Black Friday in Lebanon: deals or illusions?

In Lebanon, Black Friday has stretched so far beyond its original format that it barely resembles a Friday let alone a weekend. Now extended into a 15-day or even month-long commercial period, it raises an increasingly relevant question: does this prolonged discount season offer genuine value, or is it simply a sophisticated marketing illusion?

By mid-November each year, Lebanese storefronts shift overnight into Black Friday mode, splashed with “–30%,” “–50%,” and “Buy 1 Get 2.” What began in the United States as a single day of post-Thanksgiving sales has evolved in Lebanon into a full-scale promotional season. Consumers rush to the streets in search of bargains, while retailers compete fiercely to capture their attention.

This expansion has transformed Black Friday into what many now call “Black November,” a tactical stretch designed to drive higher footfall and compensate for weakened purchasing power.

Why a single Friday becomes a full month

Retailers readily admit that extending the promotion period increases both visibility and revenue. Once one store launches a “–70%” banner, competitors rapidly follow suit to avoid losing market share. The result is a promotional cascade that stretches far beyond the original concept.

Industry observers note that Lebanon’s retail sector, shaken by years of economic instability, has embraced long-form discounting as a survival mechanism. Extending sales calendars is a way to stimulate spending in an environment where consumers are cautious and budgets are strained.

Genuine discounts or marketing mirage?

Whether Black Friday offers real value depends largely on the retailer. Some brands apply legitimate discounts 30%, 40%, sometimes 50% on items truly in stock. Others adopt more questionable tactics, such as raising prices the week before only to “discount” them later. Consumer-protection groups estimate that nearly one in three retailers adjusts prices ahead of the Black Friday period.

Experts warn that while real bargains do exist, they remain mixed with inflated or misleading promotions, leaving consumers responsible for verifying prices and comparing offers across stores and platforms.

A profitable season for retailers

Despite concerns raised by consumers, Black Friday remains highly lucrative for retailers. The extended promotional period can account for 20–30% of monthly revenue, especially in sectors with significant margins such as apparel, home décor, and electronics. Online retailers report sales spikes of up to 40% in the second half of November alone.

According to retail analysts, the formula is simple: lower prices generate higher volume, and higher volume compensates for reduced margins.

A limited but real boost to the Lebanese economy

Although Black Friday cannot reverse Lebanon’s deep economic challenges, it does inject short-term momentum into several sectors. Extended sales encourage consumption, help businesses clear accumulated inventory, support import flows, and stimulate e-commerce activity. For some retailers operating largely in cash, this period constitutes a vital injection of liquidity.

Economists caution, however, that these effects remain temporary. While Black Friday strengthens the retail ecosystem, it does not address structural weaknesses or long-term stagnation.

In Lebanon, Black Friday has become a carefully choreographed ritual. Retailers amplify their marketing efforts, consumers scrutinize price tags, and both sides hope to emerge with a sense of victory.

Real discounts coexist with cleverly crafted illusions. Yet despite the mixed landscape, one conclusion stands out: extended promotions provide a rare moment of commercial dynamism one that benefits both businesses and consumers, provided the latter approach the season with a discerning eye.