Black Friday campaigns are some of the biggest shopping events of the year, with both shoppers and businesses getting ready for huge discounts and special offers. As Black Friday 2024 approaches, many eCommerce brands have stepped up their creativity and customer engagement, with some campaigns becoming popular for their innovative and successful strategies. This article looks at the top 17 Black Friday campaigns, offering inspiration and insights into what made them work and how other brands can learn from their success.
Top 17 Black Friday Campaigns for Inspiration
As we approach Black Friday 2024, brands are preparing their unique strategies to capture the attention of millions of shoppers. Whether it’s through the creative use of social media, omnichannel marketing, or experiential promotions, these best Black Friday marketing ideas have one thing in common: They capture the attention of millions of shoppers and leave a lasting impression.
Here’s a look at 17 Black Friday campaigns that have inspired brands and may offer ideas for 2024.
#1. Amazon’s Flash Sales and Lightning Deals
Amazon has traditionally used “flash sales” and “lightning deals” to create a sense of urgency and encourage multiple visits throughout Black Friday. This approach uses countdown timers to push customers to act fast. In previous years, Amazon’s ability to frequently change deals kept shoppers engaged throughout the day, and we can expect Amazon to ramp up these strategies in 2024.
Key strategies:
- Urgency creation through countdown timers
- High-frequency engagement with rotating deals
- Targeted discounts based on purchase history
Results: Amazon experienced a significant boost in traffic and conversions, maximizing customer engagement through these strategies.
#2. Target’s Omni-Channel Approach
Target kicked off the biggest savings of the Holiday Season with Early Black Friday Deals from October 29, 2023. Target embraced an omni-channel strategy for Black Friday 2023, offering exclusive deals for both online and in-store customers.
The integration of online-only deals with in-store pickup options catered to various shopping preferences. For 2024, Target may expand on this model by offering more flexible shopping options.
Key strategies:
- Omni-channel integration for online and in-store shoppers
- App-based exclusive deals with early access
- In-store pickup for convenience
Results: Target’s omni-channel approach paid off with significant increases in both online sales and in-store foot traffic. Customers appreciated the flexibility and convenience, which contributed to a notable rise in customer satisfaction and engagement during Black Friday.
#3. Apple’s Black Friday “Event”
Apple maintained its premium brand image during Black Friday 2023 by offering gift cards with select purchases instead of traditional discounts. By framing Black Friday as an “event” rather than a sale, Apple preserved its premium brand perception while still providing an incentive for customers to purchase.
Key strategies:
- Gift cards with select purchases instead of discounts
- Limited-time offers to create urgency
- Maintaining brand exclusivity
Results: Apple’s strategy resulted in strong sales without compromising its premium positioning. Customers flocked to Apple stores and its online platform to take advantage of the gift card incentives, resulting in high engagement and increased purchase volumes.
#4. Walmart’s “Deals for Days”
Walmart adopted a staggered approach with its “Deals for Days” campaign in 2023. Rather than concentrating all their promotions on a single day, Walmart spread out their deals over several days, starting well before Black Friday. This strategy aimed to reduce in-store chaos, create a calmer shopping experience, and allow customers to shop at their convenience.
Key strategies:
- Staggered discounts over multiple days
- Omni-channel focus with seamless transitions between online and in-store deals
- Wide range of product categories
Results: The “Deals for Days” campaign helped Walmart manage store traffic, minimize crowds, and create a more pleasant shopping experience. The approach led to increased foot traffic, higher online conversions, and significant sales gains.
#5. Best Buy's Tech-Focused Promotions
Best Buy remained true to its core audience by focusing on tech-related products for its 2023 Black Friday campaign. This electronics giant used targeted marketing to highlight exclusive deals on high-demand tech products, including televisions, gaming consoles, and smart home devices.
Additionally, early access for loyalty members gave their most engaged customers first dibs on popular items.
Key strategies:
- Focus on tech products like gaming consoles and smart devices
- Early access for loyalty members
- Educational content to help customers make informed decisions
Results: Best Buy saw a substantial increase in sales, particularly in the high-ticket tech categories. The early access for loyalty members ensured early conversions and limited the risk of losing out on potential sales to competitors.
#6. Sephora’s Exclusive Member Offers
Sephora capitalized on its loyalty program for Black Friday 2023 by offering exclusive discounts and early access to its Beauty Insider members. Sephora focused on making its loyal customers feel valued by giving them first access to sales, paired with special offers on luxury beauty products. The strategy also helped Sephora drive long-term customer retention beyond the holiday season.
Key strategies:
- Early access for loyalty members
- Personalized recommendations based on past purchases
- Tailored offers for loyalty program sign-ups
Results: Sephora’s approach not only boosted sales during Black Friday but also strengthened customer retention by emphasizing the benefits of their loyalty program. This strategy led to a notable increase in Beauty Insider sign-ups and long-term customer engagement, proving that loyalty-driven promotions can be highly effective for Black Friday campaigns.
#7. Old Navy's Black Friday
Old Navy's Black Friday sale kicked off with a $1 sock promotion, where for every pair of socks sold, the brand donated $1 to the Boys & Girls Clubs of America. Customers could enjoy substantial discounts on a wide range of products, including clothing for adults, kids, and babies.
Key strategies:
- Offered a $1 sock deal that not only provided value but also contributed to a worthy cause
- Promoted Black Friday deals across various social media platforms with engaging content to reach a wider audience
- Partnered with the Boys & Girls Clubs of America to connect with customers on an emotional level
Results: Old Navy's deals were a huge success, drawing large crowds to its stores. Many customers visited their stores to take advantage of the offers. The in-store deals attracted a big crowd on Black Friday.
#8. Patagonia’s “Don’t Buy This Jacket”
Patagonia took a bold stance during Black Friday by continuing its renowned “Don’t Buy This Jacket” campaign. In a world dominated by consumerism, Patagonia encouraged its audience to focus on sustainability rather than overconsumption. The campaign, which originally debuted in 2011, was pushing customers to think about the environmental impact of their purchases.
Key strategies:
- Anti-consumerism and sustainability messaging
- Encouragement to repair or reuse products
- Strong focus on Patagonia’s ethical values
Results: While Patagonia’s message might seem counterintuitive for Black Friday, it resonated deeply with environmentally-conscious consumers, enhancing brand loyalty and attracting a new audience that valued sustainability. Sales remained strong despite the anti-consumerism messaging, proving that aligning with core values can still drive profitability.
#9. Gymshark’s Community Engagement
Gymshark took full advantage of its strong community of fitness enthusiasts for Black Friday 2023. The brand employed a highly social media-driven campaign, using influencers and brand ambassadors to promote its Black Friday deals. Gymshark’s community-driven approach brings up a sense of belonging among its customers, who feel personally connected to the brand through social media and fitness content.
Key strategies:
- Partnerships with fitness influencers
- Community-driven content on social media like Instagram and Twitter
- High social media engagement through fitness challenges
Results: Gymshark’s approach helped the brand drive substantial traffic and sales during Black Friday, while also deepening its connection with the fitness community. The use of influencer marketing not only increased brand visibility but also strengthened customer loyalty, as consumers felt more personally connected to the brand.
#10. The Glossier Black Friday Sale
Glossier's Black Friday campaign in 2023 marked a significant event for the beauty brand. The Glossier Black Friday sale commenced on November 21 and ran until November 27 for both Black Friday and Cyber Monday.
This year's promotion featured: 25% off site-wide on all products, an increased discount of 30% off for orders exceeding $100, and a free Glossier candle with purchases over $125.
Key strategies:
- Offered a higher discount than in previous years (25% vs. 20%)
- Utilized platforms like Instagram and TikTok to promote the sale
- Used its mailing list by providing early access and exclusive deals to subscribers
- Included a free candle with larger orders added an incentive for customers to increase their cart value
Results: The sale generated significant buzz online, with many beauty enthusiasts eagerly discussing the discounts and sharing their shopping experiences.
#11. REI’s #OptOutside Initiative
REI once again took an unconventional approach to Black Friday in 2023 by encouraging customers to spend time outdoors instead of shopping. REI’s #OptOutside initiative has become a hallmark of its Black Friday strategy, where instead of running sales, REI closes its stores and promotes outdoor activities. This campaign emphasizes the brand’s commitment to nature and healthy lifestyles, setting REI apart from typical retail practices during Black Friday.
Key strategies:
- Closing stores on Black Friday to encourage outdoor activities
- Promoting the #OptOutside hashtag for viral social media engagement
- Aligning the campaign with REI’s mission of sustainability and outdoor exploration
Results: Though REI forfeited the potential for Black Friday sales, the campaign enhanced its brand loyalty and reinforced its values of outdoor exploration and sustainability. The #OptOutside movement gained widespread media attention and customer engagement, showing that values-driven campaigns can resonate even during high-consumerism events.
#12. Cards Against Humanity’s Anti-Black Friday Campaign
Known for its irreverent humor, Cards Against Humanity took a satirical approach to Black Friday with an anti-consumerism campaign. In 2023, the brand continued its tradition of quirky, anti-Black Friday marketing by offering deliberately ridiculous promotions that poked fun at the sales frenzy.
Specifically, Cards Against Humanity launched a unique Black Friday campaign by creating a new social media platform called Yowza. The platform allowed users to perform a singular action: posting the word “yowza.” This playful approach was designed to engage users in a humorous way while poking fun at social media culture.
Key strategies:
- The core of the campaign revolved around humor, using a nonsensical concept to attract attention and engage users
- The creation of Yowza can be seen as a commentary on the nature of social media and consumer culture
- Fostered a sense of community by incentivizing user engagement through monetary rewards
Results: Yowza's silly content created excitement on social media, boosting the brand's visibility and sparking discussions. Thousands of users joined in, taking part in challenges and sharing their experiences, which helped build a sense of community.
#13. Nike’s Early Black Friday Campaign
Nike's Black Friday campaign in 2023 was characterized by substantial discounts and a strategic focus on both online and in-store promotions. In 2023, Nike launched its Black Friday sale on November 24, coinciding with the traditional shopping day. The promotion included 25% off site-wide, an extended sale period, and a diverse product range.
Key strategies:
- AI-driven personalized product recommendations
- Custom product bundles based on customer behavior
- Exclusive discounts for loyalty members through NikePlus
Results: Nike's Black Friday sales rose by 31.6% compared to 2022. This increase shows the brand's success in drawing more customers during the holiday season, even with economic challenges affecting spending.
#14. Urban Outfitters’ Social Media Strategies
For Black Friday 2023, Urban Outfitters offered significant discounts, with promotions reaching up to 40% off sitewide. This sale was designed to attract shoppers looking for holiday gifts and seasonal fashion. The campaign emphasized a vibrant and engaging aesthetic, consistent with the brand's signature bohemian style. Promotional efforts included curated gift guides and a strong online presence to facilitate easy shopping experiences.
Key strategies:
- Interactive social media campaigns on Instagram and TikTok
- User-generated content to foster community engagement
- Collaborations with social media influencers to promote Black Friday deals
Results: Urban Outfitters' Black Friday campaign exemplified a well-rounded approach that combined attractive discounts with effective marketing strategies, leading to favorable outcomes in terms of sales and customer engagement.
#15. Macy’s Black Friday Early Access
Macy's 2023 Black Friday campaign stood out with its broad array of discounts across multiple product categories, robust marketing efforts, and a commitment to elevating the customer shopping experience. Kicking off on November 10 and extending through November 25, the Black Friday Early Access deals were a cornerstone of the campaign.
Key strategies:
- Encouraged shoppers to start their holiday shopping earlier
- Provided discounts ranging from 20% to 75%, appealing to a wide audience and encouraging higher spending
- Members of the Star Rewards program received additional benefits such as free shipping on orders over $25
- Macy's stores were closed on Thanksgiving Day but opened early on Black Friday (6 a.m. to 10:59 p.m.), providing customers with extended shopping hours.
Results: The combination of early access sales and extensive promotions led to increased foot traffic in stores and online visits, driving higher sales figures compared to previous years.
#16. Kohl’s Early Promotion
Kohl's Black Friday campaign in 2023 was marked by extensive promotions, early access events, and a strong emphasis on customer engagement through various incentives. Kohl's Black Friday sale commenced with an Early Access event starting on November 3, leading up to the main sale from November 19 to November 24.
Key strategies:
- Started promotions early to create anticipation and allow customers to shop before Black Friday
- Integrated online and in-store shopping experiences for consistent promotions
- Used sweepstakes to incentivize in-store visits and generate excitement around shopping at Kohl's
- Emphasized value through marketing campaigns, highlighting deep discounts and the benefits of earning Kohl's Cash
Results: The combination of substantial discounts and promotional incentives led to a notable increase in sales compared to previous years for Kohl's. By aligning promotions with customer needs for value and convenience, Kohl's reinforced its position as a go-to destination for holiday shopping.
#17. Bath & Body Works’ Holiday Scents
Bath & Body Works made the most of the holiday shopping season by promoting its exclusive holiday-themed scents for holiday 2023. By launching new seasonal fragrances and offering steep discounts on gift sets, the brand played into the sensory experience of shopping for personal care items. Bath & Body Works focused on creating a festive atmosphere in-store and online, appealing to shoppers looking for the perfect holiday gifts.
Key strategies:
- Launching limited-edition holiday scents that create excitement
- Offering discounts on gift sets to position the brand as a top gift destination
- Focusing on the in-store sensory experience to encourage immediate purchases
Results: Bath & Body Works’ focus on seasonal fragrances and holiday gift sets led to high sales, with many items selling out quickly. The brand’s ability to create a festive shopping environment both in-store and online helped boost customer engagement and solidify its place as a holiday favorite.
Why Black Friday Campaigns Matter for eCommerce Brands
Black Friday isn’t just about slashing prices, it’s a powerful opportunity for eCommerce brands to gain traction, attract new customers, and significantly boost their sales. For many brands, the holiday shopping season contributes a large portion of annual revenue, and Black Friday is often the centerpiece of these efforts.
#1. Customer acquisition and engagement
Black Friday presents a chance for brands to reach a massive audience. Consumers are actively seeking out deals, which means brands can attract new customers who may not have engaged with them before. By offering compelling deals, you can increase website traffic and social media engagement, effectively capturing the attention of both new and returning customers.
#2. Increased sales potential
The financial rewards of Black Friday are substantial. According to Adobe, Black Friday online sales reached nearly $10 billion in 2023, marking a 7.5% increase from the previous year. In Adobe's forecast for the 2024 holiday season anticipates record online sales of $240.8 billion, with Black Friday projected to see significant growth, highlighting trends in consumer behavior and spending patterns.
#3. Standing out in a crowded market
The flip side of Black Friday is that the market is crowded, with thousands of brands vying for consumer attention. This is where creativity and unique marketing strategies come into play. Brands that rely solely on heavy discounts may not differentiate themselves from the competition.
However, those that introduce creative Black Friday campaigns, emotional storytelling, or experiential marketing can cut through the noise and create a lasting impact. Best Black Friday marketing campaigns not only drive sales but also enhance brand visibility and loyalty in the long term.
When to Start Promoting Your Black Friday Campaigns
Black Friday is one of the biggest shopping events of the year, and you need a well-planned strategy to maximize their impact. Determining the right time to start your promotions can make a significant difference in attracting customers and driving sales.
Below, LitExtension outlines a recommended promotional timeline to guide your efforts. Customize this plan to best fit your business needs.
Preparing Your eCommerce Store for Black Friday
Black Friday is approaching, and your eCommerce store must be ready for the surge in traffic. Good preparation helps prevent technical issues and ensures a smooth shopping experience. This, in turn, boosts customer satisfaction and sales. Here are some key steps to help you prepare.
First, optimize your website’s performance. Website speed is crucial during busy periods. Your store must handle increased traffic without slowing down as slow pages can cause shoppers to abandon their carts and leave.
Second, review your inventory and stock levels. Make sure your popular products are well-stocked and be ready for an increase in orders. If certain items sell out, you should offer alternatives to keep customers happy.
Third, streamline the checkout process. A simple checkout reduces cart abandonment so you should enable guest checkout and provide several payment options. These steps make it easier for customers to complete their purchases.
Additional tips include:
- Test your website’s load capacity to make sure it can handle higher traffic
- Optimize your store for mobile since many customers shop on smartphones
- Set up clear customer support options like live chat or FAQs to help shoppers quickly
- Prepare your marketing materials in advance, including emails and banners
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Black Friday Campaigns: FAQs
A Black Friday campaign is a marketing strategy businesses use to promote special deals, discounts, and offers leading up to and during Black Friday, to drive sales and attract customers during this major shopping event.
Yes, Black Friday is an effective marketing strategy. It allows businesses to attract a large number of customers, clear out inventory, and boost sales by offering significant discounts and promotions during a peak shopping period.
Advertising for Black Friday should begin in early November, with teaser campaigns and early-bird deals helping to build anticipation. Use the weeks leading up to Black Friday to engage your audience, and ensure your full marketing push happens in the week leading up to the big day.
BFCM stands for Black Friday Cyber Monday, referring to the extended shopping period that includes both Black Friday and Cyber Monday. Many brands run campaigns over the entire weekend, offering different deals or promotions for each day. A BFCM campaign takes advantage of this extended window to capture more sales, engaging both in-store and online customers across multiple channels.
To run a successful Black Friday campaign, start promoting early, offer exclusive deals, ensure your website can handle increased traffic, and use targeted marketing through email and social media. Create urgency with limited-time offers and provide a seamless shopping experience.
Key Takeaways
Black Friday offers a great chance for eCommerce brands to increase sales, attract new customers, and build lasting loyalty. As seen in the 17 top viral Black Friday campaigns for 2024, brands that focus on creativity, community involvement, and aligning their promotions with their values stand out from the competition.
Key lessons from these Black Friday campaign case studies include:
- Influencer partnerships boost visibility
- Personalization drives results
- Early promotion is essential
- Core values strengthen loyalty
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