Black Friday 2024 is quickly approaching, and both brands and consumers are ready for a change in how the event unfolds. The era of bombarding shoppers with flashy retargeting ads is over. This year, the focus is on creating more authentic, customer-centric experiences that prioritise genuine value over hard-sell tactics.
Today’s consumers are more sceptical than ever and are engaging with marketing with a new perspective. In this challenging economic climate, it's essential for brands to forge genuine connections with shoppers, especially as spending typically spikes during major sale events.
"As inflation and economic uncertainty persist, consumers are increasingly turning to sales events for major savings. Retailers offering targeted discounts and promotions are better positioned to engage shoppers who are more budget-conscious than ever." - Deloitte's 2023 Holiday Retail Survey
For many Australians, the financial strain is real. With rising interest rates and persistent inflation, the upcoming holiday season could push already stretched budgets to the limit.
However, instead of cutting back on Christmas entirely, Australian consumers are adjusting their strategies. So, how will Black Friday 2024 stand apart from years past?
In a world flooded with constant noise, consumers are craving authenticity and clarity. The days of overwhelming customers with aggressive sales tactics are behind us, and the shift is toward clear, concise, and emotionally engaging messaging. User-generated video content, especially those with raw, "imperfect" aesthetics—such as blurry iPhone footage or casual spreadsheets in the background—has gained millions of organic views on short-form video platforms like TikTok.
These unpolished moments create a sense of relatability and trust, proving that authenticity trumps perfection.
People want to connect with brands that feel human, and they’re more likely to trust a brand that shares their enthusiasm for a sale. To truly stand out, it's essential to target your niche market effectively and offer real, meaningful discounts that make all the research worthwhile for your customers.
Unlike traditional influencers, who often promote products for pay, micro-influencers build trust by forming genuine, emotional connections with brands. Rather than simply posting ads, they share their authentic love for products and foster organic, engaged communities around them. This shift is especially important during events like Black Friday, where brands can leverage their loyal customers to generate buzz and excitement.
To capitalise on this, brands should prioritise community-building. Engaging with customers on social media, offering exclusive early access to sales, and rewarding loyal shoppers with special discounts are effective strategies for creating deeper connections.
Nimble Activewear exemplifies this approach by involving customers in initiatives like exclusive running clubs and product launches. These events offer opportunities for customers to connect, improve their fitness, and share their experiences. The brand also invites feedback and encourages customers to actively shape its identity. This fosters a sense of ownership and makes customers feel more invested in the brand's development.
By giving customers a sense of belonging and valuing their input, brands can turn them into advocates who naturally amplify Black Friday promotions and help cultivate lasting relationships that extend well beyond the sale.
Consumers today are growing increasingly sceptical of traditional targeted advertising. The trust once placed in big-budget, highly focused ads is fading, as people are now seeking brands that offer a sense of belonging and community.
Brands that emphasise building relationships over making transactions and create a genuine sense of community around their products will cultivate deeper loyalty that lasts well beyond events like Black Friday.
This shift calls for a new approach: instead of solely focusing on driving sales, prioritise creating a community around your brand. Leverage platforms like Instagram, TikTok, and blogs to foster spaces where customers can interact, share experiences, and engage with your brand on a more meaningful level. While aesthetics remain important, they should authentically represent your brand's values and identity.
Glassons' Bondi Beach swimwear campaign exemplifies a shift towards community-driven marketing. Instead of focusing solely on traditional advertising, the brand embraced the cultural energy of Bondi Beach and used social media to engage followers, encouraging them to share their own beach moments. This approach fostered a sense of belonging and authenticity, aligning the brand with its audience’s values. By prioritising community and real customer experiences, Glassons created a deeper, more meaningful connection with its customers, moving beyond mere transactions to build lasting loyalty.
To achieve this, engage your audience by asking for feedback on your products, responding promptly to customer inquiries, contributing to causes that matter, and actively managing your community.
In 2024, emotional branding is not just a trend—it’s a necessity for building lasting customer relationships and driving brand loyalty. Consumers today are more discerning than ever before; they expect brands to go beyond offering just a product or service. Instead, they want to feel that the brand they choose truly understands their needs, values, and aspirations. Emotional branding is about making those connections, creating a sense of community, and fostering trust in a way that resonates with consumers on a deeper level.
A key aspect of emotional branding is ensuring your brand message is consistent and authentic across all touchpoints. Whether it’s through your messaging, your packaging, or your customer service, your brand needs to reflect values and emotions that resonate with your target audience. This is why emotional branding goes beyond just a marketing tactic—it’s woven into the very fabric of your brand's identity and culture. It involves understanding what makes your audience tick, what they care about, and how your brand can align with their personal values and lifestyle.
For brands, this means the more you know and understand your audience, the easier it becomes to craft messages, products, and experiences that connect on an emotional level. This also extends to customer service, where empathetic, personalised experiences can further solidify that bond.
In our recent lunch and learn session on mastering emotional branding, we explored how brands can successfully tap into these emotions, build a loyal community, and stand out in a crowded marketplace. If you're interested in learning more and putting these strategies into practice, you can download the full presentation deck by clicking the image below.
Black Friday is a prime opportunity to boost revenue, but only if your store is ready for the surge in traffic and sales. To set your business up for success, focus on these key strategies:
Additionally, while emotional connection and community are important, your store's backend must also be ready. Optimise your platform, ensure your inventory management system is robust, and make sure your software can handle the influx of traffic.
User-generated content (UGC) has become one of the most powerful forms of marketing. It’s free, it’s authentic, and it builds trust. Encourage your customers to share photos, videos, and reviews of their experiences with your product. Don’t forget to emphasise packaging—in 2024, presentation matters.
When that Black Friday order arrives, make sure it feels special. Think of it as a mini PR package. The more delightful the unboxing experience, the more likely they are to share it with their community, further amplifying your reach.
Micro-influencers and smaller content creators have become more influential than traditional influencers. So, why not treat your loyal customers and top buyers like influencers? Pretend it’s a PR package—add a personal note, include small surprises, and make them feel valued. This creates a sense of exclusivity that goes a long way.
Who doesn’t love a good deal? With so many brands offering sales, it’s important to make your discounts feel special. Instead of just offering a generic “20% off,” make your deals exclusive and personalised to stand out.
One way to do this is by giving exclusive discount codes that aren’t available to everyone. Whether for loyal customers or social media followers, these codes make shoppers feel like they’re getting something unique. You can even personalise codes based on their past purchases.
Loyalty rewards are another great way to show customers you appreciate them. Offer extra discounts or early access to sales for repeat shoppers. A points system or VIP rewards can encourage them to keep coming back.
Limited-edition offers also create excitement. Whether it’s a special product, bundle, or colour, something that can’t be found anywhere else will drive customers to act quickly. You can also run flash sales or hourly deals to keep them coming back for more.
Finally, gift with purchase promotions make the deal even sweeter. Offering a free item or upgrade with a purchase adds value and makes customers feel like they’re getting more for their money.
Black Friday 2024 is going to look different from past years. Less is more, micro-influencers are more valuable than ever, and emotional branding is the secret to building lasting relationships with your customers. To succeed, you need to build community, prepare your tech, and make sure your product and packaging reflect the authentic, connected brand that customers crave.
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