Every November, the same questions pop up.
“What’s our discount this year?”
“Should we do 30 percent or 40?”
“Do we need to start on Monday instead of Friday?”
But let’s be honest. If your entire Q4 strategy is tied to how deep you can discount, you’re not building a brand. You’re building a sale sign.
Yes, Black Friday and Cyber Monday are powerful. But the brands that stand out are the ones that go beyond the transaction. They create experiences, loyalty, and demand that lasts long after the last promo code expires.
Treat Sales as a Tactic, Not the Story
Your offer should support your brand, not overshadow it. Instead of racing to the bottom on price, consider these alternatives:
- Curate limited-edition bundles that feel intentional
- Offer exclusive early access to loyal customers or subscribers
- Build tiered offers based on order value to increase AOV
- Surprise VIP customers with unadvertised perks
These tactics work especially well when paired with emotional storytelling or founder-led messaging. If you need inspiration, revisit our blog on Luxury, Local, and Limited.
Set Expectations with Your Audience
Start warming up your audience before Black Friday hits. That way, you’re not relying on urgency alone.
Use:
- Teaser emails or SMS messages with countdowns
- A BFCM landing page that outlines what’s coming
- Social content that blends product highlights with value-driven storytelling
Your goal isn’t just to get a click. It’s to get them to care.
Build Momentum After the Sale
So many brands forget that the real opportunity begins after the order is placed. This is where loyalty is either built or lost.
Don’t go quiet. Instead:
- Send thoughtful thank-you messages that go beyond order confirmations
- Offer bounce-back codes for use in January
- Ask for feedback or reviews while the experience is still fresh
These small touches keep your brand in their minds long after the shipping notification hits their inbox.
Don’t Let One Weekend Define Your Quarter
Black Friday can drive volume, yes. But it should never be the backbone of your business. The strongest brands use Q4 to deepen customer relationships and set the stage for the new year.
This is especially important for e-commerce businesses that want to grow beyond seasonal spikes. Think about how your brand shows up in January, March, and July. That’s where consistency wins.
If you missed our blog on Summer Sales Strategy, now’s the time to revisit how consistent marketing can create year-round momentum.
Keep the Brand, Lose the Panic
Before you slash prices and cross your fingers, ask yourself what kind of brand you’re building.
Need help creating a Black Friday plan that respects your brand and drives results? Contact WMD and let’s build something more lasting than a one-day promo.
And for more insight like this, subscribe to our newsletter to access our Migration Manual and seasonal strategy playbooks.
