Black Friday is on the horizon, and you can bet every brand out there will be trying to get in on the action.
There’s nothing wrong with riding the wave of a big date, but you need to make sure you stand out more than ever. Here are 5 of our favourites from last year to inspire you.
Google: Selling before the sale
How do you stand out in the Black Friday rush? Get in early!
This email from Google contains a double-hit. Not only did their 2024 sale begin on November 21st, a full week before Black Friday itself, they pre-announced the savings that would be on offer.
Hux: breaking out of the short-term
Most critiques of Black Friday centre on its short-termism; ridiculous price slashes designed to make consumers buy things they don’t really need “because it’s a bargain.”
Health supplement company Hux has diverted away from this: “Invest in your health” presents their Black Friday sale as the launch point of a long term behaviour change.
PRESS: Put your own spin on it
You’ve worked hard to get your brand colours right, and inject them into your website, social profiles, and email templates. So what do you do on Black Friday if you’re used to vibrant colours?
Make it your own. Black Friday as a concept is well embedded in consumers’ minds, so a sale event at the end of November called “Green Friday” from a brand with a green colour palette doesn’t require much of a mental leap.
Even better, if your competitors have gone monochrome, your colourful email stands out by itself.
Art of Play: Go nuts!
A step up from PRESS’s approach; ignore the “Black” and go for an explosion of colour!
Patagonia: Opt out entirely
Patagonia are the kings of the alternative approach to fast fashion.
If there’s one guaranteed way to be distinctive on one of the biggest shopping days of the year, it’s to sell nothing at all!
No mention of Black Friday, full of colour, focused on giving rather than consuming. It’s bold, it’s brave, and it perfectly matches Patagonia’s sustainable ethos.
Conclusion
There’s really no wrong way to go about Black Friday. Our key advice is to be clear and intentional with your campaigns, and keep your brand voice front and centre.
Take your Black Friday campaign to the next level
The Brand Manager in our software is designed primarily to keep your brand colours and fonts close at hand so anybody can build an email that looks right. Why not set up a Black Friday palette?
If you’re not sure which of the above approaches will catch your audience’s attention, A/B Split Testing in Mail+ is your best friend!
See how Spotler can take your Black Friday campaigns to the next level by booking a demo today.
