How to survive Black Friday without losing your soul.

Playing the same Black Friday game as everyone else means you’re just another player in a crowded space. Instead of joining the discount wars, stand out by doubling down on what makes your brand special.

Don’t Slash Prices—Create Exclusivity

Release limited-edition products customers can’t get any other day of the year. Make your brand the destination, not just another stop in a weekend of mindless shopping. Tell the story behind your products, highlight the craftsmanship, and explain why they’re worth every cent. People want meaning, even on Black Friday.


Whisper When Everyone Else Yells

Black Friday is a cacophony of brands screaming for attention. When everyone else is yelling, it’s time to whisper. Be human; be memorable. Stand out by flipping the script, like a campaign that pushes for quality over quantity. Hell, go bold and say, ‘Buy less, buy better.’


Own Your Category—Don’t Compete on Price

The trick to winning Black Friday isn’t joining the discount wars; it’s about owning your category. Position your brand as the best option—not the cheapest. Lean into your segmentation. Know who your best customers are, and make them feel special.

Use email marketing to send personalized thank-you notes to loyal customers, offering them early access to particular products or exclusive items. That kind of quiet, thoughtful approach that lets them feel they’re getting something no one else can touch will resonate far deeper than another generic discount blast.


The Bottom Line?

Black Friday only becomes a race to the bottom if you allow it to be. Use this day to deepen customer loyalty, elevate your brand, and stand out in a sea of sameness. Focus on what matters, create value, and reinforce—not compromise—your brand’s core values.

Stay true, and be unapologetically bold. You don’t need everyone to love you—just the right ones.

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Hey! I'm Jeroen Meulman; I started and run Biarritz to help brands and brand ambassadors become a hell of a story that crowds love, crews treasure, and competitors envy. Feel free to contact me at +31 6 22 70 25 37 or jeroen@biarritz.agency. Or better yet, schedule a Rendezvous at your convenience.