November Marketing updates
Black Friday: should you or shouldn’t you?
Every November, Black Friday dominates inboxes, newsfeeds, and checkout pages across New Zealand. For many businesses, it’s a golden opportunity. For others, it’s a horrible race to the bottom.
It seems year on year we’re adopting more and more of the American tradition, Black Friday, I myself am putting off buying a few things while I await the ‘Black Friday deals’.
So… should your business take part this year? Let’s weigh up your options.
Team: Yes, you should 👇
Consumers are hungry for bargains.
The economic climate we’re in remains challenging, with high living costs and cautious household spending. But that hasn’t stopped shoppers from hunting for deals. During the 2024 Black Friday weekend, New Zealanders spent around NZ $175.6 million, making more transactions than the year before – but spending less per purchase. That signals a clear shift: consumers are more deal-driven than ever, and businesses offering real value will capture their attention first.
Shoppers are going digital first.
in 2024 online sales hit NZ $94.6 million during the same period — up 7 % year-on-year — more and more people shop online first. If you sell online, this is prime time to grab attention and boost your reach.
Consumers expect it.
Surveys show 51 % of New Zealanders in 2024 planned to shop on Black Friday, up from 35 % the year before. For many, it’s now a fixture in their annual shopping calendar – a time when they’re actively looking for deals, gifts, and upgrades.
It’s great for acquisition.
If you have strong margins or can bundle offers creatively, Black Friday can be an excellent way to bring in new customers you can nurture long after the sale weekend.
Team: No, you shouldn’t 👇
Margin pressure is real.
As mentioned above, with cost-of-living pressures, many NZ consumers are deal-hunting – and that can drive pricing competition. Smaller businesses often find themselves discounting just to keep up, which can erode profitability. If you can’t afford to discount then don’t.
It can cannibalise future sales.
Offering steep discounts now may simply shift December’s revenue earlier, without creating new demand. If your customers tend to buy gifts or seasonal stock anyway, you might just be moving the sale window – not growing it.
It’s noisy and expensive.
Ad costs on Google, Meta, and TikTok skyrocket in November. Unless you’re planning ahead and optimising smartly, your campaigns might struggle to cut through the clutter. Talk to us if you need advice 😉
It’s not right for every brand.
Luxury, sustainability-focused, or artisan businesses often find that deep discounting dilutes brand value or sends mixed messages. Some choose to opt out and position themselves as anti-Black Friday instead – emphasising quality, ethics, or craftsmanship – clever hey!
Team: Maybe yes, maybe no👇
Black Friday doesn’t have to be all-in or nothing. Here’s some ideas to strike a balance:
Value over volume: Offer added value (free shipping, gifts with purchase, exclusive bundles) instead of slashing prices.
Loyalty drops: Reward existing customers instead of running public discounts.
Focus on retention: Use the influx of shoppers to build your email list, then nurture new contacts through December and beyond.
The right answer depends on your brand position, margins, and long-term goals. If you can afford to play in the discount space and use it strategically, go for it. But if it doesn’t align with your brand story or profit model, there’s no harm in sitting this one out and focusing on full-price, value-based marketing instead.
Either way, the key is to be intentional, not reactive.