Black Friday Promotion Ideas for Luxury Brands That Don’t Offer Discounts
It's not uncommon for luxury brands to decide against running sales or promotions at the risk of cheapening their brand or losing exclusive status. However, as Black Friday has become a key part of the retail calendar, it’s necessary to keep up with consumers’ expectations and mark the occasion. Even some of the most exclusive brands are embracing Black Friday – Louis Vuitton, Chanel, and Dior have all adjusted their opening hours in previous years to welcome shoppers.
We know the last thing you want to do is devalue your brand by offering flashy discounts and aligning yourself with bust-down-the-door sales events. So, looking at other top luxury brands’ Black Friday promotion ideas, we’ve compiled a list of five creative ways you can capitalize on the event without depreciating your brand.
5 Black Friday Promotion Ideas (Beyond Sales and Discounts)
1. BOYCOTT THE EVENT – AND MAKE A STATEMENT
Household names like Patagonia, ASKET, and Monki all famously boycott Black Friday, taking a stand against fast fashion and what they view as a consumerism-centric society. Shoe brand Allbirds took this approach one step further and actually raised prices during the sales event. Every pair of its sustainable shoes went up by $1 and they donated the money to climate organization Fridays for Future.
Considering that 72% of Gen-Zers say they have already changed their behavior to reduce their impact on the environment and that they are predicted to account for 75% of luxury goods buyers by 2026, taking such a stance is likely to increase a brand’s credibility and trust with consumers who share their brand values, ultimately increasing sales too.
With this Black Friday promotion idea, luxury companies can stay in the conversation without compromising their brand positioning.
2. SWAP SWEEPING DISCOUNTS FOR EXCLUSIVE SALE EVENTS
Rather than offer dramatic discounts that devalue products, luxury brands can offer alternative sale events that actually enhance their brand exclusively.
Creating a VIP event for select members who have made more than two purchases in a year, for example, is a great way to reward existing customers for their loyalty and reinforce their love for your brand. Just as British luxury brand Temperley offered a special Black Friday discount for a lucky few who were emailed a coupon that could be used in-store or online for 25% off, consider offering unique discount codes for a limited number of VIPs or giving an exclusive preview of next season’s goods.
The key to a successful restricted access sale is language. Temperley used the phrase “by invitation only” to maintain the elite and luxury aspect of their brand. A “private sale” sounds far better than a “Black Friday sale”.
3. STAY ON BRAND WITH A REFERRAL CAMPAIGN
A Black Friday promotion doesn’t automatically mean deep discounts. In luxury, it’s often more important to make customers feel valued and seen. As such, several luxury brands have opted for Black Friday referral campaigns as a way of rewarding consumers who champion their brand.
Charlotte Tilbury opted for this approach with a referral scheme that offered customers the chance to win an exclusive gift set worth £200 if they referred a friend. Promoted at checkout and via email, the offer was accompanied by high-quality imagery (their usual gold visuals were elevated with black and monochrome accents). Monica Vinader, a sustainable jewelry company, took the same approach to great success. They offered customers the chance to win back their order by referring a friend.
When using this approach, keep your tone of voice refined and sophisticated. Make your incentives seem unmissable, and offer exclusive giveaways, VIP offers, and luxury goodies.
4. OFFER LIMITED EDITION COLLECTIBLES
Another Black Friday promotion idea is to offer limited edition product drops. Rather than reveal an entirely new collection, these limited releases can feature just one or two products, allowing retailers to harness scarcity without sacrificing their margins.
The best part is that customers love them – 45% of consumers are interested in product drops because they value access to products that are difficult to obtain. Plus, customers who purchase one of these limited edition products will feel closer to the brand, which is key to building long-term loyalty.
Though it’s a common occurrence for streetwear brands like Nike, some luxury brands are embracing exclusive drops too. Prada, for example, released a new product each month that was only available for a 24-hour window, while other high-end brands have actioned similar strategies during Fashion Week. AARMY, Jason Wu, and Rodarte all dropped exclusive products, available online only, after their shows.
The exact same approach can be harnessed as a Black Friday promotion idea.
5. EXPLORE DISCOUNTS THROUGH PARTNER RETAILERS
Luxury brands aren’t afraid to bend the rules if it means they can enjoy the best of both worlds. Gucci, for example, never discount products at their flagship retail stores, but they do run sales on one-off products at luxury department stores, like Saks Fifth Avenue or Nordstrom.
This type of discount takes nothing away from the luxury status of the Gucci brand but does allow consumers to purchase their exclusive products at a more inclusive price.
Offering discounts on single and select products through partner retailers is a great way to reach aspirational customers (who could likely be nurtured into returning customers) without affecting the prestige of your brand as a whole.
From total boycotting to exclusive VIP sales events, limited editions, and referral scheme competitions to unique partner promotions, there are a multitude of Black Friday promotion ideas beyond offering the standard deep sale – all of which will maintain your premium status. To discuss how to promote your brand and product this Black Friday, speak to Block & Tam about your luxury e-commerce strategy today.
