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-converting pages, underperforming ads.
Great campaigns don’t just happen; they’re written, rewritten, and sharpened over time. Successes should be celebrated, but there’s a chance to learn from every failure, too.
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.
Ready to give your Black Friday campaign some main character energy?
Let’s make it happen. Get in touch today to find out how.
