Black Friday, the day after Thanksgiving in the United States, marks the official start of the holiday shopping season. After years of conditioning, consumers are now accustomed to treating Black Friday as the start of an entire season of promotions, discounts, and shopping adventures. Brands now treat Black Friday as an acquisition window, rather than a specific day, leading to promotions that run from early November to mid-December. Additionally, comparisons are now made everywhere. Rather than waiting in line to be the first person to get that flat screen TV at Best Buy, savvy shoppers are browsing for deals on Amazon, Google Shopping, TikTok, and even AI Assistants.
Today, Black Friday (BF) and Cyber Monday (CM) present opportunities for e-commerce brands to increase sales and attract global customers.
For online retailers, this season means prioritizing high-impact Black Friday marketing strategies, with discounted prices and exclusive deals that consumers can’t resist. There’s also the added pressure to balance margins with discounts, especially as global competition rises. Brands need to approach promotions with delicate care so as not to lose their lunch on first-order sales.
For shoppers, the anticipation builds each year as they save in hopes of snagging the best Black Friday deals and scoring big on their favorite brands.