Goparity Canada’s Post

LOVE IT OR HATE IT - It’s Black Friday - Nov 29th While Black Friday’s origins might be a bit murky, its modern-day meaning is crystal clear: a retail extravaganza. Retailers in the 1980s cleverly coined the term to signal the shift from financial loss to profit. In the US, it became synonymous with pre-Thanksgiving sales. UK caught the Black Friday fever around 2010, & it’s been a retail sensation ever since. It’s a fantastic opportunity for businesses to clear out old stock and generate significant savings. Personally, I’ve always viewed Black Friday as a prime moment to promote my business. When I ran a magazine, it was one of my most successful marketing campaigns. I offered advertising space for a mere penny, with a catch: you had to purchase three months of regular-priced ads to qualify. It was the perfect way to boost Christmas cash flow. So, are you planning a Black Friday offer? Here are my top 5 tips to maximize your Black Friday success: Make a REAL offer: Don’t offer a measly 5% discount. Create an irresistible deal that will truly captivate your audience Have a STRONG call to action: Tell your audience exactly what you want them to do. Set a HARD deadline: Create a sense of urgency by setting a strict deadline Promote, promote, promote: The more you promote your offer, the more likely you are to generate sales Leverage SOCIAL proof: Use images and testimonials Goes without saying, test & measure your results! So what is your BF Deal?

Why we should be rethinking Black Friday 🧐 As I was drafting our newsletter this week, focused on Black Friday, I reflected on its impact and values. For small businesses, Black Friday is a challenging time. It is a day dominated by big brands clearing out unsold inventory and marketing low-quality products as amazing deals. This often leads to overconsumption and people buying things they don’t need, only to discard them later. At The Dyás, this always feels misaligned with our commitment to sustainability and conscious consumption. We believe in treasuring what we own, not overloading ourselves with things we don’t need. But it also raises questions for us: Do we participate, knowing that if you choose The Dyás, you are supporting local manufacturing and emerging female artists? Or do we stay out of it, because it’s a concept that doesn’t align with our values? The truth is, there’s no perfect answer. Sustainability is a journey and we are committed to being transparent about the complexities. Here’s what we know: Black Friday comes with huge environmental costs, high return rates, waste creation, and impulsive buying driven by discounts. The truth is, you probably don’t need anything new this Black Friday. Don’t let the pressure of discounts push you into overconsumption. Before you shop, here are a few questions to reflect on: Is this something you truly need or want? Were you planning to buy it before the sale? Will it add long term value to your wardrobe? For small businesses like ours, we can’t compete with massive discounts because our products already reflect the real cost of responsibility. We pay fair wages to garment workers, use low-impact materials, and produce in small batches to avoid waste. So, this year we are offering a small gift with every purchase, as a thank you for supporting small and making intentional, conscious choices this holiday season 🫶🏻

Is Black Friday Dead? One thing's for sure: Black Friday no longer commands the same excitement or urgency it did a few years ago. Here's why this shift is happening: 1. Extended Sale Periods Black Friday is no longer a single-day event. Retailers now stretch it into "Black November," starting deals weeks ahead and continuing through Cyber Monday. This dilution spreads consumer spending over time, reducing the frenzy traditionally associated with the day itself. 2. Low or Non-Existent Discounts Research from Which? found that many Black Friday deals aren’t genuine discounts. Products are often the same price—or cheaper—at other times of the year. This undermines the sense of exclusivity and urgency that made Black Friday special. 3. Shift in Consumer Behavior Shoppers are becoming more conscious of overconsumption and sustainability. Many now question the need to buy items they don’t need simply because they’re discounted, reflecting broader concerns about waste and ethical shopping. This year, skincare brand The Ordinary responded to changing consumer sentiment with an anti-Black Friday campaign. Instead of discounts, they closed their website for a day, promoting conscious consumption over impulse buying. Is black friday a thing of the past?

✨ Black Friday: Your Opportunity to Capture Customers' Attention✨ Did you know that Black Friday wasn’t invented by marketers, but started because of the chaos in the streets of Philadelphia in the 1950s? 🚗 After Thanksgiving, the city was flooded with crowds of shoppers, and the police began calling the day "Black" due to the disorder. But marketers quickly realized that this chaos could be turned into a real shopping festival, making it a day when everyone wants to buy at a bargain 🖤. Today, Black Friday is a global shopping celebration 🎉, where customers are ready to spend money. Over 75% of buyers plan their purchases in advance, and sales on this day can increase by up to 300% or more! 🚀 🎯 Why is this important for your business? 👉 People are ready to buy — Black Friday has become a familiar ritual that triggers the desire to "not miss out on a deal." This is the time when people actively look for offers, and your business can be their choice. 👉 A chance to stand out — show that you understand your audience's needs. Customers will remember you as the brand that doesn’t just sell, but helps them save on truly valuable products. 👉 Customer loyalty — a fair and attractive offer builds trust. Black Friday isn’t just about sales, but also about building relationships with your customers. This day is an opportunity not only to increase sales but also to turn new customers into loyal ones. 🔥 Ready for Black Friday? How do you plan to use this opportunity for your business? Share your thoughts in the comments! 🔥 #BlackFriday2024 #BlackFridayDeals #BusinessOpportunities #MarketingStrategy #CustomerEngagement #BusinessGrowth #BlackFridaySales #ShopSmart #HolidaySales #RetailMarketing #DiscountSeason

The Black Friday Paradox: it secretly costs you more It's November and it is about to happen again. Your inbox explodes, your phone buzzes, and those red banners pop up everywhere: DISCOUNT! Black Friday is coming, and the hysteria grows each year. But what's really "advantageous" about these so-called deals? In the weeks leading up to Black Friday, prices creep up. Then that "discount" suddenly looks incredibly impressive. An old-school marketing trick, cleverly packaged as a deal. Do they think we don't notice? Come on! Those discounts are for new customers only. As a loyal customer, you faithfully pay full price while newcomers grab all the deals. Great. Being loyal to a brand? Apparently, no bonus unless you're fresh off the boat. Perhaps the best joke of all: the more you buy, the more you "save." And there you are at home with three things you didn't need at all. "70% off" is still 30% spent on something you'll never use. Don't let yourself be fooled by all those flashy deals, and take a look at the real value of what you're buying. For example: ✔️ Invest in quality that lasts longer (and the planet will thank you too) ✔️ Support brands that actually value you as a loyal customer ✔️Only buy what you really need and will actually use ✔️Don't get pushed around by FOMO (yes, that 'opportunity' will come around again next year) Black Friday isn't necessarily a shopping celebration. It's more of a test of your common sense. Stay alert and remember that not every discount is a gift. Sometimes, the real advantage is simply not buying at all.

80% of Black Friday purchases have been thrown away. Promoting excessive-consumption, Black Friday has become one of the busiest shopping days of the year (I've been guilty of this in the past too!). It's not just buying new goods impacting the environment but the impact of delivery and CO2 emissions. It's become imperative for businesses to adopt eco-conscious practices across their operations, including B2B gifting. Whilst gifts create a positive response, I'm mindful that this happiness comes at a cost. Responsible gifting is the goal for us at Barney. When sourcing gifts I like to consider how our suppliers operate, the materials used and their impact to the environment. And to minimise our own impact, we are always educating ourselves on how we can implement sustainable practices in our operations. Small steps can lead to big change. As we have finally settled in to our new HQ and gearing up to a busy month ahead, I encourage you to buy from businesses that are better for the planet this festive season rather than succumb to the careless campaigns that encourage mass consumerism. Curious about startup life? Follow Ras Deol as I build Barney in public.

Black Friday scares the shit out of me. Now, I know what you’re thinking—for most retail or e-commerce brands, this should be the best time of the year. An influx of sales, people urgently Christmas shopping—it’s exciting, right? But what you don’t see behind the scenes is months of preparation: 👀 allocating stock while having zero idea how many orders you’ll actually get or which items will be the best sellers 👀 creating a Black Friday/Cyber Monday strategy to stay competitive with industry competitors (even though you have no clue what they’re offering) 👀 trying to exceed your goals from previous years, knowing that every year is so, so different. I constantly remind myself that while making money is important, I do this because I love helping people find jewelry pieces they’ll love, cherish, and wear every day. And I remind myself that this is a marathon, not a race. If I don’t meet a sales target or whatever goal I’ve set, it’s okay. I’ll be okay. With that said, I’d love to share our Black Friday sale with all of you! If you’re looking for a gift for yourself or someone special, I hope I can help you find your forever piece. ✨ Use code BLACKFRIDAY for 25% off sitewide. (P.S. Yes, this includes wedding and engagement rings—so if you’ve been thinking about it… you know where to find me!) Happy Black Friday! www.daintydiamond.co

HOW TO SURVIVE BLACK FRIDAY WITHOUT LOSING YOUR SOUL Playing the same Black Friday game as everyone else means you’re just another player in a crowded space. Instead of joining the discount wars, stand out by doubling down on what makes your brand special. Don’t Slash Prices—Create Exclusivity Release limited-edition products customers can’t get any other day of the year. Make your brand the destination, not just another stop in a weekend of mindless shopping. Tell the story behind your products, highlight the craftsmanship, and explain why they’re worth every cent. People want meaning, even on Black Friday. Whisper When Everyone Else Yells Black Friday is a cacophony of brands screaming for attention. When everyone else is yelling, it’s time to whisper. Be human; be memorable. Stand out by flipping the script, like a campaign that pushes for quality over quantity. Hell, go bold and say, ‘Buy less, buy better.’ Own Your Category—Don’t Compete on Price The trick to winning Black Friday isn’t joining the discount wars; it’s about owning your category. Position your brand as the best option—not the cheapest. Lean into your segmentation. Know who your best customers are, and make them feel special. Use email marketing to send personalized thank-you notes to loyal customers, offering them early access to particular products or exclusive items. That kind of quiet, thoughtful approach that lets them feel they’re getting something no one else can touch will resonate far deeper than another generic discount blast. The Bottom Line? Black Friday only becomes a race to the bottom if you allow it to be. Use this day to deepen customer loyalty, elevate your brand, and stand out in a sea of sameness. Focus on what matters, create value, and reinforce—not compromise—your brand’s core values. Stay true, and be unapologetically bold. You don’t need everyone to love you—just the right ones.

November brings me joy for two big reasons. 1️⃣ Watching how Zambian businesses and marketers respond to the Black Friday frenzy. 2️⃣ Seeing our customers push us to do better—sometimes calling us out for not trying hard enough. 🙈 So, what’s the best way to approach Black Friday? Here are two examples I admire: ✅ First up, The Abnormal Beauty Company. For over three years, they’ve taken a bold stand—they don’t participate in Black Friday. Instead, they kick off "Slowvember" with a 23% discount for the entire month, encouraging customers to shop thoughtfully. On Black Friday itself, they go all out by taking their website completely offline. No shopping, just a blank black page. It's a memorable statement and a perfect example of conscious marketing. ✅ Closer to home, I appreciate how a certain Zambian supermarket approaches Black Friday. Last year, they caught some flak for their modest discount on… toilet paper! But let’s give credit where it’s due: it was still a valuable response, showing their commitment to offering something practical. Sometimes, a simple approach that fits your brand can be just as effective. As Black Friday approaches, remember that authenticity and thoughtfulness can set you apart. To all the tamangas- keep pushing, stay true to your brand, and know that even a small effort can make a big impact in our communities. Here’s to a successful Black Friday season and to making a difference, one thoughtful step at a time.

⚫🛍️ BLACK FRIDAY ⚫🛍️ Oh look, here we are again(!). Here's some observations from 2024's activities: 🤝 A noticeable move to customer acquisition There is a distinct move to loyalty and exclusivity this year, with brands pushing to collect as much first party data as possible, growing their database while aiming to ensure the customer will hopefully go on to provide a lifetime value. 'Join the club', 'become a VIP', 'be part of the gang'... whichever way you dice it, the incentive needs to be as strong as possible to stand out from the competition. ‼️ Everything is still so sporadic It appears 'Black Month' is sadly still a thing. As is choosing any Friday in November and going 'live' from there. Historically, Black Friday was always the last Friday of the month, ensuring that there was a small window of opportunity to shop, but we're still seeing brand that seemingly have chosen a random date and hoping for the best. So, while Adidas are emailing saying that their sale is coming to an end, others are sending a preview of something that hasn't even started yet. Essentially, the customer is now on alert throughout the whole month of November, which only causes Black Friday fatigue. 🧠 Consumers are more savvy than ever Rebranded the sale section? Discounts less than what they were a month ago? Stop trying to fool your customers. They will know. They will bounce. You will waste marketing spend. Give them a real reason to stick around and shop with you. ✅ Black Friday still does what it says on the tin (for the most part) Make products cheaper. Give customers a great deal. Make it a limited time only offer to add haste. Make said offer easy to digest. Make the user journey as simple as possible. And there you are, that's your Black Friday strategy. As simple as it seems, brands are still deviating from the above and making it harder than it has to be, both for themselves and customers. See you next year ⏳🌎