Ahh, Thanksgiving—a time when Americans gather to share gratitude, enjoy family, and build genuine human connections. For shoppers worldwide, though, it’s simply the warm-up act before the main event: Black Friday.
Once a uniquely American affair, Black Friday has transformed into a global celebration of pre-holiday discounts—from New York to New Delhi. Despite the steady drumbeat of economic uncertainty, the shopping season only seems to grow more unstoppable each year.
For instance, in the U.S., holiday sales are forecasted to exceed $957 billion in 2024, while in the U.K., shoppers are getting a head start, with 69% beginning as early as August and 85% by October.
So how can brands stand out amid the frenzy? With smart, human-to-human (H2H) Black Friday marketing strategies that go beyond discounts to make meaningful connections with customers.
Here, we’ve taken tried-and-true strategies and added an H2H twist to help you reach your audience on a deeper level—and boost those Black Friday sales!
1. Send personalized Black Friday emails
Email marketing is one of the most powerful tools in a brand’s Black Friday toolkit, especially as inboxes overflow with promotions. A thoughtful, well-timed email—with an engaging subject line—can make your brand stand out and connect with customers on a more personal level.
While many brands stick to generic Black Friday-themed emails, adding a layer of personalization can transform these messages into meaningful, memorable exchanges.
Instead of sending the usual blanket promotions, personalize your Black Friday emails based on each customer’s past behavior, like previous purchases or browsing preferences.
This approach shows customers that you see them as individuals, not just as sales numbers, and that you appreciate their loyalty. By acknowledging their unique connection to your brand, you can make them feel valued even during the shopping rush.
Using dynamic content to tailor your offers is a great start. Consider including brief notes of gratitude or sharing customer success stories to create a more engaging, human-centered message.
For instance, you might craft a special email for your most loyal customers with a custom offer that speaks directly to them. It’s a simple way to remind customers why they connect with your brand—and why they’ll want to shop with you again.
This customer-first, empathetic approach can help your Black Friday email campaign cut through the noise, ensuring your brand resonates on a personal level.
2. Host a gratitude-focused social media contest
While Thanksgiving is a natural time to reflect on gratitude, brands can carry this spirit into Black Friday by creating contests that emphasize community and connection. Rather than simply running a Black Friday giveaway focused on prizes, why not make the contest about sharing stories of gratitude?
This approach brings a Thanksgiving twist to the Black Friday rush, encouraging participants to pause and reflect on what they’re thankful for—a refreshing counterbalance to the typical sales-driven frenzy.
Encourage your audience to share their most meaningful Thanksgiving memories or express what they’re grateful for this season. To help build momentum, create a unique hashtag like #GratefulTogether or #ThankfulWith[Brand], and reward the most heartfelt or creative entries. By spotlighting customer stories, your brand can foster a sense of community and highlight the values behind your business, setting you apart from competitors.
You could also take this idea a step further by tying the contest to a charitable cause. For each entry, consider making a small donation to a local charity, showing that your brand’s empathy and gratitude extend beyond the sale.
This co-created, empathetic approach not only engages customers but also adds a purpose-driven aspect to your Black Friday campaign, reinforcing the message that your brand cares about more than just transactions.
3. Collaborate with local businesses for joint promotions
Local collaborations are a staple for holiday marketing, but Black Friday offers a unique opportunity to elevate these partnerships into a community-building experience.
By working with local businesses or non-profits, you can reinforce your brand’s role within the community while also amplifying reach. This Black Friday, try aligning with partners who share your values and can offer something complementary to your audience.
For example, a joint Black Friday giveaway with a nearby small business could spotlight multicultural offerings that reflect the diversity of your community, adding depth to your promotion.
Or, consider a co-hosted cooking class that showcases traditional holiday recipes from different cultures, tying your Black Friday campaign to a sense of inclusivity and community richness. These collaborations create a holistic, multicultural experience for customers, setting your brand apart in a meaningful way.
4. Offer a thank-you giveaway
While Black Friday often focuses on discounts, a heartfelt “thank-you” giveaway can add a refreshing, customer-centered touch. Instead of transactional offers, think about surprising your customers with a gift that feels meaningful. Consider sending a relaxation kit or a voucher for a personalized experience, going beyond typical discounts to show appreciation.
Choose a select group of top customers who’ve engaged most with your brand, and gift them something unique as a gesture of thanks. This brave, customer-first approach not only acknowledges loyalty but also creates a memorable Black Friday experience that goes beyond the traditional sales push. It’s a small but powerful way to reinforce your brand’s values and create lasting connections.
5. Share stories of gratitude across channels
On a weekend that’s often about deals and discounts, sharing real stories can help your brand stand out. Black Friday doesn’t have to be all about sales— stories of gratitude from both your team and customers can add a human touch.
Use your social media channels to post authentic, behind-the-scenes stories that resonate with your audience. Highlighting what your team is thankful for or sharing customer experiences adds warmth to your Black Friday promotions.
Try live videos or Instagram Stories to make these stories more engaging. By inviting your audience to share their own gratitude reflections, you foster a two-way connection and inspire a sense of community around your brand. This learning-focused, empathetic approach can make your brand feel relatable, helping it cut through the Black Friday noise with authenticity.
6. Create fun and engaging holiday experiences
With the high energy of Black Friday, engaging and playful holiday experiences can set your brand apart. Instead of the typical virtual parties, try introducing interactive elements that make Black Friday shopping more fun.
For example, a scavenger hunt or trivia game centered around holiday themes can add a light-hearted touch to your brand, inviting customers to participate in a memorable way. Or host a virtual “Black Friday bingo” or a “Holiday shopping trivia” event, where customers can engage with your brand and potentially win small prizes.
It’s a professionally playful approach that keeps your audience entertained and connected with your brand during the holiday rush, while also making shopping with you feel like a fun experience rather than a chore.
7. Collect feedback in real-time
Post-campaign reflections are often overlooked in the Black Friday rush, but gathering feedback in real-time can help you make improvements on the go and connect with your audience in a meaningful way.
Use live polls, email surveys, or social media questions to invite customers to share their thoughts on your Black Friday promotions as they experience them.
Embed quick surveys or ask open-ended questions that encourage customers to tell you how they feel about your campaigns. For example, create an Instagram Story poll asking customers about their favorite Black Friday deals or what they hope to see from your brand in the future.
This co-created, learning-focused approach allows you to continuously refine your strategy and better understand your audience’s preferences, creating a sense of inclusion and responsiveness that goes beyond the sale.
Show your customers gratitude with H2H Black Friday marketing
Black Friday isn’t just about slashing prices and driving sales—it’s a prime opportunity to practice H2H marketing, shifting the focus from transactions to building genuine connections.
By putting empathy, creativity, and human connection at the forefront of your marketing strategy, you can stand out in the crowded holiday marketplace and create a more meaningful, human-centered experience for your customers.
Ready to take your Black Friday marketing to the next level? Let’s chat! Book a strategy session today and start crafting a human-centered approach that will help you connect with your audience on a deeper level this holiday season.
