Black Friday: Are you selling to today’s consumer or yesterday’s?

Black Friday is just around the corner, and as marketing professionals, we know this date is not just an opportunity to sell but a true test of our strategies. Are we genuinely connecting with today’s consumer, or are we still relying on what worked last year?

When you succeed (or fail) by ignoring the consumer

Black Friday is a slippery slope. On one side, there are brands that have adapted to the times. Take 宜家 , for example. In 2020, they rewrote the rules with their #BuybackFriday campaign, inviting customers to resell their used furniture. The result? They tapped directly into the growing concern for sustainability, earning both sales and positive media attention. A brilliant move that not only worked but also reinforced their brand positioning.

Then there’s the flip side: brands stuck in the past. Victoria’s Secret, for instance, held onto a communication strategy for years that ignored the growing demand for inclusion and diversity. During one of their Black Friday campaigns, their message failed to resonate with a consumer who had already moved on. The outcome? A loss of relevance and sales.

The lesson from these stories is clear: what worked before doesn’t necessarily work now.

Trends shift faster than we think

In 2022, big-ticket items like TVs and appliances dominated Black Friday. But in 2023, priorities shifted: smaller gadgets like headphones and smart devices took the lead in sales. Inflation and a more cautious approach to spending reshaped consumer buying decisions. Brands that recognized this change adjusted their messages and promotions in time, while those that didn’t fell behind.

Black Friday isn’t static, either. Even within the campaign itself, dynamics can change unexpectedly. Early on, consumers often focus on big purchases—laptops, TVs, appliances. But as the event progresses, the spotlight shifts to practical items or gift-ready products like promotional bundles or accessories that complement previous purchases.

This demands an agile strategy. Planning is not enough; you must be ready to pivot and adjust in real-time. Because, in the end, success isn’t just about selling more—it’s about selling smarter, by understanding what the consumer truly needs at every moment.

Real-time Insights: The new marketing standard

Consumers don’t just change—they change fast. Having real-time insights is no longer a competitive edge; it’s a necessity to survive in today’s dynamic landscape. These tools don’t just help us react; they enable us to anticipate, lead change, and connect with consumers before anyone else does.

A standout example of adapting to consumer trends is the Spanish fashion brand Sepiia . During the 2022 Black Friday campaign, Sepiia chose not to join the traditional frenzy of massive discounts. The company argued that such campaigns promote compulsive consumption and go against its values of sustainability and responsible production. Nerea Alonso , Sepiia’s spokesperson, stated, “Black Friday has become meaningless.” This decision resonated strongly with conscious consumers who shared the brand’s values, strengthening its position in the market.

Black Friday, like any major campaign, tests our ability to adapt and respond quickly as marketing professionals. Knowing when to tweak a message, redefine a promotion, or shift the focus of communication channels isn’t just a detail—it’s what separates market leaders from those left behind.

What does this mean for us?

Black Friday is no longer just another campaign—it’s an ongoing test of our ability to understand and respond to the market. The key isn’t in gathering endless data but in having the right insights at the right time. Because when brands truly connect with what matters to consumers, the impact is immediate.

So, if you’re leading a campaign this season, ask yourself: Are you selling to today’s consumer or yesterday’s? In the end, the market rewards brands that look ahead and make decisions with confidence.

Your business deserves a strategy as unique as you are

Looking for a custom market research strategy to boost your business? Let's connect! Schedule a 30-minute consultation, and together we'll create a full plan designed specifically for your goals.

Don’t leave growth to chance—partner with experts who understand your needs.