The Reinvention of Black Friday

It’s that time of year when consumers eagerly await the big day that brings joy—not Christmas Day, but Black Friday.

Black Friday isn’t the chaotic one-day shopping frenzy we remember. But let’s be clear: it’s not dead. Instead, it’s undergone a transformation largely driven by major retailers. They’ve expanded the day (sometimes to a week or more) and adapted to shifting consumer behaviours with smarter marketing strategies. For e-commerce owners, understanding these changes is key to thriving in this evolving landscape.

A Marathon, Not a Sprint

Gone are the days when Black Friday meant a single day of blockbuster deals. It’s now a season that stretches across weeks—even months. The stats tell the story:

• 40% of consumers start shopping before November, with many retailers running early promotions as soon as September.
• CPCs (cost-per-click) are typically 30% lower in September, giving savvy advertisers a chance to lock in conversions before the Black Friday storm.

This extended timeline isn’t just about capturing sales; it’s about spreading the competition, reducing logistical bottlenecks, and avoiding the steep discount wars that define the traditional Black Friday.

Why Consumers Are Changing

E-commerce shoppers are evolving. If you’ve ever used TikTok Shop or Shein’s app, you’ve likely noticed the heavy gamification of the shopping experience. The constant presence of discounts, additional savings, and even game-like features have begun to subtly change consumer buying behaviours. This shift presents challenges for Black Friday, including:

The Biggest Issues

• Scepticism about “deals”: Many consumers now believe Black Friday discounts are overhyped. Platforms like TikTok and Reddit are full of savvy shoppers exposing markdown gimmicks.
• Year-round discounts: With constant flash sales and "buy now, pay later" options available throughout the year, the urgency of Black Friday is diluted.
• Declining search interest: Google Trends data shows a steady drop in Black Friday-related searches over the past three years, partly because of a pandemic-era shift to online shopping that normalised consistent sales events.

These changes mean that e-commerce sites can no longer rely on one weekend of high-volume sales to make their Q4 goals.

The Playbook for Evolving Black Friday Success

So, how do you keep pace with this new era of Black Friday? Here are the strategies reshaping e-commerce success:

1. Start Early (and Smart)

Don’t wait until November to activate campaigns. Traffic spikes may happen around Black Friday, but conversion rates begin climbing as early as September. Shoppers are scouting deals, comparing prices, and waiting for the right moment to buy.

By running campaigns early, you can:

• Capture attention before the market becomes oversaturated.
• Build brand recall for when the peak buying period begins.
• Benefit from lower competition and CPCs in early Q4.

2. Stretch Your Budget Over Time

Rather than blowing your entire budget on a single weekend, allocate it strategically across the weeks leading up to—and following—Black Friday. This approach allows you to:

• Target "early bird" shoppers.
• Maintain visibility during Cyber Week and beyond, as shoppers often return for second rounds of deals.

3. Meet Expectations with Payment Flexibility

Shoppers today expect convenience, including fast delivery and payment options like “buy now, pay later” (BNPL). Klarna and Afterpay report surges in usage during Black Friday promotions, with BNPL driving 35% higher average order values. If you’re not offering these, you could be missing out on higher-spend customers.

4. Prioritise Strategic Segmentation

Not all products are Black Friday-friendly. Focus your promotions on high-margin items or products that align with seasonal demand. This avoids the pitfalls of blanket discounts that eat into profits while ensuring key inventory gets the spotlight.

Final Thoughts

Whether you like it or not – Black Friday is here to stay, but you have to adapt. For businesses, the playbook has to revolve around strategic timing, building customer trust over several months and meeting changing expectations. As the lines between Black Friday, Cyber Monday, and general holiday shopping blur, those who adapt will find success not in a single day but throughout an entire season of opportunity.

References - https://www.bidnamic.com/2024-q4-insights-clothing-accessories-lp

https://www.salesfire.co.uk/articles/black-friday-spending-trends/

https://www.imrg.org/blog/black-friday-2023-the-key-findings/

About Deep Dive Friday

Welcome to Deep Dive Friday, a Friday edition of 3 Minute Thrive where I go beyond the headlines. Each Friday, I take an in-depth look at a pivotal topic in marketing, providing the insights, analysis, and expert perspectives you need to stay ahead. Whether it’s tackling new research, emerging trends, or industry-shaping challenges, Deep Dive Friday gives you the context and actionable takeaways to navigate today’s complex marketing landscape.