Is it worth joining Black Friday?

The arrival of Black Friday triggers a rush for discounts and promises a high volume of sales. Originating in the United States, the date scheduled for the last Friday of November has turned into a global phenomenon and, in Brazil, has established the second-to-last month of the year as a period of promotions. For major retailers, the occasion represents an opportunity for massive revenue, supported by aggressive discounts and robust logistical capacity. However, is it worth it for every business to enter this competition? 

Leonardo Oda, a marketing specialist and CEO of LEODA Marketing Intelligence, recommends that leaders make decisions based on strategy and not just on market pressure. To do so, he proposes some reflections: what is the objective of joining the date? Is the intention to boost sales, strengthen the brand image, or move inventory? Is there an operational structure to handle an increase in demand? Can discounts be offered without compromising financial health? How does Black Friday align with the broader planning, which includes other seasonal dates?

From these questions, leaders can determine whether it is worth investing in the discount season and, if so, how to do so strategically. “There is a fear of being left out, which leads many entrepreneurs to join Black Friday without a careful analysis of the real benefits,” warns Leonardo Oda. But according to him, businesses that align their goals with the demands of the discount season have a real opportunity to turn challenges into positive results.

Below, the Marketing specialist indicates the main steps for a successful participation of companies in Black Friday.

1 – Evaluate the structure and financial viability

If the decision is to join Black Friday, the next step is to evaluate the structure and financial viability. The company needs to be prepared to handle the increased demand without compromising the customer experience. "Logistical failures or poor customer service can harm the brand's reputation," warns Leonardo Oda, CEO of LEODA Marketing Intelligence.

Therefore, it is worth reinforcing the team, anticipating possible bottlenecks, and ensuring clear communication about the terms of the promotions. However, if the internal structure cannot support a high volume of sales, it may be safer to consider more moderate strategies, such as targeted campaigns or limited discounts.

Furthermore, it is necessary to evaluate the financial viability of the promotions offered. “The biggest mistake is to treat Black Friday as a standalone solution to boost sales,” notes Leonardo Oda. He recommends that discounts be planned to not compromise the profit margin, and can be accompanied by tiered promotions or buy-back programs that encourage customer return. “Although the date is a gateway for new consumers, it is necessary for retention strategies to be aligned to generate sustainable results in the long term,” emphasizes the expert.

2 – Insert Black Friday into a broader context

The discount campaign in November should be planned as part of a schedule that takes into account other important dates for commerce, such as Christmas, one of the most profitable periods for retail in Brazil. The spirit of giving gifts, combined with family celebrations and the 13th salary, makes Christmas sales have strong emotional appeal and high volume of consumption.

“Thus, a discount strategy that does not take into account the impact on December sales can harm the overall performance of the year,” warns Leonardo Oda. For him, if Black Friday offers are too aggressive, the risk is that consumers will anticipate their purchases, depleting demand in the following month.

3 – Take advantage of the discount season to optimize inventory

Black Friday is also an opportunity for businesses that want to move inventory of seasonal products or items that are about to be discontinued. Thus, the date is suitable for freeing up space and renewing the portfolio, especially in sectors such as fashion and items with strong seasonal appeal. "Offering products from previous collections or with lower turnover, in a transparent manner and aligned with the perceived value of the brand, can be an effective way to attract consumers," comments the CEO of LEODA Marketing Intelligence.

However, Leonardo Oda emphasizes that it is essential to maintain quality and clear communication so that the offer is perceived as advantageous, without the brand appearing to be getting rid of worthless products. "The strategy must be planned in a way that maintains alignment with the company's proposal and reinforces the positive perception of the customer," he states.

4 – Focus on segmentation and customer experience

Segmenting and providing a differentiated experience are other pillars for success on Black Friday, whether for premium brands or small to medium businesses. 

For the luxury market, participation needs to avoid aggressive discounts that could devalue the products. “The key is to offer special conditions that maintain the perception of value and exclusivity, such as controlled discounts or exclusive experiences for new customers,” suggests Leonardo Oda. He cites examples such as high-end furniture stores, which can use the date to attract new audiences by offering special conditions that preserve the perception of quality and exclusivity.

Small and medium-sized businesses, in turn, can take advantage of the moment to connect in a unique way with their customers. “The advantage of smaller companies is their proximity to the public and the ability to offer more than just low prices,” comments the Marketing expert. For example, initiatives such as customized packages, exclusive offers, and benefits for already loyal customers can turn Black Friday into a moment of strengthening relationships, without reducing to a mere competition for discounts. “Differentiation, niche, and the quality of the experience offered can make some companies stand out in a saturated market,” adds Oda.

Conclusion: Strategy and planning are fundamental

In summary, participating in Black Friday should be a conscious decision, not motivated by the fear of being left out of the market. The date can be a springboard or a trap, depending on the preparation and strategy adopted. "With solid planning and clear objectives, Black Friday can represent a milestone of growth and customer loyalty for many companies. Without this, the risks of loss and wear are high," concludes Oda.