Black Friday Marketing: Revenue Boost or Relationship Builder?
So, Black Friday—the annual circus of deals, discounts, and dopamine. I recently posted a thread asking folks how they felt about it, and one response hit me like a lightning bolt: “It’s a great time to market your business.”
Wait, what? Marketing?
In my mind, Black Friday had always been boxed into the “revenue-boosting” category. You know, where you knock Q4 goals out of the park, grab those last-minute wins, and bask in the glow of high-conversion chaos. But this idea of it being a marketing opportunity? That made me pause and rethink everything.
Let’s dig in. Is Black Friday really about making noise and cashing in, or can it be a strategic way to build lasting connections with your audience?
The Double-Edged Sword of Black Friday Noise
First things first: Black Friday is loud. Not just normal-loud—it’s standing-in-front-of-a-speaker-at-a-concert loud. Inboxes are overflowing, social feeds are swamped, and ads are coming in hot from every direction. It’s the marketing Olympics, and everyone’s competing for attention.
Challenge: Breaking Through the Chaos
Here’s the thing: Even the best campaigns can struggle to stand out in this noise. Buyers are bombarded with flashy ads and countdown timers, making it harder than ever for your offer to get noticed. It’s like trying to start a conversation at a crowded party where everyone’s already yelling.
Opportunity: Show Up Differently
While everyone else is shouting, there’s an opportunity to whisper—to show up with authenticity and speak directly to your ideal audience. Black Friday isn’t just about deals; it’s about showing who you are as a brand. When you focus on connection instead of just conversions, you stand out in a way that people remember long after the discounts are gone.
Is Black Friday Expanding Your Reach or Just Your Revenue?
Here’s the million-dollar question: Does Black Friday help you grow your audience, or does it just squeeze dollars from people already in your orbit?
Thinking about my own behavior this year: I’ve definitely clicked “add to cart” on some budget-stretching items (because, hey, best deal until Labor Day). But have I discovered any new brands or services? Not really. My purchases have been driven by necessity and urgency, not exploration.
But that’s just me. Some businesses use Black Friday as a way to invite people into their world, offering deals that double as introductions to their brand.
The key? Using Black Friday to plant seeds for future relationships, not just quick wins.
Strategies to Turn Black Friday into a Marketing Powerhouse
If you’re ready to rethink your Black Friday game, here are some strategies to make it work for your business:
1. Let Your Personality Shine
Black Friday is your stage—own it. Whether it’s a cheeky tagline, a heartfelt message, or a creative spin on your offers, make sure your campaign feels like you. Buyers might forget the discount, but they’ll remember how your brand made them feel.
2. Educate While You Sell
Deals are great, but delivering value is better. Share tips, insights, or behind-the-scenes content that aligns with your offer. For example, if you’re selling a course, offer a quick, actionable tip that gets your audience saying, “Wow, I need more of this.”
3. Grow Your Email List
Use Black Friday as an opportunity to build your list. Offer exclusive freebies, early access to deals, or lead magnets that make your audience want to stick around long after the sale ends.
4. Create Ethical FOMO
Urgency sells, but it doesn’t have to feel slimy. Use transparent, genuine tactics to create FOMO—like limited-time bonuses or exclusive bundles. The goal? To make your audience feel excited, not pressured.
5. Collaborate to Expand Your Reach
Black Friday doesn’t have to be a solo act. Partner with complementary brands to create bundles or cross-promotions that introduce you to new audiences. It’s a win-win for everyone involved.
The “5 Days of Deals” Model: Smart or Just Loud?
One strategy that’s been popping up a lot this year is the “5 Days of Deals” approach. Each day, a new 24-hour-only offer is rolled out. It’s a clever way to keep your audience engaged and create a sense of anticipation.
But does it actually build visibility? Maybe. Maybe not.
Here’s the thing: If you’re promoting these deals only to your existing audience, you’re probably just converting warm leads. That’s great for revenue, but it doesn’t necessarily expand your reach. To make it a true marketing play, you’d need to pair it with strategies that draw in new eyes—like paid ads or strategic partnerships or collaborations.
Revenue vs. Relationships: What’s Your Goal?
At the end of the day, your Black Friday strategy should align with your business goals. Here’s how to think about it:
If your goal is revenue: Focus on irresistible offers that appeal to your warm audience. Make it easy for them to say yes.
If your goal is visibility: Use lead magnets, collaborations, or other tactics to reach new people.
If your goal is connection: Share your story, your values, and your personality. Show your audience who you are, not just what you sell.
And remember: You don’t have to do Black Friday. Sometimes, the best strategy is to sit it out and let everyone else battle it out in the noise while you plan your next big move.
The Bigger Picture: Marketing Beyond Black Friday
Here’s where it all comes together. Black Friday isn’t just a one-and-done event. It’s an opportunity to test strategies, gather insights, and refine your marketing game for the future.
Ask yourself:
What worked well?
What didn’t land?
How can I take these lessons into the next quarter?
When you approach Black Friday with intention—whether you’re focused on revenue, visibility, or connection—you’re setting yourself up for long-term success.
Final Thoughts: Finding Your Own Black Friday Path
Black Friday doesn’t have to look the same for everyone. Some businesses thrive on big sales and bold campaigns, while others take a quieter, more targeted approach. The key is to find what works for you—and to remember that it’s okay to step outside the box.
So, whether you’re going all-in with a 5 Days of Deals extravaganza or skipping Black Friday altogether, do it in a way that feels authentic and aligned with your brand. Because at the end of the day, the best marketing strategy is the one that works for your business—and the one that keeps you loving what you do.
