Black Friday in Morocco: prepare your campaigns in 10 days

Black Friday 2026 in Morocco falls on Friday 27 November, but the big retailers started their promotions at the end of October. For an SME, ten days are enough to prepare a profitable campaign if you tackle things in order: the offer, the stock, the sales page, cash-on-delivery (COD) order confirmation, then advertising.

Black Friday 2026 in Morocco: the key dates

In Morocco, Black Friday is no longer a day but a month. According to the guide updated at the end of October by Wffer, Jumia Morocco launched its campaign on the evening of 29 October 2026, Marjane Mall on 30 October and Electroplanet its “Red Friday” the same day. These dates may change: check the announcements from retailers in your sector.

Should you say “Black Friday” or “White Friday”? Some Moroccan retailers prefer “White Friday” for cultural reasons, as Le Brief points out. For SEO, “Black Friday” remains the most searched term: use it in your page titles, and the name of your choice in your visuals.

What we know about Moroccan shoppers

The most recent data comes from a Concli analysis of DHL’s 2025 e-commerce report, covered by Le360 and Morocco World News. It is a single study, to be read as a trend rather than a comprehensive measurement.

Multiple answers possible for payment methods and platforms. Source: Concli / DHL 2025 analysis, via H24info.

On the market side, Bank Al-Maghrib recorded 38.5 million e-commerce payments in 2024, worth MAD 11 billion, up 20% in volume year on year. This figure only covers card payments: COD sales are not included.

The takeaway: Moroccan shoppers look a lot, compare, then buy little and carefully. The barriers cited in these studies are always the same: delivery times, price transparency, return policy and customer reviews. Your campaign must address these four points before you even talk about discounts.

The 10-day countdown plan (17 to 27 November)

This plan assumes your store, Facebook page and WhatsApp Business account already exist. If you are starting from scratch, aim for Cyber Monday or the end-of-year sales instead.

D-10 and D-9: the offer and the margin

1. Choose 3 to 10 hero products, ones that already sell and that you have in stock. A discount on an unknown product rarely succeeds.
2. Calculate your margin after discount, delivery, returns and advertising. With COD, factor in the cost of refused parcels: a returned parcel costs you the outbound trip, the return trip and often the packaging.
3. Go for a simple mechanic: “−25%”, “buy 2, get the 3rd free” or “free delivery from MAD 300”. An offer you can explain in one line sells better in a 5-second story.
4. Keep an honest reference price. Le Brief notes that inflated then crossed-out prices are spotted by consumers and damage trust.

D-8 and D-7: stock, logistics and sales pages

1. Check your real stock and plan a clear message for stock-outs rather than letting people order an unavailable product.
2. Warn your carrier (Amana or a delivery company) about the expected volume and confirm delivery times by city.
3. Prepare a Black Friday page that groups the offers, with prices in MAD, delivery time, payment methods (COD, card via CMI) and return policy visible without scrolling.
4. Test the journey on mobile: order, form, thank-you page, confirmation message. A slow page or an overly long form loses the sales you are paying for in ads.

D-7: launching the ads

A Meta campaign needs about 50 conversions over 7 days to exit the learning phase. Launching on the day means paying full price while the algorithm learns. So launch a week ahead, in three phases:

For detailed setup (objectives, targeting, creatives in Darija), see our complete guide to Facebook and Instagram advertising in Morocco. Remember that since 1 October 2026, Meta adds 20% VAT to Moroccan accounts without a tax ID: include it in your budget.

D-6 to D-3: creatives and messages

• 3 to 5 different concepts: product demo, before/after comparison, customer testimonial, countdown, bundle offer.
• Prices in dirhams, in large type, old price and new price, plus “cash on delivery” if you offer it.
• A Darija version for mass-market products, a French one for premium or B2B offers.
• Ready-to-use WhatsApp messages: answers to frequent questions (size, delivery time, returns), order confirmation message, follow-up for undecided customers.
• An email to your customer base at D-3 (early access) and on the day. Our 6 steps to a successful email campaign apply here.

D-2 to D-day: the confirmation team

This is the step most SMEs neglect. With 54% of online shoppers paying on delivery, an unconfirmed order is worth little. On the day:

1. Confirm every order by phone or WhatsApp within hours, restating the amount and delivery time.
2. Reply to WhatsApp and Instagram messages in under an hour, evenings included.
3. Track three numbers live: orders received, orders confirmed, ad cost per confirmed order.
4. Pause ads for an out-of-stock product instead of paying for useless clicks.

To go further on the day, a live selling session on social media lets you handle objections in real time.

The rules to follow

• Right of withdrawal: for distance selling, consumer protection law 31-08 provides a 7-day withdrawal period (see the Ministry of Industry and Trade). Display it clearly: it is also a reassurance argument.
• Reduced prices: the crossed-out price must be a price genuinely charged before the promotion.
• Offer conditions: start and end dates, products included, any limited stock: everything must be written on the page.
• Personal data: if you collect WhatsApp numbers and emails for teasing, obtain consent and comply with law 09-08.

7 costly mistakes

1. Launching ads on Black Friday itself.
2. Showing a discount without the final price in MAD.
3. Promising 24-hour delivery that the carrier cannot deliver in every city.
4. Not planning extra staff for COD order confirmation.
5. Artificially inflating the reference price.
6. Forgetting existing customers, even though they convert better and cost less than new ones.
7. Not measuring: without tracking delivered orders, you cannot know whether the operation was profitable.

Frequently asked questions

When is Black Friday 2026 in Morocco?

Black Friday 2026 takes place on Friday 27 November, followed by Cyber Monday on Monday 30 November. In Morocco, the operation spans several weeks: Jumia, Marjane Mall and Electroplanet launched their promotions at the end of October. For an SME, the key period runs from the week before 27 November to Cyber Monday.

What is the difference between Black Friday and White Friday in Morocco?

It is the same commercial event. Some Moroccan retailers use “White Friday” for cultural reasons, as Friday has a religious dimension. For SEO and advertising, however, “Black Friday” remains the most searched term. You can use it in your page titles and keep your own campaign name in your visuals.

When should I launch my Black Friday ads?

At least seven days before the peak, around 20 November for the 27th. A Meta campaign needs about 50 conversions over 7 days to exit the learning phase. Start with teasing and lead collection, switch to the sales or WhatsApp conversations objective at D-2, then keep retargeting until Cyber Monday.

Should I offer cash on delivery during Black Friday?

Yes, if you target the general public: 54% of Moroccan online shoppers use cash on delivery according to Concli’s analysis of the DHL 2025 report. But you need to step up order confirmation by phone or WhatsApp, otherwise refused parcels will eat your margin. Offering card payment via CMI also reassures another segment of customers.

What discount should I offer for Black Friday?

There is no ideal rate: the right discount is the one your margin can bear after delivery, returns and advertising. A simple, readable offer (percentage, free product, free delivery) works better than a complicated mechanic. Above all, the crossed-out price must be a price genuinely charged before: Moroccan shoppers compare and spot fake promotions.

About the author
Badreddine Cherradi — Digital marketing manager at SG2i Consulting, a 360° digital agency in Casablanca. He supports Moroccan brands with Meta and Google advertising, SEO, e-commerce and AI.

Updated on 12 November 2026.