As Black Friday looms large on the horizon, brands everywhere are gearing up for the year’s busiest shopping weekend. Your inbox is probably already flooded with bold promotions—“BUY THIS NOW OR YOU’LL REGRET IT FOREVER!”—but does shouting louder actually get better results? At FDRY, we think there’s a better way. It’s not about out-yelling the competition; it’s about strategic, thoughtful marketing that resonates with your audience.
This year, instead of choosing between huge Black Friday discounts and sustainability, what if your brand could utilise both?
The Black Friday bonanza: Why it’s worth the hype
Black Friday has become more than just a shopping day. With massive sales, limited-time offers, and the promise of incredible savings, Black Friday has become a global event. In fact, it only seems to get bigger each year, with retailers reporting an impressive 23% increase in sales in 2022 alone. For brands, Black Friday can be a goldmine—but only with the right strategy.
This year, whether your clients are after doorbuster deals or simply looking to shop smarter, a thoughtful, audience-focused approach can help your brand make an impact. Let’s look at how you can harness Black Friday’s popularity while keeping your brand values intact.
The rise of Green Friday: A sustainable shopping alternative
Black Friday isn’t the only game in town anymore. Meet Green Friday—a conscious response to the traditional Black Friday frenzy. Green Friday is all about promoting sustainability, encouraging eco-friendly purchases, and inviting customers to think about the impact of their purchases on the planet. As many brands adopt this alternative, it’s reshaping how consumers approach their holiday shopping.
And with good reason: recent studies show that 70% of millennials prefer brands that actively demonstrate a commitment to the environment. Green Friday offers an alternative that combines the excitement of the holiday shopping season with a mindful twist. By embracing Green Friday, brands have the chance to engage a growing segment of consumers who value eco-conscious shopping experiences.
Black Friday and Green Friday: Why they don’t have to compete
What if you didn’t have to choose between Black Friday and Green Friday? At FDRY, we believe your brand can have the best of both worlds. Here’s how:
Offer discounts with purpose
Use Black Friday discounts to promote not just affordability but also sustainability. Feature products that are ethically sourced, made from recycled materials, or have a low environmental impact.
Promote mindful shopping
Encourage your customers to shop with intention. Create a “Green Friday” campaign that educates them on the benefits of sustainable shopping practices.
Choose eco-friendly packaging
If you’re offering deals, why not make sustainable packaging a part of the promotion? Highlight that your orders will be shipped in eco-friendly materials, or offer a discount on items that come in recyclable packaging.
Donate a portion of sales
For brands that want to go beyond discounts, consider donating a portion of your Black Friday sales to an environmental organisation. This initiative reinforces your commitment to sustainability.
Highlight your brand’s values
The occasion is a great opportunity to remind customers what makes your brand unique. Whether you focus on sustainability, social responsibility, or fair trade, weaving these values into your campaign creates a connection that can last beyond the holiday season.
Make this Black Friday your brand’s best one yet
There’s no denying that Black Friday is a time for shopping and deals, but it’s also an opportunity for brands to show what they stand for. By integrating Green Friday principles into your strategy, you can appeal to both budget-conscious shoppers and eco-conscious consumers, creating a campaign that not only drives sales but builds loyalty and trust.
So as you prepare your Black Friday marketing, consider: how can your brand do more than just sell? How can you make a difference?
At FDRY, we’re here to help you craft a campaign that connects with your audience and stands out from the noise. From smart strategy to meaningful messaging, our team of creatives and strategists are ready to make this holiday season one for the books.
Ready to plan your campaign? Let’s talk about strategy.
Check out our work to find out just what you could be in for or fill out our briefing form to start your journey.
