Member Exclusive: Black Friday guide to short vs long-term benefits

Black Friday has become one of the biggest retail events around the globe:

• In 2024 British shoppers spent £3.63 billion ($4.6 billion) online over the Black Friday/Cyber Monday (Nov. 29 to Dec. 2) period, a 5.2% increase year-on-year (Reuters).
• 84% of UK consumers stated that a positive experience during Black Friday would encourage them to shop with that retailer again (Mintel).
• 54% of consumers say they would stop buying from a brand that misleads on environmental claims (KPMG).

How does the phenomenon of Black Friday work for brands?
First, it provides an opportunity to activate the Four P’s of Marketing: Product, Price, Place, and Promotion. Promotions, bundles, and omnichannel campaigns can drive short-term revenue and reach new audiences. But only if executed strategically.

Secondly, it tests the balance between short-term sales and long-term brand equity. According to leading marketing thinkers such as Byron Sharp, Mark Ritson, David Aaker, and Philip Kotler, discounting and hype campaigns may boost sales temporarily but can also challenge customer loyalty and brand perception if misaligned with core values.

Finally, Black Friday raises urgent questions around sustainability, brand purpose, and consumer trust. Ethical considerations, environmental impact, and consumer expectations around authenticity are increasingly influencing buying behaviour. Brands that navigate this tension can maintain both sales and reputational strength.

Log in and register below to discover:

• How Black Friday has evolved from a US tradition into a global retail phenomenon.
• How the Four P’s can be applied effectively during this sales period.
• Insights from leading marketing academics on risk, reward, and brand equity.
• How to reconcile short-term activation with long-term brand purpose and sustainability.