What does Black Friday mean to freight forwarding

Rob van Grevenbroek, 23 November 2022

What does Black Friday mean to freight forwarding

November has started and we are quickly moving towards Black Friday. The freight forwarding industry has to prepare not only customers, but for retailers as well for this world wide money making holiday.

What is Black Friday?

Black Friday originally started in the United States. It's the Friday after Thanksgiving, which is celebrated on the 4th Thursday in November. Black Friday is considered the start of the Christmas shopping season and significant discounts are advertised to attract customers. The United Kingdom adopted Black Friday many years ago from a retail perspective. In fact, this day is seen as the biggest event for Christmas shopping in retail.

All forms of freight forwarding are being used to transport retail goods, but air cargo is known as being the most time-efficient form of freight distribution. It has been reported that in 2017’s preparation of Black Friday and Cyber Monday, air freight loads doubled. Research suggests that for example American customers spent $51 billion Black Friday in 2021. An estimated 89% of generation X will be participating Black Friday sales this year.

This is where marketing comes in


Looking at the last years’ trends and considering the rise of 22% last year in demands of online and retail consumerism after more difficult years for retailers due to Covid-19, it surely is possible that this number will rise this year once again. Black Friday’s countdown has already begun, since a few years retailers extended this sale over the weekend until Cyber Monday, courier services and freight forwarders are already in preparation for this big event on the 25th of November.

Black Friday technically starts when Thanksgiving ends and carries into the following week with other retail holidays like Cyber Monday.

In the past decade, Black Friday began earlier and earlier each year, with online campaigns throughout the week and shoppers lining up on Thanksgiving night. Retailers in USA tried to add Black Thursday to this event and sales dropped massively because people were celebrating Thanksgiving. Since the pandemic forced a preference for online shopping, stores have begun shutting their doors on Thanksgiving.

The Black Friday madness in Europe has already started as we speak. Retailers are currently promoting their brands and products just to get ahead of their competitors by being the first.


What is the sales and marketing approach for Black Friday?

Does it require special infrastructure or specific custom, to outer experiences? For sure it does require specific leadership and talents to be more successful in this competitive market.

Freight forwarding companies still often struggle with their marketing. A lot of them prefer the old school sales because they purely believe in building personal relationships. But the world is changing and so do their clients. Consistent growth in the transportation industry does open doors for new competition.

How will established logistics companies running business in a traditional way be able to tackle and compete with all those upcoming digital forwarders?


The strategies and marketing efforts they replied on are no longer help them to grow. It is time to start thinking what you can do to improve, grow and expand your business with marketing. Would you like to know some of the many aspects that classify a freight forwarding business as successful?

To answers your question, please read our blog:


We hope our blog will assist you to become even more successful! We welcome your comments, ideas and suggestions.



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Contact Rob van Grevenbroek