Their brand values simply aren’t aligned
Posted: Mon Feb 17, 2025 8:59 am
1. They can’t compete with big-box retail brands
Retail giants have the purchasing power to bulk buy loss-leaders and attract Black Friday shoppers by the masses. Smaller retail brands don’t have the deep pockets to compete, so many find that running Black Friday sales just cuts into margins.
2. Their audience is made up of conscious consumers
The kinds of people who shop at smaller retailers are both more loyal and more conscious consumers than those that flock to the likes of Amazon. They’re more suspicious of broad-stroke sales and promotions such as Black Friday, and could be turned off or confused by hyperconsumerist marketing.
3.
Running Black Friday sales just feel antithetical to their brand. Brands with strong social or environmental purpose and values don’t feel comfortable participating in a sales day that promotes unnecessary consumption and waste.
We’ve worked with an increasingly large number of brands who don’t want to participate in Black Friday. But you can take an anti-Black Friday position, or subvert the normal marketing messages, and still leverage the hype.
Our advice? Use that position to your advantage. Take the hype of Black Friday, participate in trending conversations, and build your brand and marketing strategy around it.
Take a position on Black Friday
You know your customer best. So take the time to think about what approach works best. By choosing the position that’s right for your brand, you’ll engage your customer base and build brand equity.
Remember: Whichever position you take, you can leverage the hype around the sales overseas chinese in worldwide dataseason. Even if you’re taking an avoidant or subversive position, you can leverage Black Friday keywords and trending social hashtags to get your message out to a wider audience.
Avoid it: If your target market is predominantly comprised of conscious consumers, are traditional Black Friday campaigns the right fit? Some brands opt out of Black Friday altogether. Some businesses even close their stores, asking their customers to just go outside and enjoy the day rather than spending their time chasing the sales.
Subvert it: Do Black Friday, but with a self-aware twist. Or leverage the hype around Black Friday to promote your purpose—for example, brands running Blue Friday campaigns to raise money for ocean clean up projects.
Lean into it: If Black Friday works for you, then that’s okay too. You can still go all in for Black Friday, and use creative, unique campaigns to stand out from all the noise.
Once you’re steadfast in your position, be consistent. Otherwise, the campaign will feel inauthentic and confused. Craft all your hooks around your core campaign message. You can use these across your social posts, email subject lines and ads.
All your Black Friday marketing. In one place.
Manage all your Black Friday and Cyber Monday campaigns in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact of your marketing on sales.
Retail giants have the purchasing power to bulk buy loss-leaders and attract Black Friday shoppers by the masses. Smaller retail brands don’t have the deep pockets to compete, so many find that running Black Friday sales just cuts into margins.
2. Their audience is made up of conscious consumers
The kinds of people who shop at smaller retailers are both more loyal and more conscious consumers than those that flock to the likes of Amazon. They’re more suspicious of broad-stroke sales and promotions such as Black Friday, and could be turned off or confused by hyperconsumerist marketing.
3.
Running Black Friday sales just feel antithetical to their brand. Brands with strong social or environmental purpose and values don’t feel comfortable participating in a sales day that promotes unnecessary consumption and waste.
We’ve worked with an increasingly large number of brands who don’t want to participate in Black Friday. But you can take an anti-Black Friday position, or subvert the normal marketing messages, and still leverage the hype.
Our advice? Use that position to your advantage. Take the hype of Black Friday, participate in trending conversations, and build your brand and marketing strategy around it.
Take a position on Black Friday
You know your customer best. So take the time to think about what approach works best. By choosing the position that’s right for your brand, you’ll engage your customer base and build brand equity.
Remember: Whichever position you take, you can leverage the hype around the sales overseas chinese in worldwide dataseason. Even if you’re taking an avoidant or subversive position, you can leverage Black Friday keywords and trending social hashtags to get your message out to a wider audience.
Avoid it: If your target market is predominantly comprised of conscious consumers, are traditional Black Friday campaigns the right fit? Some brands opt out of Black Friday altogether. Some businesses even close their stores, asking their customers to just go outside and enjoy the day rather than spending their time chasing the sales.
Subvert it: Do Black Friday, but with a self-aware twist. Or leverage the hype around Black Friday to promote your purpose—for example, brands running Blue Friday campaigns to raise money for ocean clean up projects.
Lean into it: If Black Friday works for you, then that’s okay too. You can still go all in for Black Friday, and use creative, unique campaigns to stand out from all the noise.
Once you’re steadfast in your position, be consistent. Otherwise, the campaign will feel inauthentic and confused. Craft all your hooks around your core campaign message. You can use these across your social posts, email subject lines and ads.
All your Black Friday marketing. In one place.
Manage all your Black Friday and Cyber Monday campaigns in Marsello. Schedule social posts, emails, SMS campaigns and more. Then track the impact of your marketing on sales.