Black Friday has evolved far beyond its origins as a one-day retail frenzy. In 2025, the most memorable campaigns aren’t just selling products – they’re communicating identity, values, and cultural positioning. For communication professionals, these examples demonstrate how brands can use global shopping moments not only to drive revenue, but to shape narrative and strengthen long-term relationships. Here is a view of the previous year’s most memorable Black Friday campaigns:

Fashion Nova: FOMO, Speed, and the Power of Influencer Alignment

Fashion Nova leaned into an aggressive, discount-driven model, pushing flash sales up to 90% off and rolling out hourly product drops amplified by influencers like Kylie Jenner and Cardi B. While this approach is traditional on the surface, what set Fashion Nova apart is its mastery of real-time communication cycles. Their Black Friday content moves at the same pace as their audience: fast, reactive, and influencer-driven.

By using Instagram and TikTok creators to announce rapidly changing deals, Fashion Nova transformed Black Friday into a shared social experience. Every new drop became a mini-event, generating FOMO through concise messaging and peer-driven credibility. From a communications perspective, this strategy shows how speed and social proof can outperform even the deepest discounts. The brand sells not only affordability but belonging – tapping into a community that expects constant novelty and thrives on viral energy.

Allbirds: Turning Black Friday Into a Value Statement

In contrast, Allbirds approached Black Friday by deliberately rejecting the discount war. Instead of lowering prices, they increased them by $1 and donated the proceeds to environmental causes. This may seem counterintuitive during the biggest sales weekend of the year, but from a communication standpoint, it is exceptionally strategic.

Allbirds used Black Friday as a platform to highlight what differentiates them: sustainability, transparency, and long-term thinking. The message reframes consumption as responsibility, and the act of purchasing as a contribution – not a bargain. In doing so, Allbirds strengthens emotional loyalty and reinforces trust with its eco-conscious audience.

This tactic illustrates a powerful communications lesson: when brand identity is strong, values can be more persuasive than discounts. For Allbirds, consistency across channels – website copy, emails, and social media – ensures the message feels authentic rather than opportunistic.

Cards Against Humanity: Satire as a Communications Weapon

No Black Friday round-up is complete without Cards Against Humanity, a brand that has become famous for mocking the shopping holiday. Previously, they subverted expectations with an “anti-sale,” raising prices or selling joke items purely for shock value.

While some may view this as gimmicky, it is an example of highly disciplined brand communication. Cards Against Humanity knows its audience: people who enjoy irreverent humor, cultural critique, and rebellious messaging. Their Black Friday strategy isn’t about revenue – it’s about brand mythology.

Each stunt becomes a story that spreads organically across social media and press outlets. Journalists reported on it, consumers laughed about it, and the brand reinforced its status as a cultural commentator. The key takeaway for communicators is that tone can be a differentiator. Cards Against Humanity demonstrates how embracing a strong, consistent voice can cut through holiday noise and earn media attention.

Patagonia: Values-Led Communication at Its Most Authentic

Patagonia’s “Don’t Buy This Jacket” stance remains one of the boldest anti-consumer messages ever delivered during Black Friday, and its continued ethos still resonates. By encouraging consumers to repair or reuse their products instead of buying new ones, Patagonia reframes Black Friday not as a sales opportunity, but as a moment for reflection.

This is a brand fully aligned with activism. Their communication is grounded in purpose, not promotional cycles. Patagonia speaks to consumers as partners in environmental stewardship rather than shoppers, using Black Friday to reinforce a long-term, mission-driven narrative.

For communicators, Patagonia represents the gold standard of authentic communication: consistent across time, integrated into every campaign, and grounded in action rather than slogans.

A Broader Lesson for Communicators

These four brands illustrate that Black Friday communication now goes far beyond discounts. Whether leveraging FOMO, sustainability, satire, or activism, the most successful campaigns reflect a clear understanding of audience expectations and brand identity.

For communication professionals, Black Friday is no longer just a sales moment – it is a storytelling moment. The brands that stand out are those that make the day meaningful, whether through urgency, values, humor, or purpose.

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