Tips for making the most of Black Friday and Q4 if your product isn’t giftable for the holidays (ie. We’re a wedding gift)
Even when your product isn’t traditionally seasonal or giftable for the holidays, you absolutely can find ways to make Black Friday, Cyber Monday (BFCM) work for your business, as consumers generally respond well to sales.
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Adjust Your Messaging: Instead of trying to position your product as a “holiday gift,” consider focusing your marketing copy on the value of the sale itself. Frame it around great savings and value for money, regardless of the occasion.
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Encourage Advanced Purchasing: For products like wedding gifts, which can be purchased months in advance, you have an opportunity to drive sales early. Position the BFCM sale as a chance to be proactive and financially smart. Your messaging can encourage customers to “lock in their gift” now at a better price, saving them effort and money closer to the actual event.
While BFCM is huge, it is also a period of intense competition where ad costs skyrocket. If you have an engaged audience, you might explore running a major, unique sale at a different time of year that better aligns with your product’s natural cycle (e.g., peak wedding season for a wedding gift).
By running your own named sale event outside of the BFCM crunch, you can invest in marketing and advertising during a period with significantly less competition, potentially achieving a better ROI for your ad dollars. However, this strategy is generally most effective if you already have a dedicated, engaged audience that you are confident can be activated by your own unique sales event, similar to how larger brands create events like “Prime Day.” If you are a new business, leveraging the high traffic volume of BFCM may still be the preferable option but don’t feel pressured to participate if the fit isn’t there.
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