Stand out in November: What to do when you’re skipping Black Friday
Whilst, as ads nerds, we love the power of a sale for a hefty sales spike, an inventory clear out and an all important lovely hit of new data to bolster the funnel for months ahead - but we get it - not everyone wants to partake in the Black Friday/Cyber Monday showdown.
There are plenty of great reasons why brands might decide to skip Black Friday and Cyber Monday. You know your audience and business goals, and if a big November discount doesn’t align with your strategy, then it’s smart to swim against the tide.
Here are some great reasons to pass on Black Friday:
It’s the wrong season for my audience; I can offer discounts at a better time when ad costs are lower.
I don’t have the budget or audience size to compete effectively, so I’m focusing on building that first.
We can’t handle a surge in orders due to limited stock.
My website’s not optimized for high traffic and conversions, so spending on ads doesn’t make sense right now.
Our best deals go to subscribers/members year-round, and big entry offers for new customers would undercut that.
I dislike everything about Black Friday, and regardless of the business impact, I’m not getting involved!
It’s not for everyone—whether that’s for personal or commercial reasons.
What to do in November instead of Black Friday offers
So, If you're not joining the Black Friday rush, here’s what you can do to still make November count:
1. Build your brand: tell your story
November is a prime opportunity to highlight your brand’s mission, values, and—importantly—the people behind the business. When everyone else is shouting about discounts, stand out by sharing your brand’s story. Customers value authenticity and long-term relationships over short-term discounts.
There are shoppers who are actively avoiding the Black Friday chaos. Appeal to them by focusing on your sustainability initiatives, eco-friendly efforts, and ethical values. Bucking the discount trend helps you connect with customers who share your vision.
2. Ads to run: bring your best
Just because you’re not running a Black Friday offer doesn’t mean you don’t have stock to sell in November, so you need your ads to at the absolute top of their game to compete with the Black Friday frenzy - here’s how;
Resurface your best-performing ads from the year, especially ones with strong social proof (positive comments, shares, and likes).
Focus on video and user-generated content (UGC)—these can outperform even the best offers when done right.
If you’re not offering a discount, consider an educational value add, such as a free download or guide. Use this to build your email list for 2025.
Seasonal-themed video ads can capture attention without mentioning an offer. Plus, all those video views can be retargeted in December/January.
Note: Ad costs will likely rise by 10-15% in November, so keep that in mind when budgeting.
3. Find your crowd
Get involved in Small Business Saturday— it’s 7th December this year and a great opportunity to promote your business without the frenzy of Black Friday. Use this time to engage with your local or niche communities and build genuine connections with customers who prefer to support independent brands.
Skipping Black Friday doesn’t mean you’re missing out. By focusing on providing value, storytelling, and building relationships, you’ll cultivate a warm audience ready to engage with your brand well into 2025. It may feel like an uphill struggle, but staying true to your brand and engaging with your audience is always a long-term growth strategy.
If you're looking to chat about growing your brand in 2024, let's book a call and discuss how we can help you make the most of your Q4—and beyond.