Whether you love it or hate it, Black Friday has become one of the biggest fixtures in the consumer marketing calendar. For some brands, it’s a golden opportunity to drive sales and reward loyal customers. For others, it’s a noisy, discount-driven race to the bottom.
Then there’s Cyber Monday – the online sibling of Black Friday – which has extended the shopping frenzy even further, turning one day of discounts into a long weekend of campaigns, emails, and flash sales.
The key for marketers is to find a strategy that fits their brand and audience, not just following the crowd.
A quick look at the history
Black Friday began in the United States as a post-Thanksgiving retail tradition, dating back to the 1960s. The term was coined by police in Philadelphia to describe the heavy traffic and chaos caused by pre-Christmas shoppers.
Over time, retailers embraced the phrase, and it evolved into a national shopping event fuelled by big discounts and headlines about record-breaking sales.
By the 2000s, Cyber Monday had emerged as the ecommerce counterpart. Coined by the National Retail Federation in 2005, it capitalised on the growing trend of consumers shopping online after the Black Friday weekend.
Today, both events have gone global and digital-first brands are reimagining them as opportunities to engage customers in more creative, meaningful ways.
Why brands can’t ignore Black Friday (even if they want to)
For many brands, Black Friday remains one of the most profitable periods of the year. Shoppers are primed to buy, competitors are active, and digital platforms are saturated with attention.
But there’s a flip side. Discount fatigue, brand dilution, and sustainability concerns have made some marketers rethink their approach. Instead of joining the noise, savvy brands are using this period to reinforce loyalty and experiment with creative engagement.
6 Black Friday marketing ideas
Instead of quick wins, these Black Friday marketing ideas focus on strategy, creativity, and long-term value:
1. Use branded games
Branded games offer a fun, interactive alternative to typical sales messaging. For example, Quidco marked Black Friday with a customised Match-3 game where brand partners were represented in daily special sponsor levels. Players could unlock exclusive offers from the likes of Samsung, Boots, and JD Sports every day of the campaign period.
2. Reward loyalty over volume
Instead of cutting prices for everyone, more and more brands are now prioritising their existing customers. Early access offers, VIP-only discounts, or exclusive bundles make loyal fans feel valued and drive word-of-mouth promotion.
3. Make it meaningful
Linking sales to charitable donations or sustainability initiatives can shift the focus from overconsumption to purpose. Campaigns like Patagonia’s Don’t Buy This Jacket famously encouraged customers to think twice before purchasing, earning trust and long-term loyalty.
4. Tell a story
In an inbox full of “20% off” subject lines, storytelling cuts through. Share behind-the-scenes insights, showcase the people behind your brand, or highlight customer stories. The goal is to humanise your message and create emotional impact.
5. Embrace the calm
Some businesses are pushing back against the chaos altogether. Campaigns like Cards Against Humanity’s anti-sales – where they made $71,000 dollars by selling absolutely nothing – stand out precisely because they subvert expectations.
6. Focus on Cyber Monday experiences
Cyber Monday offers a cleaner slate for digital brands. Try exclusive online experiences, limited-time bundles, or gamified email journeys that drive repeat visits across the weekend.
