By James Fooks-Bale, Director of Brand Marketing at Frontify
Black Friday has long been a battleground for brands, with an expected £800 million increase in spending this year, underscoring huge potential for opportunity, and risk. As this retail holiday evolves, as do consumer attitudes. Growing scepticism around traditional sales tactics calls for a fresh perspective on how brands should navigate the delicate balancing act between short-term performance, and long-term brand equity. With the cost of living crisis squeezing household budgets, consumers are more price-sensitive than ever before. This presents a unique opportunity for brands to offer genuine value and build customer loyalty.
The allure of Black Friday
Discounts attract attention and buzz, but the brands that thrive and last are those that go beyond transactional relationships. For every retailer slashing prices to drive up revenue, there is another competitor planting its flag in purpose, emotional storytelling, and values. This divide challenges brands to align their strategies with their core identity – balancing aggressive discounts with the deeper narratives that drive brand loyalty.
At the heart of this shift is the need to balance performance marketing – chasing immediate gains through sales – and brand building, which focuses on emotional connection for long-term loyalty. Brands that succeed in blending these approaches win not just the sale, but the hearts of customers.
Loyal consumers = fan brands
Fan brands like Glossier and Liquid Death offer a blueprint for brands seeking longevity. These brands thrive not because of pricing or discounts, but because they cultivate communities around shared values and emotional resonance. For example, Glossier hosts exclusive and intimate pop up shops in key regions for exclusive peeks into their brand- always with a fun immersive twist. By forging authentic connections with their audiences, these companies transform customers into advocates, fans, and lifelong buyers. Fan brands are when the customers take a more active role in the ownership of the brand.
According to recent statistics, 84% of consumers are more likely to return after a positive Black Friday experience. But what defines “positive” in today’s market? Increasingly, it’s not just about the deal. Memorable, personalised shopping experiences—whether online or in-store—set brands apart. Strategies such as customisation, sustainability, and inclusivity are no longer “nice to have” but expected by modern consumers. Brands that lean into these expectations create moments of delight that drive not only sales but loyalty that actually endures.
This approach reflects the power of brand consistency and storytelling – areas where tools like Frontify can help brands define, express and sustain their identity. Building emotional loyalty and trust ensures that when Black Friday rolls around, consumers are drawn not to price tags, but to the story and values behind the product.
Standing for something meaningful resonates far more than a fleeting bargain
The choice is clear: brands can either chase short-term gains through aggressive discounts or differentiate themselves by leaning into purpose-driven storytelling and meaningful messaging.
Take Patagonia, whose “Don’t Buy This Jacket” campaign turned heads by focusing on sustainability rather than consumption. Similarly, Oataly is known for its disruptive brand awareness marketing on why oat milk is more ethical, and Warby Parker disrupted the eyewear industry by championing accessibility and purpose. These brands prove that standing for something meaningful resonates far more than a fleeting bargain.
Modern consumers reward authenticity and value alignment. By prioritising sustainability, inclusivity, and purpose-driven branding, brands can stand out in an increasingly noisy marketplace.
Black Friday doesn’t have to be a choice between performance and brand building—it can be both. By finding harmony between the two, brands can seize the financial opportunity of the season while reinforcing their long-term values and identity.
The most successful brands will be those that resist the temptation to race to the bottom on discounts and instead focus on creating emotional connections, meaningful experiences, and purpose-driven narratives that resonate beyond the day itself.
Black Friday, after all, is not just a moment for sales—it’s an opportunity to build something lasting.
The convergence of tech and brands 