Black Friday: Rules for Successful Discounts

Black Friday is a day of major sales traditionally held on the first Friday after the American holiday of Thanksgiving. It marks the beginning of the pre-Christmas shopping season and is known for significant discounts both in stores and online.

History and Origins of Black Friday

Black Friday as a phenomenon originated in the United States and is closely tied to Thanksgiving, which is celebrated on the fourth Thursday of November. On the Friday following the holiday, people would often take the day off work to start their Christmas shopping, creating a shopping frenzy in stores. Retailers began offering discounts to attract these shoppers.

The term “Black Friday” first appeared in the 1950s–1960s in Philadelphia. Police officers used it to describe the Friday after Thanksgiving due to massive traffic jams caused by the influx of people heading to stores.

Later, the term became associated with accounting jargon. On this day, many stores would move from being “in the red” (operating at a loss) to “in the black” (turning a profit) as sales volume surged dramatically.

In the 1980s, Black Friday became a significant part of American culture. Retail chains started aggressively promoting discounts, turning it into a national shopping phenomenon. Gradually, the practice spread worldwide, with many countries adapting the event to their local markets.

Black Friday Today

Black Friday has become a global event where stores and online platforms offer substantial discounts on a wide range of products. With the rise of the internet, “Cyber Monday” emerged—a day dedicated to online sales, following immediately after Black Friday. Many companies have moved their Black Friday sales entirely online, offering exclusive deals in the digital space.

In the U.S., there are cases of people camping out in front of stores overnight to secure the best bargains. In many countries, sales are no longer limited to a single day, stretching over several weeks or even the entire month of November.

Black Friday faces criticism for promoting consumerism, environmental unsustainability, and unethical working conditions, particularly for retail employees.

However, Black Friday is not just about shopping and discounts—it also marks the beginning of the Christmas season, making it one of the most profitable days of the year for businesses.

Black Friday is one of the most talked-about and divisive marketing phenomena on the internet. People’s attitudes toward it vary significantly, influenced by their personal experiences, cultural context, and views on consumption.

Many see Black Friday as an excellent opportunity to purchase essential items at low prices. Electronics, clothing, and home appliances are particularly popular. However, some believe that stores artificially inflate prices before the event to make the discounts seem more significant.

For some, it’s a convenient way to buy Christmas and New Year gifts in advance. Others, however, are annoyed by the sheer volume of advertisements, notifications, and banners flooding the internet during this period.

People enjoy the “thrill of the hunt” for discounts, finding satisfaction in uncovering the best deals. However, Black Friday is also criticized for promoting overconsumption, which conflicts with sustainable and ethical lifestyles.

In response, anti-sale movements have emerged. Some individuals participate in initiatives like “Buy Nothing Day,” which encourage people to reflect on their true needs and the environmental impact of mass consumerism.

Many people make impulsive purchases during Black Friday out of fear of “missing out on a great deal,” driven by aggressive advertising campaigns that create the illusion that everyone is participating in the event.

Influencers and bloggers also contribute to the hype by promoting products with significant discounts. Black Friday has increasingly become a popular subject for memes, especially those poking fun at the chaotic rush in physical stores.

Many shoppers prefer to avoid crowds and instead make their purchases online.

Black Friday is becoming more of a digital event, particularly after the pandemic accelerated the trend toward online shopping. People either eagerly anticipate it or actively avoid it, but there are hardly any who remain indifferent.

Black Friday Online

Offering discounts on websites is a popular and proven way to attract customers, boost sales, and enhance brand recognition. However, to determine whether implementing discounts on your site is the right choice, it’s important to consider the benefits, risks, and how they align with your business strategy.

Advantages of Discounts on Websites

Discounts stimulate demand and attract new customers who might not have noticed your product without a promotion. Promotions and sales help sell more products in a short period, especially if you want to clear out unsold items or free up inventory space. Regular customers appreciate bonuses and discounts, which strengthens their connection to your brand. Many shoppers are inclined to buy more when they see a discount (e.g., “spend X amount and get a discount”). Discounts also help set the mood for seasonal sales, such as those leading up to the holidays.

Risks and Drawbacks of Discounts

If discounts are poorly calculated, they can significantly reduce your revenue. Frequent discounts may cause customers to stop valuing products at full price and instead wait exclusively for promotional offers. Constant sales can harm your brand’s perception, especially if you position yourself as a premium segment. Discounts might also attract customers who are simply looking for cheap deals rather than being loyal to your brand.

When to Offer Discounts

Take advantage of Black Friday, holiday sales, summer and winter clearances to boost sales during traditionally high-traffic periods. If you have leftover items from previous collections or slow-moving inventory, discounts are an excellent way to clear them out. Promotions can attract customer attention to new products and encourage them to try something fresh. Additionally, if you’re just starting your business or want to increase website traffic, discounts can be a powerful tool.

How to Organize Discounts Properly

Start by defining the purpose of your promotion (attracting customers, clearing out old inventory, increasing sales, etc.). Set a time limit for the offer, as deadlines create a sense of urgency for shoppers (“only today”). Always advertise genuine discounts to maintain the trust of customers who are familiar with the usual prices of your products or services. Promote your discounts through your website, email campaigns, social media, and advertising banners.

As an alternative to discounts, consider offering gifts, free shipping, or cashback if these align better with your brand.

Offering discounts on your website is worthwhile when they are well-planned and fit into your business strategy. Discounts can boost sales and attract customers, but it’s crucial to strike a balance to avoid reducing profits or devaluing your brand. Use discounts as a tool, not the foundation of your business.