Black Friday 2026 in Vienna: the 30-day price rule for your ads

In short: Black Friday 2026 falls on Friday, 27 November. If you advertise "-20 %" or a strikethrough price that day in Austria, § 9a of the Price Labelling Act (Preisauszeichnungsgesetz) requires you to show the lowest price of the previous 30 days, which means 28 October to 26 November. That applies to your ad on a screen too. One week on a screen on Mariahilfer Straße costs €87.98 at adyoutiser, including advertising tax, plus VAT.

Black Friday in Vienna is no longer an American import. It is the starting gun for the Christmas season. The problem is rarely the budget. It is the creative: a big percentage, a crossed-out price, done. Since 2022, that is no longer enough. Here is which rule applies, how to put it into your creative and what a Black Friday week on Vienna's screens costs.

When is Black Friday 2026 and when should you book?

Black Friday is Friday, 27 November 2026, Cyber Monday is Monday, 30 November. Book your screens for the week before, up to and including Sunday, 29 November, which is also the first Sunday of Advent.

Why start the Monday before: people who shop on Friday often decide where during the week. The remaining dates until Christmas are in Christmas shopping 2026 in Vienna.

What does § 9a of the Austrian Price Labelling Act require?

If you announce a price reduction on goods, you must state the prior price. The prior price is the lowest price you charged in the 30 days before the reduction, in the same sales channel.

The rule has applied in Austria since 2022 and implements an EU directive. The Austrian Economic Chamber (WKO) summarises the changes to § 9a (in German). The key points:

• What is covered: reductions in percent or in euros, including strikethrough and "was" prices.
• When it applies: whenever you announce a reduction, i.e. in advertising. A discount you give one customer at the counter is not an announcement.
• Who it applies to: goods sold to consumers. § 9a does not cover services such as a haircut or a massage. Misleading price claims are still banned under the Unfair Competition Act (UWG).
• New products: if an item has been on sale for less than 30 days, the lowest price since launch counts.
• Exception: perishable goods reduced because of their expiry date.
• Step-by-step discounts: if you raise a discount in stages, the reference stays the price before the first stage.

In 2024 the Court of Justice of the EU ruled in Aldi Süd (C-330/23) that the percentage must also refer to this 30-day lowest price, not to some earlier price. The Austrian Ministry of Economy describes the ruling on its price labelling page (in German).

How do you calculate the correct discount?

Take the lowest price between 28 October and 26 November, not the "regular" price. Then calculate: Black Friday price divided by that lowest price, minus 1.

An example with a winter jacket:

• The reference price is €99, because the promotion fell inside the 30-day window.
• €84 ÷ €99 = 0.85. The discount is therefore 15 %.
• You may not write "-30 % off €120", even though €84 is exactly 70 % of €120.

Three consequences for your planning:

1. No promotion in the weeks before if you want to advertise a big number on Black Friday. Every promotion lowers your reference price.
2. Don't raise the price shortly before. An increase on 20 November achieves nothing, the lower October price still counts.
3. Record your prices. A weekly screenshot of your web shop or a till report is enough to prove the lowest price.

What belongs on your screen creative?

A screen creative is an announcement like any other. If it shows a reduction in numbers, the prior lowest price must be on it and readable.

A spot on our screens lasts 10 seconds. Nobody reads a price table in 10 seconds. So there are two clean options:

Option A: one product, one price

• "Winter jacket €84"
• below: "Lowest price in the last 30 days: €99"
• logo, address, dates: "Fri 27 Nov to Mon 30 Nov"

One product, two numbers. Readable and compliant with § 9a.

Option B: no discount in numbers

• "Black Friday weekend at our shop: Fri 27 to Sun 29 Nov"
• your address and weekend opening hours
• a QR code to your offer page, with all prices and reference prices

Without a reduction in numbers, § 9a is not an issue on the screen. The prices on the offer page still have to be right. How to build the QR code so you can count the visits is explained in UTM and QR tracking on screens.

What to avoid: "up to -70 %" without a product and without a reference price. That is exactly the claim § 9a is meant to restrict. Every creative is reviewed before it starts, by AI and by a person. How that works is in ad creative review. Responsibility for correct prices stays with you.

Which Vienna locations suit Black Friday?

For Black Friday, what counts is where people shop or pass on their way there. In Vienna you can book 16 screens in 5 districts today.

All screens with photo and address are on the map, more on Vienna under DOOH in Vienna. The rule stays the same: pick the screen your customers walk past. A shop in the 8th district does not need a screen on Handelskai.

What does a Black Friday week on one screen cost?

One week on one slot on the Mariahilfer Straße 125 screen costs €87.98 including advertising tax, plus VAT. The smallest order is €2, and one day is enough.

Calculated with the prices from the booking step as of 28 September 2026. Check the current price in checkout before you pay.

Week of 23 to 29 November, Mariahilfer Straße

• 1 of 12 slots on the Mariahilfer Straße 125 screen
• daily price €11.97, 7 days
• 7 × €11.97 = €83.79 net
• plus 5 % advertising tax €4.19
• Total: €87.98, plus VAT

Weekend only, 27 to 29 November

• same slot, 3 days
• 3 × €11.97 = €35.91 net
• plus 5 % advertising tax €1.80
• Total: €37.71, plus VAT

Week on Mariahilfer Straße plus Donaupier

• add Pier 05 on Handelskai with a 25 % share, daily price €5.40
• 7 × (€11.97 + €5.40) = €121.59
• minus 3 % volume discount from €100 net: €3.65, giving €117.94 net
• plus 5 % advertising tax €5.90
• Total: €123.84, plus VAT

A 25 % share means 15 seconds of every minute belong to your ad. It is not a promise of a set number of plays or contacts. On screens running our player, such as Donaupier, we count every play. On operator screens such as Mariahilfer Straße you get the confirmed upload, and contacts there are estimated. More budget examples are in Advertising for my shop in Vienna.

How late can you still book?

On screens running our player, your creative goes live a few minutes after approval. Operator screens such as Mariahilfer Straße and Plankengasse need 24 hours' lead time.

For a campaign starting Monday, 23 November, upload your creative by Saturday, 21 November at the latest, so there is time for review and lead time. No briefing, no agency meeting, no PDF pretending to be a media plan.

1. Pick the dates, for example 23 to 29 November.
2. Select screens on the map and set your share.
3. Upload your creative, with a reference price or without a discount figure.
4. Review and pay online. Advertising tax and VAT appear as separate lines in checkout.

Frequently asked questions

Do I have to show the old price in Black Friday ads in Austria?

Yes, if you state a reduction in percent or euros on goods. You must show the lowest price of the 30 days before the reduction. For 27 November 2026, that is 28 October to 26 November.

Does the 30-day rule apply to services?

§ 9a of the Price Labelling Act covers goods, not services. The Unfair Competition Act still bans misleading price claims for services. An invented "regular price" is a problem in both cases.

Is a QR code to the price list enough instead of the reference price on screen?

If the creative itself shows a reduction in numbers, the reference price belongs on the creative. The safe route is a creative without a discount figure that links via QR code to a page with complete price information.

What does Black Friday advertising on a screen in Vienna cost?

From €2 per order, one day is enough. One week on one slot on the Mariahilfer Straße 125 screen costs €87.98, the weekend of 27 to 29 November €37.71, each including advertising tax, plus VAT, as of 28 September 2026.

Can I also advertise in Bratislava for Black Friday?

Yes, on 3 screens at HUMA 6. The 30-day rule comes from an EU directive, so it applies in Slovakia too. The locations are under DOOH in Bratislava.

Work out your Black Friday week and book the screen your customers walk past: book now.