Key Takeaways
A clear offer in a green-and-white envelope
In November 2025, just before Black Friday, many Dutch homes receive a green-and-white envelope from KPN. Inside is a bold offer called the Black Friday Snelpakker for KPN Internet & TV, aimed at new customers who are ready to sign a two-year contract.
One contract, two rewards
The Snelpakker gives a simple choice. A new customer can pay 35 euros per month for the first twelve months of internet and TV, or keep the normal price and receive a Dyson V10 Absolute cordless vacuum cleaner as a welcome gift, with a stated value of 499 euros.
Perks in a pricey market
The same offer also promises small extra perks for people who combine KPN internet, TV and mobile. At the same time, industry studies show that average Dutch broadband prices sit in the mid-forties to low-fifties in euros per month for popular speeds, and that gigabit prices are only slowly coming down. The Snelpakker sits inside this broader picture.
Story & Details
A letter for “the resident or residents”
A white envelope with a bright green window lands on a hallway floor in a Dutch town. The KPN logo in the corner makes it clear who sent it. KPN, officially Koninklijke KPN N.V., is one of the main telecom companies in the Netherlands and a key player in fibre rollout.
Through the window, the words “Aan de bewoner(s)” are visible. In Dutch, this means “to the resident or residents”. It is the classic sign of a mass mailing. The letter is written for whoever lives at the address, not for one named person. That small phrase already hints that this is an offer, not a warning.
When the envelope is opened, a full-colour page appears, dated seven November 2025. Across the centre, thick black and neon-green bands repeat two words: “Black Friday” and “Snelpakker”. The subject of the letter is clear from the first glance. This is a Black Friday campaign for KPN Internet & TV.
The Black Friday Snelpakker explained
The central block of the page explains the heart of the deal in short, simple lines. Anyone who signs a 24-month KPN Internet & TV subscription can pick one of two rewards:
- pay only 35 euros per month for internet and TV during the first twelve months; or
- receive a Dyson V10 Absolute cordless vacuum cleaner as a welcome gift, with a stated value of 499 euros, while paying the normal monthly price.
Online deal pages and partner shop sites repeat the same structure. They confirm that the action runs around Black Friday 2025, and that it is aimed at new customers who did not have a KPN internet subscription in the recent past. The first option cuts the bill in the first year. The second option gives a high-value household gadget that many people know from other ads.
The letter also makes the time limit clear. The Black Friday Snelpakker is not a permanent tariff. It is a campaign that runs in November and fades away as December 2025 moves on.
Bundles, perks and small extras
Around the main box, smaller coloured panels promote extra benefits. A household that combines a KPN home subscription with KPN mobile can receive extra discounts on the mobile bill, TV add-ons such as a richer channel package, or entertainment options. These small extras are the perks: extra benefits that sit on top of the main internet and TV contract.
Black Friday round-ups on comparison sites show that this style of perk is now common in the Dutch market. New customers, longer contracts and bundles of several services often receive the biggest welcome gifts and deepest discounts. Short, flexible deals tend to include fewer big perks but give more room to move away later if prices or needs change.
Speeds, prices and the wider market
In the Snelpakker letter, KPN describes its fibre internet as fast and stable, suitable for streaming, gaming and working from home. Independent research sets numbers next to those words.
A Telecompaper study from February 2025 reports that a 100 megabits per second fibre broadband subscription in the Netherlands costs an average of about 51 euros per month and that this price has risen more than seven per cent in recent years. Later reports show that a 100 megabits per second connection across all networks averages around 40.92 euros per month over digital subscriber line and 45.90 euros over fibre-to-the-home, with copper-based lines becoming more expensive more quickly than fibre.
For the very fastest lines, another Telecompaper note from November 2025 finds that the average price of a one-gigabit-per-second subscription has fallen to just under 52 euros per month, roughly six per cent lower than two years before. Price cuts at several major providers drive this change.
A separate comparison, written for the Dutch government, looks at “bare internet” tariffs in the Netherlands alongside those in other European countries and the United States. It concludes that Dutch tariffs for common speeds still sit in the higher half of the European range. Consumer coverage builds on this and points out that promotions and bundles play a large role in how much households actually pay month by month.
Placed next to these figures, a first year of internet and TV at 35 euros per month stands out as clearly attractive. But the Snelpakker contract lasts 24 months. After twelve months, the price returns to the regular KPN rate for the chosen package, which can be anything from basic 100 megabits per second up to multi-gigabit fibre. Over two full years, the total cost moves closer to the national averages than the big “35 euros” headline suggests.
A short Dutch mini-lesson
The Snelpakker letter also doubles as a tiny Dutch language lesson.
The line “Aan de bewoner(s)” is a standard way to address the people who live at an address when their names are not known. It appears on many leaflets and commercial letters and helps readers spot advertising mail at a glance.
Close to the central offer, the campaign uses short phrases that urge quick action, such as lines that tell the reader to grab the offer fast. The word “Snelpakker” itself blends “snel”, which means “fast”, and a form of “pakken”, which means “to grab”. Snelpakker is a friendly name for a “quick grab deal”, something that is meant to be taken fast before it is gone.
Understanding these small words turns a noisy advert into a simple reading exercise. It also helps sort future letters into rough groups: official, urgent or just sales.
From QR code to contract
At the bottom of the page, an orange cat stretches out behind a tablet showing a film scene. The picture suggests a relaxed evening, soft light and smooth streaming. Next to the cat, a bright green QR code invites the reader to scan it with a smartphone.
Scanning the code leads to a special Black Friday page on KPN’s site. There, visitors enter their address, check if fibre is available, and choose whether they want the Dyson V10 Absolute or the 35-euro discount. After that, they pick an internet speed, add TV and other extras, and complete the order.
Independent deal pages describe the same flow and note that the Dyson is shipped only after the modem is installed, the connection is active and the cooling-off period has ended. The gift is tied clearly to a real, working subscription, not just to one click.
By December 2025, as Black Friday passes and winter nights set in, that simple QR path is one of the main doors into KPN’s fibre network for new households.
Helpful advice from outside the envelope
While this kind of letter pushes bright offers, public regulators focus on quieter questions: clarity, fairness and long-term cost.
In the Netherlands, debates about broadband affordability show up in formal reports and news articles. They describe concern that some households pay too much for basic speeds and call for clear rules and fair deals.
In the United Kingdom, the communications regulator Ofcom brings in rules in 2025 that ban vague mid-contract price rises tied only to inflation. At the same time, Ofcom publishes a short video called “Signing a broadband or phone contract? Avoid costly mistakes!” It encourages viewers to check a few simple points before signing: total cost over the whole contract, contract length, promised speeds and what happens if prices change.
Those same questions work well when standing with a Black Friday letter in hand in a Dutch hallway in late 2025. They help turn bold colours, Dyson gifts and QR codes into something calmer: a clear picture of what is really on offer and what it will cost over time.
Conclusions
A bright envelope, a gentle choice
The KPN Black Friday Snelpakker letter is built to stand out. It mixes a familiar national brand, a low first-year price, a high-value Dyson V10 Absolute gift, a cosy cat image and an easy QR code. The timing, just before Black Friday 2025, adds extra pressure to grab the deal.
At the same time, the letter gives enough detail for a calm decision. When the colours and slogans are set aside, what remains is a simple trade-off: a short run of lower monthly payments or a big one-time gift, in return for a two-year commitment and a few small perks along the way.
In a market where average broadband prices sit close together and promotions change with each season, that calm view matters as much as the discount itself. Read slowly, the Snelpakker becomes not only a special offer, but a small guide to how modern internet deals work in the Netherlands.
Selected References
[1] KPN – “Black Friday deals.” Overview of KPN’s 2025 Black Friday offers, including the Snelpakker choice between a Dyson V10 Absolute worth 499 euros and twelve months at 35 euros per month on a two-year Internet (and TV) contract. https://www.kpn.com/blackfriday
[2] KPN – “Build your own package.” Product page that repeats the Snelpakker message “grab it quickly”, shows the Dyson V10 Absolute option and the twelve-month 35-euro offer for Internet (and TV). https://www.kpn.com/shop/pakket-zelf-samenstellen
[3] Breedbandwinkel – “KPN Black Friday Snelpakker: Dyson V10 vacuum cleaner.” Explanation of the Snelpakker campaign, confirming the two-year contract, the first-year discount and the Dyson delivery after activation and the cooling-off period. https://www.breedbandwinkel.nl/nieuws/kpn-black-friday-snelpakker-dyson-v10-stofzuiger
[4] Telecombinatie – “KPN Black Friday Snelpakker: Internet & TV with free Dyson V10 vacuum cleaner.” Retailer page confirming the choice between a free Dyson V10 Absolute and twelve months at 35 euros per month, plus bundle perks for combining KPN home and mobile subscriptions. https://www.telecombinatie.nl/acties/kpn-black-friday-snelpakker-internet-tv-met-gratis-dyson-v10-stofzuiger
[5] Android Planet – “Get a free Dyson V10 cordless vacuum with this Black Friday deal.” Consumer article describing how the KPN Snelpakker lets customers choose a Dyson V10 Absolute or twelve months at 35 euros per month, with large savings on the highest-speed packages. https://www.androidplanet.nl/deals/gratis-dyson-v10-steelstofzuiger-kpn/
[6] Androidworld – “Here is where you get a free Dyson vacuum cleaner during Black Friday.” Overview of KPN’s Black Friday Snelpakker, with the Dyson Cyclone V10 Absolute gift and the discount alternative for two-year Internet & TV contracts. https://androidworld.nl/aanbiedingen/kpn-black-friday-2025/
[7] Welkomstcadeaux – “KPN Black Friday deal: Dyson V10 gift or 12 months for 35 euros.” Step-by-step description of the order process via the Black Friday page, including the QR path, the address check and the timing of Dyson delivery. https://welkomstcadeauxl.nl/kpn-black-friday/
[8] ProviderCheck – “KPN Black Friday deal: Dyson V10 vacuum cleaner gift.” Consumer blog that explains the Dyson Cyclone V10 Absolute gift, the alternative discount option and the need for a two-year contract. https://www.providercheck.nl/blog/kpn-black-friday-deal-dyson-v10-stofzuiger-cadeau
[9] Welcom – “KPN Snelpakker: Internet & TV with free Dyson V10.” Retailer page that repeats the Snelpakker structure: twelve months at 35 euros per month or a free Dyson V10 Absolute worth 499 euros for new KPN Internet & TV customers. https://www.welcombij.nl/acties/kpn-snelpakker-internet-tv-met-gratis-dyson-v10
[10] Xgratis – “KPN Black Friday: get a Dyson V10 Absolute gift.” Short overview of the KPN Black Friday action, repeating the choice between a Dyson V10 Absolute and a twelve-month discount. https://xgratis.nl/kpn-black-friday-krijg-een-dyson-v10-absolute-cadeau
[11] Allesvoorniks – “Free Dyson V10 Absolute with KPN Internet (or 12 months at 35 euros per month).” Consumer article that sets out the same choice and explains the total potential savings on high-speed packages. https://www.allesvoorniks.nl/black-friday-deal-gratis-dyson-v10-absolute-bij-kpn-internet
[12] Telecompaper – “Netherlands sees rise in 100Mbps broadband prices, with growing gap between fibre and DSL.” Research note reporting that a 100 megabits per second fibre subscription costs an average of 51 euros per month and has become more expensive over time. https://www.telecompaper.com/news/netherlands-sees-rise-in-100mbps-broadband-prices-with-growing-gap-between-fibre-and-dsl–1528474
[13] Telecompaper – “DSL 100 Mbps price rises twice as fast as fibre.” Study showing that a 100 megabits per second connection averages 40.92 euros per month on DSL and 45.90 euros on fibre, with different growth rates. https://www.telecompaper.com/news/dsl-100-mbps-price-rises-twice-as-fast-as-fibre–1554733
[14] Telecompaper – “Gigabit broadband price down 6% in 2 years after price cuts at Ziggo, Delta, Odido and Budget.” Report noting that the average price of a one-gigabit-per-second subscription has fallen to about 51.94 euros per month in the Netherlands. https://www.telecompaper.com/news/gigabit-broadband-price-down-6-in-2-years-after-price-cuts-at-ziggo-delta-odido-and-budget–1554024
[15] Government of the Netherlands / Telecompaper – “Comparison of tariffs for ‘bare internet’ in the Netherlands and other countries.” Government-commissioned report comparing consumer broadband tariffs in the Netherlands with those in other European countries and the United States. https://www.rijksoverheid.nl/documenten/rapporten/2025/09/01/telecompaper-vergelijking-van-tarieven-voor-kaal-internet-in-nederland-en-andere-landen
[16] NL Times – “Dutch internet pricier than other countries: Pricewise.” News article summarising research that finds Dutch home internet subscriptions more expensive than in several other European countries for popular 100 megabits per second speeds. https://nltimes.nl/2024/08/09/dutch-internet-pricier-countries-pricewise
[17] Ofcom – “Signing a broadband or phone contract? Avoid costly mistakes!” Short YouTube video from the United Kingdom communications regulator giving simple advice on what to check before signing a broadband or phone contract. https://www.youtube.com/watch?v=A69RHsXhLgc
Appendix
Appingedam
Appingedam is a small town in the Dutch province of Groningen and serves here as a typical Dutch setting where a household finds a KPN Black Friday Snelpakker letter on the floor in late 2025.
Black Friday
Black Friday is a big shopping day in late November when many shops and service providers launch short-term discounts and special deals, often using strong colours, gifts and time-limited offers to attract attention.
Dyson V10 Absolute
Dyson V10 Absolute is a cordless stick vacuum cleaner with a stated value of 499 euros in the KPN campaign and is offered as a welcome gift to new customers who choose this option with a two-year Internet & TV contract.
Fibre internet
Fibre internet is a type of broadband connection that sends data as light through very thin glass or plastic cables, providing fast and stable speeds that work well for streaming films, playing online games and working from home on several devices at once.
KPN
KPN, officially Koninklijke KPN N.V., is a major Dutch telecommunications and information technology company that provides fixed and mobile internet, television and phone services and is one of the leading builders of fibre-optic networks in the Netherlands.
Perk
Perk is a short word for a small extra benefit or bonus, such as a discount on a monthly bill, extra TV channels or more mobile data that is added on top of the main service without changing the basic contract.
QR code
A QR code is a square pattern of black and white blocks that a smartphone camera can scan to open a website or other online information quickly, which in this case links the printed KPN letter to an online order form for the Snelpakker deal.
Snelpakker
Snelpakker is a Dutch marketing term built from words for “fast” and “to grab” and is used by KPN as the name of a limited-time Black Friday Internet & TV offer that customers are encouraged to take quickly before it ends.
My Diary - Leonardo Cardillo 