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5 Top-Performing Examples For Your Black Friday Strategy


Black Friday is a mix of fear and excitement for consumers – with memories of being trampled in stores, or having items stolen out of their bare hands. The same can be said for online marketers. It’s competitive but also an exciting time with huge earning potential if you plan in advance and get ahead of your competition.

Cyber Black Friday is on the upswing. While in-store sales were down 3% for the event last year, online purchases saw a 16% increase!

Black Friday is 2 months away but it’s time to start planning NOW! To help you get in the holiday mindset, check out what these 5 top-performers did in 2013…

We spotted these common patterns:

  • Deals (obviously)
  • Little imagery, text heavy
  • Combination of brand colors with either holiday or black colors
  • “View Ad” vs. “Shop Now” CTA


Macy’s goes big for their Black Friday campaign! They had the largest amount of Black Friday ads across all of the brands we investigated. They test elements like catchy slogans (“Black Friday Doorbusters” vs. “Black Friday Grab-A-Deal”) and focus on two different events – their in-store sale and their online sale. As well, their CTA is consistently “preview now”, which helps build excitement through anticipation of what the sales could be.

Learning from Macy’s we can see that it’s valuable to advertise to different types of Black Friday shoppers, and bank on building up mystery.


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