Beyond Black Friday: Offer Gifts, Not Deals

Now that Black Friday and Cyber Monday have come and gone, it’s time to consider a campaign with a more lasting impact.

Although “Black Friday” suggests a frenzied 24-hour period, we’ve all seen it expand to not only a 4-day holiday weekend, including Small Business Saturday, and even Travel Tuesday, but a solid month of campaigns labeled as “Black Friday” deals that can’t be missed. Customers are barraged with emails and ads (and marketers have to ramp up ad spend to have the smallest chance of cutting through the noise), all while hedging their bets and wondering if the biggest discounts will actually appear the day after Thanksgiving or if the coveted product will be sold out by then.

The whole process is exhausting for everyone involved. And for many brands, the month-long juggernaut of Black Friday is the extent of their holiday efforts. That’s not to downplay what an undertaking it is or the incredible, make-or-break sales volume resulting from well-planned and well-executed campaigns.

But it’s in the aftermath that marketers may have the best chance of landing their message and gaining loyal customers. December offers a unique opportunity to move beyond fleeting deals and focus on the deeper value of holiday giving. And that strategic shift from temporary to timeless may resonate with customers and keep them buying year-round.

The Black Friday effect

Black Friday and Cyber Monday (BFCM) have long been about urgency, a carefully orchestrated “buy now” mentality that drives consumers to act quickly, often impulsively. This limited-time approach, designed to create scarcity, attracts attention, even pulling in deal-seekers who wouldn’t normally shop with a brand. But while the BFCM fever dream can lead to impressive spikes in sales, it rarely fosters lasting connections. The promotions may draw a crowd, but in the end, the emphasis on steep discounts can overshadow the brand itself.

This is where December – and the focus on gifting – can offer a fresh approach. The holiday season brings a shift in consumer mindset. Having procured the “big ticket” items at “low low prices,” shoppers may start to look for gifts with more longevity – the elusive “gift that keeps on giving” – whether that’s a device, subscription, or membership that helps the recipient with their New Year’s resolutions and goals. Perhaps it’s something meant to inspire the recipient to pursue a long-held dream or to uplevel their personal growth.

Consumers are still looking for bargains, but they’re also looking for value, for gifts that reflect their appreciation and affection. That said, it may be a good time to highlight the brand’s giveback efforts. There’s an emotional aspect to holiday shopping that BFCM simply doesn’t capture, and this is where a brand can truly shine. To capitalize on this subtle shift in gifting perspective, marketers must walk a fine line – they have to gently stoke the consumers’ altruistic spark without sounding gimmicky or sales-y. In a word, they have to convey authenticity.

Why the gifting season offers more than discounts

Consider the possibilities of a campaign that celebrates the spirit of giving rather than just discounts. Unlike BFCM, a seasonal gifting campaign unfolds over a longer period, giving brands the chance to tell their stories and connect with customers on a deeper level.

The gifting season is an opportunity to present products as more than just items – they’re experiences, memories, and ways to share joy. This approach allows businesses to highlight what makes their brands unique, whether it’s the quality of materials, the craftsmanship, or the story behind each product.

When a business can shift the focus from discounts to gifts, it also shifts its relationship with the customer, positioning the brand as a source of thoughtful, quality items that add value beyond their price tag – and perhaps beyond any date on the calendar. Establishing the service or product as a true gift rather than a limited-time offer broadens the sales window; it doesn’t necessarily have to be purchased or given during the holiday season. The customer might bookmark the brand for a future date or occasion.

By focusing on the gift-giving experience and emotional connection, brands can build loyalty that lasts beyond the holidays. When a customer remembers a brand as the source of a meaningful gift, it resonates far deeper than any discount. This loyalty isn’t price-driven; it’s value-driven, and it creates a foundation that leads to future purchases, referrals, and positive brand associations.

It’s not too late

As December begins, there’s still time to lean into this gift-centered approach. Whether through curated collections or thoughtful messaging that celebrates the joy of giving, brands can create campaigns that resonate in a way BFCM simply can’t. Encourage customers to see the holidays as a season of meaning rather than urgency. This perspective positions brands not just as participants in the shopping season but as a trusted part of the gifting experience itself. Businesses should use December to connect, inspire, and become part of their customers’ list of trusted brands.