Walmart, Amazon, Target, and HubSpot are among a select group of major brands changing up their Black Friday and Cyber Monday marketing this year.
The Black Friday and Cyber Monday sales events, also known as “Cyber Week,” are set to see 77% of American shoppers aim for clothing and accessories, according to a Statista survey.
And while most brands are bombarding consumers with “buy now” messaging, other brands are going against the grain, experimenting with fresh approaches to capture attention.
For example, Walmart released its “Deals of Desire” series a few weeks ahead of Black Friday, tempting shoppers with a “shocking, supernatural, action-packed, historical, western drama.”
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If that wasn’t enough, the series also features pop culture characters like Damon Salvatore, portrayed by Ian Somerhalder in the "The Vampire Diaries" television series.
It also parodies television hits like “Bridgerton,” “Friday Night Lights,” and “Yellowstone.”
Moving beyond the traditional “buy now” messaging and embracing innovative strategies, brands like Walmart foster more meaningful connections with their customers, all while addressing the consumer fatigue that many experience during the lead-up to Cyber Week.
Fresh and Innovative Approaches
These creative approaches are similar to brand activation campaigns, a strategic approach aimed at capturing attention and fostering a deeper emotional engagement, which can drive sales and return on ad spend.
From leveraging AI to personalized shopping experiences, here’s a look at other brands offering something different for Black Friday and Cyber Monday this year:
1. Daily Harvest
Daily Harvest, a company that delivers frozen, easy-to-prep plant-based meals, created holiday gift bundles to sell from now through the end of December.
For every bundle sold, the company will donate five meals to food bank partners, encouraging consumers to "Give Deliciously."
For Black Friday and Cyber Monday, new customers can get a 30% discount off their first subscription box.
Daily Harvest customers who buy any $100+ bundle, on the other hand, can get $30 off their next $75+ subscription box between December 2 and December 11.
2. Amazon
This year, Amazon will celebrate Black Friday and Cyber Monday by launching new deals every day throughout the event, with up to 50% off on Christmas décors.
Shoppers will also get to meet Rufus, Amazon’s generative AI-powered conversational shopping assistant.
Rufus will help customers find deals and tailored gifts, and provide helpful product-related information in the process.
3. Target
Target will offer some of its lowest prices of the season, with some items discounted up to 50% off.
The company will offer special three-day-only deals from Thursday, November 28 through Saturday, November 30, doubling its number of deals from last year.
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Target will also give out a 50% discount on its Circle 360 membership on Black Friday and Cyber Monday.
The membership features unlimited same-day delivery on orders over $35 and more, for just $49 for the first year.
4. Walmart
In addition to its “Deals of Desire” series, Walmart will host three separate sales events.
The first already occurred on November 11, while the second will be hosted online on Monday, November 25, exclusively for paid Walmart+ members.
Thereafter, all customers can join online and in stores on Friday, November 29.
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The third event will happen on Sunday, December 1, again exclusively for paid Walmart+ members first and then for all customers.
The company also slashed its membership fees to $49 for Cyber Week.
5. The Ordinary
In a unique twist, skincare brand The Ordinary launched an anti-Black Friday campaign to encourage shoppers to be more mindful of their purchases.
With an anti-consumerist perspective, "Slowvember" aims to uncover dishonest marketing tactics.
It will also host a month-long 23% discount on all purchases to remove the need for impulsive purchases.
6. HubSpot
Even B2B companies are getting in on the Black Friday excitement, offering tools to help startups make the most of the season.
While not a traditional Black Friday deal, HubSpot is offering startups up to 75% off for the first year of its HubSpot for Startups program, offering a library of free resources, exclusive discounts on AI-powered growth tools, access to investors, and a networking platform for founders.
HubSpot’s discounts and resources empower small businesses to enhance their own Black Friday offerings, giving them a competitive edge without the usual holiday chaos.
These fresh and unexpected creative strategies demonstrate how brands can rise above the typical "buy now" noise during Black Friday and Cyber Monday.
By breaking the mold and offering something unique, brands not only capture attention but also build deeper, more lasting relationships with their customers.
