Black Friday is 27 November. Your 30-day look-back starts in October
In the EU, the 'was' price on a Black Friday banner must be the lowest price you charged in at least the 30 days before the reduction, and the '% off' must be computed from it. RivalSweeper records prices daily from the day a store is added and checks your reductions against that record.
Opens rivalsweeper.com, the service behind this page.
- For a reduction starting 27 November, the look-back runs from 28 October; earlier deals start it earlier
- Planned reference prices and '% off' checked against the lowest recorded price
- Rivals' price and promotion changes surfaced within 48 hours, with per-SKU discount depth
| Field | What it shows |
|---|---|
| Product and source | Product, page URL, market and currency |
| Daily price record | The price on each recorded day through the look-back |
| The claim | The banner's 'was' price and '% off', as displayed |
| 30-day lowest prior price | Lowest recorded price in the 30 days before the reduction, and its date |
Structure of the evidence pack. No sample data shown.
CJEU, Aldi Süd (C-330/23), 26 September 2024: a reduction announced as a percentage or a 'price highlight' must be calculated from the 30-day lowest price.
Source: curia.europa.euItaly's AGCM fined Tannico s.r.l. EUR 150,000 on 17 November 2025 for marking products on sale at prices equal to or above the lowest price of the previous 30 days.
Source: en.agcm.itThe Netherlands ACM fined five online stores EUR 621,000 in total on 11 June 2024 because their discounts were not based on the lowest price of the prior 30 days.
Source: acm.nlThe price you set in October becomes the reference price in November
Black Friday 2026 falls on Friday 27 November. An announced reduction in the EU must show the lowest price applied in at least the 30 days before it, so a deal starting on 27 November looks back to 28 October. A Black Friday week that opens on the 20th looks back to 21 October.
That puts your October trading decisions on the line. A flash sale in early November or a Singles' Day cut on 11 November can become the 30-day low your banner has to quote, and since Aldi Süd the '-40%' must be calculated from that low. Checking it needs a daily record that started before the look-back did. RivalSweeper's record for a store starts the day it is added, so the time to start is now.
Without it
- Screenshotting your own pages daily: Possible for a few hero SKUs; not for a full Black Friday range across markets for 30 days.
- Your back-end price export: Shows the price set, not always the price displayed, and nothing about rivals.
- Enterprise price-intelligence suites: Built for large pricing teams and live competitor comparison, not for testing your own reductions against a 30-day low.
With Black Friday Claim Check
- For a reduction starting 27 November, the look-back runs from 28 October; earlier deals start it earlier
- Planned reference prices and '% off' checked against the lowest recorded price
- Rivals' price and promotion changes surfaced within 48 hours, with per-SKU discount depth
- 30-day low per product
- Banner percentage recomputed
From now to 27 November
- 1
Start recording now
Book the free call to get your store's product pages recorded; the record runs from the day they are added. Add rivals on a monitoring plan; first data within 24 hours.
- 2
Check the plan before launch
Planned reference prices and percentages for your hero SKUs are compared with the lowest price recorded in the look-back.
- 3
Watch rivals through the event
Rivals' price and promotion changes surface within 48 hours, with effective price after every discount.
- 4
Check what went live
Displayed claims are set against recorded prices, the discount recomputed, gaps listed. Keep it for later questions.
Features
30-day low per product
The lowest recorded price in the 30 days before each reduction, and the date it applied.
Banner percentage recomputed
The '% off' recalculated from the 30-day low, so an overstated badge shows before the banner ships.
Look-back follows your start date
Each reduction is measured back from its own start date, so early-access deals get their own window.
Rivals' Black Friday moves
Effective price after discounts, plus every price and promotion change within 48 hours, on rivals' own storefronts.
Discount depth across your set
Per-SKU discount depth ranked across rivals, with history. Only verified markdowns count, never a standing 'compare at' price.
Clearance signal
A product marked down 40% or more and now sold out shows as cleared, so you can tell clearance from promotion after the event.
What the check records for each Black Friday product
Checks are confidential to your company, so no sample is published. Every product record follows this structure.
| Field | What it shows |
|---|---|
| Product and source | Product, page URL, market and currency |
| Daily price record | The price on each recorded day through the look-back |
| The claim | The banner's 'was' price and '% off', as displayed |
| 30-day lowest prior price | Lowest recorded price in the 30 days before the reduction, and its date |
| Recomputed discount | The '% off' recalculated from that 30-day low |
| Method and gaps | How figures were produced; days without an observation listed |
- A 30-day check needs at least 30 days of recording before the reduction.
Structure of the evidence pack. No sample data shown. · See the full sample on rivalsweeper.com →
Who it's for
Trading managers who own the promo calendar
You set Black Friday depth and timing. You see which October and November prices will become your 30-day low.
Promotions managers writing banners
You publish the '-30%'. You get the reference price and percentage the record supports, product by product.
Heads of ecommerce selling cross-border into the EU
Each market is recorded in its own currency, and you watch rivals in those markets through the event.
Works with
- Email alerts
- RSS feeds
- CSV export (paid plans)
- REST API (Pro and up)
- MCP for Claude and other AI assistants
- Shopify, WooCommerce, Magento and other storefronts (read from public pages)
Pricing
The claim check is quoted per scope after a free, confidential call. Monitoring plans are monthly in USD, cancel any time, 14-day money-back on every plan. The 14-day free trial needs no card and covers 1 rival.
Basic
$39 per month
Watch 2 rivals through Black Friday
- 2 monitored domains, 1 owned domain, 1 user
- Up to 10,000 products per competitor
- Price movement and discount tracking on supported websites
- 1 RSS feed and CSV export
- Email support within 2 business days
Black Friday claim check
Custom quoted per scope
Your own reductions, before and after they go live
- Free, confidential first call
- Daily price record of your product pages
- 30-day lowest prior price and its date
- Banner percentage recomputed from the 30-day low
- Method note with every gap listed
Pro
$199 per month
Your full competitive set, up to 15 rivals
- 15 monitored domains, 5 users
- Up to 20,000 products per competitor
- REST API, 10,000 requests a month
- MCP and 10 RSS feeds
- Support within 1 business day
Compared with the alternatives
- Screenshotting your own pages daily
- Possible for a few hero SKUs; not for a full Black Friday range across markets for 30 days.
- Your back-end price export
- Shows the price set, not always the price displayed, and nothing about rivals.
- Enterprise price-intelligence suites
- Built for large pricing teams and live competitor comparison, not for testing your own reductions against a 30-day low.
What changed
- Article 6a of Directive 98/6/EC, inserted by Directive (EU) 2019/2161 and applied since 28 May 2022: the prior price shown with a reduction is the lowest price applied in at least 30 days before it. Source: eur-lex.europa.eu
- CJEU, Aldi Süd (C-330/23), 26 September 2024: a reduction announced as a percentage or a 'price highlight' must be calculated from the 30-day lowest price. Source: curia.europa.eu
- Italy's AGCM fined Tannico s.r.l. EUR 150,000 on 17 November 2025 for marking products on sale at prices equal to or above the lowest price of the previous 30 days. Source: en.agcm.it
- The Netherlands ACM fined five online stores EUR 621,000 in total on 11 June 2024 because their discounts were not based on the lowest price of the prior 30 days. Source: acm.nl
Your next four weeks
Two tracks run side by side: the claim check on your own store, and monitoring of rivals.
- Day 1: book the free call; start the trial by adding your store and first rival. Tracking starts after you confirm your email.
- Within 24 hours: first data on your rivals.
- Within 48 hours: rivals' price and promotion changes start to surface.
- Before launch: planned reference prices checked against the recorded 30-day low.
Security and data
- RivalSweeper reads public pages only; no connection to your store, ad account or analytics is needed.
- Every figure traces to a dated observation and its product URL.
- The trial needs no card; plans cancel any time, monthly, with 14-day money-back on new subscriptions.
- The first call is free and confidential.
Questions
When do we need to start recording?
At least 30 days before your reduction starts: by 28 October for a deal starting on 27 November, earlier for earlier deals. The record starts the day a store is added and is never filled in backwards.
Is the reference price the price before the sale?
Not necessarily. It is the lowest price applied in at least the 30 days before the reduction, which may be an earlier sale price.
We run deeper cuts through Black Friday week. Does each step reset?
The directive lets member states allow, for progressively increased reductions, the price before the first reduction as the prior price. Whether your markets use that option is for your counsel to confirm.
Will we see the moment rivals launch?
Price and promotion changes on supported websites surface within 48 hours, not in real time.
Can the free trial cover this?
The trial runs 14 days, covers 1 rival and the last 30 days of history, and needs no card. When it ends access pauses and nothing is charged; a paid plan keeps tracking through the event.
Is this legal advice?
No. This is not legal advice; RivalSweeper is not a law firm, and we do not promise admissibility in any court; that is for counsel to decide.
Start the record before the look-back starts
Tell us your markets and Black Friday dates. The button opens RivalSweeper's discount-verification page, where you book the free first call.
Plan your Black Friday check