Black Friday is all about sales, wanting and overconsumption, but does it have to be? Instead of joining the noise, why not stand out by going against the grain?
Breaking away from the pack
Whilst providing shoppers with a hit of dopamine, Black Friday also generates around 429,000 metric tons of CO2 emissions annually in the UK alone, with 80% of purchases discarded after a few uses.
Can creative campaigns play a part in getting people to forget the search for endless discounts. How about a campaign that says something different?
Consumers are tired of being pushed to buy
Offer them something different. Something sustainable. Introduce a buy-back model and engage differently.
What if your Black Friday message was, “We’re buying back your old items”? A buy-back programme not only reduces waste but also strengthens brand loyalty. It’s a simple, powerful way to show your commitment to sustainability.
Build a story, not a sale
Skip the flashy discounts. Focus on the story behind your products, their journey, their impact, their potential for a second life.
Consumers crave authenticity, especially the younger generation, so, if you don’t discount show why. Hero the craft, the artistry, the material, the process, the people. Give them a reason to care about your brand beyond a one-day sale.
Highlight the death of the micro trends
Focus on the implosion of the ‘cores’. Show how the recent fleeting popularity of microtrends’ has had the adverse effect of their original intention of belonging and community. Whilst also impacting the environment.
Maria Mitko of Harbingers Magazine critiques that microtrends are dead. Back this point.
We’re seeing a consumer revolt in the tireless pursuit to constantly update wardrobes, possessions, lifestyle, which all lead to a loss of individuality. Something that a big sales moment like Black Friday feeds. Why would we want to look like everyone else?
Instead, brands could focus on the celebration of true self and encourage a ditch of the norm, cowgirl or mob wife cores forever.
Stand out by doing less
This Black Friday, make a statement by not following the crowd.
Say no to the frenzy.
Say yes to a meaningful, sustainable approach that will resonate long after the day is over.
If you’re interested in discussing how we could support your 2024 Black Friday strategy, get in touch with our team.