Black Friday has quickly grown into one of the biggest shopping events in the UK. What started as a US tradition is now a highlight of the retail calendar, with shoppers expecting bigger and better deals each year. That means nailing your Black Friday campaign is more important than ever – but with competition fierce, how do you stand out from the crowd? Here’s how to take your Black Friday advertising campaign to the next level.
Why should you advertise for Black Friday?
Thanks to growing demand, Black Friday has gone from a one-day exclusive to a weekend-long event, with some retailers even offering deals for the entire week or more. It’s easy to see why with Mintel reporting a 7.3% increase in sales year-on-year of £13.3 billion during Black Friday weekend.
As sales numbers reach new heights, advertising through impactful channels like out-of-home advertising (OOH) is crucial for a successful Black Friday campaign. With 95% of adults in the UK seeing or interacting with OOH advertising throughout their day, it’s one of the best channels for catching attention. What’s more, OOH adverts help you avoid the noise of the digital world during this hectic time of year.
Black Friday consumer habits in the UK
Black Friday is continuing to gather steam in the UK with more than 1 in 5 consumers making a purchase over the weekend in 2024 – and those purchases are big. 1.9 million of these consumers spent £200 or more, totalling an estimated £380 million.
So, what are the most popular Black Friday purchases? The majority of sales (84%) are for clothing and footwear, with electronics coming in a close second at 82%. Consumers also begin their bargain hunting ahead of Black Friday weekend, with 38% looking for clothes researching ideas at least a week in advance.
6 tips for a successful Black Friday strategy
Securing a solid advertising strategy for your business in the run-up to Black Friday can set you up for success. Here’s our top tips for making this year the best yet.
1. Start the campaign early
Starting your Black Friday campaign as early as possible will put you in the best position to reach those eager buyers who are already looking for deals. OOH advertising reaches people quickly and helps build anticipation for your sale, especially alongside other marketing channels, such as social media, as the weekend approaches.
2. Keep your message clear
Let your message do the talking. An impressive advert may capture attention, but a clear message will draw people in. Keep the messaging simple, large and to the point, so that those both familiar and unfamiliar with your brand can instantly grasp your offering.
3. Call to action
As well as having a clear message, make sure you have a CTA that drives people where you want them to go. Whether it’s a QR code for your social media or website, a phone number, or directions to the nearest store, make it clear so your OOH advert has the right impact.
4. Remember your product
Where you advertise your product can be just as important as how. Fast Moving Consumer Goods (FMCG) brands, for example, can maximise advertising space near supermarkets to attract the attention of people who are on their way to the shops. Focus on the best high-traffic areas for your product to see the most impact from OOH advertising.
5. Make the most of digital screens
Out-of-home adverts aren’t just static billboards anymore – many now have the ability to update electronically. Digital billboards open up more possibilities for your campaigns, allowing you to adapt them when needed and make them more engaging for your audience.
6. Don’t forget about Cyber Monday
Remember it isn’t all about Black Friday; Cyber Monday is still a high-impact sale day that should be prioritised. Just as important as starting early, extending your sale into this period can also lead to more conversions. Consider keeping your OOH advertising running for a few extra days to maximise impact.
Black Friday and local businesses
If you’re a local business, Black Friday is a period to really make the most of. With people eager to purchase at a good price, local businesses can look to OOH advertising to increase brand awareness and boost those all-important sales. Whether it’s through digital billboards, bus shelter advertising or full-motion screen networks, local businesses can reach and connect with consumers on a larger scale at the right time.
Successful Black Friday campaigns
Wondering what a successful Black Friday campaign looks like? We’ve rounded up some of the best campaigns that showcase what Black Friday can do for your brand.
1. The Ordinary: Shop Slow
In an unexpected twist on the Black Friday ethos, skincare brand The Ordinary urged people across the UK to “shop slower.” They wanted to shine a light on over consumption around Black Friday by using ironic slogans like “Buy 1, get 2, for the price of 3” and “50% off the price they made up yesterday.” The OOH adverts used for this campaign were also minimalist with little colour and stood out for that exact reason. By subverting expectations around what a brand should do for this weekend, they generated buzz and crucially, offered discounts for the entire month.
2. SHEIN: clear messaging
Global fashion brand SHEIN used billboards across the UK with simple and effective messaging to capture attention. By displaying their brand name with the message “Black Friday Sale,” they were able to effectively communicate in an instant with consumers. They kept their CTAs simple too, putting the Apple App Store and Google Play Store images at the bottom of the ad to direct users to them. Sometimes the best way to communicate is the easiest.
3. Amazon: countdown to Black Friday
One of the biggest players in the Black Friday game, Amazon entices consumers early with “deal of the day” offers. They use an integrated marketing approach with both digital out-of-home adverts working alongside digital marketing to drive users to the site. The offers also do not have a set theme for each day, capitalising on FOMO and giving consumers a reason to come back.
Make your mark early this Black Friday
Looking to maximise success this Black Friday? Small business advertising can make a big difference for your brand. At Alight Media, we specialise in boosting visibility for small brands through our growing network of out-of-home adverts, from eye-catching billboards to bus shelter advertising and more.
Get in touch with our team today to discover what we can do for you.
Sources: Mintel; Forbes; PwC; TGI; Statista; OAAA