Black Friday 2026 for online stores in Spain: what to prepare in the weeks left

Why it is worth preparing properly

E-commerce keeps growing in Spain. According to the Spanish competition and markets authority, the CNMC, online sales reached €29,643 million in the first quarter of 2026, 15.1% more than a year earlier, with over 549 million transactions. And according to the Spanish statistics institute, the INE, in 2025 59.6% of people aged 16 to 74 had bought online in the three months before the survey.

More shoppers also means more comparison: customers check your price on Google, compare it with other stores and distrust discounts that do not add up. That is why technical preparation and an honest offer matter as much as the discount percentage.

Work schedule until Black Friday

What SEO can (and cannot) do in five weeks

Let us be clear: organic rankings for a brand-new page will not arrive in time. Serious SEO work usually shows its first results in 3-6 months and consolidates in 6-12 months. For this Black Friday, what counts is what Google already knows about your store. What you can do now:

• ▸Create a deals page with a fixed URL (for example, /black-friday/) and reuse it every year instead of creating a new one with the year in the address. That way it builds up links and history from one campaign to the next.
• ▸Do not delete it afterwards: when the campaign ends, change the content to “upcoming offers” or link to your catalogue, without leaving a 404 error.
• ▸Review the product pages you will promote: a clear title, an original description, fast-loading photos and visible shipping information.
• ▸Avoid cannibalisation: if you already have a category that ranks, link to it from the deals page instead of duplicating its content.

To review the mistakes that cost the most sales, see our guide to SEO errors that hold back e-commerce sales.

Previous price and fake discounts: what Spanish law says

If you sell to consumers in Spain, article 20 of the Spanish Retail Trade Act (Ley de Ordenación del Comercio Minorista) requires every price-reduction announcement to show the previous price, and that previous price must be the lowest you applied to the same product in the 30 days before the discount. Raising prices in October to “discount” them in November is exactly what is targeted.

This is not theory: in 2024 the Spanish Consumer Affairs Ministry reported fines of €90,000 on two e-commerce operators for misleading discounts during the previous Black Friday, and stepped-up monitoring of online prices. To comply without surprises:

1. 1Keep a record of the prices of the products you will discount (a daily catalogue export or dated screenshots).
2. 2Calculate the discount on the lowest price of the previous 30 days, not on the list price.
3. 3Show the previous price next to the sale price, crossed out or clearly labelled.
4. 4Check that your platform's coupons and automatic discounts do not calculate the percentage on a different price.

This is general information, not legal advice. If you have doubts about a specific case, check with your adviser.

Google Merchant Center: make your offers look right on Google

If you sell through Google Shopping or list your products in the free listings, the feed matters as much as the website. If you have not set it up yet, start with our Google Merchant Center guide for e-commerce. If you already use it:

• ▸Use the sale price (sale_price) attribute together with the sale price effective date (sale_price_effective_date), so the discount starts and ends on its own, at the same time as on your website.
• ▸If the price in the feed and on the page do not match, Google may disapprove the product (“Price mismatch” issue). Change prices in both places at the same time.
• ▸Merchant Center promotions are available in Spain. Google says review usually takes between 12 and 24 hours and recommends submitting them at least 24 hours before they start.
• ▸If you also run paid campaigns, read the Google Shopping guide for online stores before raising budgets.

If you also have a physical shop: your Google Business Profile

If you serve customers on premises, set special opening hours in your Business Profile for the campaign days and the December holidays. Wrong opening hours on Google Maps mean a lost visit and possibly a negative review. If you have never worked on your profile, visibility changes in Maps usually take 1-2 months, so the task today is getting the data right, not expecting results for this campaign.

After Black Friday

• ▸Remove promotions from the feed and the website at the same time, and return to normal prices without leaving expired discounts behind.
• ▸Check which products and traffic sources sold the most, and whether new customers come back at Christmas.
• ▸Note what went wrong (cart, stock, delivery times) to fix it before the next campaign.

If your store needs more than tweaks, this is our online store design service, with technical SEO built in from day one.

Frequently asked questions

Sources

1. CNMC: e-commerce turnover grew 15% in the first quarter of 2026 (2 October 2026, in Spanish). https://www.cnmc.es/prensa/comercio-electronico-20261002
2. INE: Survey on ICT Equipment and Use in Households, 2025 (in Spanish). https://www.ine.es/dyngs/Prensa/TICH2025.htm
3. BOE: Law 7/1996 on Retail Trade (consolidated text), article 20 (in Spanish). https://www.boe.es/buscar/act.php?id=BOE-A-1996-1072
4. Europa Press, via Bolsamanía: Consumer Affairs monitors fake Black Friday discounts (25 November 2024, in Spanish). https://www.bolsamania.com/noticias/empresas/economia--consumo-monitoriza-e-investiga-las-falsas-rebajas-en-el-black-friday-tras-las-sanciones-de-ano-pasado--18168102.html
5. Google Merchant Center Help: get started with promotions. https://support.google.com/merchants/answer/13422697
6. Google Merchant Center Help: sale price [sale_price]. https://support.google.com/merchants/answer/6324471
7. Google Merchant Center Help: sale price effective date [sale_price_effective_date]. https://support.google.com/merchants/answer/6324460
8. Google Merchant Center Help: fix “Price mismatch”. https://support.google.com/merchants/answer/6098372
9. Google Business Profile Help: set special hours. https://support.google.com/business/answer/6303076