What: Magasin expects record-breaking Black Friday sales, driven by strong omnichannel performance and evolving consumer shopping behaviors.

Why it is important: This trend demonstrates how department stores are leveraging omnichannel strategies and technology to outperform the broader retail market.

Magasin is poised for a record-breaking Black Friday, building on last year’s success and anticipating a 5–10 percent increase in revenue. The department store’s strong performance is attributed to the convergence of Christmas shopping, payday, and robust consumer spending. Magasin’s e-commerce director, Peter Østerhaab, highlights that both online and in-store sales are outpacing the overall retail sector, reflecting the effectiveness of their omnichannel approach. Danish consumers are increasingly shopping flexibly, seamlessly switching between digital and physical channels, with services like Buy Online Pick Up in Store and Order From Store gaining popularity, especially for larger purchases. The adoption of mobile payment devices enables staff to serve customers directly on the shop floor, reducing wait times and boosting sales. Popular categories include home goods, kitchen appliances, beauty, and fashion, with both classic Christmas gifts and self-indulgent purchases driving demand. Magasin’s strategy demonstrates the importance of integrating technology and flexible shopping solutions to meet evolving consumer expectations and sustain growth during peak retail events.

IADS Notes: Magasin’s expectations for Black Friday are consistent with industry trends observed in December 2025, where department stores saw stabilization and growth through omnichannel strategies (“Black Friday data shows online sales strong, store results mixed,” Forbes, Dec 2025; “Black Friday traffic fell short,” VMSD, Dec 2024; “US department store sales rose 1.4% amid a slowdown in January 2025,” WWD, Feb 2025). Reports from November 2025 and January 2025 emphasize the critical role of seamless digital and physical integration (“Leveraging omnichannel to win back consumer loyalty,” Journal du Net, Nov 2025; “How smart stores are boosting the omnichannel experience,” Journal du Net, Jan 2025), while advances in mobile payment and in-store technology have enhanced customer experience and operational efficiency (“Smart, Secure, Seamless: Payment Methods 2025,” Journal du Net, Jan 2025; “Shelves that inform and interact: physical commerce is reinventing itself,” Journal du Net, Jul 2025). The focus on popular gifting and self-indulgence categories mirrors broader shifts in consumer demand throughout 2025 (“US Holiday Outlook 2025: Value, meaning and generational shifts,” PwC, Sep 2025; “Chocolate trails and beauty tales: ‘Goods getaways’ are on the rise,” Visa, Feb 2025; “John Lewis preps Beauty Advent Calendar launch as searches surge 50%,” Fashion Network, Sep 2025).

Magasin du Nord expects another record-breaking Black Friday