Review of Black Friday: more spectacle than brand moment
79 billion U.S. dollars—that’s how much global online sales totaled on Black Friday this year, according to Salesforce. The 6 % increase from the previous year is further proof of just how massive this retail event has become. But the bigger the event, the more important the question that often gets lost in the shuffle: What does this actually mean for brands? It’s time for an honest look back at the biggest shopping day of the year—and a look ahead at how brands can stay relevant beyond the discount frenzy.
Heavy discounts shorten useful life
Brand loyalty is created through touchpoints: How often do I use a product? How intense is my experience? Over what period of time do I use it? One Columbia University study shows that strong discounts probably reduce these touchpoints. It proves this: Price promotions reduce customers' attention during use and therefore their enjoyment of the product. Less appreciation also means shorter use and less loyalty in the long term. The simple answer to the question of what Black Friday does for the brand is therefore probably: little.
Sustainability - also in the relationship between people and brands
Black Friday is often criticized for not being ecologically sustainable. Sustainability is also lacking in terms of brand loyalty. After all, loyalty is built over time, not through a single event. In short: Black Friday is a kind of one-night stand, whereas brand loyalty is a relationship.
Brand loyalty works like any good relationship
In fact, there are some parallels between building brand loyalty and a healthy relationship: a strong brand is not created by an action in the calendar, but through continuous development. Just like in a relationship, it takes time, values and experiences. There must be room for development: Brands need to develop organically rather than defining themselves temporarily through discount highlights. As in a solid relationship, shared values are also important: consumers must recognize that a brand has an attitude that matches their own and that these values are lived. Last but not least, the relationship must be tangible: Brands need a presence. They need to be visible and interactive in everyday life - both online and offline. After all, brand loyalty is the result of consistency. And consistency is the opposite of discount fireworks.
Conclusion: brand loyalty is not a discount campaign
Black Friday has its place as part of the marketing calendar. It can create reach, move inventory and activate customers. But if you want real brand loyalty, you need more than price impulses.
Consistency doesn't always seem "hot", but it's the reason why brands retain value in the long term - why people want them in their lives.
Brand loyalty is not created by the loudest moment, but by the many small, clever, consistent moments. And that's the good news: every day can be a brand day - not just the last Friday in November.
