The last quarter of the year is the most exciting (and stressful) time for businesses worldwide because of Black Friday and Cyber Monday. Both are considered the biggest sales of the year. Customers and business owners eagerly wait for this time.
The two biggest days, Black Friday and Cyber Monday, contributed $9.8 billion and $12.4 billion respectively in online retail sales in 2023, with Cyber Monday seeing more money spent, despite fewer overall shoppers.
Source: MobiLoud
Customers list the best deals and try to purchase products before they run out of stock. Business owners try to develop viral and unique campaigns to attract the attention of those customers. There were quite a few viral Black Friday campaigns over the years.
In this post, we will list the 15 most viral Black Friday campaigns so that you can take inspiration from them and come up with your unique idea!!
Let’s start with-
History of Black Friday Holiday and Sales
Before we get into the most black Friday campaign, let’s go back and learn how this day came about-
Thanksgiving is one of the most popular holidays in the United States. In the mid-20th century, the popular brand Macy’s organized the Thanksgiving Parade.
Many people saw the parade and retailers used this opportunity to promote their brands. The profit margin was great as people would start shopping for the upcoming Christmas season.
That is when the business owners started to believe that the day after Thanksgiving, sales would increase. That is why they dubbed the Friday after Thanksgiving- “Black Friday“. The retailers would offer eye-catching discounts that were an instant hit with the customers.
And that is how Black Friday marked the unofficial beginning of the holiday season. It falls on the first Friday following Thanksgiving.
In 2024, the black Friday will be Friday 29th November.
15 Most Viral Black Friday Campaigns to Take Inspiration From
There are quite a few viral campaigns over the years that have caught our eyes. Some took holiday marketing ideas to the next level while some played with the trend and got results.
We have listed 15 viral black Friday campaigns from which you can copy (take inspiration). They are-
- Google’s “Black Owned Friday Campaign”
- Samsung’s “Black Friday Sales Event”
- Tentree’s “Green Friday Campaign”
- Target’s “Omni-Channel Approach”
- Apple’s Black Friday “Event”
- Amazon’s Flash Sales & Lightning Deals
- Lush’s “Limited Edition Orangutan Soap”
- Patagonia’s “Don’t Buy This Jacket Campaign”
- Cards Against Humanity’s “Anti-Black Friday Campaign”
- Cartier’s “Extended Returns Policy”
- Sephora’s “Free Shipping”
- 22 Days Nutrition’s “Random Discount Codes”
- Glossier’s “Only Sale of the Year Campaign”
- Best Buy’s “Tech-Focused Promotions”
- Nike’s “Early Black Friday Campaign”
Let’s see them in detail-
1. Google’s “Black Owned Friday Campaign”
In 2022, Google launched its “Black-Owned Friday” campaign, a continuation of its initiative to support Black-owned businesses during the holiday shopping season.
Originally introduced in 2020, the campaign aimed to transform Black Friday into “Black-Owned Friday,” encouraging consumers to shop specifically at Black-owned businesses.
Through an interactive digital experience, Google’s 2022 campaign showcased Black-owned brands across various industries, from fashion and beauty to food and home goods, making it easy for shoppers to discover and support these businesses.
The campaign featured music and video content, including a prominent music video starring Grammy-winning artist Ludacris and influencer/chef Karissa “KJ” Jackson, celebrating Black entrepreneurship and highlighting products from featured businesses.
In addition to raising awareness, Google integrated tools into its search and sho
02. Samsung “Black Friday Sales Event”
Samsung’s 2019 Black Friday campaign showcased significant discounts and special offers across its flagship product lines, including smartphones, QLED TVs, and home appliances.
With up to 40% off select items, the campaign aimed to attract a wide range of shoppers, from tech enthusiasts to smart home adopters. The promotions included bundled deals, like complimentary soundbars with TV purchases, trade-in discounts, and flexible financing options, enhancing affordability. Samsung also provided early online access to deals, ensuring convenience for customers eager to secure holiday season upgrades on premium electronics.
This approach highlighted Samsung’s commitment to value, quality, and customer experience during the holiday season.
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03. Tentree’s “Green Friday Campaign”
Launched in 2012, Tentree is an eco-conscious apparel brand that plants 10 trees for every item sold. Founded by Canadians Dave Luba and Kalen Emsley, the company’s mission is to help preserve the planet’s natural wonders.
Initially hesitant about Black Friday due to its nature, Tentree launched its Green Friday campaign to promote sustainability during the shopping event. The brand set a goal to plant one million trees through its BFCM sales, doubling its target from the previous year.
During Green Friday, Tentree offers sitewide discounts, daily promotions like mystery gifts, new product launches, and free shipping. Top customers receive early access and exclusive deals. The campaign is promoted via email and social media, featuring a live tree-planting goal meter.
This campaign was a great way to raise awareness for protecting the environment whilst promoting their business values.
04. Target’s “Omni-Channel Approach”
Target kicked off its 2023 holiday season with Early Black Friday Deals starting on October 29. The company adopted an omnichannel strategy, providing exclusive deals for both online and in-store shoppers.
By combining online-only discounts with in-store pickup options, Target connected to different shopping preferences.
Target’s omni-channel strategy proved successful, with a significant boost in both online sales and in-store foot traffic. Shoppers appreciated the flexibility and convenience. It also drove higher customer satisfaction and engagement during Black Friday.
In 2024, the company is likely to build on this model by offering even more flexible shopping options.
05. Apple’s Black Friday “Event”
Apple maintained its premium brand image during Black Friday 2023 by offering gift cards with select purchases rather than traditional discounts.
This approach allowed Apple to position Black Friday as an “event” rather than a typical sale, keeping its premium value intact while still increasing purchases.
Apple’s strategy led to strong sales, attracting customers without undermining its premium brand positioning. Shoppers flocked to Apple, drawn by the value of gift card incentives.
06. Amazon’s Flash Sales & Lightning Deals
Amazon has traditionally relied on “flash sales” and “lightning deals” to generate urgency and drive multiple visits during Black Friday. With countdown timers, the platform encourages customers to make quick purchasing decisions.
In previous years, Amazon’s frequent deal rotations have kept shoppers engaged all day long, and this approach is expected to be even more prominent in 2024.
Amazon’s strategies:
- Creating urgency with countdown timers
- Maintaining high engagement through constantly changing deals
- Offering targeted discounts based on customers’ purchase history
These strategies have significantly increased Amazon’s traffic and conversions, ensuring strong customer engagement throughout the shopping event.
07. Lush’s “Limited Edition Orangutan Soap”
Black Friday presents a great opportunity to stand out and showcase your brand values, which is exactly what Lush did a few years ago. The skincare brand launched a limited edition orangutan-shaped soap to highlight its commitment to environmental causes.
All proceeds from the campaign were donated to SOS and the Orangutan Information Center to raise awareness about the endangered status of Sumatran orangutans.
Reflecting the estimated number of orangutans left in the wild, Lush produced just 14,600 soaps, which quickly sold out during Black Friday weekend.
08. Patagonia’s “Don’t Buy This Jacket Campaign”
Outdoor brand Patagonia is well-known for promoting sustainability and product longevity.
Building on past initiatives, Patagonia launched its bold Don’t Buy This Jacket campaign for Black Friday. Instead of following the typical path of deep discounts, the brand encouraged shoppers not to buy anything.
The campaign aimed to make people pause and reflect on consumerism’s environmental impact.
By urging customers to reduce, reuse, and repair their existing items, Patagonia sought to inspire more conscious purchases rather than promoting over-purchasing.
09. Cards Against Humanity’s “Anti-Black Friday Campaign”
Cards Against Humanity is another brand that defies traditional Black Friday norms. Like Patagonia and Lush, the card company used the holiday to promote its values and highlight the effects of over-purchasing.
Rather than offering discounts, Cards Against Humanity raised its prices.
This unconventional approach isn’t new for the brand; in the past, it has played with traditional marketing trends on Black Friday by allowing customers to buy nothing for $5 and even slashing prices by an astonishing 99% in another campaign.
By defying expectations, Cards Against Humanity continues to engage customers in a conversation about consumer culture.
10. Cartier’s “Extended Returns Policy”
Luxury jewelry brand Cartier exudes confidence in its products by extending its Black Friday returns window to three months.
Customers who took advantage of the brand’s holiday discounts had until January 15 to return any unwanted items, a goodwill gesture designed to reassure hesitant shoppers.
A generous returns policy can be an effective way to encourage new customers to explore your offerings during events like Black Friday, making them feel more comfortable about their purchases.
11. Sephora’s “Free Shipping”
Like Cartier, Sephora aimed to eliminate barriers for potential customers during its annual Black Friday event.
The beauty brand offered free shipping throughout the weekend, along with 50% off a wide range of products in its store.
This kind of incentive is an effective strategy to attract new shoppers and capitalize on the power of impulse buying, encouraging customers to make spontaneous purchases.
12. 22 Days Nutrition’s “Random Discount Codes”
Everyone loves a great deal, but 22 Days Nutrition went beyond the usual discounts by gamifying its Black Friday campaign.
This food supplement brand created an engaging twist where each subscriber received a unique discount code. The code revealed a randomly generated discount that ranged anywhere from 20% to 50%.
This element of surprise turned the promotion into a fun, interactive experience that tapped into shoppers’ natural curiosity.
As a result, the brand saw a significant spike in web traffic. Shoppers weren’t just visiting the site for a discount—they were attracted by the “game” aspect, eager to know how much they’d “won.”
Gamification works best when you want to engage your audience on a deeper level by turning a typical promotion or task into something interactive and fun.
In 22 Days Nutrition’s case, gamification made a standard Black Friday sale stand out by adding an element of unpredictability, making it a win-win for both the brand and its customers.
13. Glossier’s “Only Sale of the Year Campaign”
For Glossier customers, Black Friday represents the sole opportunity of the year to enjoy discounts on its beauty products.
Titled the “Only Sale of the Year,” Glossier’s Black Friday campaign fosters a sense of urgency and scarcity, motivating shoppers to take full advantage of this annual event.
14. Best Buy’s “Tech-Focused Promotions”
Best Buy stayed true to its core audience by centering its 2023 Black Friday campaign on tech-related products. The electronics giant adopted targeted marketing to showcase exclusive deals on high-demand items, including televisions, gaming consoles, and smart home devices.
Early access for loyalty members allowed their most engaged customers to get first dibs on popular products.
Best Buy experienced a significant boost in sales, especially in high-ticket tech categories, thanks to the early access offered to loyalty members.
15. Nike’s “Early Black Friday Campaign”
Substantial discounts and a strategic focus on both online and in-store promotions defined Nike’s Black Friday campaign in 2023.
Launching its sale on November 24, in alignment with the traditional shopping day, Nike offered 25% off site-wide, an extended sale period, and a wide variety of products.
Nike’s Black Friday sales surged by 31.6% compared to 2022, highlighting the brand’s effective approach to maximizing engagement and driving revenue.
These are the most viral campaigns that took Black Friday by storm.
Take Inspiration and Create the Perfect Black Friday Campaign
Even though the strategies highlighted above are unique to each merchant, their ideas all share one thing in common: They run campaigns that resonate with their customers.
These 15 viral Black Friday campaigns show immense creativity, innovation, and understanding of customer behavior. Each brand demonstrated how a well-crafted campaign can generate massive engagement and boost sales.
Whether it’s through emotional storytelling, humor, or exclusivity, these campaigns serve as a source of inspiration for businesses of all sizes.
The key takeaway is that connecting with your audience and offering something memorable can turn Black Friday into a major success, driving not just sales but long-term brand loyalty.
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