Calling Black Friday the biggest shopping event of the year is an understatement. In 2019, consumers spent $7.4 Billion online alone. This year more than ever, online spending is expected to grow. What are some ways to stand out online this holiday season?
Instead of the usual ‘one-day-only % off’ sale, campaigns focused on other things can be a great way to set you brand apart, gain awareness, and increase conversions. Here are three examples.
#1 – The Anti-Black Friday.
Taking a page from REI’s #OptOutside campaign, focusing on not buying anything on Black Friday can be very effective. Since 2015 REI closes on Black Friday and uses #OptOutside to encourage people to spend the day outside, which goes along perfectly with their brand mission and has helped grow their online community. Due to the longevity of the campaign and community it has created, the Opt Outside campaign helps increase REI sales year-round.
Another company using the Anti-Black Friday approach is the skincare company Deciem. In 2019, closed their stores and blacked out their website to protest the hyper consumerism focused Black Friday. Instead, their holiday campaign focused on “shopping slow.” For the entire month of November, every product was on sale. The longer, inclusive sale increased sales and helped reinforce their brand ideals with their customers.
#2 Highlight Your Mission
Many companies use Black Friday as an opportunity to show their customers what their brand ideals are. Donating to charities is a popular way. For example, Patagonia is known for alternative Black Friday campaigns but one especially effective one was 2016. They pledged to donate all their Black Friday sales to grassroot organizations that aligned with their brand goals. The campaign ended up generating $10 million in sales, over 5Xs their goal!
The fashion company Kotn did something similar. Instead of sales, they promoted that they were going to donate Black Friday weekend profits to a charity that builds schools in Egypt, where the cotton used in their products is grown.
#3 Make it an event
A great example of this is MeUndies’ 2016 campaign. They promoted a Facebook live event for Black Friday. As more people joined, they unlocked more discounts and promotions. The event ended up with over 13,000 viewers and had a conversion rate of over 25%, which is 13x more than their average!
All of these brands used a day usually clogged with advertising to redirect their customer’s focus. They reminded people of their band mission and goals and helped strength their connection to their customers. What fun ways have you seen company handle Black Friday?