The sale that won’t sit still: How Black Friday keeps reinventing itself
by Beth Hardwick & Danté Piras
Black Friday is already in full swing, and the noise around it is hard to ignore. Every year we hear claims that shoppers are losing interest, but the buzz surrounding the best deals suggests otherwise.
What is shifting though is how brands show up, both online and on the high street. Offers start earlier, allowing consumers to spread their spending across the month, which gives the appearance that the ‘one-day’ bonanza is losing its sparkle. Although pricing is still the talk of the town, with some brands leaning heavily into deep discounts, others try to stand out with limited edition drops, and purpose driven angles (with varying success).
Below, we explore what worked last year, and how to get ahead in 2025. With real time personalisation and AI-driven content becoming standard, the toolkit is growing fast, giving brands less excuse for relying on the boilerplate approach.
What brands did in 2024?
Winter warm-ups
Last year, Currys pushed its Black Friday price guarantee hard. Shoppers knew they could buy early and claim back the difference if the price dropped later. It reduced hesitation and built trust as people continue to become more wary of inflated pre-sale pricing.
Jewellery brand, Edge of Ember warmed up shoppers before Black Friday, by urging them to build wishlists, sign up for alerts and even add the sale to their calendars. It eased decision making, kept the brand top of mind and meant customers arrived ready to buy as soon as the deals went live.
Make discounting fun again
22 Days Nutrition added a gamified twist to Black Friday by giving each shopper a randomised discount code worth between 20 and 50 percent. The surprise element drove curiosity and boosted traffic, showing that the presentation of a deal can matter as much as the discount itself.
Champion your campaigns
In 2024, Lucy and Yak and Aligne both chose to sit out Black Friday. Lucy and Yak directed attention to the Fior Di Loto Foundation with a limited edition dungaree, while Aligne used the week to champion Giving Tuesday, sending donation bags with orders and supporting Smart Works through its Buy a Dress, Give a Dress campaign.
Getting ahead in 2025
Diving in early
After a challenging year for retailers, plenty are keen to get ahead of the pack by starting their offers early, giving squeezed shoppers the chance to spread their spending over the month. But it could backfire in terms of trust, as consumers are left to play a pre-holiday game of deal-or-no-deal.
Stay on brand
Even if you’re scrambling for sales, staying on brand with your strategy is vital for longevity. Devaluing a premium brand with discounts or activating inauthentically can do long-term damage to consideration and purchase intent, and impact search appearance. Consistency is underrated - and whatever you do for Black Friday needs to align with existing perceptions and positioning.
Lean-in to AI
More UK brands are using AI to fine tune how they show up for shoppers. Tesco and Boots have been testing AI-driven messaging and ad optimisation to keep offers timely without tipping into the intrusive end of personalisation. It mirrors wider European trends, with research showing that people are open to AI support during BFCM as long as privacy is respected and recommendations feel genuinely useful. Brands that strike that balance can cut through the noise more effectively when the rush hits.
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