When is a sale worth it? Rethinking Black Friday marketing strategies
If your inbox looks anything like mine today, it’s overflowing with Black Friday ‘offers’, ‘deals’, and ‘exclusive’ promotions vying for attention.
Black Friday has taken over, and social media isn’t much better. From hastily put-together discounts to promotions that lack substance, the sheer volume can feel overwhelming - and frankly, ineffective.
Black Friday and other seasonal sales events have become marketing mainstays, but that doesn’t mean they’re right for every business. The pressure to have an offer for these commercial dates often leads to rushed campaigns that miss the mark.
Here’s the truth: sales and promotions only work when they’re thoughtfully planned and aligned with your strategy.
Strategic marketing over trend-driven promotions
Seasonal promotions like Black Friday or Christmas and New Years sales can be incredibly effective - but only when they’re used strategically and aligned to your business objectives.
Far too often, businesses jump on the bandwagon, launching discounts because it feels like the thing to do, rather than because it’s what their audience needs or expects, or even what’s best for their bottom line. They think they have to follow these trends for visibility, or to not get left behind, but all it results in is attracting customers who don’t actually see the real value in your products or services.
Sales should always serve a clear purpose. Think about it, are you trying to:
Attract new customers?
Reward loyal clients?
Launch a new product or service?
If the answer isn’t clear, it’s time to rethink. A poorly executed promotion not only risks falling flat but could also damage your brand - especially if it undermines the value of your products or services.
Why discounting isn’t always the best marketing strategy
Not every business benefits from discounting. For example, I recently worked with a client whose premium product made them hesitant to join in with the Black Friday chaos. Slashing prices would have cheapened their brand and contradicted their positioning.
Instead, after discussing their options, we chose a different approach: an exclusive waitlist offer. People who joined by a specific date gained early access to their new product. This approach turned the focus from “saving money” to “gaining access,” tapping into their audience’s desire to be part of something special.
The result? They doubled their target for waitlist sign-ups without compromising on price or value.
Should your business be running Black Friday promotions?
If you’re debating whether to join the sales frenzy, consider these questions:
Does it align with your brand? A premium or bespoke product could lose value if discounted heavily.
What’s your goal? Is the promotion about clearing stock, generating leads, or driving immediate revenue? Without a goal, the offer risks falling flat.
Is there a better alternative? Can you offer value in other ways? Exclusive access, bonuses, or bundled offers are often more effective than discounts.
Have you planned it properly? A rushed promotion can feel disingenuous. If you haven’t had time to prepare, it’s better to wait and create something meaningful.Alternatives to Discount-Driven Marketing
Alternatives to discount driven marketing
Not every marketing strategy needs to rely on discounts. Instead of chasing trends, focus on understanding your audience and delivering something they’ll genuinely value. Whether that’s exclusive access, tailored content, or thoughtful rewards, the key is to build trust and align with their needs.
It may be too late for Black Friday 2024, but before you rush into following any future sales and promotional herds, think about the actual benefit of doing so for your business.
If you’re unsure whether sales and promotions are the right fit for your business, let’s figure it out together. My Marketing Clarity Call is designed to help you review your marketing strategy, explore the best options for your audience, and uncover practical ideas tailored to your goals.
This 90-minute session gives you clear, actionable insights - without the pressure of following trends that don’t serve your business. Let’s talk about what really works for you. Book your call today.
