"Black Friday", businesses "start" their engines/ Around 25 thousand active ads on social networks
Black Friday, or known in Albanian as E premëtja e zëzë, has become one of the most important days of the year for both consumers and businesses. What once started in the USA in the 50s–60s, has now become a global phenomenon that has conquered Europe, the Balkans and of course the Albanian market. In recent years, Black Friday in Albania has become a day where almost every sector competes with huge discounts and massive marketing campaigns.
According to the latest data, for this period alone, about 25 thousand active advertisements have been registered on social networks, which target consumers with various offers. The most active turn out to be the businesses of home appliances, those of accessories, as well as clothing stores, which are traditionally most strongly involved in this "war" of discounts. The discounts range from 20% to 80%, making the last days of November among the most sought-after for shopping.
In terms of platforms where businesses have invested the most to sponsor their ads, Instagram leads with the highest number of campaigns, followed by Facebook, reflecting the popularity of these two networks in Albania. Messenger and Threads also have a significant volume of ads, due to their direct connection to the main platforms. Meanwhile, WhatsApp results in fewer sponsorships, which is expected due to the nature of the application, which is used more for private communication than for marketing.
Interestingly, the timing of ad activation varies significantly: some businesses choose to keep their campaigns active for several days, while others prefer shorter ads, only for a few hours. As Black Friday approaches, the number of ads is expected to increase even more, turning this period into one of the most intense moments of the year for online marketing and competition between brands.
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