Once a doorbusting retail phenomenon, Black Friday has stagnated in recent years. Since the pandemic, Black Friday has diminished significantly, though it looks to be making a comeback in physical stores – according to Mintel, 44% of consumers purchased a Black Friday deal in-store. Nonetheless, it is far removed from the days of crowd-barging, shelf-emptying and website-crashing pandemonium the event once represented. YouGov published a report on the downfall of Black Friday in 2023, finding that only 49% of shoppers were participating in Black Friday, down from 61% in 2022.
The conversation around Black Friday from a consumer standpoint is one of distrust. Online, there’s a running joke that the event is full of “deals” which are simply the same price but advertised as a discount to whip people into a frenzy. This is mirrored by the statistic that 27% of consumers do not believe that the sales offer genuine discounts. This would violate consumer laws across numerous countries, including the US and UK and thus isn’t really true but, whether it’s fair or not, it indicates that Black Friday is suffering from an image problem.
To revive interest, there are a few new strategies certain brands are employing to remix Black Friday and put a new spin on its branding. Still offering the same deals, but they are stretching out the overfamiliar premise to fit their brand, make it theirs and personalise it so it sticks in people’s memories. We think this will be an increasing trend in the coming years as brands look to break away from the worn-out Black Friday concept and stand out. Reinvent your own Black Friday using these three remix strategies that breathe new life into the event.
In the Middle East, Black Friday exists but not with the same name as the rest of the world. White Friday is coined as a nod to Islamic cultures where Friday is considered to be the holiest day of the week. This simple change of name distances it from the original Western version and creates a more relevant connection with local shoppers.
For other brands, rebranding Black Friday can offer a similar opportunity to connect more meaningfully with customers. Let’s take, for example, the UK supermarket chain Sainsbury’s, whose iconic branding is characterised by the colour orange. They could easily rename Black Friday to “Orange Friday,” tying the sale directly to their brand identity. Alternatively, brands could swap the “Black” for a more personal touch. For instance, a fashion store could create a “Boutique Friday,” offering something tailored to their niche.
Just the change of a name can separate your sale from everyone else’s in a crowded marketplace, and leaning into it with theming it around your brand can punctuate this, making it stand out as a unique experience only your brand could offer.
For years, Black Friday was a one-day affair, but retailers soon realised that consumers wanted more. Thus, the event was extended to “Black Weeks” by some stores, allowing shoppers to access deals over a longer period. Now, we’re seeing the rise of “Black November,” where discounts last the entire month.
Christmas is usually John Lewis’ prime time, but the department store ran a Black November sale last year and it didn’t distract from the Black Friday rush – small electrical sales at the store soared by 31% in 2023 on the 24th November 2023.
For brands, extending the sale across the month provides an opportunity to keep customer interest piqued. By offering different deals at various stages, you can stay at the forefront of their minds long after Black Friday itself has passed. The drawn-out sale creates a sense of anticipation and urgency in smaller bursts, ensuring customers are consistently engaged.
Another powerful way to remix Black Friday is by shifting the focus away from pure consumption and instead using it as an opportunity to give back. Many brands are choosing to swap heavy discounts for charitable donations, aligning their sales with causes their customers care about.
This approach taps into a growing trend where consumers, especially younger generations, favour brands that align with their values. According to a 2022 study, 44% of consumers worldwide shop for brands based on how they line with their own values. Similarly, a Deloitte survey found that 55% of customers said they would be more likely to shop at a retailer that supports charitable causes they care about.
For example, Pala Eyewear ran a Black Friday campaign where £10 from every purchase was donated to an organisation “focused on pushing for greater transparency in the fashion supply chain”. By dedicating a portion of sales to a charitable cause – whether fighting climate change or supporting social justice issues – brands can position themselves as more socially conscious, inspiring customers to spend with purpose.
For consumers mindful of the impact of their pounds and pence, participating in a “Give Back Friday” event allows them to feel good about their purchases, knowing they’re contributing to something bigger than themselves. This can foster deeper loyalty and attract those looking for brands that make a difference.
Black Friday may have lost some of its initial sparkle, but brands are finding inventive ways to remix it and create fresh excitement around the event. Whether by rebranding the day, extending the sale, or aligning with charitable causes, these new strategies offer a way to stand out in a sea of sameness.
For more advice on how to make your branding more meaningful, read our guide to personalising the customer experience on your eCommerce website.
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