Black Friday in Estonia: your guide to the best deals and sales strategies

Black Friday has transformed from an American shopping phenomenon into a global retail event that Estonian consumers eagerly anticipate each November. In Estonia, Black Friday shopping can spike online shop turnover by 2.5 times normal volume, making it one of the biggest shopping days of the year.

Black Friday takes place on the last Friday of November, also known as ‘Big Friday’, and is known for hosting some of the biggest Black Friday sales of the year, with major retailers offering significant discounts across various product categories.

Whether you’re hunting for electronics, planning your Christmas shopping, or simply looking to snag genuine bargains, understanding how Black Friday works in Estonia can help you make the most of this annual sales extravaganza.

What is Black Friday?

Black Friday is the biggest shopping day of the year, traditionally marking the start of the holiday shopping season with deep discounts and promotions from major retailers. 

It falls on the day after Thanksgiving Day, which is celebrated on the fourth Thursday of November in the United States, making Black Friday the busiest shopping day for many Americans. 

The event has evolved far beyond its origins, with sales extending well beyond a single day and encompassing both in-store and online shopping experiences.

Key Black Friday statistics:

• Global Black Friday spending in 2024 reached $74.4 billion, marking a 5% increase from the previous year
• In the United States, online sales hit $10.8 billion on Black Friday 2024, a 10.2% increase from 2023
• Mobile shopping accounted for 71% of online Black Friday sales in 2024
• In 2025, 88% of consumers plan to shop during Cyber Week, up from 84% in 2024

The growing popularity of Black Friday demonstrates that consumers worldwide view this as an opportunity to purchase items they’ve been waiting for at significantly reduced prices.

The history and origins of Black Friday

The term “Black Friday” originated in the 1950s in Philadelphia, when police officers used it to describe the chaos and congestion caused by hordes of shoppers flooding the city the day after Thanksgiving. The name eventually took on a more positive meaning—retailers would operate “in the red,” meaning they were experiencing a financial loss, which was traditionally recorded in red ink in accounting books, for most of the year. Black Friday sales would then push them “into the black” (profitable territory).

Over time, the term gained popularity across the United States, and retailers began using it to promote their holiday sales and discounts. By the 2000s, Black Friday had become a major retail event, with stores offering doorbuster deals and opening earlier each year—some even on Thanksgiving evening itself.

Today, Black Friday has evolved into a global phenomenon. American-owned retailers played a key role in popularising Black Friday promotions internationally, helping to spread the event beyond the United States. The sales period now extends well beyond a single Friday, with many retailers running “Black Friday Week” or even month-long promotions. The rise of e-commerce has also transformed the event, making it accessible to shoppers worldwide who can participate from the comfort of their homes.

Black Friday in Estonia: a growing tradition

Black Friday has been adopted by Estonians and falls at the end of November, boosting package volumes and heralding the usual December gift rally lasting right through until Christmas. The event has become particularly significant in Estonia’s thriving e-commerce sector.

Many stores in Estonia now extend their discounts throughout the Black Friday weekend and even into Thanksgiving, reflecting the growing trend of prolonged sales events.

Estonian e-commerce context:

• Estonia’s e-commerce sector revenue grew by 18% year-on-year to reach €5.4 billion in 2024, accounting for 25% of the country’s total trade turnover
• In 2024, Estonians ordered 17 million parcels to parcel machines, a 14% increase from the previous year
• 72% of parcels ordered by Estonian residents come from domestic sources, whilst 28% are cross-border shipments
• Estonians believe in the parcel machine—80 per cent of purchases are ordered to automated pick-up lockers

The popularity of online shopping in Estonia makes Black Friday particularly relevant. Christmas shopping dominated Black Friday in Estonian online shops, with a third of Black Friday purchases related to Christmas. People bought Legos, other toys, electronics and clothes.

E-Monday: Estonia’s homegrown alternative

Estonia has developed its own shopping event called E-smaspäev (E-Monday), organised by the Estonian E-Commerce Association. The Estonian E-Monday campaign was even more popular than Black Friday in one year, with 24% more transactions.

During E-Monday, 280 online stores participated, offering extensive one-day deals, and online store transactions quadrupled on average. The November E-Monday sale saw turnover grow 2.5 times, with transactions up 24 per cent, even compared to Black Friday.

The strength of E-Monday lies in its coordination—the campaign lasts only 24 hours, and all offers are consolidated on one page. E-Monday often offers deals similar to those on Black Friday, making it an attractive alternative for Estonian shoppers. This focused approach resonates with Estonian consumers who appreciate efficiency and genuine deals.

Black Friday shopping: what to expect

Black Friday shopping can be overwhelming, with heavy traffic, long queues, and crowded stores characterising the in-person experience. Altercations among other shoppers have been reported, with incidents at central locations like Macy’s store highlighting the risks of in-person Black Friday shopping. However, the rise of online shopping has transformed how many Estonians approach this shopping day, as retailers offer deals both in-store and online to attract a wide range of customers.

Online vs in-store shopping trends

In 2025, 71% of shoppers will buy online compared to 29% in-store. This digital preference aligns perfectly with Estonia’s highly connected population and sophisticated e-commerce infrastructure.

Mobile shopping dominance:

• More than half of online Black Friday shoppers (53%) prefer using a smartphone, compared to 37% who shop on a desktop or laptop
• Those who shop on a smartphone prefer to do so through a retailer’s app (27%) or website browser (26%)
• Globally, 69% of Black Friday purchases were made on mobile devices in 2024

Many retailers now offer same-day delivery or collection for Black Friday purchases, making it even more convenient for shoppers to receive their items quickly.

For Estonian consumers, ordering online gifts in time for Christmas needs to be done as soon as possible, particularly when ordering from outside Estonia. Following Black Friday, orders from outside the EU are unlikely to reach Estonia in time for Christmas.

Peak shopping times

The most active shopping hours are 09:00 to 11:00, with spending reaching $12.6 million per minute globally in 2024. In Estonia, shopping nevertheless peaked on Friday at 2.5 times the normal volume, whilst weekend shopping was up 70 per cent.

The Black Friday sales start date is often earlier than the actual Friday, with many retailers launching deals in early November. Shoppers are encouraged to start shopping as soon as early deals are announced to maximise savings. Black Friday tends to turn into a week-long discount period in Estonia, with some e-shops running sales from Monday to Sunday and others from Friday to Sunday.

Best deals to expect on Black Friday

Black Friday is known for offering the lowest prices of the year, with significant price cuts across many categories. Understanding which categories provide the deepest discounts helps you plan your Black Friday strategy effectively, and comparing offers can help you find a better deal and ensure you get a good one on your purchases.

Top product categories and discounts

Electronics lead the way:

• Electronics dominated discounts with up to 30% off, followed by apparel (25%) and home goods (20%)
• People bought Legos, other toys, electronics and clothes during Black Friday in Estonia

Popular shopping categories in Estonia:

According to Estonian consumer data, the most purchased items online include concert, cinema, and theatre tickets (42% of purchases), electronics (30%), clothes and shoes (25%), cosmetics (23%), furniture (23%), perfumes (21%), sporting goods (19%), toys and children’s clothes (18%), Xbox Series consoles, and popular toys.

In previous years, Xbox Series consoles and popular toys have seen notable discounts during Black Friday sales.

Buy Now, Pay Later trends:

People spent $686.3 million using Buy Now, Pay Later for online purchases on Black Friday 2024, an 8.8% increase from the previous year. Estonians are increasingly willing to pay in instalments, making expensive items more accessible during sales periods.

Price match guarantees and deal authenticity

Many retailers offer price match guarantees, ensuring shoppers get the best possible price on their purchases. 

However, it’s essential to approach Black Friday deals with a discerning eye. Black Friday and Amazon’s Prime Day are both major sales events that offer significant discounts. 

Still, Prime Day is exclusive to Prime members and often focuses on Amazon devices and select brands, while Black Friday features a broader range of products and is open to all shoppers.

In 2025, 12% of consumers agree Cyber Week is a “scam,” up slightly from 9% in 2024. Whilst most shoppers embrace the event, scepticism is slowly growing about whether all “deals” represent genuine value.

Tips for identifying genuine bargains:

• Research prices in advance to know baseline costs
• Use price comparison tools
• Be wary of “original prices” that seem inflated
• Focus on items you actually need rather than impulse purchases
• Online stores offering at least 30 per cent off had very strong results during Estonian E-Monday

If you’re managing your finances carefully, consider reading our article on how to give your money a finance health check before embarking on major shopping sprees.

Planning your Black Friday shopping strategy

Successful Black Friday shopping requires preparation and discipline. Around 40% of shoppers abandon their carts during Black Friday, citing shipping costs as the primary deterrent.

While Black Friday is known for major discounts, remember that you can often find good deals on specific products year-round by monitoring prices and shopping strategically.

Start early and stay organised

Create a shopping list:

Focus on items you genuinely need or have been planning to purchase. 35% of shoppers admitted to buying items not on their planned list due to aggressive discounts. Staying disciplined helps avoid buyer’s remorse and unnecessary debt.

Set a budget:

Most 2025 Black Friday shoppers (76%) will spend the same or less money on holiday shopping compared to 2024. Rising costs of living (70%), rising grocery costs (57%), and high inflation (54%) are among the top reasons Black Friday shoppers will spend less on holiday shopping in 2025.

To maintain financial health during the shopping season, consider these saving strategies:

• Set aside a specific amount of money each month (39%), wait for holiday bonuses for extra income to fund shopping (33%), and over 1 in 10 Black Friday shoppers have part of their pay go automatically into a holiday fund

For more strategies on managing your finances, explore our guide on the debt snowball strategy or the debt avalanche method if you’re working on paying down existing obligations.

Sign up for early alerts

Many Estonian retailers offer early access to Black Friday deals for loyalty programme members or email newsletter subscribers. Following your favourite retailers on social media and signing up for their newsletters helps you avoid missing exclusive offers.

Parcel delivery firms recommend ordering online gifts as soon as possible, particularly when ordering from outside Estonia. Planning ahead prevents disappointment if items sell out or shipping delays occur.

Navigating Cyber Monday and extended sales

Whilst Black Friday focuses on both in-store and online deals, Cyber Monday excels in digital dominance. Cyber Monday saw significant growth in 2024, with online sales reaching $13.3 billion, a $0.9 billion increase from the previous year.

Many retailers launch extensive Black Friday promotions that extend into Cyber Monday and beyond, offering a wide range of discounts to attract shoppers.

Black Friday vs Cyber Monday:

• Black Friday discounts are typically most substantial for in-store items
• Cyber Monday excels in electronics and tech deals
• Black Friday online sales in the United States hit $10.8 billion whilst Cyber Monday reached $13.3 billion in 2024

Many Estonian online shops extend their sales throughout the weekend or even the entire week, giving consumers multiple opportunities to find deals. This extended sales period reduces the pressure to make split-second decisions and allows for more thoughtful purchasing.

The logistics challenge: parcel machines and delivery

Estonia’s parcel machine infrastructure plays a crucial role in Black Friday’s success. November is already a busy time, with parcel volumes several times higher than in normal months.

Managing parcel machine capacity

Omniva notes that bottlenecks appear at this time of year on the customer side—customers taking their time to pick up a parcel can have a knock-on effect for other customers awaiting freed-up parcel machine space.

Best practices for Black Friday parcels:

• On average, a package is collected within 24 hours, with the maximum retention period in the parcel machine being 7 days. This underscores the importance of people picking up their packages as soon as possible.
• If a package reaches delivery companies no later than December 21, it can still reach the Christmas stocking by the 24th.

All parcel companies have added new parcel machine locations and hired more couriers, upping delivery frequencies to handle the Black Friday rush.

Smart shopping: avoiding Black Friday pitfalls

Whilst Black Friday offers genuine savings opportunities, approaching the event strategically helps avoid common mistakes.

Watch out for these traps:

Artificial urgency:

Retailers create urgency through countdown timers and “limited stock” warnings. Remember that many deals return throughout the sales period, and similar discounts often appear during December.

Inflated “original” prices:

Some retailers inflate the “original price” to make discounts appear more substantial. Researching actual market prices beforehand helps identify genuine bargains.

Hidden costs:

40% of shoppers abandon their carts during Black Friday, citing shipping costs as the primary deterrent. Always calculate total costs, including shipping, before committing to purchases.

Credit card debt:

The convenience of Buy Now, Pay Later options can lead to overspending. If you’re concerned about managing credit card debt, our article on should I pay off credit card or loan debt first offers valuable guidance.

Focus on value, not just price

Special discounts (80%) remain the top reason people plan to shop on Black Friday. However, a discount only represents value if you actually need the item.

Consider whether you would purchase the item at full price. If not, the discount may be irrelevant regardless of its size. Prioritising needs over wants helps maintain financial health whilst still enjoying Black Friday shopping.

Retail sales and economic impact in Estonia

Black Friday sales have become a major driver of retail sales in Estonia, with the holiday season now representing a crucial period for many retailers. In recent years, the Black Friday period has seen retail sales increase by 15% year over year, with online sales accounting for a significant share of this growth. 

The surge in Black Friday shopping not only benefits shoppers by offering genuine bargains and deep discounts but also provides a vital boost to the Estonian economy.

Many retailers rely on increased consumer spending during Black Friday to meet their annual sales targets, and the influx of purchases helps create jobs and stimulate economic activity nationwide. 

As more Estonians embrace Black Friday shopping, retailers are responding with even more competitive deals and special promotions, making it an exciting time for shoppers to save money and find the best deals of the year. The growing popularity of Black Friday sales in Estonia signals a bright future for both shoppers and retailers during the holiday season.

Black Friday and Christmas shopping in Estonia

A third of Black Friday purchases in Estonia had to do with Christmas, making this an ideal time to tackle holiday shopping. Black Friday also marks the start of the Christmas shopping season in Estonia, with many consumers beginning their holiday shopping during this period. However, timing is crucial.

Christmas shopping timeline:

• The Black Friday sales campaign at the end of November heralds the usual December gift rally, lasting right through until Christmas
• For domestic orders within Estonia, consumers should avoid leaving shopping until the week before Christmas
• Following Black Friday, orders from outside the EU are unlikely to make it to Estonia in time for Christmas

In Estonia, the primary Christmas celebration, including gift-exchanging, falls on Christmas Eve, making timely delivery even more critical.

Popular Christmas-related purchases during Black Friday include:

• Lego sets and toys
• Electronics and gadgets
• Clothing and accessories
• Home goods and decorations
• Artificial Christmas trees were among the most popular items at Estonian online shops

The future of Black Friday in Estonia

Estonia’s e-commerce sector is projected to account for 40-50% of total trade over the next decade, suggesting Black Friday’s importance will only grow.

Emerging trends:

• Continued mobile shopping growth
• Increased use of Buy Now, Pay Later services
• Extended sales periods reduce single-day intensity
• Greater integration between online and physical retail
• Competition between online shops has become fiercer

Estonia’s digital infrastructure and high internet adoption rates position the country well to capitalise on e-commerce growth. The success of homegrown initiatives like E-Monday demonstrates that Estonian consumers appreciate coordinated, transparent sales events.

Bottom line: making Black Friday work for you

Black Friday represents genuine opportunities for Estonian consumers to save money on planned purchases, particularly for Christmas shopping. In Estonia, Black Friday shopping can spike online shop turnover by 2.5 times the normal volume, demonstrating both the event’s popularity and the value consumers find in it.

Keys to Black Friday success:

• Plan ahead with a specific shopping list and budget
• Research prices before the event to identify genuine bargains
• Sign up for early alerts from your favourite retailers
• Be prepared to shop online, particularly via mobile devices
• Order early, especially for international purchases
• Pick up parcel machine orders promptly
• Don’t buy items you don’t need simply because they’re discounted
• Consider E-Monday as an alternative or complementary shopping event

Whilst 76% of 2025 Black Friday shoppers plan to spend the same or less than in 2024 due to economic pressures, strategic shopping can still yield significant savings. The key is approaching Black Friday as a tool for purchasing planned items at better prices, rather than an excuse for unlimited spending.

For more guidance on managing your finances throughout the year, explore our articles on cost-of-living crisis investing, teaching children about money, ways to save in Estonia, and holiday savings tips.

Remember: the best Black Friday deal is the money you don’t spend on items you don’t need.

Happy shopping!