From Frenzy to Strategy: Turning Black Friday into a Win-Win

Times are tough out there.

Brands need help to boost sales and outshine competitors.

The most common suggestion in my classes and consultancy sessions is to slash prices.

However, this tactic risks creating a "race to the bottom," where only the financially shored-up can survive.

Is Black Friday still effective, or are today’s 24/7 digitally infused consumers too savvy for all the hype?

While genuine deals exist, shoppers increasingly recognise tactics to exploit the frenzy.

Inflated Prices and "Fake" Discounts

Some brands raise prices weeks before Black Friday, then "slash" them back down to create the illusion of savings.

Savvy shoppers use price-tracking tools like CamelCamelCamel, Honey, and Keepa to check historical prices and ensure real bargains.

Scarcity Tactics Fueling FOMO

Limited-time offers, countdown timers, and claims of low stock aim to trigger fear of missing out. For many, though, such ploys now feel as dated as a middle-aged man in leather gloves, steering a Jag, and doused in Old Spice.

Consumers increasingly delay purchases, taking advantage of Cyber Monday or extended sales instead.

From Black to Fake Fridays

Retailers have turned Black Friday into a weeks-long event with "Black November" promotions. This reflects how consumers resist traditional sales tactics, forcing brands to rethink their strategies.

Quality vs Quantity

Deep discounts often target lower-quality goods, while prices on desirable items quietly rise. As sustainability and ethics become more important, shoppers increasingly prioritise quality and values over sheer volume.

The Psychology of Exploitation

Beyond pricing, some brands exploit emotional biases. Deals like "doorbusters," "exclusive access," and "gifts with purchase" bypass rational decision-making, leading to impulse buys and overspending.

However, consumers are becoming savvier, using budgeting apps and resources to spot and resist emotional triggers.

How Consumers Shop Smarter

1. Research is key Use price comparison sites and track prices over time to confirm bargains.
2. Shop with intention Make a list and stick to it to avoid impulse buying.
3. Prioritise quality Read reviews and check specifications carefully.
4. Resist urgency Beware of scarcity tactics. If you leave items in your basket for a week or more, do you still need them?
5. Support ethical brands Choose quality over quantity and support local businesses or brands with sustainable practices.

How Brands Win Trust and Sales

To succeed on Black Friday and beyond, focus on strategies that foster trust.

1. Build Trust Through Transparency

• Honest Pricing Avoid inflating prices before offering discounts. Be transparent about the value you provide—it’s not just about low prices.
• Clear Communication Provide detailed product information, including sourcing and manufacturing processes.

Example: A clothing brand sharing behind-the-scenes videos of its sustainable production process could justify pricing and build trust.

2. Leverage Social Proof

• Customer Reviews and Testimonials Highlight genuine feedback to build credibility.
• User-Generated Content Encourage customers to share their experiences online.

Example: A tech company could showcase user reviews or unboxing videos to demonstrate product satisfaction.

3. Create Scarcity

• Limited Editions Offer exclusive products in limited runs.
• Pre-Order Opportunities Give loyal customers early access to new products.

Example: A sneaker brand could release 500 pairs of a limited-edition design to build excitement.

4. Personalise the Experience

• Customised Recommendations Use data and AI to suggest products tailored to customers’ needs.
• Loyalty Programs Reward repeat customers with exclusive offers.

Example: An online bookstore could recommend titles based on past purchases.

5. Highlight Value Over Price

• Quality Assurance Emphasise durability and long-term value.
• Educational Content Share resources that enhance the product experience.

Example: A kitchen appliance brand offering free online cooking classes could enhance perceived value.

6. Engage in Cause Marketing

• Social Responsibility Align your brand with causes your audience supports.
• Charitable Contributions Donate a percentage of sales to charity.

Example: A cosmetics company pledging part of its Black Friday revenue to environmental causes could attract eco-conscious shoppers.

7. Enhance Customer Experience

• Exceptional Service Offer fast shipping, easy returns, and responsive support.
• Interactive Marketing Use AR/VR to let customers visualise products before buying.

Example: A furniture retailer could allow customers to use augmented reality to see how items look in their homes.

8. Tell a Story

• Brand Narrative Share your journey to create an emotional connection.
• Product Journeys Highlight how your products are crafted.

Example: A watchmaker sharing its craftsmanship story could appeal to customers' appreciation for tradition.

Many old school retailers still cling to the outdated idea that "pile 'em high and sell 'em cheap" can fool consumers into buying any old tat.

On Black Friday, this approach no longer works. Consumers are more savvy and discerning. Successful strategies call for a deeper understanding of consumer behaviour.

Focusing on transparency, quality, and ethical practices can help turn Black Friday from a frenzied rush into an opportunity for brands and customers.

By offering genuine value based on real insights, brands strengthen trust and relationships, while consumers maximise their spending power.

... which means Black Friday can still be a win-win for everyone - and not just for one day of the year.

If you are interested in marketing consultancy for your team or would like me to talk at your next Keynote, please get in touch - Proceeds from any Keynote fee will go to a charity of your choice.