Black Friday: Surviving the Retail Apocalypse with the Best Campaigns (And a Few Snarky Tips)

Alright, folks, here we are. The holiest of retail holidays, where consumerism reigns supreme, and your inbox will explode faster than a TV ad during the Super Bowl. If you're in charge of marketing, congratulations—you’re about to ride the wave of chaos, clickbait, and borderline existential dread.

Here’s the game plan: Let’s break down the top 3 Black Friday campaigns of all time and borrow some of their magic. Plus, some no-nonsense tips for this year's campaign that'll make you look like a genius in the middle of the mayhem.

1. Apple’s “one-day shopping event”

Apple’s Black Friday promotion is a masterclass in understated simplicity. Instead of slashing prices, Apple typically offers gift cards with the purchase of select products during its "One-Day Shopping Event."

This strategy lets Apple maintain its premium image while still giving customers an incentive to buy. It’s a brilliant way to add value without devaluing the product itself.

### Key takeaway:

Apple proves that you don’t need to engage in deep discounts to join the Black Friday frenzy. By offering something extra—like a gift card or a freebie—you can create a sense of value without compromising your brand’s perceived worth. Sometimes, less is more.

2. Cards Against Humanity’s “99% off sale”

Cards Against Humanity is all about irreverence and pushing boundaries—and their Black Friday campaign in 2019 was no exception. They offered a 99% off sale, but with a hilarious twist: the deals were absurdly bizarre. Shoppers could buy a used Ford Fiesta for $97.50, a diamond ring for $32.50, or even a life-size Orlando Bloom cut-out for just $0.75.

The campaign wasn’t about traditional discounts—it was pure, unfiltered humor, which fit perfectly with the brand’s bold, offbeat persona.

Key takeaway:

Understand your brand's voice and own it. When your campaign reflects your unique personality, it’ll resonate more deeply with your audience. Humor, absurdity, or quirkiness—whatever fits your brand—can be the key to standing out.

3. Ikea’s “Buy Back Friday”

Ikea, the world’s largest furniture retailer, is known for its affordable flat-pack designs. But in 2020, they completely flipped the Black Friday script with their “Buy Back Friday” campaign. Instead of pushing customers to buy more, Ikea offered to buy back used Ikea furniture for up to 50% of the original price.

This bold move not only encouraged decluttering but also highlighted Ikea’s commitment to sustainability, making it a win for eco-conscious shoppers.

Key takeaway:

Think beyond just sales. Ikea’s campaign tapped into the growing demand for sustainability, showing that Black Friday can be about reducing waste rather than just buying new products. It’s a great reminder that aligning with your customers' values can make your campaign stand out.

Tips for Black Friday 2024

Now that we’ve dissected these masterpieces of marketing, let’s get down to some practical tips for your 2024 campaign:

?1. Start Early??

???- Tease Offers 1-2 Weeks Ahead: It’s like the calm before the storm. Send emails, post teasers, make them feel like they’re missing out—because, honestly, they are.

???- Prepare Landing Pages in Advance: Build BFCM-specific pages. You’ll need them to catch the flood of traffic... or drown in it. Either way, plan ahead.

?2. Create Urgency & Scarcity??

???- Flash Sales: Nothing says "buy now or die trying" like a 24-hour flash sale. Slap on a big ol’ Limited Time Only sign and hope the panic sets in.

???- Stock Scarcity: Show them the countdown. "Only 3 left!" If that doesn’t push them to the edge of their wallets, nothing will.

?3. Optimize Mobile Experience??

???- Fast Mobile Load Time: Make sure your site loads faster than a last-minute impulse buy. If it doesn’t, people will bounce faster than a bad date.

???- Simple Checkout: One-click checkout is basically magic at this point. No one has time to figure out their password at 2 a.m.

?4. Segment Your Email List??

???- Personalized Offers: Treat your email list like a group of individuals, not a herd of cattle. Target those who’ve actually shown some interest in your stuff.??

???- VIP Early Access: Give loyal customers a little head start. Maybe they’ll forgive you for your "we'll get back to you in 5 business days" customer service.

?5. Use Countdown Timers??

???- Create a Sense of Urgency: It's a race to the finish line, so make sure they know it. Put a countdown timer on everything. Nothing says "you’ll regret this later" like a ticking clock.

?6. Offer Free Shipping??

???- Free Shipping on All Orders or Minimum Spend: People will literally throw money at you if you promise free shipping. Well, not literally. But you get the point.

?7. Leverage Social Proof??

???- Show Reviews & Ratings: People trust strangers more than themselves. Show them what others think of your products. You know, like a modern-day seance for consumerism.

???- UGC (User-Generated Content): Get your customers to do your marketing for you. It’s free labor and a win-win!

?8. Retarget Cart Abandoners??

???- Automated Retargeting Ads: Remind them of that abandoned cart. Flash their semi-embarrassing lack of commitment right in their faces. Maybe now they’ll pull the trigger.?

?9. Bundle Products??

???- Bundle Discounts: Offer two things for the price of one (or, like, a 50% discount on the second item). People love a good deal, even if it’s just a really good deal on stuff they didn’t need.

?10. Use Paid Ads Smartly??

???- Targeted Facebook & Google Ads: Don’t throw darts in the dark. Put those ads where the people are already lurking. They’re just waiting for that sweet “50% off, today only” tag.

???- Retarget Website Visitors: Remind those who’ve visited but didn’t bite. Bring them back, because nothing says “you missed out” like an ad haunting them across the web.

?11. Highlight Bestsellers & Popular Products??

???- Promote Top-Sellers: Let’s be real—people want what everyone else is buying. Highlight the hot items so they feel like part of the herd.

???- “Shop the Bestseller” Sections: Guide them to what’s trending (because "trending" = "buy now or you’ll regret it").

?12. Post-Purchase Engagement??

???- Follow-Up Emails: After they’ve made the purchase, send them a nice little “thank you.” Then immediately start recommending more stuff they can buy. The fun never ends.

???- Loyalty Discounts: Reward them for surviving the BFCM chaos with future discounts. They'll probably be back for more because, you know, who can resist?