The annual Black Friday sales blitz takes place today, with retail brands offering discounted products on what is regarded in the United States as the beginning of the country's Christmas shopping season. While consumers enjoy low prices, the sales period is a significant challenge for trademark practitioners – especially for protecting shoppers from online scams. Exclusive research looks at how well-known fashion and retail brands have utilised (or not) key new gTLDs, including ‘.blackfriday’ and ‘.shop’. We find few brands are taking advantage of new gTLDs for marketing purposes and, unsurprisingly, numerous examples of cybersquatting and unusual examples of brand hijackings.

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