Predictions for Black Friday 2024

What's in store for Black Friday 2024? Elke Schöpf, Retail & Operations Director at ROS, reflects on the evolving role of the campaign and its growing impact. Get the inside scoop on the latest predictions and trends for this year's Black Friday in an exclusive interview with Agnieszka Kuś, Senior Marketing Manager at Designer Outlet Warszawa.

Elke Schöpf, Retail & Operations Director at ROS Retail Outlet Shopping

"Black Friday has consistently proven to be one of the most profitable periods for retail, and within the outlet sector, the campaign is an undeniable powerhouse,” begins Elke Schöpf. “At ROS Retail Outlet Shopping, we've seen how Black Friday draws a huge surge in foot traffic and creates exceptional sales figures year after year. Just last year, Designer Outlet Warszawa set a new record with the best sales results in the centre’s history and the entire ROS portfolio, while other locations like Designer Outlet Croatia and Designer Outlet Sosnowiec also shattered their own records. This success is rooted not just in discounts, but in a well-planned strategy that taps into evolving consumer expectations," she continues.

Looking ahead to 2024, Elke sees even greater potential. "Consumers are no longer just hunting for deals; they’re looking for personalized, seamless shopping experiences that bridge the digital and physical worlds. Black Friday is evolving, and so are we. This campaign has become a global retail phenomenon, shaping how the holiday season kicks off, and we’re more focused than ever on delivering unforgettable experiences that keep customers coming back long after the sales end.”

Building on these insights, we spoke with Agnieszka Kuś, Senior Marketing Manager at Designer Outlet Warszawa, to gain a deeper understanding of how the local market is preparing for Black Friday 2024. Agnieszka has been instrumental in shaping the centre’s marketing approach for this major retail event. In the following interview, she shares her predictions and insights for this year’s campaign.

Over the past few years, how have you seen Black Friday evolve at Designer Outlet Warszawa, and what consumer behaviours are shaping this year’s campaign?

In Poland, the percentage of people interested in Black Friday promotions has been increasing year on year, but at the same time, Poles are very price-conscious and aware of the offers presented. Most shoppers verify the quality of promotions by checking the lowest price from the last 30 days.

Last year, Black Friday shopping trends showed that 61% of surveyed consumers planned to take advantage of Black Friday discounts, an increase from 56% in 2022, while an additional 31% waited to see how favorable the offers were before deciding to buy (SMSAPI Research 2023).

This trend was also evident at Designer Outlet Warszawa, where Black Friday has always enjoyed unwavering interest from shoppers. Year on year, we break our own records in terms of visitors and turnover. In 2023, we achieved the highest result in the entire ROS portfolio. This is not only due to the price sensitivity of our customers, but above all to the ever-expanding outlet offer in our shopping centre.


Agnieszka Kuś,
Senior Marketing Manager
at Designer Outlet Warszawa

We’ve also turned this November shopping holiday into a ‘Black Week’ event, running from Friday to Monday to spread out traffic while preserving the high-energy atmosphere. Designer Outlet Warszawa’s consistent hours until 10 p.m. also cater to those squeezing in shopping after work.

Omnichannel strategies have become increasingly important. How does Designer Outlet Warszawa integrate online and offline shopping during Black Friday?

Omnichannel communication has become essential for reaching today’s customer effectively, blending online and offline experiences to provide a seamless journey. Virtually every sector today benefits from integrating digital and physical touchpoints, as the internet has become central to daily life. Our customer research has provided us with a real insight into Polish shopping behavior. Nearly 80% of respondents indicated that they shop online. About half of them purchased clothing and/or footwear online in the last two months (58% and 47%, respectively), usually once. However, the highest frequency of online shopping is seen with food delivery orders.

Of course, we know very well that our customers are constantly online and that is where we communicate with them—encouraging, inspiring, informing, and interacting to ultimately drive them to our centre. And we know they love to visit us. They appreciate our architecture, the unhurried, relaxed atmosphere that is hard to find in regular city centre malls, and the great brand offers at affordable prices. The unique shopping experience is what our customers love most—interacting with our staff, trying on items, savouring the tactile elements of shopping, from feeling the fabric to enjoying a good cup of coffee.

Despite the fact that over 60% of those surveyed consider us a well-known and beloved shopping destination, we continuously engage with our customers, keeping them inspired and inviting them to visit us again and again.

With Black Friday deals stretching across November, how does Designer Outlet Warszawa remain competitive during the entire sales period?

The early rollout of Black Friday promotions—as early as September or October—can certainly dilute the excitement and uniqueness of this global shopping event. With constant promotions throughout the year, true Black Friday offers risk getting lost in the noise. What makes Black Friday special is its limited timeframe, its place in the calendar, and its global impact. Extending it too far is in my opinion a serious mistake, as it removes the thrill and urgency that customers expect and enjoy.

Stretching Black Friday communication and deals over a whole month or more spoils the market by diminishing the sense of occasion and reducing the overall impact for brands. It’s the unique shopping experience—bargain hunting, competition, and the satisfaction of finding great prices—that makes Black Friday memorable. When stretched out indefinitely, this festive atmosphere is lost.

At Designer Outlet Warszawa, we recognize that part of what makes Black Friday compelling is the concentrated excitement. That’s why we are introducing the Black Week, capturing that intensity without overextending. This approach helps spread visitor traffic while maintaining the unique thrill of the campaign.

It’s probably safe to say that everyone knows what Black Friday is and when it takes place. Our customers are already looking forward to mid-November, eager to see what brands have in store for them. We’re ready to welcome them with open arms 😊

What specific product categories do you expect to perform best during Black Friday this year?

Designer Outlet Warszawa is Poland’s largest premium outlet shopping destination, known for exclusive brands that are available only here or have their only Polish outlet store at our centre. As a result, our top-performing categories during Black Friday consistently include premium fashion, jewelry, and accessories. Many customers view Black Friday as the perfect time to purchase holiday gifts, which aligns with the popularity of these categories. This focus on high-quality, sought-after items shapes our top sales rankings each year.

What excites you the most about this year’s Black Friday campaign at Designer Outlet Warszawa?

During Black Friday Week, our centre is already beautifully decorated. The stunning Christmas decorations create a truly magical atmosphere and it’s heartwarming to see customers’ reactions—many stop to take photos or share kind words. There’s even a hint of Christmas in the air, adding to the special feel of this November sales event.

We work closely with our brands, planning well in advance to ensure the best Black Friday offers. Many of our large international premium brands already have Black Friday in their DNA, and it’s a pleasure working with them. For others, we need to spend more time preparing. Taking the time to understand each brand’s strategy and coordinating thoughtful, targeted communication to customers yields strong results year after year.

Personally, I find it incredibly satisfying to watch consumer interest increase, even amidst strong competition from e-commerce and other nearby shopping centres in Warsaw.

Looking beyond 2024, what trends do you think will define the future of Black Friday, especially for premium outlet shopping destinations like Designer Outlet Warszawa?

Certainly, high inflation and interest rates have made consumers more price-conscious and eager for value, even as inflation has fallen to just over 5% compared to last year. Economic uncertainty continues to impact spending habits, and I believe this cautious approach is here to stay, at least in the near term. Under these conditions, the trend of bargain hunting during Black Friday—especially for holiday gifts—will persist. Additionally, consumers are becoming more discerning and will increasingly scrutinize deals, particularly online, where scams are unfortunately still a concern.

Looking ahead, customers will place even greater value on shopping environments that offer safety, comfort, and true year-round savings. Designer Outlet Warszawa is seen as such a trusted destination, with transparent, well-communicated promotions and a reputation for quality.

We expect that customers seeking premium, well-priced products will continue to make thoughtful choices here, using all available omnichannel tools—from browsing online offers to checking apps, websites, and social media before finalizing their purchases in-store. Why? Because such increasingly cautious consumers will look for genuine value. They’ll weigh factors beyond price, like quality, durability, and product features—all elements we emphasize to attract conscious shoppers to Designer Outlet Warszawa.