The Real Story Behind Black Friday
Black Friday wasn’t born from glossy marketing calendars or influencer countdowns. Its roots sit in the 1960s, when Philadelphia police started calling the day after Thanksgiving “Black Friday” because shoppers were causing traffic chaos, overcrowded streets, and general mayhem (Britannica).
Retailers later reframed the term to mean the moment they moved “into the black”, finally turning a profit after months of tight margins (Britannica).
From there, it morphed into the global shopping juggernaut we know today. Online retail accelerated the trend, giving rise to multi-day discounts, algorithmically timed nudges, and sales funnels engineered to convert even the most disciplined bargain-avoiders (WiserNotify).
Today, Black Friday is part retail event, part psychological phenomenon, part cultural ritual. And regardless of whether you love the hustle or loathe the noise, it’s impossible to ignore.
Should You Do Something With Black Friday?
That depends on your brand, your audience, and your offer.
Shoppers in 2025 aren’t blindly chasing discounts. Reuters reports they’re focused on value, durability, transparent pricing, and offers that genuinely make sense (Reuters).
At the same time, Black Friday can push people into overspending. With cost-of-living pressure still biting, ABC highlights that aggressive sales tactics can nudge families into unnecessary debt (ABC News).
And then there’s the growing counter-movement: people choosing to skip the sales entirely, using the day to reset, detox from screens, or catch up socially instead (Medium).
So: should your brand participate?
Only if the offer is real, the funnel is ready, and the execution won’t damage trust.
The Do’s and Don’ts
Do’s
Keep your communication clean and transparent. Clear savings beat flashy claims (PFM Intelligence).
Simplify your funnel. Fewer clicks, fewer codes, fewer complications (NotificationX).
Use social proof responsibly. People rely on validation during high-noise moments (NotificationX).
Align your offer with today’s trends. Shoppers prioritise long-term value over gimmicks (Reuters).
Don’ts
Don’t rely on discounting alone. It’s a fast path to margin damage (PFM Intelligence).
Don’t push manipulative urgency. Consumers are increasingly wary (ABC News).
Don’t overwhelm shoppers. Too many choices = abandoned carts (NotificationX).
Don’t lose your brand voice. Staying human always outperforms shouting into the void.
So, What’s the Smarter Play?
Black Friday isn’t inherently good or bad, it’s a magnifier. If your systems, messaging, and tracking are sharp, the weekend can multiply your results. If they’re messy, the noise will expose every crack.
A smart approach focuses on clarity, value, frictionless UX, and a long-term plan to nurture customers after the sale.
Dadek Digital supports brands with sharpened funnels, clean creative, and performance structures that turn Black Friday from a panic moment into a predictable growth lever. If you want to make sure to get everything out of the Black Friday, Cyber Monday weekend, reach out and we are more than happy to help.