Cyber Monday and More

In our previous post, we explored the origins of Black Friday and how it evolved into a multi-day, multi-billion dollar worldwide shopping bonanza with events extending across Thanksgiving weekend and beyond.

This revolution owes much to the rapid technological and strategic marketing advancements we’ve witnessed that have completely transformed how retailers interact with customers and create demand all year round.

The new age of Cyber Monday & Cyber Week

As online shopping gained popularity, especially among younger demographics, retailers started looking for ways to stay ahead of the demand curve by reaching shoppers wherever they are. So, in 2005, Cyber Monday was created to tap into this new market, targeting people who preferred browsing from the comfort of home rather than battling crowds.

Shortly after, retailers expanded this strategy into Cyber Week, pushing a week-long lineup of sales. With the help of some good digital marketing, companies created a frenzy of interest days before Cyber Monday even arrived.

Technology also enabled companies to create extremely tailored messaging that drives consumer urgency. The result is a rise in mobile and social media shopping, with 48% of shoppers planning to shop on smartphones this Holiday Season, while 13% plan to purchase on social media.

(Source: 2024 Deloitte holiday retail survey)

The truth is that marketing has become more than just a sales push. Rather, it’s a year-round strategy that cultivates desire for products. We’ve all seen aspirational content around the must-have items, from the latest game console to the Dyson vacuum cleaner that you can pull out any time. So when Black Friday finally arrives, and we see these must-haves at a “special discount”, we consumers jump onto the bandwagon fulfilling this long-lasting desire triggered by a carefully cultivated demand.

Small Business Saturday

Fast forward to 2010, when Small Business Saturday emerged as a response to the big-box stores dominance of Black Friday.

Sponsored by American Express, this campaign encouraged consumers to rethink their shopping habits, emphasizing support for local businesses over large chains and creating space for smaller stores to thrive during the holiday season. This personalized, community-focused marketing has helped small businesses stand out, resonating with shoppers who value sustainability, local economies, and personal connection.

Black Friday backlash

As Black Friday expanded, some consumers began to push back against its overwhelming focus on consumerism. Tired of early-morning lines, intense crowds, and the ever-growing emphasis on materialism, many people started seeking alternatives. This prompted retailers to reconsider their Black Friday messaging and explore ways to appeal to those put off by the event's hyper-consumerism.

#OptOutside

One major shift came from REI’s #OptOutside movement in 2015. Instead of participating in Black Friday, REI closed its doors and encouraged employees and customers to spend the day outdoors.

The message was simple: skip the shopping, and enjoy nature.

This bold move sparked a wave of attention, with the #OptOutside hashtag used over 19.5 million times on Instagram, as people shared their outdoor experiences. As the campaign gained momentum, other companies and nonprofits joined in, encouraging a day dedicated to wholesomeness rather than purchases.

Rather than hurting business, the campaign increased REI’s online orders by 23% and overall revenue by 9.3% that year. (source)

Other Black Friday alternatives

REI’s decision to close on Black Friday inspired other brands to rethink their approach too. Some reduced their working hours, donated a portion of profits to charity or even closed in solidarity with the anti-consumerism movement. Understandably, this shift appeals to a growing base of consumers who are looking for alternatives to the traditional Black Friday rush.

Patagonia, for instance, promotes environmental causes on Black Friday, while brands like Everlane and Allbirds emphasize transparency and ethical practices. For these companies, connecting with socially conscious consumers is a way to stand out in a crowded retail landscape.

Black Friday goes global

Though Black Friday began in the U.S. with ties to Thanksgiving, it has since become a global event. Over 129 countries worldwide participate, boosting sales globally by an average of 663% during this period. In the UK, Brazil, parts of Asia, and Canada, Black Friday and Cyber Week have become key shopping events. Some countries like the UK and the Netherlands even blend Black Friday with popular holidays like Boxing Day and Sinterklaas to create an extended sales season.

Innovation in Black Friday Strategy

The evolution of Black Friday highlights the importance of innovation in retail, not just to drive sales but to better serve customers. As shopping habits change, businesses that respond creatively - whether by adopting values-driven campaigns like #OptOutside, supporting local economies with Small Business Saturday, or tailoring global trends to local audiences - can build deeper connections with their customers. Beyond sales strategies, innovation also means improving the shopping experience. Think of seamless online platforms, personalized marketing, or responsive customer service with a sprinkle of AI Assist.

Facts are, companies that prioritize customer needs and think beyond traditional models position themselves to stand out in a competitive marketplace, transforming shopping events into opportunities for lasting loyalty and relevance. Look at all the examples..

Coming up next: Black Friday logistics nightmares and smart solutions with AI assistants

In our next post, we’ll shift focus from retail trends to the operational challenges behind Black Friday’s success. Featuring insights from a special guest, we’ll explore what it takes to move millions of packages in just 24 hours, keep operations running smoothly during peak demand, and maintain sanity in the face of potential logistical chaos.

We’ll also dive into the role of AI in easing the strain, from optimizing shipping routes to streamlining customer support during the busiest shopping period of the year. If you’re looking to stay ahead of the curve this holiday season, don’t miss our take on the smart solutions redefining Black Friday logistics. Stay tuned!