Black Friday is the day after Thanksgiving when consumers flood into businesses to begin their Christmas shopping. Many stores offer extreme sales on this day to promote shoppers. In the earlier years of Black Friday shopping stores would open early morning on Friday but, as it has evolved through the years, stores have opened earlier and earlier. It even started to creep into Thanksgiving where larger stores began opening on the evening of Thanksgiving Day. Black Friday is named because of the large profit businesses get from this day. “In the black” means that a business is turning a profit.
Businesses everywhere participate in this mass shopping. However, each business promotes their sales differently depending on their brand identity. Some businesses flash their sale and how low their prices will be on Black Friday to entice customers to come spend their money on that day. These companies are attempting to get customers to think that this is the lowest the prices will be and that they should just buy without thinking too long about it. This is more popular with larger stores like Target, Walmart, Lowes, Kohl’s and Home Depot.
This is a Target ad for Black Friday deals this year (2018). This ad focuses on the savings that are to be had on Black Friday and even shows specific deals that they are holding.
Other businesses continue to promote how they would usually and just assume that consumers know they will be putting some items on sale because of the nature of Black Friday. These companies don’t send out ads like Target and Walmart to draw customers in. They advertise their sales in their store and on their website once customers have already decided to shop with them. This is a more popular Black Friday strategy used by higher end companies. These are companies like Madewell, Nike and Nordstrom.
This is an ad from Madewell’s website. This is the only advertising of their sale that they did. They didn’t send it out in the newspaper or buy ad space anywhere specifically for their Black Friday sale.
A newer Black Friday advertising strategy is the environmental/give back approach. Companies that root their brand identity in giving back to the community or anywhere really use this as their main advertising. These are companies like Half United, Mission Made (local to Wilmington), Patagonia, and Pura Vida. They ask their consumers to shop with them because of the good that their companies do. They advertise that they would be a “conscious consumer” and that they are “creating jobs”. This, along with their sales, pushes their consumers to spend their money with them.
Black Friday is an important day for all businesses and it is just as important for them to find the best way to bring customers to their store rather than somewhere else. They do this by advertising through their brand identity which is why their consumers love them already.
– Lauren Delavigne