Black Friday marketing strategy: brand over bargains

Every year, countless brands battle for attention with the same tactic: deeper discounts, louder sales, bigger slashes. But is that really the smartest Black Friday marketing strategy? Maybe not. Discount fatigue is real. TikTok feeds are filled with endless promos, and heavy discounting can dilute brand value faster than it drives conversions. The brands breaking through typically aren’t the ones with the biggest price cuts, they’re the ones with the boldest ideas.  

When you don’t want to compete on price, compete on personality

Cards Against Humanity’s Black Friday is an example of attracting attention without traditional sales tactics.  Instead of racing to the bottom with 70% off codes, they run stunts that mock the culture of overconsumption. No deep discounts. No desperation. Just brilliantly chaotic ideas that get people talking and keep the brand relevant. These stunts challenge the overconsumption culture of Black Friday, focusing on creative engagement rather than profit-maximising discounts. This approach has kept CAH relevant and memorable, suggesting that brands can achieve significant impact by creating unique campaigns that resonate with their audience’s values, even without large discounts. Example: https://kinderperfect.com/cards-humanity-black-friday-prank/   

Purpose can outperform promotions

Then there’s Patagonia, who turned Black Friday into a global demonstration of brand values. They didn’t discount. They donated. They focused on environmental impact, pledging all profits to grassroots environmental organisations. This campaign struck a chord with customers, leading to $10 million in sales, five times more than expected. By aligning with their mission of environmental stewardship, Patagonia demonstrated that brands could inspire community support and loyalty without discount-driven sales, reinforcing a model that balances profit with purpose. Example: https://theamericangenius.com/patagonia-black-friday/   

How do we fix Black Friday?

Here’s how brands can rethink their Black Friday marketing strategy and win without undermining their value: Make it purpose-driven: create a campaign that highlights exclusivity rather than heavy discounts. Take inspiration from brands like Cards Against Humanity and Patagonia by offering limited-edition products or experiences, with a portion of profits going to a relevant cause. This approach curbs over-discounting and builds brand loyalty by aligning with shared values.  Be smart about urgency, not desperate: adding urgency with a countdown sale or TikTok Live flash sale can drive engagement while highlighting your brand’s unique offering.  Partner with creators who reflect your brand: creators can help communicate value beyond price. When they share your product in a way that feels authentic, audiences pay attention for the right reasons.  

The bottom line

With a creative, values-led Black Friday marketing strategy, brands can stay profitable, stay differentiated, and stay true to who they are. If you want to rethink Black Friday, spark conversation and get your products into the hands of real fans, get in touch.