Cyber Week is in full swing. Soon we’ll see if the Black Friday Cyber Monday predictions came true and how the holiday shopping pie looks in 2020.
I know that in 2021, many business owners will want to look back at this year’s BFCM campaigns, so this collection goes out to them—and anyone who simply enjoys looking at campaign visuals and language like I do.
So let’s take a look at what 100 world’s leading fashion brands are up to during the most exciting shopping event of the year. I’ve paid a visit to them all—from fast fashion brands to luxury fashion houses, from indie brands to industry titans.
Scroll through these Black Friday promos one by one or click straight to the brand that interests you the most!
Black Friday marketing campaign examples from 2020
The slow fashion brand greets the visitors with a promo code and a site-wide sale.
Alternative Apparel sells “fashion basics for a sustainable future.” For their Cyber Weekend deal, the brand offers a site-wide sale with a promo code.
The clothing retailer greets shoppers with an adorable animation, conditional free shipping, and a site-wide sale.
The tech giant keeps things classy with stylish visuals featuring Apple products. The deal advertised is a gift card that the shoppers can get for purchases over $150.
Armani goes for an elegant color combo and invites the visitors to browse the website for holiday gifts.
Asos welcomes shoppers with comic strip design elements and doesn’t hold back in terms of their offer.
The retailer sticks to classic holiday visuals and invites shoppers to mix & match the whole store, offering a discount for 3 lower-priced products.
Benefit looks pretty in pink and hosts a site-wide sale, free shipping, and a cheerful promo code.
The skin and makeup brand offers a site-wide sale and a conditional free gift.
Boden makes Black Friday their own by calling it Technicolor Friday Event. The offer is a site-wide sale with a promo code.
The fashion retailer offers a generous site-wide sale, promotes afterpay, and goes for black color and neon lights in visuals.
The luxury brand keeps things classy as always with the color palette and offers the visitors to look for Burberry gifts on their website.
The luxury brand greets the visitors with a futuristic video reel and promotes extended returns.
The skincare brand has chosen adorable Christmas-y visuals in classic red and offers a free gift with the purchase.
Just as the majority of luxury brands you’ll see on this list, Chanel doesn’t offer price reductions. Instead, the visitor is invited to discover the holiday collection. Notice how Chanel calls shipping “complimentary,” rather than “free.”
The Converse ad features Chucks, their staple product, and offers a discount on selected styles with a promo code.
Deciem, the umbrella for beauty brands like The Ordinary, Hylamide, NIOD, repeats what it did last year and closes their website and offline stores “for a moment of nothingness.” Although Deciem urges people to shop slowly, the brand doesn’t leave customers without a deal—the discounts are available for the whole of November.
Nothing black about this Black Friday campaign. The brand uses a beaming color scheme and offers a site-wide discount. A banner about possible delays and a thank you for customers’ patience adds a thoughtful touch.
There are no price reductions offered but this wholesome and uplifting ad definitely grabs attention and acknowledges the fact that these holidays will be different for many people.
The reusable water bottle brand goes for shimmer and gold and offers a bundle deal with free shipping.
The luxury brand features a model wearing a chic black outfit and offers a voucher code for selected items.
The skincare brand opts for a festive red-and-gold in their visuals and keeps things simple with a site-wide sale and a themed voucher code.
This year, the fashion brand Everlane that’s known for their sustainable wardrobe staples and pay-what-you-want sales, launches their “first Black Friday sale” with a noble purpose—to donate to a charity that provides free meals to people in need.
The luxury brand doesn’t advertise any discounts on their page but invites the visitors to browse their holiday gift guide.
Fenty Beauty by Rihanna chooses black and gold for the visuals and launches a site-wide sale, applicable to the favorite product.
The cult sportswear brand offers a discount on selected products, advertised in small print.
Instead of launching a sale, Fjällräven renames the Black Friday to “Long Term Investment Friday” and reminds visitors to shop responsibly.
For Love & Lemons
The Los Angeles fashion brand launches a site-wide sale and is the first one on the list to use a countdown timer to build urgency.
The boho clothing brand invites the visitor to make a “purchase with a purpose” and makes a pledge to donate proceeds to a non-profit organization.
The retail fashion brand offers a site-wide sale, conditional free shipping, free returns, and a chance to win back the Black Friday spending.
Function of Beauty
The personalized hair, body, and skincare brand uses neon colors in their ad and offers a site-wide discount.
House of Versace
The luxury fashion house invites the shoppers to discover the brand’s holiday gift guide and offers complimentary shipping and returns.
The clothing and accessories retailer offers conditional free shipping, free returns, and a generous site-wide sale.
The Gen Z’s beloved makeup brand launches its “only sale of the year” and sticks with the black color in the ad.
No price reductions offered, but the photo used to advertise the gift guide is an absolute treasure.
Gymshark’s ad celebrates life in motion and offers shoppers a discount with a promo code.
Hermès’ video reel creates a winter fairyland starring the brand’s products.
The retail giant keeps things simple offering a modest discount on the website and in offline stores.
Hugo Boss sticks with grey and black shades in its Black Friday Event visuals and seeks to create urgency with a timer.
Kat Von D
The vegan beauty makeup brand steers away from their signature dark and deep color palette and invites shoppers with a vibrant ad, a site-wide discount, and conditional free gifts.
The luxury handbag brand greets the holiday shoppers with a slightly unusual ad and rainbow confetti that makes you wait to see if the image moves. (It doesn’t.)
The skincare brand showcases the deal with vibrant colors and offers a site-wide discount with a promo code.
Kosas offers three levels of conditional discounts and is the only brand among the 100 to use emojis on their website.
Just like the previous brand, Lancôme offers three levels of discounts nudging the shoppers to spend more in order to save more.
Levi’s is yet another brand to rename Black Friday. Indigo Friday offer is a half-price off hundreds of styles.
The luxury brand seeks to elevate the shoppers’ emotions and surrounds the holiday campaign around the “journey home.”
The athletic apparel retailer keeps the promo visuals simple with a festive gold foil lettering.
Marc Jacobs offers a discount for “marcdowns.”
Marks & Spencer
Home goods and fashion retailer brings a Christmas vibe with a cozy fireplace setting, Instead of promoting deals, M&S guides the visitors toward product categories.
The youth fashion retailer offers a hefty discount that adds up with first-time shopper’s discount or student discount.
Morphe Cosmetics offers a “real deal” for all brand’s products with a promo code, and adds conditional free shipping on top.
Moschino knows what most shoppers are after, and goes for a classic Black Friday ad and an offer without any fluff.
The skincare brand makes the holiday order deadlines’ banner prominent and offers a site-wide discount with a conditional free gift.
Nasty Gal launched a Black Friday pre-sale for the most impatient shoppers, followed by an even bigger sale on the Nasty Friday. Lesson from Nasty Gal and other brands:
If you decide to run a Cyber Week sale, you might as well give it a name that embodies your brand.
The sportswear and athleisure giant goes for neon lights and inspirational slogan “Outshine your excuses.” Notice how Nike reminds shoppers to place orders asap to receive them on time for gift unwrapping.
The skincare brand offers a site-wide discount, free shipping, conditional free samples, and wraps a bow on the deal.
The department store chain offers half-off and reminds shoppers about curbside pickup.
The North Face’s ad breathes adventure and offers two levels of conditional discounts. The brand also uses timer to create urgency and offers free shipping and extended returns.
The clothing and accessories retailer offers half-off everything and a curbside pickup in 2 hours to “get gifts fast & worry-free.”
The skincare brand launches a “Hygge haul” showcasing Scandinavian aesthetics in the ad.
& Other Stories
& other stories offered shoppers to pre-select the shopping bag (left image) which is a great way to hook attention and allow customers to take time browsing the catalog. On Black Friday, the brand launched a site-wide sale to seal the deal.
The sustainable clothing brand Pact doesn’t advertise specific discounts but uses the word “doorbuster” suggesting that there are sweet deals waiting for shoppers.
Instead of launching a sale, the brand urges shoppers to shop responsibly, “shop less, buy used” (available on Patagonia website), and repair the existing clothing pieces.
The skincare brand greets the visitors with juicy colors and eye-catching product display as well as a site-wide sale with a promo code.
This sustainable clothing brand is yet another one to rename Black Friday. People Tree’s Fair Friday offers a site-wide discount and in its visual shows examples of eco-friendly gift wrapping.
Pixi Cosmetics welcomes visitors with a buy-one-get-one deal, a timer to motivate shoppers to seize the deal, and on-brand color scheme.
Prada dresses in black and showcases the holiday gift catalog.
Pretty Little Thing
The fashion retailer doesn’t hold back when advertising their doorbuster deal.
Puma is the only brand on the list to specify the exact discount range.
The luxury brand keeps things classy and simple with a festive fabric and a clearly stated deal.
Ray Ban looks at the Cyber Weekend through holographic sunglasses and creates urgency with a timer.
The sustainable clothing brand offers a site-wide sale, free shipping, and reminds visitors to shop responsibly.
Similar to other eco-conscious brands, REI closes the door on Black Friday and invites the visitors to #OptOutside instead of going on an online shopping spree this weekend.
The fashion brand sticks to black and offers impressive discounts that follow a generous pre-sale.
The fashion retailer brings a bit of magic into this shopping weekend with vibrant colors and a wonder-themed promo code.
The tech giant makes it clear that the Black Friday is here and so are the deals.
Sephora goes for black with a splatter of color and offers the shoppers a discount on selected products, promo code, and free shipping.
Kim Kardashian West’s brand hasn’t launched a Black Friday sale but gives a nod to Cyber Weekend by featuring black products in the “Just In” carousel.
Sometimes all you need for a BFCM ad is neon lights, black product, and a promo code. Steve Madden is yet another brand to promote afterpay.
Swatch doesn’t offer discounts but still celebrates the shopping weekend by launching a selection of black watches.
Tarte Cosmetics promotes Feel-Good Friday with the help of site-wide sale, additional sale on selected items, and a cozy mug of hot chocolate.
The Japanese skincare brand invites shoppers to look for gifts for others and for themselves with the help of a site-wide sale and a promo code.
This sustainable brand offers a deal that will warm most shoppers’ hearts—Thought Clothing donates 50% of Thoughtful Friday proceeds to charity.
No special deals advertised but Tiffany&Co. invites the shoppers to give meaningful gifts that last for years to come. Notice how the brand plays with words and invites visitors to “Shop the Story” instead of shopping the store.
The luxury brand doesn’t advertise holiday discounts. Instead, it drives attention to recycled plastic that’s used to manufacture products, and the innovation prize.
One more brand to rename the shopping event. Tommy Days offer a discount with a promo code on selected styles.
TOMS welcomes shoppers with a site-wide sale on “gifts that keep on giving.”
Bedazzled from head to toe, the Too Faced ad offers a site-wide sale, free shipping and promises a new deal every day.
The beauty store gives a heads up to look for deals and offers conditional free shipping and curbside pickup.
The sportswear and athleisure brand chooses black and doesn’t beat around the bush with their offer.
United Colors of Benetton
The United Colors of Benetton greets customers with a site-wide discount, vivid colors, free shipping, and extended returns.
The makeup brand features the iconic eyeshadow palette on their ad, offers a promo code, and right away informs the fans about possible shipping delays.
The fashion retailer invites shoppers with playful cartoon elements and offers a discount on the second lower-priced product.
The luxury brand Valentino invites visitors with a stylish cartoon and guides them to the holiday product catalog.
Sparkly and festive, Victoria’s Secret offers a deal on the second, lower-priced product and reminds visitors about holiday shipping deadlines.
Yankee Candle goes for a minimalist and elegant visual and promises “simply magical savings.”
The fashion retailer, favored by Gen Z’rs, offers three-level conditional discounts promo code, and additional student discount.
Zara dresses in black and offers a discount on selected items.
The reusable ziplock bag brand goes for the classic black and red shades and offers a site-wide sale with conditional free shipping.
Which Black Friday promo stood out to you? What are your takeaways from this year’s campaigns? Share in the comments!
The post How 100 Brands Are Marketing Their Cyber Week Deals in 2020 appeared first on Blog – Printful.
How 100 Brands Are Marketing Their Cyber Week Deals in 2020
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