USD 75 billion. That’s how much U.S. retail sales are expected to reach in what many are claiming to be record-breaking Black Friday results in 2024.
Now, if you’re a retailer, you know everything there is to know about this all-important (and biggest) shopping day of the year because it’s more than just a regular day of shopping; it’s become one of the biggest attractions for consumers who’re looking for their favorite products at rock-bottom prices.
It’s a day when people around the country queue online (and offline) at the crack of dawn to get in line for their share of some incredible deals. Whether it’s a consumer or a retailer, you’ll be hard-pressed to find anyone who doesn’t take part in what has become a cultural phenomenon that doesn’t look like it’s slowing down anytime soon.
Often considered the official start of the holiday shopping season, it’s a great opportunity for both online and physical retailers. But posting about your Black Friday sales on your social media pages that you barely use isn’t going to cut it. Not with practically every retailer vying for their share of this multi-billion dollar spending spree.
This is where a great strategy can make or break your Black Friday sales. Campaigns from big brands in different industries have shown what a carefully crafted Black Friday strategy can do to help skyrocket sales figures during the BF weekend right through to Cyber Monday.
But, where did it all start? Was Black Friday always about big sales? Is there more to how this annual tradition started? Let’s take a quick look before we go into the strategies of big brands that have delivered impressive Black Friday results.
The start of the retail bonanza—Black Friday
There are many stories surrounding Black Friday and its inception. From the earliest recorded use of the term “Black Friday” being applied to a financial crisis instead of post-Thanksgiving holiday shopping to retailers making a profit on the day after Thanksgiving because shoppers would spend a lot of money on discounted merchandise and even more disturbing myths that have surfaced in recent years about Southern plantation owners and enslaved workers, there are many stories about when, where, and the circumstances under which Black Friday came into fruition.
The real story, according to those who have studied the history of this annual tradition, dates back to the 1950s in the city of Philadelphia. The police used the term “Black Friday” due to the hordes of suburban shoppers who entered the city to catch the Army-Navy football game that fell on that Saturday.
Shoplifters would take advantage of the crowds and take off with merchandise which only added more pressure to law enforcement who were already trying to control the crowds on the streets of Philly. By 1961, the term had caught on but merchants wanted to change it to “Big Friday” to remove any negative associations with the term. But by the 1980s retailers were able to reinvent the term and have the term reflect on something positive which eventually led to America’s stores finally turning a profit.
But what about Black Friday as it stands today?
While the true beginning of Black Friday is something many are still trying to nail down, today Black Friday is all about sales! With the emergence of technology and new ways for retailers and consumers to connect (like social media, emails, ads, text messages, etc.), Black Friday has become something that has extended its reach beyond geographic boundaries with many countries around the world taking part in this shopping extravaganza.
So to truly have your Black Friday sales stand out from virtually every other retailer in the country (or the world if you’re aiming for global Black Friday domination!), you’ll need a solid strategy. And no, we’re not talking about posting some nice graphics a few days before the Black Friday sale on your Facebook page—take it from a digital marketing agency that has helped its clients during this shopping holiday—you need to do more! And with Black Friday inching closer, it’s time to get started.
So let’s take a look at some proven strategies that have helped some familiar brands find Black Friday success on different platforms for a more holistic and well-rounded Black Friday digital marketing campaign.
Black Friday results and how big brands are making bank!
It’s clear that Black Friday isn’t just a shopping holiday in the United States because today it has a more global presence with at least 129 countries observing Black Friday in their own special way. So what do these Black Friday sales look like and what can smaller brands learn from the campaigns these retail giants are running? Let’s explore.
Puma India and its influencer lookalikes
In 2022, Puma India took a novel approach to Black Friday. Take a look at the picture below to see what we’re talking about.
Look familiar? If you’re into cricket—or not—Virat Kohli is a pretty famous sports personality and Puma India used a lookalike to pose in front of fake pop-up stores with altered branding in key locations. They even made their website look like it had fallen victim to hackers—now that’s commitment!
While the whole exercise seemed a bit strange and sparked a lot of curiosity, even from the real Virat Kohli himself—Puma India had one message in mind: while everything can be imitated, Puma’s Black Friday deals are 100% authentic.
The campaign was said to be a complete masterpiece, especially since it caught the attention of the customers and addressed any concerns they may have had during the Black Friday shopping season.
Casper asks you to sleep in during Black Friday (yep, you read that right!)
Who amongst us hasn’t set multiple alarms to wake up in the morning? Even abusing that snooze button all for a few more seconds of blissful sleep. Casper, which is an American sleep product company, tapped into what they know best and used a very relatable habit as their focus for the Black Friday email campaign.
They connected with their customers using a very common morning struggle in a humorous way to connect with customers. They didn’t forget to add in their Black Friday deals which turned out to be pretty engaging and effective. Check it out for yourself.
Barnes & Noble—signed copies, anyone?
When it comes to Black Friday results, it’s about the sales. But turns out Barnes & Noble didn’t offer any splashy discounts or offers for their 2016 BF campaign. The United State’s largest bookseller didn’t focus on discounts and instead invited some notable authors like Reese Witherspoon, Rupi Kaur, and Lee Child to sign thousands of copies of their most popular books that would be available to purchase exclusively for B&N customers.
Now you may think, “Who wants to buy anything at full price on Black Friday?” Well, as it turns out—many, if it’s the right product. The campaign ended up being one of B&N’s most successful holiday seasons with more than 650,000 signed copies sold—Ka-ching!
Need some help pumping up your Black Friday results?
Whether you’re running a mom-and-pop shop in your local county or a large retail chain in the city, Black Friday is for everyone. Now, you may find that getting your BF sales off the ground can be a bit tough, especially if you don’t have the resources to get it done.
But with consumers stepping out of their homes (or surfing your websites), this shopping holiday is something that you simply cannot afford to miss. With Black Friday creeping closer, it’s time to start thinking about your strategy to get consumers through your doors and queuing at your checkout. But if it’s something that you’re still unsure of executing or just don’t know where to start, there are plenty of ways to get help with your Black Friday marketing strategy.
Consumers don’t want to miss out on all the deals coming their way and retailers shouldn’t miss out on promoting their deals either—because once this weekend is gone, it’s Black to reality!
FAQs
When should I start my digital marketing campaign for Black Friday?
It’s best to start your campaign at least 2-3 weeks before Black Friday. This allows you to build anticipation, engage potential customers with early offers, and ensure that your brand stays top-of-mind when the sale day arrives.
Which digital marketing channels work best for great Black Friday results?
Social media, email marketing, and Google Ads are some of the most effective channels for promoting Black Friday deals. Social media can engage your audience with visuals and ads, while email marketing allows you to send personalized offers directly to subscribers.
How can I track the success of my Black Friday digital marketing campaign?
You can track success using tools like Google Analytics to monitor website traffic, conversion rates, and sales data. Social media and email platforms also provide insights into engagement metrics like clicks, open rates, and interactions, helping you assess campaign performance.