TL;DR
Instead of competing on price, many brands engineered unique experiences to stand out during Black Friday/Cyber Monday. For example, Samsung Australia let customers “bid” in reverse auctions, and mattress startup Polysleep sent playful “leaked” sale emails to subscribers. Sustainable brands like Pantee and VivoBarefoot ran members-only or repaired-goods promotions, aligning sales with their values. Other inventive tactics included mystery boxes (Tentree, Sugarbones), personalized wishlists (Wolf & Badger), and live events (MeUndies’ Facebook dance party). Each campaign engaged customers in a fresh way—whether through gamification, personalization, creative bundling, or community focus—offering lessons on building loyalty and buzz beyond traditional discounts.
As traditional Black Friday and Cyber Monday sales become almost routine, forward-thinking companies are turning to unconventional strategies to cut through the noise. Rather than deep discounts, the most memorable campaigns since 2021 have embraced innovation: gamification, personalization, creative bundles, surprise timing, community engagement, and a dose of entertainment. Below we analyze standout under-the-radar campaigns from both B2C and B2B brands, highlighting the tactics they used and what you can learn from them. The goal is to inspire business owners with fresh ideas that resonate with customers and strengthen brand loyalty — not just chase short-term sales.
Gamification and Interactive Experiences
A growing trend is turning shopping into a game or live event. For instance, Samsung Electronics Australia’s 2022 “Reverse Auction” campaign literally flipped the auction model: popular devices started at full price and the cost dropped over time until someone claimed them. This reverse-bidding format let customers choose their price point, gamifying the sale. Launched via playful “breaking news” social videos, it registered over 50,000 participants and unlocked deals like TVs at ~50% off RRP. The lesson: make deal-hunting interactive. Another notable example is sleep brand Polysleep. In past years its founder ran an amusing “leaked email” stunt, sending subscribers a mock email revealing the Black Friday deals. This pre-launch “scoop” felt like insider access and sparked excitement. Key insight: treat your Black Friday offer like an event. Build anticipation through games, contests or exclusive reveals.
Personalization and Community Engagement
Campaigns that feel tailored, or that reward belonging to a community, have thrived. London-based retailer Wolf & Badger, for example, leaned on personalization in 2024. They let customers create wishlists before BF/CM, then emailed reminders whenever saved items went on sale. By tracking what users cared about, Wolf & Badger prioritized showing deals on those exact products. The result: shoppers responded more eagerly. Fitness apparel brand Rapha did something community-oriented. They announced early access deals to members of the Rapha Cycling Club. By nurturing this fan club all year, Rapha had a built-in audience eager for insider perks. The lesson is to treat loyal customers as partners in the sale: they spread word-of-mouth more effectively than cold promotions.
Sustainable, Conscious & Value-Driven Promotions
A number of campaigns eschewed “bigger slash more deals” in favor of missions. Patagonia’s famous “Don’t Buy This Jacket” ads preached mindful consumption. Following that lead, accessories brand Allbirds raised its prices by £1 for Black Friday, donating the extra to climate causes. Home goods retailer IKEA launched #BuyBackFriday: customers could sell back used IKEA pieces for store credit up to 50% of original price. This reduced waste and brought customers back in store – a win-win. VivoBarefoot in 2021 promoted their “ReVivo” program, selling refurbished shoes at a Black Friday event instead of new inventory.
Creative Bundles, Mystery Boxes, and Unique Offers
Building interesting bundles and surprise offers is a tried-and-true method to entice shoppers without slashing every price tag. One tactic is the mystery gift or box. Artisan brand Sugarbones bundled discontinued art pins and stickers into “Mystery Boxes” for Black Friday. By marketing it as a fun surprise, they attracted customers who enjoy the thrill of not knowing exactly what they’ll get. This also helps clear old stock. Bundles can also be thematic. Outdoor gear shop Finisterre turned its Black Friday “Blue Friday” by pairing everyday buys (like weatherproof jackets) with a charitable donation, rather than a discount. The underlying tactic is to package products with something special: an experience, a collectible, or an emotional value. This gives customers extra perceived worth and can maintain margins better than straight discounts.
Unique Timing and Sales Windows
Many brands are rethinking when to run Black Friday promotions. The shopping season is extending, and creative timing can cut through the crowd. Deciem (beauty brand) dubbed November “Slowvember,” keeping a modest 23% sitewide sale all month rather than a single-day blitz. They even shut down online checkout for actual Black Friday – suggesting, ironically, to take time and enjoy the deals ahead of time. This counter-intuitive strategy garnered positive buzz and reduced last-minute website crashes.
Key Takeaways
These creative BFCM campaigns have a few common themes. First, they respect the customer’s intelligence and values – playing a game, supporting a cause, or getting personal – rather than just shouting “50% off!”. Second, they build engagement and shareability: a mystery box or live event gives people something to talk about. Third, they reinforce brand identity. In short, the campaigns were memorable because they aligned with what the brand stands for and what the customers care about. For business owners looking to stand out this Black Friday/Cyber Monday: think beyond markdowns. Can you gamify the experience? Can you offer a personalized surprise? Bundle products with an experience or a charitable donation? By analyzing these examples, we see that innovation often means giving customers a reason to engage — whether that’s fun, value, community, or story. In crowded seasons, this can mean the difference between being ignored and being the talk of the sale.
Authored by Jason Barrett, Founder of GrowthStack.club.