Black Friday 2026 in Poland: A Guide for Foreign Brands

Black Friday falls on 27 November 2026, and Cyber Monday on 30 November. In Poland, many shoppers treat the whole “Black Week” as the season and plan their purchases in advance: in a GfK survey for PayPo, 62% of Poles said they planned to shop during Black Friday or Cyber Monday 2025, most of them online. For a foreign brand it is a real opportunity, as long as you play by the Polish price rules, which are strictly enforced.

The rule that matters most: the lowest price in 30 days

Since 2023, Polish law (implementing the EU Omnibus directive) requires every announcement of a price reduction to show the lowest price of that product in the 30 days before the reduction. The discount, “-20%” or “save 50 zł”, must be calculated from that price, not from an inflated “regular” price.

• It applies to every price-reduction message: Black Friday, Black Week, Cyber Monday, “promotion”, “sale”.
• Vague labels such as “reference price” or “was” without saying what the price means are not allowed, according to UOKiK, Poland’s consumer authority.
• Raising prices before the sale so the discount looks bigger is exactly what the rule is designed to stop.

UOKiK enforces this. In January 2026 it fined Zalando almost 31 million zł and Temu almost 6 million zł (neither decision is final yet) over how they showed the lowest price before discounts, including reference prices that changed day to day while the selling price stayed the same.

Other basics for selling online in Poland

• Prices in złoty, including VAT, and clear delivery costs before checkout.
• The 14-day right of withdrawal for online purchases, explained in Polish.
• Payment and delivery Poles expect: BLIK for paying and parcel lockers for delivery.
• Polish-language product pages and customer service.

How to plan the campaign

1. Fix your prices now. Your 30-day reference starts counting long before the sale; any price increase in late October or November will show up in the discount maths.
2. Choose a few real offers instead of discounting everything. Polish shoppers compare prices carefully, and many arrive with a list of products they have already chosen.
3. Warm up early. Build your audiences in the weeks before with content and creators, then switch on the offers when Black Week starts. Ad costs rise sharply in late November, so the cheap reach is before it.
4. Use the channels that convert here: Meta and TikTok for discovery, Google for people already searching, email and SMS for your own customers, and marketplaces such as Allegro if you sell there.
5. Prepare operations: stock, dispatch times, returns and customer service in Polish for the busiest weeks of the year, and a plan for the Christmas orders that follow straight after.

Our take

For a brand new to Poland, Black Friday is better used to win first customers and email addresses than to chase maximum revenue at minimum margin. A clean, honest offer, shown with the correct 30-day price, builds the trust you will need for Christmas and the rest of the year. If you are entering Poland, start with our Enter Poland guide; for the campaign itself, our paid advertising, email marketing and e-commerce teams can help. And if you sell on TikTok, read TikTok Shop in Poland.

This article is a practical overview, not legal advice. Check current UOKiK guidance before your campaign.