Pandora , the world's biggest jewellery brand by volume, expects fierce competition this Black Friday as retailers fight to lure shoppers with discounts at a time of weak consumer confidence, its chief commercial officer said on Friday.

Black Friday typically draws crowds, but inflation and unemployment could dampen spending this year. The event is a key earner for Pandora, which is also grappling with US import tariffs and a surge in silver prices.

"The market in general is becoming more promotional, more aggressive," Pandora's chief commercial officer Massimo Basei told Reuters, adding that competition was more intense than a year ago. "We all read the news about inflation... and since we are a brand that speaks to the masses, of course we feel it."

Pandora has seen good store traffi

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