What I Really Think About Black Friday

Black Friday is one of those American imports that, over the years, has found its way across the globe, from the US to Europe, the UK, and beyond. Originally tied to Thanksgiving in the United States, Black Friday was once a single day of in-store discounts, a post-holiday shopping kickoff. Now, it's a full-on retail season that drives sales targets for businesses worldwide, many of which aren’t even connected to Thanksgiving. Yet, as exciting as the sales season may seem, there’s a lot more behind the scenes, from inflated “discounts” to security risks and the relentless strategies businesses use to keep us spending.

In 2023, the power of Black Friday and Cyber Monday was as strong as ever. In the UK alone, spending hit ￡5.6 billion, though this was lower than expected, reflecting a shift in consumer sentiment due to the cost-of-living crisis (BCG, BCG Global) . This marked a decline from ￡7.1 billion the previous year as UK interest in Black Friday dropped from 61% in 2022 to 44% in 2023. Shoppers were increasingly cautious, with the average spend per person reaching around ￡242, slightly up from ￡228 in 2022. In the US, however, total online Black Friday sales surged, reaching $9.8 billion, largely driven by high holiday-related spending and deeper online engagement (PwC) .

One of the big criticisms of Black Friday is the authenticity of discounts. Research indicates that some companies increase their prices in the weeks leading up to Black Friday, only to “discount” them to their regular or slightly reduced rates. In the UK, for example, an investigation by Which? found that a significant number of items are listed at similar or even higher prices immediately before or after Black Friday, suggesting that customers are often not getting the incredible deals they’re promised. This pricing tactic builds hype and boosts sales numbers, but it doesn’t always benefit the consumer. Some brands even use scarcity marketing strategies to pressure buyers—think countdown clocks, “last item left” notifications, and limited-time offers. These techniques create urgency, often nudging us to purchase without a second thought.

Beyond questionable discounts, Black Friday has also become a time of heightened cyber risks. With so many consumers eager to find deals online, scammers see a prime opportunity. Black Friday 2023 was no different: phishing emails, fake websites, and fraudulent advertisements surged as cybercriminals took advantage of shoppers’ urgency to score discounts. Cybersecurity firms reported an uptick in phishing attempts, where emails imitating well-known retailers or payment platforms encourage recipients to click links that ultimately steal their personal and financial information. In response, many companies implemented additional security protocols and advised customers to be cautious. However, for many shoppers, the convenience and thrill of scoring a deal outweigh the security risks, leaving them vulnerable (BCG, BCG Global).

The scale of Black Friday’s influence extends to digital marketing strategies as well, with brands using increasingly sophisticated tactics to keep consumers engaged. Programmatic advertising, retargeting, and personalised email campaigns reach buyers across platforms, following their online movements and showing them precisely the products they’re most likely to purchase. For instance, abandoned cart emails, which automatically remind shoppers about items they left behind, saw a surge during the Black Friday season. Social media, too, is flooded with targeted ads and “deals” for products we may have only casually browsed. This level of personalisation can feel intrusive, but it’s highly effective—studies show that people are more likely to complete a purchase when reminded of items they’ve shown interest in.

Black Friday Beyond Retail into B2B Sectors

While Black Friday may seem like a retail event, B2B companies have increasingly found ways to leverage this sales period as well. For instance, SaaS providers and industrial suppliers have tapped into the event by offering time-sensitive deals like extended free trials, discounts on long-term subscriptions, or bundled services. Adobe, for example, has offered bundled software discounts, attracting businesses in need of multiple tools at a reduced rate. Many B2B companies take a slightly different approach by focusing on value-driven offers—like free consultations, exclusive training, or loyalty rewards—tailored to meet the complex needs of business clients rather than consumers.

For B2B brands, the strategy differs slightly because decision-makers are less likely to make impulsive purchases. Instead, these campaigns create a sense of value and exclusivity, encouraging clients to explore new services or add-on features without slashing prices drastically. Black Friday provides B2B companies with an opportunity to grow their client base and strengthen relationships with existing customers through targeted, relationship-building campaigns.

Marketing Approaches to Black Friday: Dos and Don’ts

For marketers, Black Friday can be a complex balancing act of enticing customers without sacrificing brand integrity. Here are a few best practices—and pitfalls to avoid—to create a Black Friday campaign that resonates:

• Be Transparent: One of the most effective Black Friday strategies is clear and honest communication. Avoid misleading promotions that suggest inflated discounts, as savvy shoppers can see through these tactics. Instead, focus on genuine value, whether through clear discounts or bundled offers that show customers they’re getting something worthwhile.
• Create Urgency, but Don’t Overdo It: Black Friday thrives on the idea of urgency. Techniques like countdown timers and limited-time offers can be very effective, but overuse can backfire, making customers feel pressured rather than enticed. Instead, use urgency sparingly and consider other motivators, like exclusive access or loyalty-based discounts.
• Optimise for Mobile: A significant portion of Black Friday shopping now takes place on mobile devices. Ensuring your website is mobile-optimised and offers a seamless checkout experience will reduce friction and abandoned carts. This is especially relevant for B2C brands but is increasingly important for B2B customers making purchases on the go.
• Guard Against Cyber Threats: With cyberattacks rising during Black Friday, cybersecurity should be a priority for any business running online campaigns. For B2B companies, this includes securing sensitive client data and providing secure payment options. Ensure you’re transparent about security measures, reassuring customers that their data is protected.
• Offer Unique, Creative Promotions: Rather than following the crowd, consider unique promotions that align with your brand identity. For example, environmentally conscious brands might choose to donate a percentage of Black Friday profits to sustainability causes, while tech brands might offer exclusive product insights or demos as a value-add.

Ultimately, Black Friday can be a valuable time for businesses to capture new customers, increase brand awareness, and drive sales. However, it's vital to balance these goals with honest, customer-centric practices that build trust and lasting relationships rather than short-term gains.

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