Black Friday’s around the corner, and we all know the drill: epic deals, screaming discounts and shoppers hunting for sales. But have you stopped to think about what Black Friday really is? Your answer shapes your strategy. See it as just another sale and you’re stuck in a discount death match, slashing prices to outdo competitors while your margins bleed. Alternatively, you can view Black Friday as a turbo-charged moment to build brand equity – that magic mix of perception, loyalty, and value that makes customers choose you over the next competitor, long after the deals are gone.
This isn’t about screaming “50% OFF!” louder. Black Friday spikes audience attention like nothing else. Shoppers are already primed, scanning for standouts that connect with them. Smart brands use this to cement their identity, not just to move inventory. It’s cheaper than a glossy ad campaign and stickier than a one-day deal. Below, we unpack six brands that turned Black Friday into a stage for their story, from premium genius to local pride. Steal their playbook to make your brand mean something, not just sell something.
1. Apple’s “gift card event”
The strategy: Apple didn’t do the typical discounts. Instead, they offered gift cards with certain purchases, calling it a “holiday event” with sleek emails and in-store vibes that oozed premium. No cliché Black Friday deals, but rather a curated gifting experience.
Why it worked: Apple is about luxury tech that doesn’t beg for buyers. By ignoring the percentage-off deals, they reinforced their high-end value, tempting shoppers to join an elite experience. Think, staying aspirational under pressure. They reminded consumers that buying Apple is about joining a lifestyle, not finding a deal.
Why it worked: Protect your brand value. Use Black Friday as a way to showcase your elevated brand image. No slashed prices here! If you’re positioned as premium, don’t hinder this with salesly tactics. We’re talking exclusive perks or curated offerings.
2. Mr Price’s ‘Win-Win” prize frenzy
The strategy: Mr Price turned Black Friday into a game. They made shopping fun, quite literally. Shoppers who spent R300+ were in the running for R500,000 in prizes, from cash to vouchers to gadgets.
Why it worked: Unlike a premium brand like Apple, Mr Price is all about the price. Owning affordable, everyday fashion in South Africa, this brand is an example where it makes strategic sense to max out the “bargain thrill” they want to be known for. This prize draw approach leveraged the deal-hunting rush to cement their reputation as the go-to for value-packed fun. It’s literally in their name: price is the point, and they doubled down on it.
Key takeaway: Build on your core positioning. If your brand is built on affordability, lean into it, but do so well! Gameify your offerings to reinforce your brand’s values.
3. Cards Against Humanity’s diamond potato
The strategy: Cards Against Humanity sold a literal potato studded with lab-grown diamonds (worth $1,000+) and sold it for $69.99. No discounts, just pure absurdity, accompanied by a certificate of authenticity. The limited stock was gone in 30 minutes. Fans were still posting memes weeks later as buyers’ spuds began to sprout.
Why it worked: CAH’s brand personality has always been a tad bit rebellious. They often bring this alive in how they comment on societal issues, and for Black Friday, the flavour is challenging consumerism. The Diamond Potato was a satirical jab at Black Friday’s obsession with “luxury deals”, blending a dirt-cheap spud with high-value bling to create a paradox that speaks volumes. It built equity as the ultimate anti-corporate pranksters, with fans buying into the joke as much as the product.
Key takeaway: Be bold, be weird. Consumers don’t just buy products, they buy stories. If your brand has an edge, use Black Friday to amplify it with an ad or campaign that gets people talking. Boldness combined with true creativity always creates shareable moments.
4. Takealot’s heritage design challenge
The strategy: In 2024, Takealot kicked off Black Friday with their annual Heritage Design Challenge. Travel blogger Popi Sibiya showcased her SA road trip videos, highlighting cultural elements like Tsonga patterns. This inspired fans to submit designs for limited-edition delivery boxes. Winner Monja Spies’ design was used for one million Black Friday and festive boxes. How cool is that!
Why it worked: Takealot, South Africa’s e-commerce giant, could easily feel like a cold, global machine. But with this campaign, they celebrated South Africa’s soul. Popi Sibiya’s road trip videos and fan-created box designs were all rooted in local heritage. This created a connection with the brand and consumers searching for brands that felt familiar. Takealot showed that they were more than just an online store, but rather a brand that gets people.
Key takeaway: Be relatable. Be compassionate. Take Black Friday as an opportunity to weave local culture into your brand. Collabs or user-generated content are ways in which consumers feel like they are part of your brand’s story.
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5. Nike’s member exe early access
The strategy: Nike gave members first dibs on Black Friday drops via app alerts and personalised recs, layered with athlete stories to hype the “just do it” mindset. It wasn’t open to everyone, just the loyal ’athletes’ (which is what they call their audience).
Why it worked: Nike is all about community and empowerment, so they went with it and just did it. This exclusive access made members feel like the “insiders”. It wasn’t just about a discount. It was being part of something bigger… a team. They created a sense of belonging that amplified the brand’s performance-driven image, all while making savings feel special.
Key takeaway: Celebrate loyalty. If you’re brand is based on community, keep extra special Black Friday savings just for your loyal clients. It’s your little way of saying thank you.
6. REI’s #OptOutside ritual
The strategy: This is our wild card. REI shut down all its 190+ stores on Black Friday in 2024 and gave employees a day off (paid) to hit the trails. They encouraged customers to #OptOutside with challengers, trail maps and gear inspo. No sales, just a nationwide push for outdoor adventures. They turned a day “meant” for shopping into a shared escape.
Why it worked: REI is based on a love for the wilderness. They turned the chaos of Black Friday into something that got fans outdoors, ditching deals for dirt paths. Over 1.4 million joined in the past years, creating deep consumer-brand relationships with their “get outside” essence. They made their product more valuable by attaching meaning to their gear beyond its functional benefits.
Key takeaway: Create an activity that goes beyond shopping. If your brand is all about experiences, use Black Friday to spark shareable experiences unique to your brand identity that tie consumers to your vibe.
Ditch the deal. Steal the spotlight.
Black Friday is more than just pushing sales. These brands didn’t just chase sales; they used the moment to solidify who they are: premium, rebellious, ethical, local, or communal. Your move? Pick one thing your brand’s known for and make it the star. Skip the discount race. Build a moment that sticks. When you do, customers aren’t just buying anymore, they’re joining your story – and it’s your story that will lead to real long-term growth that outlives any deal.
Float wants our merchants to win. We’re the catalyst that doesn’t just move transactions faster, but builds loyalty and lasting value beyond a sale. Want to see the change? Become a Float merchant today!