Black Friday brings you customers for a day. Branding keeps them coming back.
Hey Brand fan,
We need to talk briefly about Black Friday. The thing is, you'll never see most of the customers you attract with discounts on that day again.
Ometria took a look at its retail customers’ Black Friday data, and to be honest, the numbers are pretty sobering: Of all those who placed an order for the first time on Black Friday 2024, just 4% made another purchase within twelve months. And of that 4%, 75% didn’t return until the next Black Friday. 🫠
According to the same analysis, Black Friday customers are actually six times less likely to return than other new customers.
Real Talk: With a 30% discount, you'll mostly attract bargain hunters who'll just shop somewhere else the next time a good deal comes along.
On top of that, Black Friday is slowly losing steam in Germany. The HDE had projected sales of 5.8 billion euros for Black Friday and Cyber Monday in 2025, marking the first decline (just under 2%) since 2016. Although more people are participating, each person is spending less.
My 2 cents:
I have nothing against Black Friday. What I consider a waste of money is Black Friday without a plan for what comes after.
If you're going to offer a discount anyway, at least make sure your customers remember more than just the 20% off in their shopping cart. Two brands are doing this really well.
The Ordinary: The discount has its own name
The Ordinary doesn't do Black Friday—it does "Slowvember. " In 2025, the promotion took place for the seventh time, with 23% off everything throughout the entire month of November, both online and in-store. The campaign also carries the message "Shop Slow," meaning buy only what you really need. In 2024, they even ran full-page ads in The New York Times and The Guardian with the headline “Don’t Rush.”
What I find "different" about it is this: You still get the discount. But it has a name, a story behind it, and comes around every year. Customers have really come to look forward to it—almost like a little ritual—and that’s something no other brand can simply copy.
IKEA: Your reward awaits on your next shopping trip
IKEA calls its promotion in Germany “Freuvember,” and in 2025, there was also “Buyback Friday” from November 21 to December 6. You bring back your old IKEA furniture, and IKEA pays you 20% more than usual—but in the form of a gift card.
Actually, this is a pretty clever buyback mechanism disguised as a sustainability initiative. And it works because sustainability is already a priority at IKEA, so the campaign doesn’t come across as contrived. In fiscal year 2025, the Ingka Group—IKEA’s largest retailer—bought back 686,500 used products (compared to 495,000 the previous year). And every voucher issued brings someone back to the store.
"Okay, so what do I do as a service provider?"
To be honest, a 30% discount on tax consulting or a branding workshop seems a bit desperate. 😅
But you can still use the idea behind it: Focus on the people who are already working with you, rather than using discounts to attract new customers.
For example, like this:
✅ Bonus for existing customers: an extra appointment, a quick audit, or a year-end check-up. It’ll take you a little time, but your prices will stay the same.
✅ Lock in prices for the new year: If you book by the end of November, you'll still get the current rates for Q1. A great bonus: Your January is already booked.
✅ Reward referrals: When someone refers you, both of you get something. Basically, this is IKEA's gift card concept but for service providers, because the benefit leads directly to the next job.
What You Can Still Get Done in Four Weeks
Black Friday is on November 27. Of course, you won't be able to complete a full rebranding by then, but you can definitely still do this:
- Give your campaign a name. It doesn't have to win an award. It just needs to fit your brand so you can use it again next year.
- Include something in the package that has nothing to do with the discount— for example, a small card, a tip on how to use the product, or a few sentences about who you are. When your customer unpacks it, they’ll realize for the first time that there’s a brand behind the deal.
- Let your existing customers in first. Offering 48 hours of early access to everyone who has ever bought from you costs you nothing and makes customers feel like they're getting something truly exclusive.
- Turn the discount into a comeback coupon. It's better to apply the 20% to the next purchase starting in January rather than deducting it right away.
And after Black Friday? Keep customers engaged!
Most brands send exactly one email after a deal—namely, the next deal. That's exactly how you attract the kind of customers who show up in the Ometria statistics.
Here's a better way to do it, for example:
Week 1: Express your gratitude and show your customers how to get the most out of your product or service—without trying to sell anything. It’s especially important to get those first few newsletters just right!
December: Tell them who you are, how you work, and what sets you apart. From this point on, you’ll be more than just the store with the good deals to your customers.
January: The comeback coupon is now valid, and along with it comes an honest question: "How's it going?"
As a service provider, you do the same thing—only in a more personal way. A quick phone call in January will get you further than any automated email.
So: It's totally fine to participate in Black Friday, but be sure to plan for the day after as well. How about you—are you participating this year, or are you sitting this one out?
Stay bullish 🔥
Chantalle
P.S. Are you currently planning your Black Friday campaign and unsure if it’s a good fit for your brand? Send me your idea in 2 to 3 sentences, and I’ll give you honest feedback. ✉️ chantalle@boredbrands.studio
