Black Friday 2026 in Morocco: calendar, offer and campaigns

Black Friday has become a fixture of Morocco's retail calendar. The big platforms make it a highlight of November, and smaller brands follow. The downside: everyone talks at the same time, to the same people, with the same “50% off.” This guide helps you prepare yours, from the offer to the last package delivered.

When is Black Friday 2026 in Morocco?

Black Friday follows Thanksgiving, the American holiday on the fourth Thursday of November. In 2026, Thanksgiving falls on Thursday, November 26, according to the official calendar of the U.S. federal government's OPM. So Black Friday 2026 falls on Friday, November 27, and Cyber Monday on Monday, November 30, as Klaviyo's calendar confirms.

In Morocco, no date is set: it's a commercial event, and each retailer picks its own period. In 2025, many stretched their promotions over the whole month as a “Black November,” according to Le360. Your calendar could look like this:

Do Moroccans really buy during Black Friday?

They browse a lot, but buy less often. An analysis by Concli based on DHL's 2025 e-commerce report, covered by H24info, ranks Morocco 4^th in the world for trust in Black Friday deals, behind Poland, Italy and the Czech Republic. The same study offers three useful benchmarks:

• 82% of Moroccans browse products online several times a week, but only 29% buy that often.
• The most-cited platforms are Jumia (76%), Avito (57%) and Temu (52%).
• Cash on delivery is cited by 54% of shoppers, bank cards by 88% and e-wallets by 72%.

Treat these figures as trends. Your campaign has to turn browsing into orders: a clear price, a stated delivery time, a real person who replies.

What offer should you run, and what does the law say?

A good Black Friday offer is understood in three seconds, on a phone screen. Four formats work:

• A discount on a selection — your best sellers or stock you need to clear, not the whole catalog.
• A bundle — two or three complementary products, at a round price in dirhams.
• “Buy 1, get 1 free” on the same product.
• Free delivery over a set order amount.

On the rules side, Law 31-08 on consumer protection is precise. An event advertised as a price cut to clear stock fits its definition of a sale (Article 53). In that case, Article 54 requires you to state the products concerned, the new price, the crossed-out former price, and the start and end dates. Above all, the crossed-out former price cannot exceed the lowest price charged in the same store during the 30 days before the event. Inflating a price in October to show “60% off” in November is therefore ruled out. Article 55 also requires the advertising to state the start date, the duration and the products concerned.

Watch out for gifts. Article 56 prohibits offering a free premium different from the product sold, except for small items of low value or samples. “Buy 1, get 1 free” on the same item is still allowed. For a borderline case, ask a lawyer.

How should you run your Meta and TikTok campaigns?

In three phases, with a budget planned for each.

1. Before the offer (November 9 – 22) — short videos that show the product, the proof and how it's used. The goal: fill your audiences with people who have watched, clicked or messaged.
2. During the offer (November 23 – 30) — the offer spelled out, the price, the end date. The budget goes first to warm audiences: visitors, followers, WhatsApp contacts. That's the job of retargeting.
3. Last chance (November 29 – 30) — a short reminder, with the end date and the delivery date.

Submit your ads a few days before November 23: Meta and TikTok have to approve them, and you don't want to discover a rejection on launch day. Prepare at least three different creatives, in Darija and in French, so you don't burn out a single video in one week.

On our accounts, a messaging conversation starts from $0.29 on the best campaigns: see our Meta Ads results. In November, competition for the same audiences can push costs up. Measure the cost per confirmed order, not the cost per click.

WhatsApp and cash on delivery: how do you avoid refused packages?

In Morocco, a large share of orders go through WhatsApp and are paid on delivery. During Black Friday, message volume spikes all at once. Get ready beforehand:

• Quick replies ready in Darija and French: prices, sizes, delivery times, cities served.
• An up-to-date catalog, with the offer prices and a note on limited quantities if that's true.
• A confirmation before every shipment, by message or by phone: address, time slot, amount due. It's the best filter against refusals at the door.
• Extra hands in the evening and on the weekend: November 28 and 29 fall on a Saturday and a Sunday.

Also check your carrier's capacity for the last week of November and its delivery times by city. Announce a realistic delivery time: a promise kept beats a “24-hour” delivery that shows up in five days. Our guide to selling with WhatsApp Business in Morocco details the setup, and the one on cash on delivery explains how to limit refusals.

Finally, plan for returns. For a distance sale, Law 31-08 gives consumers seven days from receipt to withdraw, without giving a reason, subject to the exceptions provided by law (Article 36). The refund must be made within 15 days at the latest (Article 37). Better to put it in your terms of sale than to discover it at the first return.

Which mistakes should you avoid, and which checklist should you follow?

• A fake crossed-out price — prohibited by Article 54, and quickly spotted by customers who compare.
• Your whole catalog on sale — your margin melts and the message gets diluted.
• An offer launched on the day — without a warmed-up audience, you pay top dollar.
• No one to reply — an unanswered message on the evening of the 27th is a lost sale.
• Judging by the weekend's revenue — count the orders delivered and paid, minus refusals.

Before November 27, check off every line:

• Offer, products and prices signed off before November 8.
• Prices charged over the last 30 days recorded, for an honest crossed-out price.
• Stock counted, carrier notified, delivery times by city confirmed.
• At least three vertical creatives, in Darija and in French.
• Ads submitted before November 20.
• WhatsApp replies ready, staff on hand in the evening and on the weekend.
• Terms of sale up to date: offer dates, delivery, right of withdrawal.

Sources

• OPM — Federal Holidays, Thanksgiving Day on Thursday, November 26, 2026.
• Klaviyo — BFCM calendar, Black Friday on November 27 and Cyber Monday on November 30, 2026.
• Le360 — Black Friday 2025: Moroccan shoppers more confident, but also more selective, November 30, 2025.
• H24info — Black Friday 2025 in Morocco: between trust, sustainability and digital transformation, a Concli analysis based on DHL's 2025 e-commerce report, November 30, 2025.
• Law No. 31-08 enacting consumer protection measures, text published on the Ministry of Justice's Adala portal, Articles 36, 37 and 53 to 56.