Shop smart or shop less? A reflection on Black Friday in Provence
- virginieinprovence
- Oct 16
- 4 min read
Bonjour à toutes et tous !
My name is Virginie, I’m a French teacher for foreign learners, and today I’d like to talk to you about a global phenomenon: Black Friday. To be honest, I’m not really a fan of shopping. 😄
I love accompanying my students when they discover Provençal markets, small local shops, or the lively city centers of Aix and Marseille…But for me, it’s a different story.
Shopping in a crowd just isn’t my thing.I prefer online shopping, comfortably seated with a cup of tea in hand — no pushing, no queues.
Like many French people, I still keep an eye on the Black Friday discounts, out of curiosity.I find it fascinating to see how this American tradition has taken root in France — and here, in Provence. That’s exactly what I wanted to share today: understanding what Black Friday is, how it’s experienced in Provence, and why it sparks so much debate.
I. What is Black Friday?
Black Friday is a major shopping event that takes place every year, the day after Thanksgiving in the United States.It marks the start of the Christmas shopping season, with massive discounts both in stores and online.
Over the years, this tradition has crossed the Atlantic.In France, it attracts more and more consumers every year, and the atmosphere is becoming quite similar to the American videos we see online — with people rushing through the aisles!
II. Why is it called “Black Friday”?
First, I wanted to understand why it’s called Black Friday.
Several theories exist:
🖋️ The financial theory: In the past, shop owners used red ink to record losses and black ink for profits. Black Friday would therefore be the day when accounts “turn black,” meaning profitable.
🚗 The traffic theory: In the 1960s, in Philadelphia, the police used this term to describe the massive traffic jams caused by the shopping crowds.
Today, Black Friday mainly symbolizes the beginning of the holiday season and a global wave of consumption.
III. Black Friday in France: an event that’s become unavoidable
In France, Black Friday appeared in the early 2010s.At first, it mainly involved large international brands and e-commerce sites. But French retailers quickly joined in — and now, the whole week is often dedicated to discounts, under the name Black Week.
In 2025, forecasts show that more than 70% of French people will make at least one purchase during this period, especially online.
The most popular categories?
👉 Electronics, fashion, home décor, and travel.
However, unlike in the United States, most French consumers see Black Friday as a reasonable opportunity — a time to buy at a good price, without going overboard.
IV. Black Friday in Provence: a local and softer atmosphere
In Provence, Black Friday takes on a slightly different tone.
Yes, major chains participate — especially in Marseille, Aix-en-Provence, and Nice — but the mood is much more relaxed.
Here, local shopkeepers often use this period to offer discounts and prepare for Christmas.Holiday markets start setting up, the lights come on along the Cours Mirabeau, and the air smells more like mulled wine than shopping frenzy. 🍷
For many, it’s a chance to stroll, buy local gifts, or simply enjoy the festive atmosphere.
And then, there’s another growing trend: Green Friday.More and more local initiatives encourage conscious consumption — buying from artisans, choosing second-hand, or giving experiences instead of objects. And I love that!
V. From Black Friday to Green Friday 🌿
Since 2017, several French brands and associations have refused to take part in Black Friday, as a way to protest overconsumption.
Instead, they promote:
💚 Green Friday: a day dedicated to sustainable consumption.
💛 Solidarity Friday: some stores donate a percentage of their sales to charities.
In Provence, these initiatives are becoming more common and perfectly reflect the local art of living:taking time, supporting artisans, buying less but better.
VI. Black Friday vocabulary to know for your immersion stay
Here are a few useful words to expand your French shopping vocabulary:
Mots en français | Traduction en anglais |
une vente | a sale |
un choix | a choice |
une réduction | a reduction |
un rabais | a discount |
une promotion | a promotion / a special offer |
un solde | a sale |
une offre flash | a flash sale |
une vente éclair | a lightning deal |
un code promo | a promo code |
une livraison gratuite | free shipping |
un paiement sécurisé | a secure payment |
un retour et remboursement | a return and refund |
une liste de souhaits | a wishlist |
VII. Immersion with Virginie in Provence
During your immersion stay in Provence, you’ll discover much more than sales.You’ll experience French language in daily life, local culture, gastronomy, and the landscapes of the South!
We might take a walk through the streets of Aix during Black Friday — not for the frenzy, but to observe, discuss, and practice French in real life. 🖤
See you soon in Provence!
Virginie in Provence
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