I’m grateful for all the Black Friday email spam as it’s given me a reason to unsubscribe from at least 30 mailing lists. Love it or or hate it, the annual consumer-fest is here to stay and if you’re targeting customers it’s a marketing bun-fight.
But do you know the history of Black Friday?
The day, now synonymous with deals, discounts, and doorbusters, has a surprisingly long and complex history.
For a century, the term Black Friday was associated with a 19th-century financial crisis. According to the History Channel in 1869, two scheming Wall Street financiers bought as much gold as they could with the hopes of artificially driving up the price and selling at an astronomical profit. Instead, the gold market collapsed and took the stock market with it, bankrupting millions on Friday, September 24.
In the 1950s the Philadelphia police force gave the derisive nickname ‘Black Friday’ to the flood of rowdy tourists that descended on the city before the Army-Navy football game, snarling traffic and overwhelming retailers. as a term to describe post-Thanksgiving chaos eventually evolved into the biggest shopping day of the year.
By the 80s, retailers had reframed the name to signify the moment their profits went “in the black,” turning it into a celebration of consumerism.
So, the day itself it’s a creative exercise in reframing/naming a problem!
Black Friday: creativity sells
Here are three of my favourite campaigns from recent years that standout that show how brands have used creativity to cut through and turn the chaos into sales, awareness or a take stand on anti-consumerism.
1. Mercado Libre’s Handshake Hunt: gamifying the shopping experience
Challenge: Black Friday in Brazil is an advertising battlefield. Competing against the noise of discounts and loud commercials, Mercado Libre needed a way to stand out.
The Idea: Using their logo’s handshake as inspiration, Mercado Libre partnered with Brazil’s largest TV network to create the “Handshake Hunt.” Every time a handshake appeared on TV, a QR code popped up, offering viewers a unique discount.
Why it worked:
- Data-driven creativity: AI-powered tools identified handshake scenes in pre-recorded scripts, ensuring precise execution.
- Gamification: Turning discounts into a fun hunt created a sense of excitement.
- Longevity: The campaign ran for 45 days, building anticipation and engagement leading up to Black Friday.
Results: Despite a tough economic year, Mercado Libre experienced an 80% sales spike on Black Friday itself and a 39% increase in sales for the month.
2. REI’s #OptOutside: Saying no to Black Friday madness
Challenge: How do you stand out on Black Friday without screaming “Buy, Buy, Buy”? REI, an outdoor retailer, decided to say “No, thanks” to the shopping frenzy altogether.
The idea: REI closed all its stores, paused online orders, and paid employees to spend the day outside. They invited the public to join them with the hashtag #OptOutside, turning the day into a celebration of the great outdoors.
Why it worked:
- Bold contrarian / do the opposite move: Shutting down on Black Friday was a gutsy, headline-grabbing decision.
- Community over commerce: The campaign fostered a sense of belonging and aligned with REI’s values.
- Digital engagement: A website with trail-finding tools and personalized meme generators amplified the message.
Results: #OptOutside became a cultural movement, with 1.4 million people pledging to spend Black Friday outdoors. REI’s sales defied industry trends, rising by double digits, proving that authenticity can boost the bottom line.
The trailblazer: Patagonia No doubt REI would have been inspired by the trailblazer in the anti-consumerism movement by Patagonia, in a now-famous campaign.
In the run-up to Christmas in 2011, Patagonia ran a poster and PR campaign that told customers ‘Don’t buy this jacket’. The message was intended to encourage people to consider the effect of consumerism on the environment and purchase only what they need.
3. ID_BR’s Black Salary Friday: A controversial conversation starter
Challenge: Black Awareness Day and Black Friday coincide in Brazil, creating a poignant opportunity to address racial inequality in wages.
The idea: ID_BR Brazil’s Identities Institute, an NGO, launched “Black Salary Friday,” a provocative campaign offering a fictional 47% discount on hiring Black workers—the exact wage gap between Black and white professionals.
Why it worked:
- Shock factor: The fake promotion grabbed attention and forced people to confront uncomfortable truths.
- Targeted messaging: The campaign aimed at corporations, encouraging them to take action.
- Cultural relevance: By tying the issue to Black Friday, it leveraged the buzz of the day for maximum impact.
Results: The campaign reached 35 million people, boosted website traffic by 522%, and contributed to an 8.6% increase in black hires in the following months.
How to use Black Friday marketing strategies year-round
Black Friday is a high-stakes and an absolute mine-field particularly for smaller business (IMHO), but the creativity and strategy behind these campaigns aren’t just for November—they can inspire marketing success throughout the year. Here are some of the most often used Black Friday strategies and tips for applying them year-round:
1. Scarcity and urgency
Black Friday strategy: Limited-time offers, countdowns, and exclusive deals create a sense of FOMO that compels customers to act quickly.
Year-round application: Use flash sales, limited-edition products, or “while supplies last” campaigns to replicate this urgency. For example, promote a 48-hour sale or launch exclusive products with time-sensitive availability.
2. Teaser campaigns
Black Friday strategy: Many brands build excitement with teaser ads, sneak peeks, and countdowns leading up to their Black Friday deals.
Year-round application: Use teaser campaigns for product launches, seasonal promotions, or big company announcements. Build anticipation with “coming soon” emails, social media hints, and early-access perks for loyal customers.
3. Create a sense of community
Black Friday strategy: Campaigns like REI’s #OptOutside build loyal communities around shared values.
Year-Round application: Foster community engagement by hosting events, launching membership programmes, or creating exclusive online groups where customers can interact and feel part of your brand.
Right I’m off to delete some more spam!
Happy Black Friday from Now Go Create 😉