5 Innovative Black Friday Marketing Approaches We Saw Last Week
In the whirlwind of retail’s busiest season, Black Friday stands out as a day marked by unmatched consumer frenzy. However, last week and over the weekend, we witnessed a remarkable shift in the tide. Five trailblazing brands stepped away from traditional sales tactics, choosing instead to rewrite the Black Friday playbook. Their approaches challenge the norms of consumerism with innovative Black Friday marketing strategies that are as thoughtful as they are impactful.
Let’s delve into these five campaigns, discussing how they’ve set new benchmarks in ethical marketing and what they mean for the future of eCommerce.
Pangaia: Pioneering a Charitable Approach to Black Friday Discounts
Pangaia, a pioneering brand known for its sustainable and eco-friendly fashion, makes waves not only with its products but also with its socially responsible ethos. In a groundbreaking move, Pangaia turned Black Friday on its head. Instead of just slashing prices, they offered a 25% discount to customers who donated £10 to a charity of their choice.
Pangaia’s approach to Black Friday is a prime example of innovative Black Friday Marketing that drives sales whilst fostering a culture of giving back, a groundbreaking way of blending commerce with social consciousness, setting a new standard in promotional strategies.
Asket Embraced a Day of Reflection Over Retail
Asket, renowned for its timeless wardrobe essentials, stands as a beacon of sustainability and ethical production in the fashion industry. This Black Friday, Asket made a bold statement by completely shutting down its operations. This closure was a powerful commentary on the rampant consumerism often associated with the day.
By encouraging customers to refashion their relationships with clothes and think beyond the buy-and-dispose cycle, Asket positioned itself as a leader in conscious consumerism. The brand’s commitment to transparency, quality, and environmental responsibility resonates deeply with consumers seeking more than just clothes – they’re seeking a statement about their values.
Deciem, Advocating for Deliberate Purchases with “Slowvember”
Deciem, the parent company of The Ordinary and other skincare brands, is a disruptor in the beauty industry. Known for its transparency, high-quality products, and affordable pricing, Deciem has cultivated a loyal customer base who appreciate its dedication to quality without compromise.
Deciem offered a 23% discount throughout November but closed its doors on Black Friday. This approach, termed “Slowvember”, encouraged customers to make more deliberate and considerate purchases.
Finisterre Transformed Black Friday into Blue Friday
UK-based Finisterre is a leading name in sustainable surf wear, deeply committed to environmental responsibility. Their designs and eco-friendly materials are a testament to their dedication to both the surfing community and the planet. Finisterre’s Blue Friday cleverly reimagined Black Friday, focusing on environmental activism.
For every purchase made during this period, a donation was made to the Finisterre Foundation Wetsuit Project. The project is renowned for adapting wetsuits for individuals of all ages and abilities, ensuring everyone can enjoy the ocean. This initiative directly contributes to making the sea more accessible, proving that commerce and care for the environment can go hand in hand.
REI: Encouraging Outdoor Adventures with #optoutside
REI, a US-based retailer specialising in outdoor gear, is celebrated for its commitment to quality and sustainability. Beyond just selling products, REI fosters a community of outdoor enthusiasts, promoting a lifestyle deeply connected to nature.
Unlike other brands that focus on more mindful purchasing, REI shifts the entire narrative by encouraging us to reassess our priorities. By closing all its stores and motivating customers and staff to enjoy outdoor activities, REI emphasises the invaluable experience of connecting with the environment. This pioneering approach advocates for a balance where time outdoors is valued over the rush of acquiring goods.
It’s a refreshing reminder from REI that sometimes, the best way to spend our time isn’t in a queue or behind a screen, but amidst the beauty of nature.
In a world where consumerism often overshadows consciousness, these five brands have not only set new standards in innovative Black Friday Marketing, but they have also forged a path towards a more responsible and sustainable future. Their Black Friday strategies demonstrate that ethical practices and commercial success can indeed coexist harmoniously.
At JH, we’re inspired by such forward-thinking approaches and are committed to helping brands weave social and environmental awareness into the very fabric of their eCommerce strategies. If your brand aspires to make a difference, we’re here to help.
Reach out to us at breakthrough@wearejh.com, and let’s create eCommerce experiences that not only stand out in the market but also stand up for the planet and society.