Black Friday and Cyber Monday: evolving strategies for Irish businesses

Every year, Black Friday and Cyber Monday dominate the global retail landscape, signalling the start of the festive shopping season. What began as a single-day shopping frenzy has now evolved into "Black Friday Week" or even month-long campaigns, as businesses extend promotions to maximise consumer engagement and manage operational pressures. 

While much has been written about how businesses can optimise operations for these sales events, there’s a notable gap in conversations about the long-term strategies that turn these short-term gains into lasting success. By analysing key areas and planning for the future, businesses can unlock new opportunities and build resilience for the years ahead. 

 

The Changing Landscape: From Black Friday to Black Friday Month 

The evolution of Black Friday into extended sales campaigns reflects a broader trend in consumer behaviour and business strategy. Shoppers increasingly expect convenience and flexibility, while businesses aim to mitigate the logistical pressures of single-day spikes. Irish businesses face several unique struggles and opportunities during these extended campaigns compared to their global counterparts. 


What This Shift Means for Irish businesses

1. Operational Implications and Supply Chain complexities in a small market: 

Extended campaigns alleviate pressure on logistics and staffing, but they also require businesses to plan for steady inventory replenishment and consistent marketing efforts. Unlike larger markets with extensive domestic supply chains, Irish businesses often depend heavily on imports, making them more vulnerable to shipping delays, customs bottlenecks, and global supply chain disruptions. During extended Black Friday campaigns, ensuring timely replenishment while navigating customs compliance becomes a critical challenge. 

2. Financial Considerations: 

Prolonged sales may dilute the urgency that drives traditional Black Friday spikes, potentially impacting overall revenue and margins. For Irish businesses, rising transportation costs, energy prices, and fluctuating exchange rates can further tighten margins. Strategic financial planning is key to ensuring that extended campaigns remain sustainable and profitable. 

Managing inventory during a prolonged sales period means understanding customs regulations and planning ahead to avoid delays. A misstep in compliance can lead to missed opportunities.
Carol LynchPartner and Head of Customs & International Trade, BDO Ireland
Extended promotions require businesses to think beyond pricing - they need to account for higher logistics costs and shifting VAT obligations, especially for cross-border sales.
Philip NolanVAT Partner, BDO Ireland


3. Consumer Engagement: 

With more time to shop, consumers expect personalised offers and a seamless experience across online and in-store channels. These extended campaigns allow for deeper storytelling and brand-building opportunities, provided the messaging remains fresh and engaging. Irish consumers are highly connected and discerning, with increasing expectations for seamless online shopping experiences, sustainable practices, and willing to support meaningful local brands. Businesses must rise to meet these expectations while competing with international e-commerce giants that have significant logistical and marketing advantages. 


The transition to Black Friday Week or Cyber Month offers both opportunities and challenges. Businesses that strategically plan their operations, manage inventory effectively, and deliver engaging campaigns will be best positioned to thrive. This shift can be a powerful tool for sustained engagement, but only if it’s well-planned. 

For Irish businesses, adapting to these challenges requires a tailored approach that considers their unique position in the global market. The success of extended Black Friday campaigns depends on strategic alignment across supply chain management, financial planning, and consumer engagement—three areas where expertise makes all the difference. 



Cybersecurity is often regarded as a technical issue when in reality it’s a business-critical priority. As online activity spikes, businesses must strengthen their defences to protect consumer trust and minimise disruptions.
Eoghan DalyPartner and Head of Cybersecurity, BDO Ireland


Cybersecurity and Fraud Prevention: Staying Ahead of Threats

Regardless of your high-sales campaign - wether a single-day blitz like Black Friday, or an extended series of promotions like Cyber Month, it will most definitely be under a strong digital dominance. And while this helps businesses reach a worldwide audience, it also brings a corresponding surge in cybersecurity threats. For businesses operating online or engaging in cross-border transactions, the stakes are higher than ever. 

Emerging Risks 

  • Fraudulent Transactions: With increased activity, cybercriminals exploit vulnerabilities in payment systems and are keen to target both businesses and customers.  
  • Data Breaches: High volumes of consumer data processed during sales events are a prime target for hackers. 
  • Cross-Border Complexities: For international sellers, differing data protection laws introduce additional risks. As some businesses rely on third-party vendors, the supply chain cyber threats are not to be overlooked. 

Practical Steps to Mitigate Risks 

  • Implement robust payment security measures, such as tokenisation and multi-factor authentication. 
  • Conduct staff training to recognise phishing scams and other fraud schemes. 
  • Regularly test and update cybersecurity systems to address emerging threats. 
  • Ensure compliance with global data protection standards, such as GDPR. 



Post-Event Reflection: Turning Black Friday Insights into Growth 

The true value of Black Friday lies in its ability to inform smarter, more strategic business decisions moving forward. Once the sales period concludes, businesses have the opportunity to assess their performance, identify challenges, and capitalise on key insights. Aligning this reflection with areas such as cybersecurity, trade compliance, and financial planning ensures a comprehensive evaluation that drives long-term success. 

 

Key Areas for Reflection

1. Cybersecurity Readiness: 

The high levels of online activity during Black Friday often expose vulnerabilities in a business’s digital infrastructure. Post-event is the ideal time to assess: 

  • Were there any attempted breaches or unusual activity? 
  • Did your systems handle the surge in traffic securely and efficiently? 
  • What additional safeguards can be implemented to protect against future threats? 

2. Impact on International Trade: 

For businesses engaging in cross-border transactions, analysing trade performance is essential: 

  • Did your customs processes operate smoothly, or were there delays that affected fulfilment? 
  • Were all import duties and trade compliance obligations met? 
  • How can you better streamline these processes to improve efficiency and customer satisfaction? 

3. VAT and Tax Implications: 

With the complexities of promotions, cross-border sales, and varying tax jurisdictions, post-event reflection should include: 

  • Were VAT obligations correctly managed across regions? 
  • Were discounts and promotions properly accounted for in your financial reporting? 
  • Are there opportunities to optimise your tax strategy for future campaigns? 

4. Alignment with Business Strategy: 

High-sales events like Black Friday often test the alignment between a company’s strategy and its execution: 

  • Were the goals of your campaign achievable given the capacity of your supply chain, production, and logistics? 
  • How did your financial forecasts compare to actual performance? 
  • What adjustments can be made to improve profitability while maintaining operational stability? 


Looking Ahead 

The insights gained from reflecting on Black Friday performance are critical to shaping a more effective approach for the future. Consider strategies like: 

  • Enhancing Cyber Defences: Strengthen systems to address vulnerabilities exposed during the event. 
  • Improving Trade Compliance: Streamline customs and trade processes to reduce delays and risks. 
  • Refining Financial Planning: Use post-event analysis to adjust inventory forecasts, pricing strategies, and VAT planning.



The Role of BDO: Your Partner in Black Friday Success 

Navigating the complexities of Black Friday or Cyber Month requires expertise across multiple areas. BDO Ireland offers tailored solutions to help businesses maximise their potential during these high-stakes periods: 

  • Customs and Trade Advisory: Ensure compliance and streamline cross-border logistics to handle increased demand. 
  • Cybersecurity and Risk Management: Strengthen your defences against fraud and cyber threats during peak activity. 
Black Friday and other similar high-sales events can be very challenging for businesses who need to balance supply chain demands, stay secure against cyber threats, manage tax obligations, and ensure smooth operations - all while meeting heightened customer expectations. For Irish companies often engaged in international trade, additional complexities like customs compliance and navigating cross-border regulations can add to the strain. With so much to handle, it’s easy for businesses to feel stretched and risk missing opportunities. At BDO in Ireland we offer a multidisciplinary approach and end-to-end support that ensures you’re not only prepared for the immediate demands of today but positioned for sustained growth in the future. We take the burden off your shoulders so your team can focus on what truly matters.
Carol LynchPartner and Head of Customs & International Trade, BDO Ireland


Conclusion: Building Resilience for the Future 

Black Friday and Cyber Monday represent more than just a chance to boost short-term sales. They are an opportunity to refine operations, adopt sustainable practices, and gather insights that drive long-term success. By adapting to the evolving landscape of extended campaigns and prioritising cybersecurity, strategic alignment across supply chain management, financial planning, and consumer engagement, your business can turn these high-sales events into a foundation for growth. 


For expert guidance and tailored solutions, contact BDO Ireland today. Together, we can build a strategy that transforms your Black Friday success into year-round resilience. 

Get in touch!