The day after Thanksgiving used to be a simple marker on the calendar, the unofficial start of the holiday shopping season. Over time, it has evolved into a cultural phenomenon, synonymous with chaotic crowds, doorbuster deals, and midnight shopping marathons.
Black Friday has always been a numbers game: a push to drive foot traffic, boost revenue, and outpace competitors. But in an era of year-round deals, from Cyber Monday to Amazon Prime Day, the allure of Black Friday seems to be fading.
A 2023 analysis of popular Black Friday discounts found that many “doorbuster deals” were either available earlier in the year or repeated during other sales events. This raises the question: Is Black Friday still about delivering value, or has it become more about clever marketing?
What was once the pinnacle of consumer excitement and unbeatable offers has become predictable. Brands race to out-discount each other, but at what cost? Are these strategies building long-term loyalty, or are they simply short-term wins in an increasingly unsustainable competition?
It’s time to reframe Black Friday. Not as a day of discounts, but as a stage for unveiling the next chapter of your brand. What if Black Friday wasn’t about selling more for less, but about redefining how we create and celebrate value?
But First... The Double-Edged Sword Effect
Black Friday frenzy is undeniable: sales spike, foot traffic booms, and customers hunt for bargains. But for businesses, the trade-offs are steep. Shrinking profit margins, potential brand dilution, and a relentless focus on price often overshadow the opportunity to build lasting loyalty.
This creates a dilemma: In the race to attract customers, are brands losing sight of what truly differentiates them? And in a market saturated with endless deals, is Black Friday still the best way to stand out, or simply a dated tradition in need of reinvention?
An Opportunity for [Re]Designing Value
Think of how tech companies unveil their latest products: it’s not just about the features, it’s about creating anticipation and showcasing value. Now imagine applying that strategy to Black Friday: a day where businesses unveil their next-generation value proposition, shifting the focus from discounts to delivering relevance.
This doesn’t mean abandoning discounts but rethinking their role. Instead of using them as the main attraction, they could become part of a broader strategy to elevate your brand’s impact.
- Customer-Centric Events: Host experiences that showcase what sets your brand apart.
- Value-Driven Offerings: Introduce features or services that make your product indispensable.
- Exclusive Reveals: Use Black Friday as a platform for product launches or limited-edition releases.
Why Limit Value to One Day?
Why tie this unveiling of value to Black Friday at all? If your brand truly delivers something unique, why wait for a specific day to announce it? The opportunity lies in creating your own moment, a new 'Value Day' where your brand takes center stage, free from the noise of seasonal competition.
Imagine a Tuesday in February where your business unveils its most customer-centric innovation, setting its own rules. Innovation thrives when we dare to rethink tradition, and there’s no better time to start.
Some companies are taking a stand against the Black Friday frenzy, not by competing harder, but by stepping out of the race altogether. Take REI, for instance. The outdoor retailer’s #OptOutside campaign has become a defining brand moment. By closing their stores on Black Friday and encouraging employees and customers to spend the day outdoors, REI has positioned itself as a company that prioritizes values over volume.
Nordstrom similarly rejects the early holiday rush, choosing to hold off on Black Friday promotions until after Thanksgiving. Apple, while not explicitly anti-Black Friday, rarely participates in the deep-discount culture, relying instead on its year-round premium pricing strategy.
These companies demonstrate that challenging tradition isn’t just possible, it can redefine a brand’s relationship with its customers. Opting out doesn’t mean opting for silence. It means finding creative ways to stand out while staying aligned with your mission.
Let’s Design the Next Value Revolution
Black Friday doesn’t have to be just about discounts. It’s an opportunity to rethink how value is created, delivered, and celebrated. It’s not about following trends but redefining them, transforming a tradition into a strategic advantage.
At twopoint0 , we specialize in helping businesses uncover and activate innovative strategies that transcend the expected. Whether it’s redefining customer experiences, reimagining value propositions, or creating standout market moments, we help organizations think beyond the obvious. Our process is built on aligning bold ideas with practical execution, ensuring innovation isn’t just a buzzword but a measurable advantage.
What could your brand do if it thought beyond price tags and embraced a day of value creation instead?
Are you ready to lead the way in redefining what Black Friday—and value—mean for your business? #LetsDesignTheNext
