Newsletter #10 - Detractors or big discounters, who's doing what for Black Friday 2022?

Less than 24 hours away from Black Friday 2022 , I'm sharing with you the original and innovative marketing strategies of 5 brands for this edition and revealing what to expect from consumers. Plenty of inspiration for your future campaigns, whether you offer discounts or not 😉

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What can consumers expect?

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📈 French consumers are expected to spend an average of €255 on Black Friday (15% less than in 2021), while the budget of Swiss and German consumers is around €300.

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📱 Over 70% of BFCM (Black Friday Cyber Monday) sales will be made on mobile, even though conversion rates and the number of products purchased are higher on desktop.

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🌱 According to the 2022 Shopify report, 40% of consumers are willing to pay more for eco-friendly products and 52% of French consumers are willing to buy second-hand Christmas presents.

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What are the brands up to?

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1️. eBay is back... and does nothing!

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The French second-hand marketplace recently made a comeback and announced that it would not participate in Black Friday.

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eBay has also revealed an eco-friendly marketing strategy for the holidays and will highlight second-, third-, and fourth-hand Christmas gifts.

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📹 Video comeback

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‍If you missed it, I'm sharing their campaign video (watch until the end).

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2️. Amazon launches Black Week... and goes green

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Since Friday, November 18, 00:01, until Monday, November 28, 23:59, the marketplace is offering up to 70% off millions of products.

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To help consumers navigate the sale, Amazon has even created a guide to find the best deals.

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New this year: to cater to consumers' interests, Amazon also offers a Climate Pfledge Friendly store that only lists more sustainable products, refurbished or certified according to more than 30 standards such as Fair Trade, GOTS, Carbon Neutral, etc.

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3️. Unbottled commits to "No Plastic Days"

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The cosmetics brand Unbottled is partnering with No Plastic in my Sea, which fights against marine pollution.

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Their customers can benefit from reduced prices, and 100% of the profits will be donated to the organization.

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PS: their subscribers could benefit from early discounts starting today by signing up through their newsletter.

_{💡 How to handle unhappy customers during Black Friday?
Discovering that a product they recently ordered is now available at a discounted price can be frustrating for your customers.
To keep them loyal to your brand, you can, for example:
🎟 Offer them a voucher for a future purchase.
🔙 Refund the difference.
🔀 Exclude recent customers from your promotional campaigns (especially with the help of the Bigblue + Klaviyo integration).}

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4️. Faguo isn't offering discounts and launches a "greenline" campaign

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As part of the French collective Make my Friday Green Again, which brings together more than 1,000 brands, it's no surprise that Faguo is not participating in Black Friday.

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To raise awareness among consumers, Faguo even launched 3615 - Buy less and better, a (real) phone line to help you resist the temptation of Black Friday! To test it, dial +33 9 72 12 12 34 and press 1 📞

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As every year, the brand will also offer a free repair workshop in-store this Friday, November 25.

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5️.Gymshark keeps its Black Friday champion title

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Gymshark's Black Friday started on Thursday, November 17, with discounts of up to 60%, which can be combined with the discounts the brand offers to students, sports professionals, and military personnel all year round.

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If in 2021 Gymshark had made a parody of a workout session to announce its Black Friday deals, it opted for Instagram-focused communication this year. Their account features a "Black Friday Wishlist" and a countdown in their stories, as well as a modified bio for the occasion.

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The 2,000 discounted products were also revealed in advance on their website to allow customers to make their wishlists for the big day.

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NB: the brand averages 20% of its turnover during the holiday season, including 40% during the first 6 hours of Black Friday.

Finally (and for even more marketing ideas), I'm sharing the playbook The guide to sell 1M€ on BFCM 2022: Build your win-big strategy with strategies from the top brands!