Black Friday is not always limited to discounts. For example, they contradict the principles of luxury brands, and some companies cannot afford to sell at a lower price. Therefore, you can go the other way - for example, release an exclusive collection, provide additional services for free, pay for delivery, etc. For example, the online bookstore Barnes & Noble released more than half a million books with autographs of famous authors on Black Friday.
Kohl's offered a gift card giveaway. To enter, you had to leave any comment on social media or retweet with a hashtag that included the brand's name.
The Swatch brand also did not offer discounts. But it released a phone number list collection of black watches specifically dedicated to "Black Friday."
Launch a campaign on TikTok
A striking example of a TikTok promotion is the wholesale and retail chain Walmart. In the States, it has long been synonymous with "Black Friday", and it was there that the legendary fights over TVs and mobile phones were filmed. In recent years, everything has changed, and the brand has been actively promoting itself on TikTok since 2019.
In 2020, Walmart launched a social media campaign called Unwrap the Deals. Shoppers had to “unwrap” deals and find surprises using a special filter. TikTokers posted their results, indicating whether they liked their win. Users could go directly to the product page on Walmart’s website and buy the item.