Black Week and Black Friday in 2023 will be entirely different compared to previous years. This change comes due to the implementation of the Omnibus Directive, aimed at combating dishonest practices. “Honest sellers will benefit this year. For those who will artificially inflate prices, penalties from UOKiK could be waiting. Piotr Kałwa, E-commerce Success Manager at IdoSell, explains the situation.
The last Black Week was slightly different from those we remember from previous years. Usually, Friday was when stores based on the IdoSell platform recorded noticeably higher traffic and sales levels significantly exceeded other days of the year. Additionally, a substantial upward trend was observed in the comparison of Black Friday sales year on year. In 2022, the number of transactions on Black Friday itself was similar to the previous year (an increase of about 6%). Meanwhile, Black Week (which lasts from 21 to 28 November) was the best week of November, accounting for as many as 39% of the transactions for the entire month and 37% of the transaction value for the entire month.
With the beginning of 2023, new laws came into effect that significantly affected the Polish e-commerce market. The widely-discussed Omnibus Directive introduced regulations that protect consumers and limit dishonest practices in online stores. According to experts, these standards will greatly influence the shape of this year’s Black Week.
According to Piotr Kałwa, the Omnibus Directive will quell the urges of entrepreneurs who played unfairly towards consumers, particularly those who inflated prices before Black Friday only to artificially reduce them later.
As experts point out, shoppers are increasingly becoming more informed each year. The trend of smart shopping doesn’t only concern consumer rights but also pertains to observing market standards and prices.
“In the network, there are more and more tools that monitor prices. Some consumers are aware of these and use them, especially before Black Week. Sellers should take this into account and abstain from unfair practices. They could also take advantage and ensure their presence in popular price comparison tools,” emphasizes Bartosz Pasek, E-commerce Success Manager at IdoSell.
Experts assert that this year’s Black Friday will not fully be a breakthrough moment. Some sellers might still try to artificially raise prices. However, this time, instead of benefiting, their sales would significantly lower.
“Black Week 2023 will affect next year’s. Now many sellers may see both yellow and even red cards from UOKiK and consumers. This will build greater awareness and will pave new paths in e-commerce,_” predicts Piotr Kałwa.
The Omnibus Directive may force Polish sellers to return to the very beginnings and the original idea of Black Friday – a sale of leftover items from warehouses.
According to Bartosz Pasek, the idea was always to clear out the warehouses during Black Friday to make room for new products. With discounts potentially reaching 90%, the original concept has been rather diluted in Poland. New regulations could direct merchants towards a total sale, as they know that leftover goods generate costs.
There is consensus on Black Week 2023 – it will honour the efforts of sellers who are building their business honestly.
“Many merchants will now use the “Omnibus” slogan. This year it may help in sales. If it’s accompanied by good, fast service, online stores may gain new, loyal customers,” concludes Piotr Kałwa.
