What’s your Black Friday marketing strategy looking like this year?
It can be tempting to stick with the tried and tested ‘20% off discount code’. But the brands that really make the most of the seasonal sales are those that go a little further.
Think of it like a movie. Last year’s Black Friday bonanza was a box office hit, so it’s tempting to just copy and paste the script, and hope for another blockbuster. But audiences are smarter than that. They want something fresh. Something memorable. Especially when every other brand is already pumping out the same predictable sequel.
In 2024, global Black Friday spending hit $74.4 billion; but only a fraction of those transactions were truly won on price alone. The brands that break through this year won’t be the ones with the biggest discount. They’ll be the ones that deliver the best experience.
It’s time to flip the script.
ACT I: Provide a great customer experience
If everyone’s shouting, no one’s being heard.
For years, Black Friday strategy has meant one thing: discount deeper, shout louder, hope it lands. But the landscape has shifted. Shoppers are more selective, less impulsive, and far more likely to buy from brands they trust.
That means that the overall shopping experience is more important than ever. In PwC’s 2025 Customer Experience Survey, more than half of consumers say they stopped using or buying from a brand because they had a bad experience.
Simply put: price grabs attention, but experience earns loyalty.
That doesn’t mean you shouldn’t discount. But it does mean your offer isn’t the whole story, but rather the opening line.
Here’s what that looks like in practice:
- Lead with clarity, not clutter: One strong offer beats five mediocre ones.
- Tell a story: Your campaign should reflect what’s unique about your brand, not just try to copy every other sale.
- Prime early: The earlier you build trust and familiarity, the easier it is to convert when the frenzy hits.
ACT II: Give your campaign character
Black Friday is no longer just a flash sale; it’s a brand moment. A chance to step out of the crowd and show people why you’re different.
If you really lean into a unique angle with your Black Friday marketing, you stand a better chance of being a brand that sticks in your customers’ minds.
Personalised offers, not blanket discounts
One of the strongest ways to build that character is through personalisation.
Personalisation isn’t just a name in an email subject line. It’s about shaping your campaign around what your audience cares about, not just what you’re trying to sell.
Ways to bring personalisation into your Black Friday marketing strategy include:
- Tailored landing pages based on browsing or purchase history.
- Curated product bundles that match a customer’s specific interests.
- Early access or VIP perks for loyal buyers.
- Dynamic creative that shifts depending on audience segment.
When a customer feels like a campaign is built for them, rather than everyone, it stops being background noise. It becomes something they want to engage with.
According to Salesforce, personalised experiences drive 49% higher engagement rates across key shopping events, including Black Friday. Personalisation doesn’t just convert leads; it builds trust.
And when customers trust you, they advocate for you. That means glowing reviews, organic buzz, and long-term loyalty.
Storytelling-led campaigns that actually land
A discount says, “buy this.”
A campaign with character says, “this is why it matters.”
When everyone else is fighting for a click, storytelling gives your brand a human heartbeat.
- Use your tone of voice consistently across ads, emails, and landing pages.
- Anchor your offer in something bigger; a product story, a problem you’re solving, a shared moment.
- Keep content clean, cohesive and unmistakably yours.
Make your marketing like a film trailer: a sharp burst of story that sets the tone and makes the casual browser think, “This is something I’ve got to see”!
Roll out the red carpet for your loyal customers
Black Friday isn’t just for attracting new audiences; it’s a perfect moment to reward the ones who already believe in you. When you give your most engaged customers exclusive access and early perks, you’re not just offering a discount, you’re building on existing loyalty.
You could try offering:
- Early access for your most loyal customers, (a VIP screening before opening night).
- Layered perks like free shipping, loyalty rewards, or exclusive bundles.
- Member-only moments that feel personal, not automated. From hidden landing pages to early product reveals; moments that make loyal customers feel like they’ve stepped behind the velvet rope.
McKinsey states that members of paid loyalty programs are about 60% more likely to spend more money with a brand after signing up. Black Friday, a time when customers are actively looking for places to spend their hard-earned cash, is the perfect opportunity to capitalise on this.
UX: the quiet hero of conversion
You can have a killer offer and a flawless campaign, but if your site crashes when the clicks start rolling in, it’s game over.
Strong user experience (UX) is what turns attention into action. It removes friction, keeps people moving, and makes buying feel effortless.
Focus on:
- Lightning-fast page load speeds, (especially on mobile).
- Minimal distractions and a single, strong CTA.
- Checkout flows designed for frictionless conversion.
According to the Baymard Institute, 70.19% of all e-commerce shopping carts are abandoned, with checkout and usability issues playing a major role. That means a clunky checkout isn’t just inconvenient; it’s revenue left on the table.
ACT III: Create a Black Friday strategy that lasts beyond the sale
Even after the end credits roll on your Black Friday event, the story continues.
A lot of brands treat Black Friday like a one-day blockbuster: big opening weekend, then straight to streaming. They hit their targets, pack up their campaigns, and disappear from the cinema until next year.
The best brands don’t stop when the sale ends. While everyone else switches off, they stay visible, building trust and momentum.
If Act II was about standing out in the chaos, Act III is about staying unforgettable. This is where loyalty is built and momentum compounds.
Post-purchase is the beginning of the story
Black Friday might get you a sale. But what happens after checkout is what earns you a customer. A warm, well-timed thank you can be more powerful than the discount that got them through the door.
- Send genuine, human thank-you emails.
- Personalise post-purchase flows by product or buyer type.
- Follow up with useful, relevant content: not just “Buy again.”
Turn one-time buyers into loyal advocates
Anyone can close a deal during Black Friday. But nurturing a relationship after it? That’s where the real return on investment lives: according to BIA/Kelsey, repeat customers spend around 67% more than new ones.
You can nurture a post purchase relationship by:
- Rewarding loyalty with intent: early access to new launches, exclusive bundles, and VIP previews that make customers feel like insiders.
- Creating moments, not just offers: personal touches, e.g. handwritten notes, tailored recommendations, early-bird invites, build lasting connection.
- Keeping your voice consistent: don’t let your story end at checkout. Let your tone, values, and narrative carry through post-purchase touchpoints.
Think of your Black Friday even as less like a standalone superhero film, and more like the first film in a sprawling cinematic universe
Use your data
Every campaign tells you something, if you’re listening.
Your Black Friday marketing campaigns will have provided you tonnes of data to analyse; click-through rates, open rates, scroll depth, the lost goes on.
You can use this data to figure out what worked about your campaign, and what could use some improvement. You’ll then be able to tweak future campaigns for maximum success.
- Analyse what worked: best-performing channels, offers, timings, and segments.
- Identify the weak links: abandoned carts, low-performing segments, or timing issues.
You can use these insights to shape your festive strategy, and even start to sharpen next year’s playbook.
The final scene: setting up the sequel
The lights come up. The seats empty. But your story? It’s still playing in their heads.
Black Friday isn’t about one day: it’s won or lost in what happens after. The brands people remember are the ones that build a franchise, not just a moment. While everyone else rolls the credits and moves on, you’re already setting the stage for the sequel.
That’s where connection becomes loyalty. Where a single transaction turns into an ongoing relationship. You don’t have to out-shout the crowd. You just need the right strategy, the right timing, and a campaign that actually means something.
That’s where we come in.
KAYBE helps brands plan smarter, launch stronger, and build campaigns that keep their customers coming back long after the flash sale ends.
Frequently asked questions about Black Friday marketing
What is a Black Friday marketing strategy?
A Black Friday marketing strategy is a coordinated plan for attracting, converting and retaining customers around the seasonal sales period. It can include offers, advertising, email, social media, website content, personalisation and post-purchase activity.
When should you start planning a Black Friday campaign?
Planning should begin early enough to develop the offer, produce creative assets, test the website and build audience interest before competitors fill every available channel. Larger or more complex campaigns may need several months of preparation.
Does every Black Friday campaign need a discount?
No. Brands can use bundles, exclusive products, gifts, loyalty rewards, early access or added-value services instead. The offer needs to feel worthwhile and relevant, but it does not always require the deepest price reduction.
How can a Black Friday campaign stand out?
Use a clear offer, distinctive brand personality and a consistent story across every customer touchpoint. A campaign that feels recognisable and easy to understand is more likely to be remembered than another generic discount message.
Why is customer experience important on Black Friday?
Customers have plenty of alternatives during Black Friday. A confusing offer, slow website or difficult checkout can quickly send them to a competitor. A smooth experience makes it easier for people to understand the value and complete their purchase.
How can storytelling improve Black Friday marketing?
Storytelling gives the campaign context and personality. It can connect the offer to a customer problem, product story, brand value or shared moment rather than relying entirely on urgency and price.
How should businesses personalise Black Friday campaigns?
Personalisation might include relevant product recommendations, audience-specific emails, tailored landing pages or offers based on previous purchases. It should make the experience more useful without becoming intrusive.
Which marketing channels work best for Black Friday?
The right channels depend on the audience and customer journey. Email, paid search, social media, website content and remarketing can all play a role, but they should support one coordinated campaign rather than operate independently.
How can businesses prepare their website for Black Friday?
Test website speed, mobile usability, product availability, checkout, payment options, vouchers, forms and analytics. The website should also be able to handle additional traffic without creating delays or errors.
What should happen after a Black Friday purchase?
Send a clear confirmation and a genuine thank-you message. Follow up with useful product information, relevant recommendations, loyalty benefits or early access to future activity rather than immediately pushing another generic sale.
How can Black Friday customers become repeat customers?
Provide a strong first experience and continue the relationship after checkout. Relevant communication, reliable service, loyalty rewards and useful content can give one-time buyers a reason to return.
What Black Friday metrics should businesses track?
Useful metrics may include:
- Revenue and profit.
- Conversion rate.
- Average order value.
- Customer acquisition cost.
- Email open and click-through rates.
- Advertising return.
- Cart abandonment.
- New and returning customers.
- Refunds.
- Repeat purchases after the campaign.
Choose metrics that reflect the campaign’s commercial objective rather than measuring attention alone.
How do you evaluate a Black Friday campaign?
Compare results with the objectives set before launch. Review which offers, channels, audience segments, messages and landing pages performed best, then identify where customers abandoned or struggled with the journey.
Is Black Friday suitable for every business?
No. A business should take part only when the campaign fits its audience, offer, margins and wider brand strategy. Joining in without a clear commercial reason can create extra costs without producing valuable customers.
How can a business protect its profit margins on Black Friday?
Calculate the full cost of the campaign before choosing the offer. Consider product costs, advertising, fulfilment, returns and discounts. Bundles, added value and targeted promotions may protect margins better than reducing every price.
Should Black Friday be treated as a one-day campaign?
No. The campaign can include early audience-building, previews, the main sales period and post-purchase nurturing. Treating it as a wider customer journey creates more opportunities to build trust and long-term value.
Ready to give your Black Friday campaign some main character energy?
Let’s make it happen. Get in touch today to find out how.
