‘Less about the deal, more about the feel’: Ad execs on Black Friday in 2024

Since then, and hastened by the Covid-19 pandemic, more focus has been given to the physical event’s e-commerce cousin – where there’s less possibility of physical injury, but reputational challenges have continued. First the day spread to its official digital partner, Cyber Monday, then the levee broke: offers crept earlier and earlier, reports emerged that many retailers were not actually offering deals in real terms, a vocal minority of brands made a splash with ‘anti-Black-Friday’ campaigns, and people started talking about ‘Black Friday Month’ and the wider ‘Golden Quarter’ from October to December.

We’re at an interesting juncture for capitalism’s newest holiday, in other words – one where the public is more aware than ever of the tricks of the trade, and a certain amount of malaise has set in – but where brands still transact eyewatering sums on and around Black Friday.

So: is Black Friday still relevant? And what does smart marketing strategy look like in the remaining days before the event? We asked leading marketers from The Drum Network.

Stanislas Albin, media strategy director, Jellyfish: “Black Friday as a one-day sales event is a myth. The season of mega-sales now starts in APAC with 11.11, peaking around Black Friday, and closing with Cyber Monday and 12.12 before Christmas. The period remains crucial, with some generating up to 50% of annual revenue in this short span. Recent data from Meta highlights the opportunity: nearly 70% of online shoppers in Southeast Asia and Australia engage with early-bird promotions, and brands that expand Black Friday into a month-long strategy often see a 25% boost in conversions over one-off flash sales.

“Effective strategy requires anticipation and sustained, data-driven engagement. Brands must start building awareness and trust at least three months in advance, ensuring they’re top-of-mind well before the sales begin. If a brand only starts communicating in November, it is too late. Winners are those who strategically build awareness early and capture first-party data ahead of time, maximizing the impact of teaser promotions, exclusive member sales, general sales, and last-call tactics that heighten excitement throughout the season.

“However, these intense sales periods come with a downside: consumers are trained to wait for November deals, especially in CPG, sometimes deferring purchases they’d typically make at regular prices. While brands might see a 5–10x surge in November-December revenues, margins often take a hit. This can be beneficial on low margin commodity brands, but premium brands must be cautious. Excessive discounting can damage brand image, encourage discount dependency, and erode profitability.”

Amanda Atoyebi, director of strategy, North America, Momentum Worldwide: “We may have outdone ourselves with Black Friday. What was once a shared and competitive day meant for celebrating the rarely obtainable, we have turned into a month-long digital theme of constant discounts and unwrapped daily deals. When Black Friday was in its prime, there was only one main way to shop for and buy things – in store. The proliferation of buying channels and the impact of fast social trends has redefined the holiday’s purpose towards constant obtainability. Now, a strategic approach to Black Friday should consider yearly objectives. If short-term sales are the goal, then absolutely lean into the themed approach. If the objective is to drive relevant long-term impact through brand awareness while affirming brand purpose and overall fit, consider a more tailored approach that breathes integrity back into the day-long holiday that drives shoppers back into your retail footprint wherever possible.”

Mary Harding, chief executive officer, Tangerine: “If you ask my other half, they’d say it matters; they’re eyeing a discounted coffee machine we definitely don’t need. Black Friday has become an expected event, one that savvy consumers are increasingly wise to. For brands, yes, it might look good for the bottom-funnel on that one day, but it impacts brand value and the wider sales funnel the other 364 days of the year. It disrupts what could otherwise be a steady period of pre-Christmas growth, as shoppers hold off on significant purchases, waiting for those extra discounts. More importantly, it negatively impacts long-term brand value. Consumers today want authenticity and transparency. Deep discounts can lead people to question a brand’s quality or trustworthiness: if prices can drop so drastically, are the products really worth it? And if brands can offer such discounts now, why not year-round?”

Will Levitt, paid media director, Connective3: “In recent years, the trust in Black Friday deals has declined. What started as a single day of deals has expanded to an entire month. Consumers have lost faith in the deals they encounter, or have encountered cheaper deals at other times of the year. Consequently, brands must adapt their strategies. For instance, Currys has introduced a Black Friday promise, assuring customers that no product will have been cheaper in the preceding six months. As consumer preferences continue to prioritize obtaining the best product at the most affordable price, tactics like these are likely to increase.”

Becca Tredget, strategy partner, Jaywing: “Black Friday has become more than a single sales day, but brands should be thinking about how their full annual marketing plan can contribute to better efficiencies during the Black Friday period. Building brand throughout the year can allow you to capitalize on better CTRs and CPCs for paid activity and increase direct and organic traffic to reduce reliance on paid activity: giving it a brand supercharge can give you a needed edge. Meanwhile, the ‘anti-Black Friday’ trend, for brands like Patagonia, The Ordinary, and Lush, is a way to cut through the noise and stay consistent with their values, driving brand perceptions around sustainability and mindful consumerism.”

Luke Jonas, co-founder and chief growth officer, Nest Commerce: “It's no secret that peak is starting earlier and earlier. Our platform data across all channels reflects this, with sales and advertising costs rising in the build up to the event, hitting an apex during Black Friday Cyber Monday (BFCM) weekend. Despite years of negative headlines about the state of online retail, every year, peak performs. According to Meta data from BFCM weekend last year, we saw a 26% increase in ROAS alongside a 58% increase in average spend. Shoppers are savvier than ever, waiting through the year to make multiple purchases on the weekend. However, if brands are just planning to scale acquisition now with peak just around the corner, it will be more expensive with CPMs spiking as competition is hotting up. Smart brands have already done the hard yards to build a relationship with these customers with full-funnel marketing strategies put into place months before building awareness and consideration.”

Jason Cotterill, e-commerce lead, Space & Time: “Of course Black Friday still matters! CPMs/CPCs may be ever-increasing, and competition may be through the roof, but Black Friday is still a massive revenue opportunity. I don't believe the rise in costs should be a deterrent, but it should act as motivation to be as creative as possible during a period of extremely high demand. A flat discount for all shoppers on the day (or the weekend, or the month) may see a boost in sales – but harness the opportunity to generate excitement for the sale, offer a variance in sale offerings and truly cater to your VIP customers as well as new customers. Use audience segmentation to offer a sprinkle of personalization, generate leads early to nurture potential buyers before the sale period and get your audience excited about your sale. Look at your best-performing messaging and sale offerings using a test and learn approach throughout the year to ensure a mega-successful Black Friday.”

Alex Jackson, paid media team lead, Hallam: “Black Friday used to herald deals galore and be the crowning glory of any e-commerce brand’s digital marketing calendar. But the market and customer sentiment have shifted – and for good reason. Which? found that only 2% of products were actually cheaper on the day itself. The competitive advantage once offered for the best deals has created a winner-fires-first mentality, meaning a month of sub-par deals and chagrined consumers. All this typically drives the wrong type of consumer: bargain hunters. It’s sacrificing long-term growth for short-term gain. However, emerging brands can use Black Friday to build a customer base with their low-margin products; because of this, brands need to ensure that their strategy has been established well in advance and build organic presences to enhance credibility and trust. Emerging brands should view it as a way to build a customer database, as well as product and brand awareness.”

Jacyln Shor, senior strategist, VML: “Increasingly, Black Friday marks the pinnacle of an extended peak retail season with holiday noise starting earlier each year. Considering I’ve received ‘early Black Friday’ messaging since the summer, the day itself matters less, yearly. Ypulse found that 74% of 18-to-24-year-old holiday shoppers will start shopping after September, and that over half of young adults love the extended deals season. But while the day itself has lost its shine, that doesn’t mean it can't evolve again to be more relevant. Think back to REI’s 2015 #optoutside campaign, which shed light on overconsumption. Nearly a decade later, that campaign is still running, and other brands have picked up the torch (think Ikea’s ‘Buy Back Friday’ or Bearaby encouraging shoppers to ‘pause before you purchase’). Expect this evolution to show up in more retailtainment and social commerce-forward spaces, dispersing even more of our holiday shopping spend across the quarter. When nearly everything is on sale for months, brands need to consider more creatively engaging ways to bring consumers back to the ‘main’ weekend. This might take the form of limited edition drops, gamified experiences or exclusive content.”

Alex Humphries-French, MADTech Practice Director, Propeller Group: “Black Friday’s importance has shifted, evolving beyond a single-day event as ‘Christmas creep’ pushes holiday shopping earlier each year. With retailers rolling out deals as soon as November hits, consumers are less likely to wait for Black Friday itself, anticipating a month-long shopping season instead. This expanded timeline changes the nature of Black Friday: it’s no longer just about one-day discounts, but a sustained effort to capture early holiday spending. For brands, the strategy now involves more than big discounts; it’s about creating early excitement and staying top-of-mind throughout the season. Personalized offers, early-access deals, and creative product bundles can help capture shopper attention without eroding profit margins. Smart brands are using digital touchpoints to build anticipation and keep consumers engaged across November. So Black Friday is still a key component of a longer, relationship-building holiday strategy.”

Max Schöngen, global creative lead, Mediaplus Group: “Black Friday has grown from a one-day frenzy to a month-long shopping season, yet it’s still a big driver for consumer spending and deal-focused engagement. With so many deals out there, brands need to work even harder to gain visibility. Two media tactics can help. First, creating standout moments with dynamic, creative media (like shoppable videos and gamified content) can grab attention across the extended season, appealing to both impulse buyers and planners. Second, data-driven personalization on key platforms is essential for breaking through the holiday noise. Mixing urgency with steady engagement helps brands stay top-of-mind. When everyone’s advertising, balancing the excitement of Black Friday with a lasting creative approach keeps consumers interested not just through the sale, but beyond.”

Verity Bouette, business director, Found: “Black Friday still holds significance, but maximizing impact lies in the days surrounding it. The periods before and after are just as crucial for capturing different types of shoppers, whether they are early bird researchers, bargain hunters, or gift-seekers. Success hinges on understanding your customers in advance – knowing their purchasing triggers and preferred channels through thorough analysis of past data, both qualitative and quantitative. Pulling meaningful insight means you can tailor impactful, cross-channel strategies. Leveraging automation tools (like Meta’s ASC+ or TikTok’s Smart+) is key to achieving effective scale, especially when combined with a well-optimized feed. And don’t forget the onsite journey; user experience is essential to unlock maximum conversion potential.”

Michelle Fenstermaker, executive strategy director, Landor: “Black Friday isn’t going anywhere, but it’s evolving. While the days of frenzied doorbusters have faded, the season kickoff spirit remains alive. It’s less about the deal and more about the feel. Retailers today must prioritize a seamless, unified experience as customers are now in control of when, how and where they choose to transact to take advantage of these ‘expected’ seasonal savings, all month long. Daily deals, epic sales: this is the sea of sameness retailers find themselves in. What’s differentiating about a vacuum that’s 50% off? Retailers must recognize and respect that tradition trumps transaction when it comes to the day itself. Spending time with loved ones, laughing and bonding over scoring that viral TikTok toy, buying other ‘silly’ things just because it’s fun. Fun deserves an experience worth getting up early for – think memorable, emotionally charged moments that convict and convert.”

Ryan Sutton, media senior manager, PMG: “The Black Friday phenomenon is about way more than just the day itself. This shift has changed how brands plan for the period, meaning it’s more about keeping people interested throughout the month. And with every passing year, marketers work harder to grab attention from consumers bombarded with deals, and overwhelmed by choice; attention really is the new currency. Marketers should remain agile and be prepared to act. Fluctuations in competition, pricing, or demand can all be reasons to push campaigns, if profitability is retained. Luckily, there is now an abundance of tools and products; marketers can be more effective in balancing resource limitations with channel effectiveness. In a period when pricing is critical, brands that offer memorable creative campaigns, alongside a compelling onsite experience, will succeed. The role of Black Friday has shifted, demanding more sustained, agile approaches to reach increasingly deal-savvy consumers.”