Black Friday isn’t for everyone, both consumers and businesses. There are good reasons for businesses not wanting to do it, but if you are planning to not participate in Black Friday, don’t make the mistake of not advertising that fact.
Making a point of why Black Friday isn’t right for your business is a perfect opportunity for you to align your brand values with consumers who agree. Create newsletters and social media posts explaining your stance to reinforce your brand values or mission. You can also double this up with a positive black Friday ‘discount’, such as donating 15% of all sales made across the weekend to a cause that aligns with your business.
While this strategy works particularly well with retail brands looking to distance themselves from ‘mindless consumerism’ (Patagonia’s Buy Less Demand More campaign remains the benchmark), the same approach can be adapted for any business. Eschewing promotions and offers is a deliberate ploy you can use to focus on the quality and consistency of your brand, saying it’s your mission to offer top-notch customer service all year round and not offer ‘cheap’ prices.
For authenticity, this approach is best advertised through organic channels, as using a paid media campaign could contradict your message (although Patagonia did use mainstream media advertising). But if special offers don’t suit your business don’t be afraid to avoid them, just don’t avoid talking about it.