With Christmas and the January sales fast-approaching, Black Friday on November 27 looks set to be a stress test for businesses staying open during the pandemic – and the Danish government has some advice for shoppers.

“The coming months are incredibly important for those in the retail industry,” said business minister, Simon Kollerup. “So we all need to remember to keep our distance and follow existing guidance if we want to have Black Friday this year.”

Fear of panic sales
Retail businesses in particular are being advised to lengthen their opening hours, potentially stretching Black Friday out over the entire weekend – and to avoid sudden flash sales that might encourage a rush of shoppers.

It’s hard to see how shops will be able to offer the drastic one-time deals that customers have come to associate with Black Friday when governmental advice rules out any kind of flash sales. But ministers point out that if infection rates are seen to go up again, further restrictions may be required.

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A different kind of Black Friday
Despite this, the American phenomenon that is Black Friday has only continued to grow in Denmark since its first real footing in 2013.

Coronavirus restrictions may keep customers from heading to the shops this year – but with governmental encouragement to move trade online and an increasingly tech-savvy consumer market – this year’s Black Friday may still be one for the record books.