Stepping into this year’s holiday season, it is almost inevitable to acknowledge and question the culture of excess that surrounds it. As Thanksgiving weekend approaches, a staggering $10 billion is expected to be spent on Black Friday alone, according to the latest forecasts. But with 80% of consumers saying they now prioritize sustainability over price, the question arises: Is the era of mindless shopping coming to an end?
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The rise and significance of the anti-Black Friday movement
Black Friday has long ago become synonymous with the idea of low prices and enticing deals. And with the first colder days on the horizon, many people are counting the days until their shopping carts are filled to the brim with shiny new purchases. While the holiday might bring excitement to many, however, it has also become a symbol of consumer excess and buyers’ remorse in the past few years. We’ve all seen the news reports of people camping outside their favorite stores the night before or creating a chaotic shopping environment as soon as the front doors open.
In response to the hyper-commercialization of the holiday, an anti-Black Friday movement emerged, inspiring brands and customers alike to abandon the frenzy in favor of a more conscious form of consumption. As a reflection of a major shift in societal values, this movement holds a particular importance for marketers. The rise of ‘conscious consumerism’ was also documented in a recent survey by Deloitte which found that 47% of Millenials and Gen Z consumers are more likely to shop from brands that align with their social and environmental values. These younger generations are rapidly creating the demand for ethical sourcing, sustainability, and minimalism in purchasing.
This has opened new doors for marketers worldwide and while many have already taken a step in, there’s still plenty of room for creative experiments. Before we reveal how you can reinvent your approach to Black Friday marketing, let’s take a look at how other brands have successfully challenged traditional sales strategies in the past.
Memorable anti-Black Friday campaigns
Both small brands and industry giants have taken a stand against excess consumerism by launching out-of-the-box Black Friday campaigns. Here are some notable examples of businesses that have left their mark in the field and have paved the way for future creators.
“Don’t buy this jacket”
A pioneer in the anti-Black Friday movement, Patagonia earned a full-page ad in the New York Times with its 2011 “Don’t buy this jacket” campaign which challenged traditional holiday marketing by putting a spotlight on the environmental impact of production. The ad was updated with further notes in 2022 showcasing the brand’s continuous strive for sustainability. Other than promoting reduced consumption to their customer base, Patagonia also inspired other brands to align their marketing with purpose-driven messaging, creating deep connections with eco-conscious consumers.
“#OptOutside”
REI famously transformed the Black Friday marketing game in 2015 when they closed all of their stores and seized the processing of all online payments on one of the biggest shopping days of the year. The emblematic #OptOutside campaign was created to inspire more people to spend the day outside instead of shopping, which drove enormous media attention and made waves across the globe. An outstanding 7000% increase in social impressions was registered within the first day following the launch of the campaign and 156 000 Instagram and Twitter users posted the hashtag during 2015. Four years later, the social media engagements reached a staggering 11.6 million, which distinguished #OptOutside as something much bigger than a disruptive one-time statement and enabled REI to shape the shopping habits of modern-day consumers.
“Break tradition, not the planet”
AllBirds brought another fresh take on reducing overconsumption with their 2020 Black Friday campaign which included a $1 increase of their prices across their entire product collection. Each sale was matched by $1 from the company, with AllBirds donating the additional proceeds to Greta Thunberg’s climate movement Fridays for Future. With this bold approach, the brand inspired thousands of people to be more aware of their spending habits and invest in charitable organizations dedicated to the creation of new, sustainable traditions.
Anti-Black Friday giveaways
Industry giants are not the only ones taking a stand against the long-term costs of mindless consumption. The role of smaller brands in pushing the anti-Black Friday sentiment forward is just as significant, with one of our valued clients – Amber Beauty Club – serving as a bright example. In 2020, they launched a special giveaway on Facebook, prompting nearly 200 of their social media followers to take part in the initiative instead of indulging in unnecessary spending. By breaking tradition, Amber Beauty Club not only increased their engagement rates, but also expanded their digital community attracting more users dedicated to the mission of establishing conscious consumerism as the new norm. This is a prominent illustration of the idea that making a difference is accessible to all brands, regardless of their resource base or influence scale.
Crafting a disruptive Black Friday campaign
So, how can you follow in the footsteps of the brands that revolutionized Black Friday marketing? While there’s no textbook approach to creativity, we’ve outlined some useful practices that could serve as your starting point for this season’s advertising efforts:
- Identify a key brand value: Don’t be afraid to go against the grain and craft your messaging around the values your brand represents (e.g. sustainability, ethical production methods and so on).
- Develop a storytelling campaign: Focus on showcasing how your business embodies your brand values. Turn your campaign into a unique experience for consumers by creating events, workshops or behind-the-scenes content revealing your eco-friendly production process.
- Promote your content: Use social channels, email newsletters and CTA-focused ads to emphasize your brand’s devotion to making a difference. This is also an opportunity to spark online engagement through meaningful discussions on the future of consumerism.
- Be specific: Use specific metrics such as carbon footprint reduction or charitable contributions to quantify your impact in the campaign.
At Interval, we proudly help our clients break marketing traditions and celebrate with them when they leave a mark within their respective industries. Schedule a free strategy session with one of our experts to start planning a campaign that captures attention and drives long-term customer loyalty.
