Black Friday is a marketer’s nightmare.
It’s a time when prices rule and everything else (benefits, features, experiences, storytelling) hides in the background.
Consumers, seduced by lower prices, buy want they want, not necessarily want they need while retailers look to move inventory.
For some companies, however, Black Friday is a marketing opportunity.
Look at what REC does; its stores are closed so employees can enjoy family and the outdoors. REC made a courageous decision a few years ago when this policy was adopted but its brand has benefited.
In an ultra-competitive world, I believe Black Friday will become a marketing opportunity for brands looking to differentiate themselves.
It may not involve closing all their stores but there are plenty of creative, interesting, and bold moves that can serve long-term goals rather than drive short-term sales.