How do I plan a Black Friday campaign with influencers?

Black Friday is the Friday after the US Thanksgiving holiday, which falls on Thursday 26 November in 2026 according to the US Office of Personnel Management. Cyber Monday is the Monday after. The weeks in the table are guidelines: product samples and approvals need the most lead time, while codes and links can usually be set up at short notice.

On pricing: if your sale starts on 27 November, the window for the 30-day price runs from 28 October to 26 November. A price cut within that window usually lowers the reference price, including a short pre-sale. One exception is cutting the price in steps without a break, see the worked example. So the 30-day price is only final on 26 November. If you note it earlier, check it again on that day before you send it to creators.

An affiliate programme, a listing on an affiliate network or a platform where creators can pick products only makes your products linkable. Each creator decides for themselves if they post about them for Black Friday. Most partners in a programme never become active, and the creators you most want for your brand usually don’t post without a reason.

Black Friday adds time pressure. Your sale may only run for four days, from Friday to Cyber Monday, and other brands are approaching creators in the same week. A higher commission for the sale days mainly rewards those who already feature your products. Anyone you want to post for the first time needs a request, a date, their own link or code and pay terms agreed upfront. The real job is getting many creators active at once, then seeing who sells.

§ 11 PAngV applies to anyone who has to state the total price under § 3(1) PAngV: anyone who, as a business, offers goods to consumers or, as the seller, advertises to them with prices. For you, that mainly means your own online shop. If other shops sell your products, they usually set their own prices.

1. Say a jacket has cost €129 since September. From 2 to 8 November a pre-sale runs at €109, after which the price goes back to €129.
2. On 27 November you cut the price to €99. The 30 days before run from 28 October to 26 November, and the lowest price in that window is €109.
3. You state that price with the price reduction (§ 11(1) PAngV). According to the EU Court of Justice, a percentage is also calculated from €109: about 9%, not about 23% off €129. The court says the same applies to advertising claims that present a price as a particularly good deal; the Aldi Süd case was about “Preis-Highlights” (price highlights).
4. Without the pre-sale, €129 would be the reference price and about 23% would be accurate.
5. If instead you skip the pre-sale and cut the price in steps without a break, for example to €109 from 20 November and to €99 from 27 November, during the sale you may state the lowest price from the 30 days before the first step, here €129 (§ 11(2) PAngV).

• Stock: plan enough stock. If you have sufficient grounds to believe that you can’t supply the sale goods at the advertised price for a reasonable period in reasonable quantities, say so in your advertising, otherwise the offer is a prohibited bait offer. If stock lasts less than two days, you have to prove the quantity was reasonable (no. 5 of the annex to § 3(3) UWG, the Act against Unfair Competition).
• Price: for each sale product, work out the lowest price in the 30 days before launch, so on 26 November for a launch on 27 November, and state it wherever you announce the discount (§ 11 PAngV).
• Conditions: state clearly what applies to each code and sale, such as the period, minimum order value and excluded products, and make the conditions easy to find (§ 6(1) no. 3 DDG, the German Digital Services Act).
• Deadlines: only state deadlines that are true. Writing “today only” when an extension is already planned risks a false claim about a time limit (no. 7 of the annex to § 3(3) UWG).
• Disclosure in the brief: posts made for payment or anything else in return, including posts about free product samples where the post is tied to an agreement or expectation, are labelled “Werbung” or “Anzeige” (German for advertisement) at the start of image and text posts. Videos in which your product plays the main role show “Werbung” or “Werbevideo” on screen for the whole video, and every promotional story slide is labelled individually. Discount codes get “Werbung” or “Anzeige” right next to them, affiliate links an asterisk and an explanation by the link. According to the German media authorities, “ad” is not enough.
• Tracking: give each creator their own link or code and test before launch that clicks and sales come through.
• Time-limited commission: if you want to pay more during the sale, fix the rate, start and end with date and time, and send them with the brief.
• Landing page: check that the links lead to the sale products in the right variant and that the code works at checkout.

Black Friday at [brand]

Sale period: Fri 27 November 2026, 00:00 to Mon 30 November 2026, 23:59
Products: [name, variant, link]
Sale price: [price], lowest price in the last 30 days: [price, we’ll send it on 26 November]
Your code: [CODE], valid from [date, time] to [date, time], conditions: [minimum order value, exclusions, link]
Your commission: [rate] from [date, time] to [date, time], then back to [rate]
Teasers: welcome from [date], but please only show prices and percentages once the sale has started
Disclosure: “Werbung” or “Anzeige” at the start of image and text posts, “Werbung” on screen for the whole video, on every story slide, “Werbung” right next to the code, affiliate links with * and an explanation
Drafts: by [date] to [name, email]

With wyrld Boost you put up a campaign budget for Black Friday week and set the products, KPIs and time frame. Many creators can take part at once and feature your products in their own videos and storefronts; they label the campaign videos as advertising. Creators decide for themselves if they take part, so wyrld promises no number of participants, reach or sales. The pool goes to the creators according to the KPIs reached, such as purchases, clicks, watch time or reach, and you and wyrld agree before launch how it is split.

You decide where people buy: only in your shop, on Amazon, or with price comparison across the shops that carry your product. If your sale price only applies in your own shop, you can send the campaign only there. After the campaign you see which creator delivered which results. On wyrld, hundreds of creators feature products in their own storefronts, mostly in fashion, beauty and interiors, with a young audience.

The brand and shop subscription shows you which creators on wyrld already feature your products and which of them sell, as far as your shop reports sales. wyrld can set up custom terms with these creators or plan a Boost campaign with you. Because they already feature your products, you may be able to skip sending them samples, which matters when Black Friday is only a few weeks away. You connect through an existing affiliate programme on one of the big affiliate networks, through which creators can usually pick your products already, or directly with wyrld. Prices for the subscription and Boost are available on request.