Is Black Friday Still Worth The Hype?

Taking place on November 27th this year, Black Friday is a shopping event where bargain lovers go feral, and although it may seem far away, it is important to make sure your business is fully prepared well in advance. With Amazon prematurely releasing upcoming deals, detailing exactly what customers can expect from each participating company, you need to follow their example – be prepared, share some sneak-peeks to build suspence, craft systems to support the activity and ensure everything is set so your business can make the most of the buzz.

Black Friday is often seen as a win-win situation: customers get their favourite stuff for less, and businesses can cash in and attract new customers. But that doesn’t mean it’s a win for every business. After years of experience navigating Black Friday campaigns for brands across a wealth of sectors, we thought it would be helpful to anwser some of the most FAQs we hear about the sales, so you can decide if your company should get involved or sit it out.

When Is Black Friday Actually Worth It?

As a marketing agency, we’ve seen firsthand which businesses actually cash in on Black Friday, and it’s not always the ones you expect. If you fall into one of these categories, chances are Black Friday could actually be a major hit for your company: 

Businesses trying to acquire new customers: If you are a new brand or one that is starting to branch into new markets – this one’s for you. A discount is basically a free “come try us” invite, and if you play it right, they’ll stick around at full price later.

Brands with excess stock or seasonal turnover: Got clothes, tech, or anything that’s about to be “so last season”? Black Friday is your excuse to clear it all out before the new stuff drops.

Brands with a strong social following or engaged community: If your following is already engaged, this is basically free hype. Turn Black Friday into an event, hype up your followers, and watch them turn into buyers.

Subscription or loyalty-based businesses: Gyms, subscription boxes, memberships – this is your time to shine. Get people in on a great discount now, impress them with the service or products so you can keep them around long term – at full price.

Also, if Black Friday has always been a great success for your business, don’t stop now just because you’re reading this. You know your customers better than anyone, so trust what’s already working; this is for brands still on the fence.

Is Social Media Your Holy Grail When It Comes To Black Friday?

Not too long ago social distancing killed hour-long Black Friday queues that would wait outside shops for the doors to open, and social media stepped up to fill the gap. Online shopping grew dramatically over the pandemic and, in this current era, it isn’t a nice-to-have. It’s expected and it’s exactly where Black Friday happens now. 

To dominate Black Friday, try thinking of your social channels as a playground for the sale. Be present, be memorable, be fun, and focus on adding value to your community. We have seen fantastic organic growth for clients that take this approach over the Black Friday Weekend. People are actively looking for companies to invest in, and social media makes you visible. Respond to comments, engage with their content and be authentic. Here are a few things that you could try out: 

• Countdown posts to build the hype before the big day
• Competitions where followers can win free things alongside their discounted goods
• Shoppable links on Instagram and Facebook so followers can go from scroll to buying with a simple click
• Hourly discounts on selected products so they keep checking in to see what you are doing next
• Collaborations with other popular businesses to create exclusive Black Friday, limited-time bundles

If your followers are already engaged with your social media, you have your ideal customers attention, so use it well and stand out from the sea of Black Friday offers with something that really resonates.

Does Email Marketing Work For Black Friday?

Email marketing might feel a bit old school compared to the flashier marketing channels like AEO and social media, but that doesn’t mean you should sleep on it. Studies show that 99% of consumers check their email every day, some as much as 20 times a day, so your email campaign needs to be really strong to stand-out. That means making sure your subject and preview lines are interesting and clickable, and your email design beats the competition.

Struggling to think of an angle? Here’s a few approaches you could try: 

• VIP early access or incentives before the deals go public
• Discounts on items relevant to what customers have bought before
• Early announcements if you’re extending Black Friday into Cyber Monday
• Subscriber exclusive discount codes that aren’t promoted anywhere else
• A Black Friday gift guide to make Christmas shopping simple

At the end of the day, staying in touch via email builds rapport, and rapport is what turns one-time shoppers into loyal customers.

Does Free Shipping Seal The Deal For Customers?

I can’t think of anyone who would want to get to checkout and get hit with a shipping cost that ruins the entire purchase. It’s one of the quickest ways to lose a sale, especially when people are already buying in bulk during Black Friday and expecting a good deal, not a sneaky extra cost at the end.

 A couple of ways to handle this could be: 

• Set a minimum spend threshold for free shipping
• Lower that threshold slightly during Black Friday to encourage a bigger basket
• Bundle products together so customers naturally spend more to qualify for free shipping
• Offer free shipping as a limited-time perk just for social followers or email subscribers
• Give a few postal options so they feel more in control of the cost

Get the shipping right, and you remove one of the biggest reasons people abandon their cart. It may seem like a small tweak, but it can make a real difference to your conversion rates during the busiest shopping weekend of the year.

Why Skipping Black Friday Could Actually Be A Power Move

Not every brand needs to jump on the bandwagon, and that’s okay. If you already offer the best price 365 days a year, chasing Black Friday trends can actually work against you; it sends the message that your “normal” prices weren’t that great to begin with.

This is especially true for luxury or premium brands. Discounting can quietly chip away at how valuable your products feel, and once customers expect to sale, it can be hard to get them to pay full price again. Staying consistent year-round can be the smarter, more sustainable choice.

So who might want to sit this one out?

Luxury or premium brands: If your company’s vibe is exclusivity, a 50% off sign can kill the mood. Discounts can make your products feel less special, and once they do, it’s hard to get that back.

Brands built on consistent, everyday value: If you’re already known for fair prices year-round, jumping on Black Friday can actually undercut your own message. Customers might start wondering why your “everyday low prices” weren’t that low to begin with.

Small brands without the margin to spare: Not every business can afford to cut prices dramatically and still turn a profit. If discounting means barely breaking even, it probably isn’t worth the stress, especially if repeat custom isn’t possible for your business.

Brands mid-rebrand or repositioning: If you’re actively trying to shift how customers see you, say, moving upmarket, a big discount event can send mixed signals at the worst possible time.

Also, if you’ve never really done Black Friday and it hasn’t hurt you, that’s not necessarily a sign you’re missing out. Some brands just don’t need it, and that’s always valid too.

Need A Hand Either Way?

Whether you’re going all in on Black Friday or sitting out completely, that’s literally what we’re here to help with. At Cheshire Cat Marketing, we have supported businesses across a wide range of industries to maximise their sales, brand awareness and growth over the Black Friday weekend and beyond. If you think it’s not the right fit for you, we can help develop content that explains this to your following, leaving them appreciating your value all year round. Or if you want to run a campaign, we can build a strategy to ensure your offer reaches the right people at the right time. So whether Black Friday is on your radar or now, get in touch to see how we can help you, from social media content and blogs to ads, website revamps, and SEO.