„Letzte Chance.“ „Letzter Tag.“ „Nur noch 2 Tage.“
German fashion and sports retailers sent these subject lines on 24–26 October. Black Friday is on 27 November.
That weekend, 19 fashion and sports brands that sent a newsletter put a “last chance”, “last day” or “only today” in the subject line. That’s 9 % of all their mails.
| Period | “Last chance” share of subject lines |
|---|---|
| 24–26 Oct 2026 | 9 % |
| Same weekend last year | 5.7 % |
| Black Friday week last year | 5.7 % |
So the finale now runs more often a month before the finale than during it.
Nobody planned that
Each “last chance” made sense on its own: a weekend code, an autumn deal, a member offer.
Together they are a countdown with nothing left to count down to.
One question for next week’s planning meeting
Before your CRM team writes the Black Week subject lines, ask one question: which words have we already used up?
Black Week Live tells your war room every morning which messages are crowded and which are still free.
More info: www.novuter.com/blackweek
Which words has your market already used up?
Black Week Live tells your war room every morning which messages are crowded and which are still free. Book a call, or DM Franz on LinkedIn.
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