How to Make Black Friday Work for Your Brand: A Guide for Marketers Seeking Impact and Trust

Black Friday: Tried and  Tested Strategies to Stand Out This Season

Black Friday has become a central feature of the holiday shopping season, with retailers leveraging it as a peak sales opportunity since the term was first coined in the 1800s. While originally a reference to market crashes, Black Friday today signifies one of the most anticipated shopping events of the year. Surprisingly, it has only gained momentum in the UK since 2010, thanks to retailers like Amazon and Asda, and today, it’s a staple in nearly every retail calendar.

At Evolare Digital, we understand that while Black Friday offers unique opportunities, it’s not without its challenges. In a highly competitive, saturated marketplace, brands must consider more than just slashing prices—they need a strategic approach that builds consumer trust, demonstrates real value, and ensures sustainable growth into the Christmas season. Here’s our take on maximising Black Friday’s potential and setting up your brand for a strong end to 2024.

Is Black Friday Worth the Hype?

According to Mintel, 53% of UK consumers participated in Black Friday in 2023, driven by financial pressures and the opportunity for savings on planned purchases. This year, engagement is expected to rise even further. However, with rising consumer distrust in Black Friday offers—especially among younger shoppers who report avoiding retailers they view as untrustworthy—it’s more crucial than ever for brands to focus on authenticity and transparency in their promotions.

In fact, research from Which? revealed that 98% of Black Friday deals were found to be the same price, or cheaper, at other times of the year. To foster long-term loyalty, brands need to deliver genuine value rather than just chasing short-term gains.

How to Get the Most Out of Black Friday

To make Black Friday a true success for your brand, consider these essential strategies:

1. Tease Early and Build Anticipation

• Generate Early Interest: Start advertising in the weeks leading up to Black Friday with teaser campaigns. Social media ads are ideal for sparking interest and creating anticipation among your target market.
• Create Exclusive Offers: For luxury brands or brands who have taken a stance against discounting, consider offering exclusive perks, such as VIP access or free gifts, instead of traditional discounts. This protects your brand’s value while still participating in the season’s excitement.

2. Segment Offers for Maximum Impact

• Targeted Discounts: It’s often more effective to offer discounts on specific products or categories rather than blanket discounts. Segmenting your offers can drive higher conversions and appeal to customers looking for something specific.
• Increase AOV with Upsells: Use dynamic upsell features on your eCommerce platform to boost average order value, offering add-ons and product recommendations during checkout.

3. Build a List of Interested Shoppers

• Email and SMS Lists: Use the run-up to Black Friday to collect data from interested shoppers. Offering early access to deals for subscribers not only enhances conversion rates but allows you to create look-alike audiences to reach new customers with similar profiles.
• Gauge Deal Attractiveness: A low sign-up rate can signal that your offers might need adjusting before the big day, allowing you to tweak your strategy for maximum impact.

4. Diversify Your Approach with SMS

• With inboxes flooded during Black Friday, SMS marketing often achieves higher response rates than email. Building an SMS list ensures your offers are seen and actioned by consumers looking to buy, even amid heavy competition.

5. Measure Black Friday’s Full Impact

• Don’t just focus on Black Friday itself—evaluate the entire Christmas shopping period. If Black Friday discounts are likely to cannibalise full-price sales for December, consider adjusting your strategy to safeguard longer-term revenue goals.

Looking to Next Year

If your Black Friday 2024 campaign doesn’t yield the expected results, it’s worth assessing and refining your approach for 2025. At Evolare Digital, we specialise in helping brands thrive in competitive landscapes through data-driven, consumer-focused strategies. From impactful full-funnel campaigns to transparent, trust-building tactics, we ensure brands don’t just survive but excel during peak sales periods.

If you’re looking to get more from Black Friday and other key retail events, consider Evolare Digital as your marketing partner. 

Let’s create campaigns that not only generate revenue but also build long-term brand loyalty. Get in touch to explore how we can make the most of every season together!

Ready to elevate your seasonal marketing strategy? Evolare Digital is here to help.

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