Every year, at the end of November, the world of commerce tenses up, Black Friday has become an unmissable event. The B2C sector talks about it, the media relay record numbers, and brands multiply their campaigns. But what really happens in marketing when we move past the clichés of massive discounts?
For you, as marketers, this day (or period) represents both an opportunity and a risk.
An opportunity if you use this event to amplify your strategy, create connections, activate your audience, and show that you can think beyond the “discount-only” mindset.
A risk if you approach it as a simple markdown, without vision or follow-up.
The challenge is clear: transform the frenzy of Black Friday into a moment of controlled growth, built on value, engagement, and sustainability.
Black Friday Today: A Massive, Global Phenomenon
The concept of Black Friday originated in the United States but has radically evolved and gone global. Today, it’s no longer a single day but an extended event — a weekend, “Black Week,” or even “Black Month.” The numbers speak for themselves: in the U.S., online sales reached $10.8 billion during Black Friday 2024, an increase of +10.2% compared to the previous year. Globally, online purchases on that day were estimated at $74.4 billion.
Moreover, awareness of the event is overwhelming: according to a global study, over 90% of consumers know about Black Friday.
What Should Marketers Take Away?
- Black Friday is now a commercial ritual — one that both consumers and businesses expect.
- Digital plays a decisive role: online and mobile shopping have become central to the experience.
- Even if you operate in B2B, even if your sales cycles are long, or your products and services are complex, your audience still responds to the right marketing stimuli. This opens up strategic opportunities.
The Pitfalls of a Purely Promotional Approach
While Black Friday may seem like a marketing “jackpot,” it can just as easily backfire. Without strategic thinking, many companies see their return on investment shrink — or even experience unwanted side effects.
1. Perceived Value at Risk
When a brand multiplies discounts or adopts an aggressive tone, it risks sending a diluted message: “our value may not have been as high as we claimed.”
In B2B — where credibility, expertise, and long-term relationships are key — this erosion of perceived value is far from insignificant.
2. Short-Term Thinking
Focusing solely on a one-time transaction without considering the consequences is chasing numbers at the expense of strategy.
An exceptional offer can create a short-term spike, but without follow-up or re-engagement, it can leave an empty space behind. The risk is treating Black Friday as a sprint rather than a marathon.
3. The False “Consumer Reflex” Applied to B2B
The “discount + urgency” reflex can sometimes work in B2C. But in B2B, decisions are usually more deliberate — involving multiple stakeholders, budgets, approvals, and ROI expectations.
A massive promotion without strategic alignment may therefore lack relevance. As one specialized article notes: “Black Friday doesn’t fit every B2B sector, but it can be adapted if you focus on the people behind the business.”
Rethink Black Friday as a strategic marketing lever
The real shift in perspective lies here: using Black Friday not as a simple low-price event, but as a moment of value, a point of engagement, a springboard toward lasting results.
Segmentation and personalization as a compass
Your customer or prospect base is not homogeneous. A single “-30%” offer won’t resonate the same way with a cold lead as it will with a loyal customer. It’s essential to segment:
- Existing customers: offer value, reward, reinforce.
- Engaged leads: provide an incentive to convert (trial, bonus).
- New prospects: offer a hook, an easy point of contact, exclusive access.
Personalization of both the message and the timing makes all the difference. Successful marketers speak to the right person, at the right time, with the right offer.
High value-added offers
Instead of lowering the price just for the sake of it, focus on added value. This can take several forms:
- a free audit,
- additional training,
- premium support,
- personalized guidance.
This kind of approach strengthens your positioning and encourages the client to view the transaction as an investment rather than just a simple deal.
In B2B, the storytelling around this “investment” can be the key factor that drives the purchase decision.
Storytelling, brand, and experience
Black Friday becomes a moment of communicability. Use it to strengthen your brand identity: why you do what you do, how your solution is different, and how this period fits into your mission.
Instead of saying “-50% only this weekend,” the message could be: “Because your end-of-year challenges deserve a fresh start, we’re offering you…”
This kind of wording places the offer within a trajectory, not just a discount.
It’s no longer about making a quick hit, but about marking a turning point.
The complete marketing plan for a successful Black Friday
Here are the main steps every marketer should include in their calendar to turn this event into a strategic success.
1. Preparation and Timing
Start early. Black Friday begins in your customers’ minds long before the actual day. Actions to consider:
- Teasing 2–3 weeks beforehand: newsletter, early member access.
- Internal mobilization: coordinate marketing, sales, and support teams.
- Technical check: e-commerce site, activation platform, landing page, email automation.
- Data segmentation: prepare lists, scoring, and history.
According to one study, “44% of shoppers plan their Black Friday purchases more than a week in advance.”
2. Campaign Launch
On the big day (or during the campaign period), activate your channels with discipline:
- Email marketing: personalization, catchy subject lines, and clear value proposition. (365 million emails were sent on Black Friday 2024 on the Dotdigital platform alone.)
- Automation & multichannel follow-up: structured communication sequence — teaser, announcement, reminder, last day, follow-up.
- Offer visibility: make it clear, aligned with your target audience.
- Website / landing page optimization: smooth UX and strong messaging.
- Synchronized communication: social media, blog, PR if relevant.
3. Post-Campaign Activation
Once the “window” has closed, begin the follow-up and long-term conversion work. What separates companies that win on Black Friday from those that merely discount is what comes after:
- Segment new clients and leads acquired during the campaign.
- Personalized nurturing: valuable content, webinars, check-ins.
- Data analysis: which segments converted? Which channels performed? What were acquisition costs?
- Loyalty building: upsell offers, premium support, engagement programs.
4. Measure, Learn, Repeat
To make the effort a long-term driver, you need to analyze and extract lessons. Key metrics to track:
- Conversion rate per segment.
- Customer acquisition cost (CAC) during the period.
- Average basket size / customer lifetime value (CLV) of new clients.
- Post-purchase user engagement (sessions, usage, support).
- Turnover / churn in the following months.
It’s through this continuous improvement loop that your campaign won’t remain an isolated effort — it will become an integrated part of your annual marketing cycle.
A few good examples & application ideas
Even though many examples come from B2C, there’s plenty of inspiration for professional marketing. Here are a few ideas:
- A SaaS company offering its current subscribers one extra free month if they renew before a specific date — this strengthens engagement and increases average revenue per customer.
- A marketing agency offering its contacts a free “end-of-year” audit plus a special “Black Friday” priced offer — creating a double effect: immediate value + conversion opportunity.
- A B2B manufacturer or supplier turning Black Friday into a bundle operation (equipment + service), enhancing the ecosystem’s value and cushioning the impact of “discount” perception.
- An “early access” approach reserved for premium clients or newsletter subscribers, reinforcing exclusivity and avoiding a price war.
Toward more conscious and differentiated marketing
The marketing landscape is changing. Consumers, clients, and prospects are more informed and more demanding. They expect brands to embody values, to have meaning, and for their actions to go beyond mere commercial intent.
- The concept of “Green Friday” or “Slow Friday” is gaining traction among certain brands. The idea is to tone down the promotional frenzy, adopt more sustainable practices, or invest in a cause rather than offering simple discounts.
- In B2B, this can mean committing to ethical standards, increasing transparency, or designing offers that align with clients’ real challenges (for example, support, training, efficiency).
- Overpromising and aggressive selling are increasingly poorly received. Marketers now need to think in terms of “experience” and “relationship,” not just “sales.”
When you adopt this mindset, Black Friday stops being a moment of saturation and becomes a moment of differentiation. You can be the one who stands out — not by shouting louder, but by speaking with purpose.
Checklist and practical recommendations for your campaigns
Here’s a selection of actionable steps to adapt according to your company, sector, and level of maturity:
- Define a clear objective for the period (acquisition, upselling, retention).
- Segment your customer/prospect base and prepare tailored messages.
- Design a high-value offer (audit, training, bundle, service) rather than a simple discount.
- Launch a teasing phase 2–3 weeks in advance, with early access or client privileges.
- Optimize your activation channels: email, automation, landing page, social media, blog, support.
- Plan post-campaign follow-up: re-engagement, nurturing, support, and measurement.
- Track the right KPIs: CAC, CLV, conversion rate, retention.
- Integrate the customer experience into the process (onboarding, support, content).
- Ensure alignment between your campaign, brand, and values.
- Prepare for the next edition: learn from results, refine segmentation, and nurture active customers.
Conclusion
Black Friday isn’t just about slashed prices, instant volume, or a frantic race toward transactions. It can be a smart lever, a key moment in your marketing calendar, a springboard for the rest of the year — and beyond.
As marketing professionals, your role is to create meaning, build relationships, and maximize value — not just for Black Friday itself, but for the long-term journey of your brands and clients.
So this year, don’t just ride the wave — design it. Be the brand that thought ahead, that planned, that activated intelligently.
And when the Black Friday spotlight fades, you’ll still be standing.
Don’t strive to be the loudest brand on Black Friday.
Strive to be the one people still remember in January.
