Best of Black Friday 2022

Repair, Reuse, Recycle

This year alternative Black Friday campaigns came out in full force. Patagonia used Black Friday as an opportunity to deliver sustainable messaging, encouraging customers to repair existing items at one of their in-store workshops. Vinterior instead focused on re-homing over buying new, opting to promote a range of upcycled and pre-owned pieces to their customers.

These campaigns are brilliant examples of how to capture the conscious consumer, maintain brand values and limit discounting, whilst still being part of the Black Friday buzz.

Cross-channel messaging

Astrid & Miyu gave their customers a seamless cross-channel experience this year, delivering Black Friday messaging via SMS as well as email. Concise copy, exclusive promotions and timely delivery all combined to make these wonderful examples of unique, targeted marketing. 

We also saw SMS used by lots of other brands this Black Friday including Myprotein, BeAtOne, Space NK and The Skinny Food Co — it’s clear that more and more retailers are using cross-channel to help them cut through the noise of the peak period. 

Steadily declining discounts 

One trend we saw repeatedly over Black Friday 2022 was the promotion countdown, or the steadily declining discount. Both Chelsea Peers and LOOKFANTASTIC ran campaigns that started with a certain percentage off and then gradually reduced by 1% every hour. This is a fun and unique way to create a sense of urgency amongst shoppers and leaves room for some tongue-in-cheek email content.

Multicoloured Friday

You’ve probably heard of Green Friday, but how about Blue or Pink Friday? This year saw a rise in rival Friday colours. Pangaia stuck to their Earth-positive brand mission by offering to plant 3 trees (instead of 1) for every item purchased over their Blue Friday weekend, whilst Loud Bodies ran a Pink Friday campaign that detailed all of the ways they plan on spending their profits from the weekend, including giving their workers paid leave and helping to cover office expenses.

These are both excellent examples of transparent marketing, where discounts are offered but the customer can clearly see the positive impact that their purchase with the brand will make. 

Interactive campaigns 

Biscuiteers brought an element of festive wonder into their campaign by including a moving cracker for consumers to ‘pull’, revealing their Black Friday discount.

At a time when inboxes are flooded with emails, and shoppers are looking for something different, interactive campaign templates not only help messages to stand out, but they can also promote subscriber engagement with the email. Win-win.

Congratulations on another epic Black Friday, what now?

We did it, Black Friday is over for another year. Hopefully you have gained plenty of new customers, shown the world your amazing products and now have the exciting task of turning those shoppers into loyal brand advocates over peak and beyond.

We really hope this year went well for you, but if you’re reading this thinking it could have been better, we are here.

Every year we help retailers smash their goals and surpass their own Black Friday records, but don’t just take our word for it. Tash Reynolds, Senior CRM Manager at Not On The High Street shared some exciting early results from their Ometria-powered activities…

“We’ve had a fantastic BFCM with considerable CRM growth YoY. Despite increased send volume, we experienced a 99.6% delivery rate which was easy to maintain with the support of Ometria. 

Through Ometria, our mobile push notification experiences have driven app loyalty which has contributed to 15.79% of automated marketing campaign revenue in November 2022.”

Want to kick off your peak season like this?  Come and talk to us to see how you can join a community of retailers consistently experiencing smooth and successful BFCM powered by Ometria.