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Black Friday

Cake’s Black Friday series: BE CREATIVE

We hope you enjoyed the first instalment of our Black Friday series: GET READY. 

The biggest event in retail’s marketing calendar is getting closer. In this blog we cover the importance of standing out amongst overwhelming but repetitive advertising and discounts, and the impact of surprising your customers with a unique, creative campaign this Black Friday. 


First up is a list of 8 things that will stand your brand out from the crowd, followed by a look at some of our favourite Black Friday creative campaigns.

Here are 8 things you should be thinking about to stand out from the crowd this Black Friday:


  1. On the big day everyone’s inbox and social feed will be bombarded with emails, offers and posts that all look very similar. It’s easy to just think – big offer message, white text on black background. But that won’t help you stand out or disrupt behaviour once it’s seen in context. Think about how you can stand out whether thats through unexpected creative designs or a really compelling and unique creative concept that drives your whole Black Friday campaign
  2. With so much online these days, something physical like printed discount cards to send with your packages adds a personal touch and will make your brand memorable
  3. Now is a great time to optimise on loyal customers – if you have a loyalty programme why not reward them with double points or give your VIP’s an exclusive discount/early access
  4. Customers’ inboxes will be flooded with Black Friday deals, use some amazing subject lines to stand out here.
  5. With so many brands offering a blanket discount, be creative with a competition. Not only will this drive traffic to your site but will build your CRM database (more on this in Cake’s Black Friday series: AFTERLIFE)
  6. If you have ascertained your positioning on the event and are choosing to opt out altogether – Green Friday have some great tips for approaching the annual bargain bonanza
  7. Alternatively, pledging to donate a portion of your profits to charity (preferably environmental causes, or even handing back their basket) will ease customers’ conscience surrounding the ever growing anti-Black Friday rhetoric
  8. Do you have a U.S audience? Thanksgiving falls the day before Black Friday so it’s worth sending a creative which addresses the holiday

Have you considered switching up your creative campaign this year?

We’re in the midst of a normality crisis in advertising and the whole idea of a creative campaign is to get people to stop scrolling. Tap into herd mentality by doing something different to draw their attention to your brand. 


Next up is a look at some of the Team Cake’s favourite creative, compelling campaigns…

Fjallraven have adopted ‘Long Term Investment Friday’ – an anti-consumerist initiative which aims to encourage investment in high-quality clothing less often.

Patagonia opted for a similar anti-consumerist approach, encouraging buyers to think responsibly about the manufacturing journey and demand better practices. 


Also, when customers browsed the Patagonia website, they saw a button that linked to refurbished alternatives on the trade-in platform at a lower price.


By increasing prices but including a free item, Mr Bingo broke tradition but not the bank.

Last year’s Gymshark’s Big Deal Energy (BDE) campaign capitalised on their strong influencer marketing strategy. The OTT infomercial style campaign didn’t change the conversation around Black Friday but appealed to their young audience and their brand values of inclusivity. 

Headshot image of Beth

Beth Taggart

Brand Executive

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The website build was extremely good, the final outcome was even better. We are over the moon with our new website and the feedback from customers has been incredible. Cake went out their way to make recommendations on what they know from experience will work. Can’t recommend any higher & looking forward to continually working with the team.

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Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.