Black Friday has long been the marquee moment in retail for the last century. A high-pressure, high-discount “mega event” that brands leaned on to drive massive sales. But in today’s landscape of constant deals, savvy consumers, and heightened expectations, is that old playbook still working? At Glint Advertising, we believe it’s time to reassess whether traditional Black Friday tactics still deliver and to pivot to better align with modern shopper behavior.
Consumer Behavior Has Shifted and So Should Brands
Black Friday fatigue is real. According to recent data, consumers are feeling overwhelmed by nonstop sales events. YouGov reports that 36% of Americans are less interested in Black Friday now than a few years ago, citing oversaturation and too many deal weeks. Meanwhile, Boston Consulting Group found that retailers are offering more year-round discounts, diluting the “specialness” of Black Friday.
In short, deep discounts no longer carry the same emotional pull. Consumers know that deals don’t have to wait for one big weekend, and many question whether the markdowns are even real.
Why Traditional Black Friday Tactics Are Losing Their Edge
Deal Desensitization
When discounts are everywhere, not just on Black Friday, the urgency fades. Constant promotions train shoppers to wait, not pounce.
Authenticity Over Aggression
More than ever, shoppers want brands that reflect their values. They prefer meaningful engagement, not just aggressive markdowns.
Higher Stakes, Lower Margins
According to Forbes, rising costs (tariffs, shipping, labor) make deep discounts harder to sustain. Brands risk eroding margins with little long-term payoff.
Trust Issues
Some consumers suspect that Black Friday deals are inflated or manipulated, especially when prices seem to rise before the “discounted” day arrives.
What Today’s Consumers Actually Respond To
To cut through the noise, brands need to rethink their holiday strategy. Here’s what resonates:
- Personalized Offers & Loyalty Rewards: Rather than blanket discounts, brands are rewarding loyal customers with early access, exclusive bundles, or value-added perks.
- Purpose-Driven Campaigns: Companies like Daily Harvest are taking a social-impact approach, linking holiday offerings to cause-based giving instead of just slashing prices.
- Emotional Storytelling: Instead of screaming “50% off,” storytelling that connects with people’s lives, craftsmanship, sustainability, and community builds trust and long-term loyalty.
- Seamless Online Experience: Easy checkout, transparent pricing, and clear communication matter more than ever, especially when impulse isn’t driving decisions the way it used to.
Examples of Strategic Holiday Campaigns
Some brands are already leading the charge:
- Daily Harvest uses its subscriber base not just to sell but to give: in past Black Friday weekends, they’ve donated meals for every gift bundle sold, rethinking what a holiday campaign can be
- Sustainable retailers (like misfit-food companies) are forgoing big discounts entirely and instead redirecting that value into social good.
These campaigns shift the conversation from “how cheap can you go?” to “how meaningful is your brand?”
Navigating the Challenges
Pivoting away from traditional discounting isn’t without risk. Brands may face:
- Oversaturation: Even purpose campaigns can blend in if everyone is doing them.
- Differentiation: It’s harder to stand out when you’re not competing solely on price.
- Short-Term Revenue vs. Long-Term Trust: Sacrificing deep discounts might tighten Q4 revenue, but building brand equity can pay off more in the long run.
To balance these risks, marketers should:
- Analyze Past Performance: Look at which Black Friday campaigns actually drove repeat business versus one-time shoppers.
- Find Your Unique Value Proposition: What makes your brand different? Use that to anchor your holiday messaging, not just discounts.
- Test and Learn: Try phased promotions (e.g., early access for VIPs, purpose-driven offers) and measure closely.
- Stay Transparent: Be clear about why you’re offering what you’re offering. Honesty builds trust, especially when consumers are skeptical.
The Changing Landscape
Black Friday isn’t dying, it’s just evolving. For brands that lean too hard on margin-crushing discounts, the impact may be shrinking. But for those willing to lean into deeper storytelling, loyalty, and values, the holiday season can become less about a one-day bargain bonanza and more about meaningful connection.
If you’re curious how to build holiday campaigns that reflect your brand’s vision (not just its price tag), check out more of Glint Advertising’s blogs, where we unpack consumer trends, creative strategy, and the future of marketing.
