23 Examples for Effective Promotion on Black Friday


Black Friday is just around the corner.

It’s the day when some people are recovering on the couch after some overly ambitious Thanksgiving dining.

And it’s also the day when millions of people seek out great shopping deals, like the ones you’ll be offering.

In order to stand out from the crowd, you have to run an effective marketing campaign.

Companies and agencies everywhere are already starting to plan their Black Friday campaigns. If you’re one of them, you’ll want to read on.

In this resource, I’ll talk about:

  • All you need to know about the holiday shopping season going into Black Friday — including recent data and sales projections for 2023.
  • 23 Black Friday promotion examples you can learn from to raise more awareness and demand for your brand (or client) during the holiday season.
  • Consumer insights that will help inform your holiday marketing campaigns.

Black Friday is a great opportunity to spread the word about your business and grow your customer base. But first, let me give you a rundown of what to expect from this year’s holiday shopping season.

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Preparing for the Holiday Shopping Season

Black Friday marks the beginning of the holiday shopping season between November and December.

As the main motivation, consumers are looking for discounts. They want to see value. It’s a great opportunity to grow your customer base.

According to Adobe, US online holiday sales (From Nov. 1st to Dec. 31st, 2023) are projected to hit $221.8 billion for 2023.

For reference, that’s a 4.8% growth from the 2022 holiday shopping season.


In 2022, US consumers spent $211.7 billion in the holiday shopping season (Including Black Friday, Thanksgiving, & Cyber Monday). And that was a 3.5% increase from 2021

Adobe expects that Cyber Monday will retain its status as the US biggest shopping day for the season and year. Consumers are projected to spend a record-breaking $12 billion on that day.

For reference, consumers spent $10.8 billion on Cyber Monday 2020 — breaking the previous records for the most online sales in a single day.

For this article, I’ll use “Black Friday” as an umbrella term to encapsulate Black Friday & Cyber Monday.


The projected record-breaking sales presents a huge opportunity for you.

That means if you can keep your price points fair, you can attract good sales revenue.

Unfortunately, none of this will matter if you don’t drive enough awareness for your company.

As you know, consumers have a plethora of options to choose from. And there’s a large cluster of brands competing for consumers’ affection in your industry.

If you’re going to have a successful Black Friday and Cyber Monday season, you’ll need to nail down an outstanding marketing campaign.

So, let’s jump into the first Black Friday promotion example to raise awareness for your awesome deals.

Black Friday Promotion Example #1: ChattyFeet Donates to Charity

According to Mintel, 84% of U.S. consumers say it’s important that a company supports charitable causes.

And maybe your company already does so.

But maybe you don’t usually highlight it during Black Friday when more eyes are on you.

So this is a chance to win over the 50% of consumers who say they’d switch to a company that supports a cause they believe in.

For example, let’s take a look at novelty sock brand ChattyFeet.

What’s the business?

ChattyFeet sells funky socks for men and women.

The Black Friday promotion

Usually, Black Friday is about sales for customers.

But ChattyFeet switched things up a bit by boldly promoting its charity project using Black Friday.


Why donation to charity works for Black Friday

Instead of getting a discount, customers can feel empowered to know that they’ve donated to charity.

For many, that’s what the holidays are all about anyway — giving.

By doing this, ChattyFeet differentiates itself from a lot of its competitors.

Black Friday Promotion Example #2: Cellular Outfitter Uses FOMO

During Black Friday and Cyber Monday, shoppers are in a free-for-all. They expect items to become out of stock.

They want to save big with sales.

And everyone is on edge.

That’s where you need to carefully choose the right words for your calls to action in ads, emails, your website and other touchpoints.

What’s the business?

Cellular Outfitter deals on cell phone accessories online.

The Black Friday promotion

To create a sense of urgency, mobile accessories retailer Cellular Outfitter usesFOMO (fear of missing out).

Why FOMO works for Black Friday

According to TrustPulse, 60% of people make purchases due to FOMO. And usually within 24 hours.

To promote its early access to a Black Friday deal, the company sent an email with the following subject line:


See, with this example, you can see that the stop signs grab the email recipient’s attention. It tells them that something is urgent.

And within the email, customers can’t miss the fact that it’s the last day to claim a free phone grip with any purchase and to get up to a 50%-off discount.


Using FOMO makes consumers act impulsively.

Because they feel like they might regret not taking action.

Black Friday Promotion Example #3: OneAdaptr Offers Free Shipping

In its “ Consumer Trends Report,” Jungle Scout found that 80% of consumers expect free shipping when ordering at least a certain dollar amount.

And 66% expect it no matter what.

Those numbers are pretty high. But they’ll be even higher during the Black Friday season.

What’s the business?

Science and design company OneAdaptr focuses on providing universal travel adapters for international travelers.

The Black Friday promotion

On its website, the company promotes its free shipping worldwide by using the code: BlackFriday17.

The graphic is creative and really pops out to the website visitor.


Why free shipping works for Black Friday

According to Shopkick, 70% of holiday shoppers said free shipping was the biggest perk to be offered.

Consumers will look to your competitors if you forget to offer free shipping incentives.

And plenty of your competitors will accommodate that demand.

With that, let’s proceed to the next Black Friday promotion example.

Black Friday Promotion Example #4: Exclusive Access for Cupcakes and Cashmere’s Top Customers

You may have heard of something called the Pareto principle.

It says that 80% of your sales will come from 20% of your customers.

It’s a sweeping generalization, but it’s based on truth.

During this Black Friday season, take care of your top customers.

Offer them early access to your deals.

What’s the business?

Lifestyle brand Cupcakes and Cashmere deals on jewelry and home goods.

The Black Friday promotion

Cupcakes and Cashmere lets its VIP Rewards members enjoy early access to its Black Friday sale.


Why exclusive access works for Black Friday

According to Accenture, 48% of consumers expect specialized treatment for being a good customer.

And then there’s the fact that it is much easier to sell to existing customers than it is to acquire new ones.

Black Friday Promotion Example #5: Walmart’s TikTok Campaign

On a recent Black Friday, multinational retail company Walmart broke its web traffic record for a digital sales event.

What’s the business?

Walmart operates a chain of departmental and grocery stores across the United States and other countries.

The Black Friday promotion

How did Walmart break its web traffic record for digital sales?

With its #UnwrapTheDeals TikTok campaign.

According to Shorty Awards, the 3-day campaign generated 5.5 billion views with over 1 million video uploads using the hashtag.

Why Walmart TikTok campaign worked

Using a shoppable filter, users could tap for randomized deals.

That directed users straight to the product page for checkout.


Black Friday Promotion Example #6: SMSBump Retargeting Cart Abandoners

According to eCommerce personalization company Barilliance, the global cart abandonment rate for Black Friday 2020 was 77.79%. And 78.46% on Cyber Monday.

The fact of the matter is most of your potential customers will not follow through with a purchase.

But you can try to win them back with retargeting tactics.

As found by Omnisend, the cart abandonment email conversion rate during Black Friday 2020 was 58.86%. And 30.10% for browse abandonment emails.


But besides email, you can also do this with SMS text if you want to.

What’s the business?

SMSBump provides SMS marketing and automation services for Shopify store owners.

The Black Friday promotion

SMSBump shows a great example of a Black Friday cart abandonment follow-up.

In the example provided, SMSBump retargets a hypothetical customer who left the checkout before purchasing the items in their cart.

Why retargeting cart abandoners works for holiday sales

Once the Black Friday sale is over, the customer would receive a text notifying them the sale has been extended. Within the text, the customer can click on a link to complete their purchase.


Before you carry out any retargeting campaigns, make sure you avoid these 5 retargeting mistakes.

Black Friday Promotion Example #7: GoDaddy’s Facebook Post

Your Black Friday deals won’t be any good if no one knows about them.

Sure, you’ll get some sales from organic traffic and your newsletter. But what about the billions of social media users out there too?

As reported by McKinsey & Company, 58% of U.S. consumers say their shopping will be influenced by social media.


What’s the business?

Godaddy provides domain registration and web hosting services.

The Black Friday promotion

As an example of an effective Black Friday social media post, let’s look at the company’s Facebook post in a recent year.

Well, technically, this is for Cyber Monday. But that’s part of why I like this example.

GoDaddy chose to promote itself on Cyber Monday instead of Black Friday because it fits the brand better.

Why Godaddy’s Facebook post worked

As a tech-oriented company, it makes sense to prioritize Cyber Monday. They leveraged the enormous influence of social media on the holiday-buying excitement.


And the accompanying text is humorous, which 53% of consumers like to see from brands, as per Clutch.


Black Friday Promotion Example #8: Mobile Text From Toys“R”Us

In its forecast for holiday shopping 2023, Adobe projects that smartphone users' mobile shopping will account for 51.2% of all online spending.

That would translate to a record-breaking $113 billion for mobile shopping.

Offering Black Friday specials via text makes it much easier for you to reach mobile shoppers — who account for 2 out of 5 online sales during the holiday season, as per Statista.

You see, your customers can’t really miss your text.

What’s the business?

Toys “R” Us deals on toys and juvenile products.

The Black Friday promotion

The company promotes its Black Friday offers via short, well-written text messages to its customers.

Why mobile text works for Black Friday

As stated by TechJury, 98% of SMS marketing texts are opened, easily making it the go-to messaging medium.


Let’s take a closer look at the SMS efforts from Toys“R”Us.


The copy for this text is well executed. As you can see, the text uses the CTA words “View Now” to make customers take action. It’s more direct.

And for in-store shoppers, the text adds a sense of urgency by telling them to hurry.

Lastly, the text just makes Toys“R”Us’s top customers feel rewarded by notifying them of their deals before anyone else.

Black Friday Promotion Example #9: Giveaway From Ruby & Quiri Appliances

Look, people love free stuff.

It’s tough for consumers to turn down the chance to win something. Especially if it requires nothing more than filling out a short form.

What’s the business?

Ruby & Quiri Appliances deals in furniture and home appliances

The Black Friday promotion

Ruby & Quiri Appliances offered its customers a chance to win free gifts in its Black Friday giveaway promo.


Why the giveaway worked for Ruby & Quiri for Black Friday

As you can see, the copy is very clear and concise.

And the call-to-action button jumps out at you with the use of gold.

Also, the ad creates a sense of urgency by letting people know the giveaway ends on December 1st.

Black Friday Promotion Example #10: Carhartt Uses a GIF in Its Email

You can get creative with your email campaign like Carhartt did with a GIF.

What’s the business?

Carharrt produces and markets heavy-duty working clothes such as overalls, jackets, jeans, etc. 

The Black Friday promotion

Carharrt uses GIF to power its email marketing message for Black Friday. By depicting a blind opening up, the apparel company signals the beginning of the sale. 

Better yet, it’s like telling customers, “It’s a brand new day.”

And the minimalist design makes for easy comprehension on all devices.


Why email GIF worked for Carharrt

The use of a GIFs is quite unusual for email promotions..

GIFs are more interactive and exciting than regular emails.

Your email recipients will be more enticed.

In one case study, Dell saw a 42% increase in click rate and a 109% increase in revenue with the addition of a GIF in its email, according to Drip.

Black Friday Promotion Example #11: Birchbox Incentivizes a Referral

When your customers make a purchase this Black Friday, why not get one of their friends to do so too?

I’m talking about referrals.

At first, you might be thinking that it’s risky. Having a referral program means giving deals to two people at the same time, often in the form of store credit.

In theory, if they don’t spend enough, you could be in the red.

You might be thinking, “What if they just use the referral once?”

Or “Is it really worth the time and financial investment?”

But don’t fret.

According to Talkable, referral programs have an average ROI of 300% - 1000%.

What’s the business?

Birchbox offers online monthly subscription services for makeup and other beauty products.

The Black Friday promotion

For a recent Black Friday season, Birchbox used referral marketing platform, Mention Me for its promotions.

Why incentivizing referrals worked for Birchbox

You see, Birchbox highlights the importance of friendship. And they want customers to feel like they owe it to their friends to notify them of a deal.

But not only will friends get 50% off their subscription, the customer doing the referral will also get their own discount.


Referrals are just good business any time of the year.

According to Nielson, 84% of people trust recommendations from people they know — making it the most effective form of marketing and advertising.

And when you have more website traffic and more sales during Black Friday, it’s your chance to make your existing customers happy while onboarding their friends too.

Black Friday Promotion Example #12: Multiple coupon deals for Kohl customers

57% of U.S. shoppers took advantage of online coupons in 2023.

What’s the business?

Kohl's is a leading omnichannel retailer operating over 1100 stores across the United States. They deal in products including home goods, clothing, shoes, kitchen appliances, jewelry, etc.

The Black Friday promotion

For Black Friday, Kohl's uses coupons to drive sales. They know shoppers love to save even more with discounts on discounts!

In emails and ads, Kohl's pitches dozens of coupon codes. Each one takes extra dollars off toys, clothes, kitchen gear, and more. With so many ways to save, every buyer can win big.

There are 20%, 40%, 60%, and 50 - 70% off coupons. Stack the percent-off code with an item coupon for huge savings!

Existing Kohl's card members get early access to the best coupons. This makes them feel special and excited to shop. Everyone else gains coupon access on Black Friday.


Why coupon deals work for holiday sales

The coupons can be used repeatedly online and in-store between Black Friday and Cyber Monday. No need to buy everything at once.  

Smart shoppers love coupons. So, they're going over the top this year to make savings easy and fun! 

Be like Kohl’s. Use the coupon codes to drive massive sales on your online store this holiday season.

Black Friday Promotion Example #13: Engagebay’s percentage discount on B2B product or service

Big sales drive buyers. Black Friday proves it each year. Shoppers line up for deals before dawn. Kids wait months for hot toy markdowns. 

This year, bring Black Friday to business buyers too.

Offer big discounts on your products or services for companies. 25% off or more catches the eye. A 40% discount wakes folks up! It says your B2B brand is forward-thinking.

Send emails in October teasing the coming deals. Build eager waiting for the big day. Share sneak peeks of discounted products on social media. Companies will circulate to decision makers.


What’s the business?

EngageBay is a SaaS and digital marketing company.

The Black Friday promotion

For the 2023 Black Friday season, EngageBay is using a big discount strategy to good effect. They are offering a flat 40% LIFETIME discount for new signups.


Everyone loves discounts. But a 40% off Lifetime deal is on another level.

How to make a percentage discount work for Black Friday

67% of US shoppers adjust their buying preferences based on discounts.

Create tiers of savings for top clients. The more they buy, the more they save. Reward loyalty with the best deals.

Time it around when budgets renew. Help companies maximize value with year-end purchases. Limited-time discounts pressure them to buy from you now.

Pitch it as "Black Friday Goes B2B" in ads and posts. Adapt a known retail rush for business boosting. Companies see the customer thrill of big bargains.

After, share results with smiles. Post client testimonials about the deals they scored. Start talks on custom holiday discounts for 2024.

A B2B Black Friday positions your brand as generous, fun, and forward-looking. It shakes up the sales model with welcome value. 

Black Friday Promotion Example #14: Adobe’s Bundle deals

Black Friday is a sales rush for shoppers. Bring that retail energy to your business - discount bundles of your top sellers for buyer joy.

For creatives, it is Christmas in November! 

What’s the business?

Adobe is a top software production company. Some of their popular products include Photoshop, Indesign, Illustrator, etc.

The black friday promotion

Adobe just dropped huge Black Friday deals. Customers can save big when they bundle the tools they need.


How to make bundle deals work for holiday sales

You can package 2-3 popular products together like Adobe is doing. Take 30% or more off the total price. Show the math - the full price versus the bundle steal, piece by piece.

In emails and ads, pitch it as limited-time Black Friday deals. Use urgency like "Today Only!" to spark action.

Offer savings based on past purchases. Recommend relevant bundles to current customers at an extra value.

For new buyers, showcase a starter bundle with your greatest hits. Position it as the easy Black Friday entry point.

Throw in freebies like shipping, setup, or discounts on future purchases. Make the bundles irresistible.

Extend the deals into Cyber Monday for a final push. Analyze results - did bundles drive more revenue? Consider year-round combo deals if so.

Ride the Black Friday fever into sales and cheer. Use deep bundle discounts to delight shoppers with value.

Black Friday Promotion Example #15: Kate Spade email-only offers

What’s the business?

 Kate Spade is a luxury brand that deals in women's handbags and other fashion accessories.

The Black Friday promotion

Luxury fashion brand Kate Spade gives its email subscribers an exclusive offer. The offer and copy make them feel special and eager to purchase.


Like Kate Spade, you should reward loyal email subs with exclusive access to the best Black Friday deals. Make them feel special as honored insiders.

How to make email-only offers work for Black Friday

According to Hubspot, 77% of marketers surveyed reported increased email engagement over the past 12 months.

Take advantage of the rising engagement!

Send sneak peeks of deals only visible to subscribers. Add codes to unlock low prices just for them. Celebrate their VIP status for being on your list.

Welcome new subscribers with a unique discount for joining in time for the big savings event. Capture more buyers in your nets and make them eager to buy.

Email offers build personal connections that cold website traffic lacks. Subscribers love seeing your brand in their inbox, and they pride themselves as your best customers.

Send early access on Thanksgiving to drive major FOMO. Then, roll out new hot deals for your exclusive email inner circle all weekend. They'll look forward to each money-saving update.

When you reserve the juiciest savings for subscribers only, it keeps them feeling special and engaged for the long haul. Let your emails be the VIP ticket to the best Black Friday ever!

Black Friday Promotion Example #16: Kosas controls promotions with conditional discounts

Discounts make shoppers smile. But what if you don't want to lose too much? Conditional discounts keep sales and profits up.

A conditional discount happens when buyers meet the rules you set. Then, they earn the savings. 

Here are some fun options:

  • Spend a minimum amount, like $50 or $100, to get 15% off. Shoppers will fill their carts to unlock the deal.
  • Buy 3 product bundles and get 40% off the bundle. This pushes buyers to grab multiple items at once.
  • Refer friends, and you both save 15%. Bringing in new customers makes you extra profit.
  • Speedy delivery in 2 days? Take 10% off for helping with the shipping rush. Reward those who help your operations.
  • Local shopper? Take 20% off for skipping delivery distance. Support your community's loyalty.

What’s the business?

 Kosas is a cosmetics company offering a range of skincare and makeup products.

The Black Friday promotion

Kosas offers conditional discounts in its Black Friday promotion. As you can see from the image below, different discounts are tied to different price ranges.


Why conditional discounts work for Black Friday

Conditional discounts feel like challenges and games, not takeaways. With conditions, you control the savings. Set rules that work for your margins. Buyers understand - they just want to score a deal!

 Keep your brand strong this Black Friday with clever conditional offers. Take a clue from Kosas!

Black Friday Promotion Example #17: Unleash the Magic of BOGO Deals like Maxpedition

Everyone loves BOGO - buy one, get one free! This classic Black Friday promo makes shoppers and sellers happy.

What’s the business?

Maxpedition  manufactures and markets tactical backpacks, gear bags, and travel bags for men and security professionals. 

The Black Friday promotion

Maxpedition used the BOGO sales hack in a recent Black Friday season.


Why BOGO deals work for Black Friday

According to research, shoppers show an increased desire to participate in BOGO promos because they believe they are getting a good deal.

Customers get two for the price of one. That's 100% savings on the freebie! Even better together - like matching mugs or bonus gift boxes.

Brands clear out inventories of slower sellers. Pair them with hot items shoppers want. Empty shelves by the end of Black Friday!

The discount per item brings more shoppers into your purchase funnel who may otherwise not buy at full price. So, despite the BOGO discount, overall revenue can be higher due to increased volume sold.

See people select the combo deal over single purchases. Watch carts fill up fast as they grab two-fers. Buy one, get one offers turn browsers into loyal buyers.

Use fun images of people sharing matching items. Show off your BOGO's as must-have pairs and perfect gifts. Shoppers will picture how much recipients will love them.

Join in the holiday spirit of giving and sharing. Delight customers with a buy one, get one free deal on Black Friday!

Black Friday Promotion Example #18:  Barnes and Noble surprises customers with a memorable experience 

This Black Friday gives shoppers an experience! Special events and gifts build lasting memories, not just bargains.

Offer VIP access to a fun workshop or activity. Let customers see behind the scenes of your brand. Send surprise care packages of goodies. Donate to charity in their honor.

Surprise and delight to show customers you care about them, not just sales. Experiment with valuable perks beyond markdowns.

Host private classes just for top customers. Give them an exclusive peek at new products. Ship a themed gift box of curated items. Handwrite thank you notes.

The key is figuring out what shoppers love about your brand. And find ways to connect with that passion. 

What’s the business?

Barnes and Noble is a Fortune 1000 bookseller company. They sell books online and offline. 

The Black Friday promotion

Barnes and Noble's uses a smart tactic of providing author-signed books for Black Friday. It is a great example of surprising customers with a memorable experience.


Why creating a memorable experience for customers works for Black Friday

94% of buyers would recommend a brand that they are emotionally connected to.

Watch them light up and share when you give one-of-a-kind experiences. Priceless memories build true loyalty. This Black Friday, express your gratitude in creative ways. Don't just discount - delight!

Don't just mark down prices. Take inspiration from Barnes and Noble's signed books marketing campaign.

Black Friday Promotion Example #19: Gamify it like TravelUp

Turn Black Friday into a fun game! Add a roulette wheel, prize box, or spinner to your website. Spinning to win makes shopping exciting.

Gamification in marketing is becoming more popular in recent years. 93% of marketers admitted they love gamification. 

You could see customers light up when they score surprise gifts and deals from fun games.

What’s the business?

TravelUp is an online travel agency. The company offers holiday packages, discount travel, hotel reservations, and other travel and hospitality services. 

The Black Friday promotion

TravelUp gamified a promo campaign on its website in a recent Black Friday season.


How to make gamification work for Black Friday

Offer prizes tailored to what your audience loves. Give puzzle lovers a mystery box of games and activities. For music fans, build a virtual wheel to win concert tickets.

Make it sharable too. Encourage gamers to post their winning moments on social media. Hype builds as friends see the hot prizes. More shoppers rush to play and join the action.

Spinning, scratching, or unboxing offers suspense and surprise. Let their inner child play for once-in-a-lifetime prizes. Even without big markdowns, your brand becomes unforgettable.

This Black Friday, don't just discount - delight shoppers with play! Draw crowds who come for the experience, not just takeaways. Give out smiles along with the savings and merchandise.

Black Friday Promotion Example #20: Extend your Black Friday promos like Mud Pie

Black Friday has an impact. But don't stop promotions when the clock strikes midnight! Extend your savings into a weekend, week, or full-month affair.

You'll avoid the highest competition with doorbuster one-day-only deals. Spreading out offers lets you capture sales at other times too. Shoppers who missed Black Friday can still save.

What’s the business?

Mud Pie is a lifestyle and home decor brand. They deal in women's apparel, baby clothes, and gifting products.

The Black Friday promotion

Mud Pie plays the Black Friday extension tactics to include the weekend. They combine the extension with conditional discount offers to a powerful effect. 

See the promo image below for inspiration.


You should use the promo extension idea for Black Friday. You can take yours further than the Black Friday weekend.

How to make promo extension work for holiday sales

Send reminder emails each weekend showcasing different hot deals. Keep social media buzz going daily with new products on sale. Extend coupon codes for Cyber Monday shoppers.

Sneak peeks of upcoming deals build anticipation. Tease that extended offers are arriving soon. List future giveaways or sweepstakes shoppers can enter.

See which products sell best at different times when you expand promotions. Adjust your inventory and marketing based on trends.

The longer your sale lasts, the more revenue you rake in. Don't limit savings to just Black Friday. Capitalize on bargain fever all month long!

Do it like Mud Pie to extend and pull in those extra sales. Don't leave additional income on the table!

Black Friday Promotion Example #21: Ease buyer concerns with a flexible return/exchange policy


Shoppers love flexibility. This Black Friday, show off your return and exchange options upfront. Make buyers smile with hassle-free policies.

Highlight what's eligible - and not eligible - for returns to prevent surprises. Be fair yet firm on categories you can't take back.

For exchanges, limit choices to similar models, colors, or sizes. Avoid returns ping-ponging endlessly back and forth. Keep some control.

Extend the window to bring ease of mind. Add two weeks for holiday purchases to be tested and enjoyed. But don't go overboard - a month is probably too long.


If they must return, offer refunds as gift cards or store credit too. It keeps value in your business while making shoppers happy.

Show shoppers you want them to smile after purchase, not stressed. Clear, accommodating policies build trust in your brand. Knowing you've got their back, they'll buy with confidence this Black Friday.

Why a flexible return/exchange policy works for holiday sales

92% of consumers say an easy return process ensures they'll be back to buy again from an online store.

Black Friday Promotion Example #22: Fjällräven lets its brand values shine in the Black Friday season

What does your brand stand for? This Black Friday, lead with your special values, not just deals.

Your company has heart and purpose beyond sales numbers. Show who you are to connect with shoppers loyal to the same ideals.

What’s the business?

Fjällräven is a Swedish outdoor gear and equipment company. Their products for outdoor enthusiasts include backpacks, clothing, daypacks, sleeping bags, tents, jackets, etc

The Black Friday promotion 

Instead of offering discounts or free shipping, Fjällräven promotes its brand values using Black Friday. This strategic approach makes them stand out and attract more attention to its brand and offerings.


How to make your brand values shine in this holiday sales season

Does your brand use all-natural ingredients? Talk about your commitment to being eco-friendly. Show pictures of you sourcing from local organic farms.

Do you support artists and makers? Share stories of creators you partner with. Spotlight them and the quality craft that goes into your goods.

Are your products made ethically? Explain your fair wage and labor practices. Manufacturing with care means more than low costs.

Does your brand donate to charities? Highlight the causes you contribute to. Shoppers want to join a mission bigger than bargains.

Whatever your brand stands for, share that story. Don't hide it in the frenzy of Black Friday. Your purpose makes you special.

When you lead with heart, kindred customers will follow. Being true to yourself wins loyalty beyond any sales deal. That's branding magic.

Black Friday Promotion Example #23: Sephora entices shoppers with free gifts

Who can resist a free gift? This Black Friday, tuck fun surprises in every order. Add a sample, sticker pack, or bonus item to each purchase while supplies last.

Watch shoppers click "Complete Purchase" just to snag your exclusive extras. Small gifts feel like over-the-top gratitude for buying from you. Customers beam as they unwrap and share the freebies.

What’s the business?

Sephora is a French multinational company. They are retailer of beauty and personal care products.

The Black Friday promotion 

Sephora entices customers with free gifts for Black Friday.

See the image below to get a clue.


How to make free gifts work for Black Friday

Build urgency with "Just 100 gifts remaining!" Countdowns pressure buyers to grab the perk before it's gone forever. They'll buy more to hit free gift thresholds.

Spot shoppers tossing extra items in carts to qualify for your gifts. Each order now brings higher margins and new product exposure. It’s a genius upsell strategy disguised as generosity.

Make gifts fit your brand story. Outdoor shops could offer custom trail mix sachets. Bookstores might include signed bookplates. It's both free marketing and a memorable "thank you."

Delight and surprise clients this Black Friday with a small gift in each order. They'll light joyfully and keep the cheer going with referrals and reviews.

B2B companies who might be considering Black Friday promos

Should Your B2B Company Run Black Friday Promos?


Black Friday is known as a big day for shoppers. Stores offer hot deals on TVs, toys, clothes, and more. People line up to score the best bargains.

But B2B companies can join the sales rush too. Black Friday brings a chance to win clients and make big money. You just need smart ideas to adapt to the retail holiday hype.

First, think about your clients' needs. What deals would get their attention? Companies want value from partners like you. Show them how you solve problems in a fresh way.

Could you offer a nice discount on services? Maybe 25% or 40% off for new sign ups? Put a short time limit to create excitement.

Bundle a few top products at a packaged price. Throw in free gifts like setup or shipping. Go beyond just lower prices.

Give special rates for client referrals. Reward them when friends join, thanks to their glowing recommendation. Everyone likes to save.

For current clients, extend trials of new solutions. Or give sneak peeks of upcoming products. VIPs get early access before others.

Donate to a charity that clients care about in their name. Giving back makes everyone feel good. Show that you really care.

If you sell courses or training, compile the most popular ones into a new mega-bundle. A bigger package at a bundled price is more attractive.

Local companies could offer gift certificates for your services. Get new local relationships started. Help potential clients plan for the future.

Get jazzed up with fun images of unwrapping surprise gifts and big bows on your website and emails. 

No matter your tactics, sell it as a new Black Friday sale. Call it "Black Friday Goes B2B" or similar. Catch the broad public excitement and buzz. You could start a fresh new B2B tradition.

Start early by teasing it weeks ahead. Reveal some deals and build suspense for more. Ask current clients for feedback to perfect your offers.

After the sales promo period, keep the momentum going and send thank you notes. The idea is to stay top of mind.

With smart planning, B2B brands can ride the Black Friday wave just like retailers. Use it to win clients, energize your team, and make money. So, don't just watch shoppers have all the fun! Jump into holiday sales yourself.

Use these ideas and thank me later!

5 Common Black Friday Mistakes to Avoid


Black Friday brings huge sales. But some deals hurt more than help. Here are five key mistakes you should avoid.

Doing Too Many Discounts

Don't go overboard with deals. Too many cuts profit too much.

Pick your best sellers. Discount those smartly. Also, put some focus on full-price new items. Balancing your deals is key!

Skipping Planning

Fail to plan, plan to fail. Rushing leads to blunders!

Start prepping in October or earlier. Have enough stock and promote weeks ahead. Test systems to avoid crashes.

Not Having Good Analytics

You need real data. Look at past years to see what sells well during Black Friday. How much stock do you need?

Use tools to watch live sales. Track trends across hours and days. Adjust plans based on what's working.

Only Promoting on Black Friday

Extend! Make deals last through Cyber Monday. Run ads before and after. Send email reminders on weekends.

Space out offers rather than one day only. Less stress on you and buyers.

Ignoring Customer Service

Buyers will have issues like returns. Bad customer service ruins the buzz.

Prep your team and extend hours to handle questions. Automate where you can and reply fast.

Black Friday has huge potential. But you must avoid these big mistakes in your planning. Spend time prepping and testing. Have backup stock and staff!


Need Help With Your Holiday Marketing Efforts? Sign Up With AutoGrow To See Your Ideas Made Real

As the holiday season approaches, it’s important to start thinking about how you can raise awareness for your business or client in a competitive marketplace.

Fortunately, there are plenty of ways to reach prospective customers through digital marketing efforts.

The 23 Black Friday promotion examples outlined in this article will help get you started on laying out an effective campaign to jumpstart this year’s holiday season.

And you can use these examples to inspire your other holiday promotions too.

But keep in mind that a lot of consumers start their shopping early. In a survey from McKinsey & Company, 45% of respondents said they start holiday shopping in early October. So it’s crucial that you don’t wait until the last minute to come up with a strategy.

If these ideas seem overwhelming or you want some expert guidance with crafting a strategy tailored specifically to your online store needs, consider signing up for AutoGrow.

Our team is ready to help craft compelling content across all channels so you can build momentum before the holidays arrive.

So will any of these examples help you with your next campaign?

Let me know in the comments below.

Keep AutoGrowin’, stay focused.


Image Credits:

  1. https://news.adobe.com/news/news-details/2023/Adobe-Forecasts-221.8-Billion-U.S.-Holiday-Season-Online-Cyber-Monday-To-Top-12-Billion-default.aspx/default.aspx
  2. https://www.statista.com/chart/7045/thanksgiving-weekend-e-commerce-sales/
  3. https://www.convertcart.com/blog/black-friday-marketing-ideas
  4. https://moosend.com/blog/black-friday-subject-lines/
  5. https://www.linkedin.com/pulse/black-friday-b2b-commerce-damien-perillat
  6. https://www.invespcro.com/blog/ecommerce-product-return-rate-statistics/
  7. https://moosend.com/blog/black-friday-subject-lines/
  8. https://shop.cupcakesandcashmere.com/pages/black-friday-vip-early-access
  9. https://shortyawards.com/13th/walmart-unwrapthedeals-bringing-black-friday-to-tiktok
  10. https://smsbump.com/blogs/how-to-launch-an-abandoned-cart-recovery-sms-strategy-in-shopify
  11. https://web.facebook.com/in.GoDaddy/photos/a.1471674303056891/3399432376947731/?type=3&_rdc=1&_rdr
  12. https://99firms.com/blog/sms-marketing-stats/#gref
  13. https://aviaro.com/last-minute-text-message-marketing-black-friday/
  14. https://www.activecampaign.com/blog/black-friday-emails-2
  15. https://www.mention-me.com/blog/black-friday-analysis-an-insight-from-100-brands
  16. https://capitaloneshopping.com/research/discount-statistics/
  17. https://www.megomedia.net/post/7-marketing-mistakes-to-avoid-this-black-friday

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