OTTO Defies Market Expectations with New Black Friday Records in Germany

German e-commerce giant OTTO has reported another round of record-breaking results for its Black Friday promotion period, outperforming both industry forecasts and its own historic highs from 2024.

Across the two-week campaign window from November 18 to December 1, OTTO achieved a 2.5% year-over-year increase in order value. The biggest spike came on Black Friday itself (November 28), when sales surged by 10% compared to the same day last year — even as analysts warned of softer consumer spending.

CEO Marc Opelt expressed confidence in the company’s trajectory despite the still-challenging retail climate: Black Friday and its surrounding sales days, he noted, play a decisive role in the company’s annual performance, making the latest outcome a strong signal heading into the holiday season.

Consumers Stay Deal-Focused

Roughly half of all spending during the event was tied to OTTO’s nearly 40,000 promotional offers, confirming that price sensitivity continues to shape shopping behavior in Germany. Many customers are deliberately timing purchases around major discount periods to secure the best possible bargains.

The retailer’s busiest moment came late in the evening on Black Friday, with peak ordering activity recorded around 21:30 — a sign that deal hunters stayed online until the last minute.

Top-Selling Categories: From Fashion to Air Fryers

Fashion remained a cornerstone of OTTO’s success, with strong demand for items such as footwear, trousers, and home textiles. But the standout category this year was consumer electronics and home appliances:

  • Game consoles: +297% year over year

  • Air fryers: +153%

  • Multi-hair stylers: +148%

  • Wet/dry vacuums: +97%

  • Robot vacuums: +64%

Beauty and home goods also saw increased traction, including notable growth in skincare products and dishware sets.

New Customers Join in

The promotion period attracted 3% more first-time buyers than in 2024, adding to OTTO’s base of more than 12 million active customers. Management sees this as confirmation that its product selection and deal strategy strongly resonate with shoppers.

Holiday Delivery and Returns

To ensure gifts arrive on time, OTTO recommends placing orders by December 22 at 23:30 when purchasing directly from OTTO. The company has also extended its return window: items bought from November 1 onward can be returned through January 31, 2026 — giving shoppers extra flexibility as the holiday season wraps up.

Source: otto.de