In the realm of ecommerce, Black Friday and Cyber Monday aren't just dates on the calendar; they're opportunities for businesses to shine. Crafting the perfect marketing strategy for these shopping dates has become an art form of its own.
Let’s take a look at how 100 of the world’s leading fashion brands have promoted their Black Friday deals in the past couple of years. In this blog post, we’ll cover it all—from fast fashion brands to luxury fashion houses, and indie brands to industry titans.
Scroll through these Black Friday promos one by one or click straight to the brand that interests you the most!
Alternative Apparel sells “fashion basics for a sustainable future.” During Cyber Weekend, the brand avoided discounts and promoted its new leisure collection instead.
The tech giant kept things classy with stylish visuals featuring Apple products. The deal advertised was an Apple gift card that the shoppers would get for purchasing eligible items. The offer was valid for 4 days, starting from Black Friday.
The retailer stuck to classic winter holiday visuals and invited shoppers to mix and match the whole store, offering a “buy 3 products, get 3 free” deal.
The skin and makeup brand’s website popped with a bold red banner offering a sitewide sale as well as a free gift for spending more than a certain amount.
The fashion retailer went into party mode with neon lights and bold typography. Boohoo offered a generous sitewide sale, and put a special emphasis on £1 product offers.
Just like the majority of other luxury brands you’ll see on this list, Chanel didn’t offer price reductions. Instead, visitors were invited to discover the holiday collection and gift lists.
Deciem, the umbrella company for beauty brands like The Ordinary, Hylamide, and NIOD, repeated what it did last year and closed their website and offline stores “for a moment of nothingness.” Although Deciem urged people to shop slowly, the brand didn’t leave customers without a deal—the discounts were available for the whole month of November.
Nothing black about this Black Friday campaign. The brand used a beaming color scheme and offered a sitewide discount. It offered free shipping and promoted holiday gift kits.
This clothing brand offered no price reductions or special deals. Instead, the whole homepage was dedicated to curated gift selections for every taste. Eileen Fisher also promoted extended holiday returns.
Everlane—a fashion brand known for its sustainable wardrobe staples and pay-what-you-want sales—skipped Cyber Weekend. The website promoted seasonal must-haves and first-order discounts.
Fenty Beauty by Rihanna went for sparkly animated visuals to promote a sitewide sale. Free gifts were also available with certain purchases throughout Cyber Week.
No price reductions were offered. The brand promoted bags as the ultimate gift for the holiday season and doubled down on the campaign with a recognizable brand visual.
The vegan beauty makeup brand steered away from their signature dark and deep color palette and invited shoppers with a vibrant ad, a sitewide discount, and free gifts for certain purchases.
The luxury handbag brand greeted the holiday shoppers with a classy black banner over a confetti-sprinkled background that pushed a daily deal on top of a sitewide sale.
Home goods and fashion retailer M&S brought all the holiday vibes with wintery visuals and snowflake decals. The brand invited visitors to explore a variety of offers in different product categories.
Nasty Gal went all in with a generous discount on most popular product categories, an additional discount for app users, and a selection of daily deals.
The sportswear and athleisure giant went for neon lights and the inspo: “outshine your excuses.” Notice how Nike reminds shoppers to place orders asap to receive them in time for gift wrapping.
& Other Stories offered shoppers the option to pre-select their shopping bag, which is a great way to hook their attention, and give customers time to browse the catalog. On Black Friday, the brand launched a sitewide sale to seal the deal.
This sustainable clothing brand was yet another one to rename Black Friday. People Tree’s Fair Friday offered a sitewide discount and showed examples of eco-friendly gift wrapping.
Ray Ban combined a generous sitewide sale with the brand’s sustainability message, stating: “When you buy a timeless original you love it forever, not just because it was on sale.”
Similar to other eco-conscious brands, REI shut the door on Black Friday and invited visitors to #OptOutside instead of going on an online shopping spree during Cyber weekend.
Kim Kardashian’s brand renamed their Black Friday sale to “Bi-Annual sale” and offered savings on their best-selling collections, plus free shipping for orders over a certain amount.
The company designed its Black Friday ad in the brand’s signature style and promoted a sitewide discount with a promo code. Steve Madden was also among the brands to promote afterpay.
Tarte Cosmetics promoted Feel-Good Friday with the help of a sitewide sale, an additional sale on selected items, and—best of all—a cozy mug of hot chocolate and fluffy slippers.
Tiffany & Co. joined many other luxury brands in avoiding the Black Friday shopping craze. No special deals were advertised. The brand invited shoppers to explore gift selections and offered complimentary shipping.
Another brand that avoided any mention of Black Friday, yet still offered sitewide discounts. Tommy Hilfiger introduced a “Happy Thanksgiving” campaign during Cyber Weekend and offered a promo code to all shoppers.
The reusable ziplock bag brand went for the classic hues of black and red and offered a sitewide sale with free shipping for orders over a certain amount.
Aleksandra is the editor of the Printful Blog. Coming from a background in communication studies, she's passionate about all things marketing. In her spare time, she runs her own print-on-demand business.
Aleksandra is the editor of the Printful Blog. Coming from a background in communication studies, she's passionate about all things marketing. In her spare time, she runs her own print-on-demand business.
