The history of Black Friday takes its roots from a financial crisis in 1869, where a failed attempt to corner the gold market led to a market crash, to today’s shopping phenomenon. In 1924, Macy’s first Thanksgiving Day Parade was established on the Friday after Thanksgiving as the start of holiday shopping. By the 1960s, Philadelphia police coined “Black Friday” to describe the post-Thanksgiving shopping chaos. In the 1980s, retailers redefined the day as a time of profit, moving from “in the red” to “in the black.” From the 1990s onward, people began camping out for deals, and today, Black Friday has become a massive retail event, both in stores and online.

Why Is Black Friday So Important?

Black Friday is an important event for both consumers and businesses. It marks the start of the holiday shopping season and provides discounts on a wide range of products, making it a perfect opportunity for consumers to save money on their purchases. For businesses, particularly those in the e-commerce sector, Black Friday offers an excellent chance to increase sales, clear out inventory, and attract new customers. Numerous online retailers heavily depend on this time of year for a considerable portion of their annual revenue.

Black Friday Statistics

Black Friday trends have evolved considerably in recent years and will continue to develop soon. Sales during the Black Friday season grew by 96% over the last seven years, and the year-on-year sales growth rate is 12.30%. Projections indicate that sales will hit $10 billion in 2024 and are expected to rise to $12.3 billion by 2028.

Black Friday trends and statistics shopping: 

• The Black Friday sales reached $9.8 billion in 2023.

• Black Friday 2023 saw 43% of customers make online purchases.

• 76.2 million customers bought things on Black Friday in physical stores.

• 90.6 million people made online purchases on Black Friday 2023.

• 51.1% of purchases were done on mobile phones and 48.9% on desktops.

• Only 3 in 10 people found Black Friday sales to be of good value. 

• 75% of Gen Z participated in the Black Friday sale 2023. 

• Repeat purchases in Black Friday 2023 experienced a 180% increase from 2022.

Effective Black Friday Campaigns

These top Black Friday marketing campaign ideas can inspire you to maximize sales during the event and improve overall customer engagement and satisfaction throughout the year.

Let’s see what the Black Friday best practices retailers can consider exemplary at all times.

Apple’s “One Day Shopping Event”

Apple’s “One Day Shopping Event” is an annual sales event on Black Friday, which falls in late November. During this event, Apple provides limited-time discounts, gift cards, or special promotions on select products. This event has been held since 2008 and usually occurs daily in countries where Black Friday shopping is popular, including the United States, Canada, and Australia.

Unlike other retailers, Apple's Black Friday sales are characterized by modest discounts and gift card offers rather than high markdowns. Customers may receive gift cards worth $25 to $100 when they purchase major products like iPads and Apple Watches. This strategy helps Apple maintain its premium brand image while attracting enthusiasts and holiday shoppers looking for savings on new devices.

Apple is launching its email teaser two weeks before the holiday season to attract interest in its audience. The second email, sent a week before Black Friday, explained the offer. 

Interesting fact: In 2006, Apple became the first company to launch a unique shopping campaign for the German market, referring to it as a “one-day shopping event” rather than using the term “Black Friday.” In the early years of this event, most online retailers utilized it to attract new customers with discounts, while physical stores began to adapt and participate.

Will Apple have a Black Friday sale in 2024?

Although Apple typically does not engage in traditional sales events like Black Friday, the company usually offers gift cards in exchange for purchases during the four-day sale. Last year, Apple announced its Black Friday gift card promotions on November 17.

Apple’s Black Friday promotion is simple and effective. Instead of cutting prices, Apple usually offers gift cards with certain product purchases during its “One-Day Shopping Event.” This method helps maintain the brand’s premium image while encouraging customers to shop. The main point is that less can be more. 

Key Takeaway

Apple shows that you don’t have to lower your brand’s value to participate in Black Friday sales. Instead, adding value—like a gift card or gift—keeps the perceived worth of your products intact.

Amazon’s Black Friday Marathon

Amazon's “Black Friday Marathon” is an annual event launched in 2010 to capitalize on the traditional Black Friday shopping craze. It adds a unique “marathon” twist to distinguish it from standard single-day sales. Instead of limiting the deals to just one day, Amazon extends Black Friday into a multi-day event, often starting a week before and running through Cyber Monday, creating a shopping “marathon” with new deals released continuously.

Creative Twist

The creative twist of Amazon’s Black Friday Marathon is that it turns Black Friday from a single day of intense shopping into a sustained event. Constantly refreshing deals—sometimes hourly—Amazon builds excitement and urgency around limited-time “Lightning Deals” and “Deal of the Day” offers. These rolling promotions create a sense of unpredictability, encouraging customers to check back for new deals frequently. The approach also leverages Amazon’s vast range of products and categories, making it more appealing to many customers.

Outcome

Amazon's extended shopping period captured a big share of the Black Friday and Cyber Monday markets, often exceeding its competitors in online retail sales. Many of these shoppers become Amazon Prime members to benefit from exclusive deals and faster shipping options. This marathon-style shopping event generates high engagement, boosts sales over an extended period, and strengthens Amazon’s position as a leading destination for holiday shopping.

Amazon Black Friday statistics in 2024: 

• Among all Amazon categories, electronics saw the highest sales during Black Friday. The top-selling items included Apple AirPods, Amazon Fire TV sticks, and the Amazon Echo Dot. 

• The “Buy Now, Pay Later” option was the most popular payment method during the Black Friday sales. 

• Due to inflation and rising food, gas, and rent costs, Americans sought deals and discounts on Amazon during this shopping event. 

• Statistics reveal that repeat purchases increased 180% on Black Friday 2023 compared to 2022. 

• Mobile shopping was the dominant method during the Black Friday sales, with 48% of total online sales made via smartphones, marking a 4% increase from the previous year.

Patagonia’s “Don’t Buy This Jacket”

Outdoor clothing manufacturer Patagonia was founded in 1973 by climbing enthusiast Yvon Chouinard. The company employs a marketing strategy combining nudging and shock tactics. Initially, Patagonia produced climbing equipment, but after realizing that his climbing tools damaged rocky cliff faces, Chouinard shifted the company’s philosophy to focus on environmentally friendly products.

In 2011, Patagonia launched a Black Friday campaign encouraging consumers not to buy jackets. This ad was meant to raise awareness about the adverse effects of overconsumption, particularly in the textile industry. This initiative was followed by their 2016 campaign, during which the company donated 100% of its Black Friday profits to environmental causes.

The advertisement shows that each item of Patagonia clothing—produced from recycled materials—releases more greenhouse gases (GHG) than its weight and requires more freshwater for manufacturing.

The company reported that the campaign was a success. The advertisement effectively used reverse psychology to encourage customers to buy more Patagonia clothing, leading to positive results overall.

Creative Twist

Patagonia launched a major advertising campaign to promote responsible consumerism. They partnered with eBay and published a full-page ad in the New York Times showing their best-selling jacket. The ad had a simple message: Don’t Buy This Jacket.

But we’re in business to make and sell products. Everyone’s paycheck relies on that. Moreover, we are a growing business, opening new stores and mailing more catalogs. What do we tell customers who accuse us of hypocrisy?

Along with the ad, Patagonia emailed its customers about the environmental effects of making the jacket. They inspired consumers to think twice before buying and to choose better quality items instead of buying more.

This campaign was part of Patagonia’s Common Threads Initiative and the Worn Wear program for used clothes. Patagonia recognized its strengths and limitations. They understood their target audience and crafted a solid strategy but needed eBay's support to implement the campaign.

Why the provocative headline if we’re only asking people to buy less and buy more thoughtfully?

Outcome

The “Don’t Buy This Jacket” campaign is an excellent example of how to improve a company’s authenticity. This unusual strategy helped the company boost its sales while staying true to its sustainable mission. Patagonia has followed sustainability principles and has seen growth in its sales, profits, and market share.

Cards Against Humanity

Known for their humor, Cards Against Humanity raised prices during Black Friday in 2013 and offered “nothing” for $5 in 2015, a satirical take on the event's consumerism​.

“On Black Friday, everybody is selling something. We’re the only company to offer the superior Black Friday experience of buying nothing”.

Since 2013, the creators of Cards Against Humanity have held satirical promotions on Black Friday. 2013, an “anti-sale” raised the game's cost by $5. Despite its higher price, the game maintained its best-selling status on Amazon and experienced a minor spike in sales during that period. 

Creative Twist

The creative twist in this campaign was Cards Against Humanity’s decision to charge customers for nothing as a form of anti-consumerism satire. By openly trolling the typical sales mentality of Black Friday, they challenged the culture of obligatory buying while cleverly flipping the script by raising prices instead of offering discounts. This move mocked traditional Black Friday practices and capitalized on the brand’s edgy humor and connection with customers who enjoy subversive marketing.

Outcome

Surprisingly, the campaign was highly successful, with 11,248 customers participating and paying $71,145 for “nothing.” Cards Against Humanity divided the proceeds among team members, with several employees opting to donate their share to charity, which reinforced a positive outcome from a humorous campaign. Additionally, this event bolstered Cards Against Humanity’s brand identity as a bold, unconventional company unafraid to defy norms, building loyalty among its fanbase who appreciate the brand’s playful, anti-establishment spirit.

Black Friday Marketing Campaigns of Cards Against Humanity:

• 2016 Holiday Hole - Livestreamed digging of a hole in Oregon, Illinois, continuing as long as donations poured in. Raised $100,573 with no stated purpose, then filled it back in.

• 2017 Original Prongles - Launched a parody chip brand, Original Prongles, on Black Friday, spoofing Pringles and featuring a pig mascot; claimed creators were leaving the game industry for snacks.

• 2018 99 Percent Off Sale - Sold random items like a used car and medieval weapons at 99% off, changing items every 10 minutes.

• 2019 Black Friday A.I. Challenge - Pitted human writers against an A.I. in creating card packs, with the human team narrowly winning the sales race.

• 2020 Black Friday Charity Donation - Skipped a prank, donating $250,000 to five charities instead.

• 2021 Pays You $5 Sale - Paid site visitors for various tasks, including $5 for small tasks and up to $10,000 for challenges like guessing jelly beans in a car.

• 2022 Bōks Release & 200% Off Sale - Launched a storage box with a complex CAPTCHA challenge offering progressively decreasing discounts and humorous prompts.

REI’s #OptOutside

REI, or Recreational Equipment, Inc., is an outdoor retail co-op dedicated to inspiring a love for the outdoors and providing people with the gear, apparel, and guidance they need to enjoy nature.

REI closes all its stores on Black Friday each year. Instead of shopping, it encourages employees and customers to spend the day outdoors. This has become an annual tradition.

More than 80 years later, this love for the outdoors is at the heart of everything REI does. The co-op focuses on its values, prioritizes employees and members, and allows people to take a break and choose a different path.

#OptOutside is more than just a Black Friday campaign; it’s a way of thinking. It encourages people to appreciate life outdoors. It also allows people to express who they are and what they value. This year, the co-op invites you to start your tradition. Gather your favorite people, visit your cherished places, and share your best moments outside. If you need ideas, check out the #OptOutside holiday traditions shared by members and employees.

Black Friday often plays on our fear of missing out on great deals. But instead of rushing into crowded stores for sales, REI challenges us to #OptOutside and enjoy nature.

Jerry Stritzke, president and CEO of REI, said, “We think Black Friday has gotten out of hand, and so we are choosing to invest in helping people get outside with loved ones this holiday season rather than spending it in the aisles. Please join us and inspire us with your experiences. We hope to engage millions of Americans and galvanize the outdoor community to get outside.”

REI promotes the #OptOutside initiative, encouraging people to prioritize experiences over shopping. This approach is similar to Patagonia's 2011 “Don't Buy This Jacket” campaign and is meant to increase engagement among employees and customers by aligning with its values.

“REI believes that being outside makes our lives better. That’s why this Black Friday, we’re closing all 143 of our stores and paying our employees to head outside.”

The #OptOutside campaign elements include:

• The #OptOutside campaign theme is the call to adventure.

• The optoutside.rei.com micro-site invites everyone to get involved by committing to an adventure, sharing your photos, telling the world, and exploring the #OptOutside photo gallery.

• On Black Friday, REI.com will feature a black takeover screen encouraging visitors to #OptOutside.

• As of this writing, an Instagram campaign has nearly 50,000 posts.

• The ubiquitous #OptOutside Twitter campaign.

• A geo-targeted Facebook campaign that locates the four or five trailheads nearest your location.

Macy’s Parade Meets Black Friday 

The Macy's Thanksgiving Day Parade® is a highly anticipated annual event that has marked the official start of the holiday season in the United States since its inception in 1924. Held every Thanksgiving morning in New York City, this parade features larger-than-life character balloons, elaborate floats, marching bands, performances by top musical artists, and a finale appearance by Santa Claus, symbolizing the kickoff of the holiday festivities. 

Now in its 98th year, the 2024 parade includes a star-studded lineup, with actress Alison Brie as the ribbon-cutter and the face of Macy's holiday campaign. This ties the event to the brand’s seasonal messaging and gift guide promotions.

“EXPERIENCE giant balloons and floats DOWN THE STREETS OF NYC!”

Creative Twist

The Macy's Thanksgiving Day Parade has changed to connect with Black Friday, adding a shopping focus to the holiday. Macy’s uses the parade's large audience to showcase its holiday campaign, giving a preview of its Black Friday sales and promotions. Macy's blends its Black Friday marketing into the parade's festive atmosphere by including their holiday “Gift Guide” and featuring celebrities like Alison Brie in 2024. This event is a cultural celebration and a way to build excitement for holiday shopping, including the busy Black Friday sales right after Thanksgiving.

Outcome

This integration has proven highly effective for Macy’s, driving consumer excitement for holiday sales while enhancing brand visibility. The parade acts as a live “kick-off” to Black Friday shopping, which boosts store and online traffic as soon as Thanksgiving ends. The iconic presence of Santa Claus also reinforces the association between the parade and the start of the shopping season. Macy’s sees increased sales and a stronger brand identity tied to holiday festivities as the parade primes millions for the holiday shopping frenzy. Aligning tradition with promotion, Macy’s sustains its role as a holiday shopping destination, encouraging customers to continue the celebration in stores and online.

As the parade approaches its 100th anniversary in 2026, Macy's continuous evolution of the event—combining nostalgia with new features—ensures its place as a holiday icon and major cultural event, linking Macy’s brand to the start of the holiday season in a unique, memorable way.

IKEA's “Buy Back Friday” 

IKEA's “Buy Back Friday,” launched in 2020, was an innovative initiative to promote sustainability and responsible consumption. Instead of following the typical Black Friday model of heavy discounts and mass consumption, IKEA encouraged customers to return unwanted furniture for a buyback program. Customers could receive store credit in exchange for their gently used items, which IKEA would then refurbish and resell as part of its commitment to reducing waste and promoting a circular economy.

Creative Twist

The creative twist in IKEA's “Buy Back Friday” campaign was its departure from the conventional Black Friday sales approach. Instead of enticing customers with discounts on new products, IKEA focused on sustainability and responsible purchasing. The campaign emphasized the environmental impact of overconsumption and aimed to educate customers about the benefits of reusing and recycling furniture. Offering an incentive to return unwanted items, IKEA positioned itself as a brand that cares about its customers and the planet, appealing to environmentally conscious consumers.

Outcome

The outcome of IKEA's “Buy Back Friday” was largely successful, generating positive attention and engagement from customers and the media. The initiative encouraged sustainable practices among consumers and helped IKEA strengthen its brand image as a leader in sustainability within the furniture retail industry. The campaign fostered customer loyalty by aligning the brand with values that resonate with today's eco-conscious shoppers. Additionally, the buyback program contributed to IKEA's long-term goals of becoming more sustainable and reducing its environmental footprint, reinforcing its commitment to a circular economy. 

Target’s new “Early Black Friday Sale”

Target’s new “Early Black Friday Sale” and extended holiday shopping event is a strategic move to kickstart holiday shopping and provide an extended period of deals across November. From November 7 to November 9, 2024, this campaign offers “thousands of hot new deals” across categories like tech, toys, clothing, and holiday decor, with up to 50% discounts. Target has structured the campaign to include offers from big-name brands, making deals available online and through its mobile app.

Creative Twist

The creative twist in Target’s approach is its multi-tiered, continuous deal rollout throughout November. First, Target's “Early Black Friday Sale” initiates the month, encouraging shoppers to start their holiday purchases earlier than usual. Adding to this, the “Deal of the Day” program features exclusive, high-value one-day-only discounts from November 1 through December 24, driving the urgency for daily engagement, especially among Target Circle members. Target also plans to launch fresh batches of weeklong deals every Sunday, a tactic designed to attract consistent customer interest over the month. This layered approach builds momentum, encourages loyalty by offering Circle-exclusive benefits, and attracts repeated visits.

Moreover, Target's Holiday Price Match Guarantee (effective November 7 to December 24) promises shoppers they can get price adjustments if price drops post-purchase, providing peace of mind that they’re getting the best deal possible. This guarantee, paired with the extensive lineup of deals and price reductions on over 2,000 items, adds value by reducing shoppers’ hesitation to buy early.

Outcome

This extended campaign is expected to drive strong sales and foot traffic throughout November, capturing early holiday shoppers who prefer to avoid the usual Black Friday rush. It positions Target as a one-stop holiday destination, reinforcing its commitment to customer satisfaction through exclusive deals, flexible price matching, and member-only perks. Additionally, including new, exclusive product launches like Taylor Swift | The Eras Tour Book and The Tortured Poets Department: The Anthology on Black Friday will likely attract Swift fans, giving the event a cultural edge and creating excitement for holiday shoppers. The result is likely an increase in Target Circle memberships, higher brand loyalty, and expanded market share in the holiday retail space.

Wrapping up

Planning and executing an effective Black Friday campaign is time-consuming and requires significant resources. TechBehmoths features thousands of digital marketing agencies and digital strategy companies ready to help your business launch a successful Black Friday & Cyber Monday offer. Explore the companies now!