Black Friday isn’t just another big sales day – it’s the ultimate moment for DTC brands to seize market share and acquire new customers.

If you haven’t started planning yet, consider this your wake-up call. Every single touchpoint matters -from your email flows to your landing pages and everything in between. The brands that win big on Black Friday aren’t just chasing sales; they’re strategically positioning themselves to attract and retain new customers in one of the biggest acquisition opportunities of the year.

With the ongoing cost-of-living crisis driving even more shoppers to hunt for deals, there’s a golden opportunity for DTC brands to step up.

Why Black Friday is More Than Just a Sales Spike

As the biggest shopping day of the year, Black Friday, traditionally held on the last Friday of November – this year on November 29th – brings unique challenges and opportunities for retailers. The current retail environment is tough, with brands facing headwinds from inflation, supply chain disruptions, and the ongoing cost-of-living crisis. According to the Mintel Black Friday Report 2024, over half of Black Friday shoppers last year relied on promotions due to financial concerns, highlighting the growing importance of discounts to consumers.

Interestingly, this wasn’t just a trend among lower-income households; an increasing number of higher-income shoppers were also drawn to Black Friday deals. This shift presents an opportunity for DTC brands to attract a broader audience and build brand loyalty. A positive shopping experience during Black Friday can make a lasting impact, with 84% of UK consumers stating they would be more likely to shop with a brand again following a good experience.

Don’t Just Show Up – Stand Out

Success on Black Friday isn’t just about cutting prices; it’s about standing out. The best-performing campaigns don’t just blend into the holiday noise – they cut through it. Here’s how:

1. Go All-In on Sales-Focused Campaigns: The best campaigns focus purely on driving sales, without distracting themes like Christmas or New Year. Launch your paid posts early in November, but ramp up just before Black Friday to capture peak attention. Sponsored content should be bold, direct, and action-oriented.
2. Own Every Touchpoint: Whether it’s a targeted email, a social media ad, or a landing page, every interaction should be working hard to convert. In 2023, 70% of Black Friday ads went live in the week of the event, with the biggest spike between 20th and 25th November. Don’t be late to the party – your customers are already scrolling.
3. Create Irresistible Promotions: One of the most effective strategies is to run an attention-grabbing deal on a popular item. This isn’t about giving away your best stock – it’s about drawing customers in and increasing your average order value. Once they’re in, intelligent carts can help upsell and cross-sell, turning that initial discount into a profitable basket.
4. Reward Loyalty and Build the Buzz: If deep discounting doesn’t align with your brand ethos, focus on rewarding your loyal customers. Offer early access, exclusive deals, or perks that make your existing audience feel valued and excited to shop with you again. It’s not just about the one-time sale – it’s about creating a lasting impression.

Preparing for BCFM: Plan Early, Execute Wisely

The potential of Black Friday is vast, but it requires careful planning and timely execution. Shopify merchants alone saw a record-breaking £7.3 billion in sales over the Black Friday weekend last year. That’s proof that the right strategy can deliver huge results – but only if you’re prepared. For 2024, early planning of campaigns, promotions, and inventory is crucial to capitalise on the event’s opportunities.

Start planning your Black Friday now. Assess your inventory, refine your offers, and get your campaigns ready to go. This is your brand’s chance to grab attention, boost sales, and build a customer base that sticks around long after the discounts are gone.

Final Thoughts

Black Friday is more than a single day of discounts; it’s a vital moment for DTC brands to showcase their value, attract new customers, and convert them into long-term advocates. By focusing on clear, sales-driven strategies and executing with precision, DTC brands can make Black Friday a cornerstone of their growth strategy, turning one of the busiest shopping days into a lasting brand success story.