth in 2024, were again among the bestsellers at Interdiscount.

More Promotions, Less Room on Margins

NIQ counted up to 30 percent more sales promotions in 2025 than in the previous year, depending on the month. The result: higher price sensitivity and shrinking margins. Many retailers have already drawn their conclusions. According to Blackfridaydeals.ch, they avoided unprofitable discounts and relied on loyalty programs and personalized offers instead. With no exceptionally large discounts on offer, there were fewer spontaneous impulse purchases.

Strong Franc, Cheap Imports

Blackfridaydeals.ch also cites economic uncertainty and the strong Swiss franc, which favors cheaper imports during the promotional weeks. For brands from the eurozone, this cuts both ways: Swiss customers compare prices with other countries. At the same time, goods from the eurozone become cheaper to sell in Switzerland.

Practical Tips: How to Optimize Your Strategy for Black Friday 2026

Proper preparation is crucial to stand out from the competition on Black Friday 2026. In our practical checklist, you'll find everything you need for a successful appearance. With our proven tips, you can refine your strategy and successfully stand out from the crowd.

What 2024 and 2025 Mean for Your 2026 Planning

Black Friday 2026 falls on 27 November, Cyber Monday on 30 November. Blackfridaydeals.ch again expects around 450 million Swiss francs on the day itself. Online sales are forecast to rise by 10 million to 130 million Swiss francs, in-store sales to fall by 10 million to 320 million Swiss francs. This leads to four points:

• Plan the week, not the day. Sales are increasingly spread across the days before Black Friday. If you only start on Friday, you miss part of the demand.

• Calculate every discount against your full costs. With more promotions on the market, a single offer stands out less. In 2025, retailers deliberately avoided unprofitable discounts and targeted existing customers instead.

• Use the reach of the large platforms. While overall Black Friday sales fell, Digitec Galaxus and Brack.ch reported growth. Check early by when your offers need to be registered there.

• Watch the price gap to other countries. Swiss customers compare prices with German shops. A discount that looks attractive in Switzerland can fall flat next to the euro price.

Checklist for Black Friday 2026 Preparation

This checklist will help you optimally prepare your Black Friday 2026 strategy – for sales through your own online shop as well as on major Swiss marketplaces: 

Early Goal Setting and Planning – 8–12 Months in Advance

• Determine your main goals (sales increase, brand awareness, new customer acquisition).

• Define your target audience and relevant product categories.

• Analyze past Black Friday results and identify areas for improvement.

Secure Inventory and Plan Logistics – 6–8 Months in Advance

• Check if there's enough inventory for expected demand peaks.

• Coordinate logistics with suppliers and shipping partners to avoid delivery bottlenecks. 

• Ensure your logistics can handle increased order and shipping volume.

• Attention: Are all necessary documents prepared to avoid import delivery delays?

Define Discount Strategy and Pricing – 1 Month in Advance

• Consider whether to offer general discounts or targeted promotions (e.g., for specific product categories).

• Calculate the impact on your profit margins and ensure the discounts don't harm your brand.

• Plan time-limited offers or exclusive bundles to increase urgency.

Website Optimization and Technical Check – 3 Months in Advance

• Check your website's loading speed and user-friendliness.

• Test the functionality of the shopping cart, checkout process, and mobile applications.

• Ensure your website can handle sufficient traffic.

Review Marketplace Cooperation – 3 Months in Advance

• Ensure you are well-positioned on relevant marketplaces like Galaxus, Manor, or others.

• Optimize your product descriptions and photos for better visibility on these platforms.

• Check the requirements and deadlines for selling on marketplaces and ensure your offers go live on time.

Develop and Launch Marketing Strategy – 3–6 Months in Advance

• Plan your communication channels (email marketing, social media, influencer partnerships).

• Create engaging content and promotional materials (banners, videos, landing pages).

• Use paid advertising (e.g., Google Ads, Social Media Ads) and set a budget.

Tips for Black Friday in Switzerland: Successful Strategies and Local Specifics

In addition to the points already listed in the checklist, there are other items that can further optimize your Black Friday preparation and help you stand out from the competition:

1. Local specifics and legal requirements: Ensure your offers comply with local regulations, especially regarding pricing and discounts, to avoid legal issues.

2. Check customs and import regulations: Ensure international deliveries run smoothly and customs issues don't cause delays.

3. Adapt language and currency: Localize your website and marketing materials for all language groups and use the local currency (CHF).

4. Optimize customer service and returns management: Offer efficient customer service and a well-structured returns management system to gain buyer trust.

5. Consider environmental and sustainability aspects: Use eco-friendly packaging and sustainable shipping options to strengthen your brand image.

6. Early testing and simulation of ordering processes: Review your processes before Black Friday to ensure smooth handling.

Prepare the Way for a Successful Black Friday This Year with SURS Now

Black Friday 2026 requires careful planning and precise execution. With the support of SURS, you can specifically implement the tips from the checklist and thus optimally prepare your strategy. The comprehensive range of services from SURS is specially designed to optimize your logistics and strengthen your presence on marketplaces like Galaxus or Manor.

Leverage the know-how of SURS in warehousing, shipping, data analysis, and marketing, so your company is well-prepared for the challenges of Black Friday. With SURS as your partner, you ensure your Black Friday campaign is early and strategically aligned to achieve the greatest possible success.

Conclusion: Use the Takeaways for Sustainable Success in 2026

You lay the groundwork for Black Friday success long before the day itself. The most important success factors lie in early and strategic preparation, the right selection of products and discounts, and partnerships with the right marketplaces and service providers. By understanding Swiss consumer habits and the specific challenges of the market, you can efficiently align your campaign.

SURS as a sales partner for Swiss marketplaces is the ideal partner to support you on this path. With years of experience in Swiss marketplaces and a wide range of services, SURS ensures your company is well-prepared both logistically and strategically. Together with SURS, you can not only prepare for the next Black Friday but also benefit from a strong long-term market presence in Switzerland.

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