Black Friday has become a race for consumer attention, almost like a sports competition where brands compete in a single «event»—discounts and sales. The standard Black Friday advertising style, filled with bold red and black, big numbers, and aggressive phrases like «50% off» or «only today,» seems to dictate the «rules» of this game. But who created these rules, and why do so many brands follow them so closely? And what happens if you choose not to play along?
When Did Black Friday Become a Frenzy?
The history of Black Friday dates back to the 1960s in Philadelphia, where police first used the term to describe the chaotic crowds filling the streets after Thanksgiving. Retailers later rebranded the day, turning it into a symbol of profitability. Over the following decades, it evolved into a significant marketing event. Leading players, like big department stores, began actively promoting discounts to attract customers, and other brands adopted this strategy, creating a system of discounts and sales that almost every business follows today.
Why Black Friday So Matters for Brands
Black Friday is a chance to attract customers, increase sales, and build loyalty. Here, we write the reasons why most brands decide to play by these rules:
- Maximizing Sales in Minimum Time: Discounts encourage customers to make fast purchases, especially before the high demand for holidays. Black Friday helps brands clear out inventory while boosting revenue. Also, a good point is that you can predict your income.
- Mass Visibility: Brands get the chance to showcase themselves to a wide audience, attracting new buyers and potential clients. Black Friday is also an opportunity to stand out among competitors, as attractive offers bring in customers who may not usually pay attention to sales.
- Playing for Customer Loyalty: If a brand succeeds on Black Friday, it may keep new customers for the long term. Black Friday can be when shoppers discover a brand, and a good experience can encourage them to return.
What Happens if You Don’t Follow Black Friday’s Rules?
Can you win this race without playing by the traditional rules? Some brands believe you can, and here’s what they gain by playing on their «own field»:
- Preserving Brand Value: For premium brands, discounts can decrease perceived quality. Rather than competing on Black Friday, where everyone fights for attention with price cuts, these companies can highlight product value and quality.
- Highlighting Core Values: Brands that prioritize ideas over discounts can use Black Friday to emphasize their values. A bright example is REI with its “#OptOutside” campaign, where it closes its doors on Black Friday and encourages people to spend time outside instead of shopping. This approach strengthens brand loyalty without relying on sales and highlights REI’s commitment to an active lifestyle. In my opinion, it is a fascinating case.
- Reducing Operational Strain: Black Friday brings a surge in demand that strains inventory and customer service. Choosing a more controlled campaign allows brands to operate more sustainably and avoid customer dissatisfaction due to delivery delays or stock shortages. Of course, you can manage this point, but also it can be a choice to avoid situations like that.
- Maintaining Profit Margins: Small brands often struggle to lower prices for Black Friday, as this cuts into profit margins. Instead, they may focus on product value by offering limited-edition items or personalized services, which attract customers more than discounts alone.
Deciding Whether to Play by Black Friday’s Rules
Black Friday can be a powerful tool, but it’s not the only path to holiday sales success. Every brand has a choice: join the competition by attracting customers with discounts or create a unique campaign that reflects the brand’s values and emphasizes its individuality.
This article was written by Alina Palii, a marketing specialist and founder of ALPA Marketing, a digital marketing agency. Alina has years of experience building impactful, customer-centered campaigns that help brands stand out. Her expertise spans content marketing, brand strategy, and data-driven insights, enabling her clients to make meaningful connections with their audiences. Through ALPA Marketing, she has helped businesses develop effective marketing strategies that align with both current trends and long-term goals.
