Black Friday: More Than Deals - It's a Masterclass in Brand Positioning

November 28th, 2025, is the most anticipated day of consumer spending this year. Black Friday is the name for the Friday after Thanksgiving, marking the start of discounted shopping and the holiday season.

Although the tradition began in the United States, it has become a global shopping event in over 50 countries. Companies all over the world take advantage of this day as it’s a huge opportunity to increase sales, brand awareness, and move excess inventory. Due to an increase in consumer preference for online shopping, Black Friday has taken over online. Black Friday was known for in-person chaos and malls being filled with people lining up for store openings; now, people are comfortable shopping from home.

Companies are competing for hungry consumers, so marketing and brand awareness are key. Therefore, brands invest early in marketing campaigns, influencer partnerships, and personalized ads. Brands with the most visibility gain the most attraction. Black Friday marketing is spreading across platforms like TikTok, Instagram, brand websites, and in-store ads.

To name a few, H&M began their Black Friday promotion weeks in advance, pushing for a new member-only 20% discount. GymShark, on the other hand, relied heavily on content like try-on hauls from social media influencers. Each influencer is selected to reach their young audience, targeting students by promoting an online “up to 50%” off deal. In addition, Amazon is using targeted ads to promote low-cost essentials, tech bundles, etc.

Ultimately, success on Black Friday is all about brand positioning and making deals stand out as the top choice. Black Friday is not just about who has the best deals; it’s about which brand most efficiently communicates value for money, urgency, and exclusivity. With most retailers continuing their sales for all of November, it’s worth checking out the sales before the holiday season. It will be interesting to see which brands dominate this year.