Although its origins date back to the mid-20th century, Black Friday became popular in the early 2000s, becoming a global shopping phenomenon driven by retailers’ massive discounts and promotional campaigns. Cyber Monday was introduced a few years later, and about two decades later, both days have only received more popularity.
Today, both Black Friday and Cyber Monday are still going strong, and they’ve become key opportunities for businesses of all sizes to not only boost sales but also contribute to marketing efforts and brand image.
For startups especially, these events hold an even greater significance. Competing against industry giants with established customer bases and vast marketing budgets can feel daunting, but it also presents a unique chance for smaller brands to stand out. By leveraging creativity, personalisation and targeted strategies, startups can use these shopping holidays to not only drive immediate sales but also build long-term brand awareness.
If they’re proactive, startups can capitalise on their agility and ability to forge deeper connections with their audiences by means of targeted marketing campaigns and sales strategies. Tailored promotions, engaging social media campaigns and partnerships with influencers are just a few ways to create buzz.
Black Friday and Cyber Monday are more than just opportunities to sell – they’ve become a platform for startups to introduce their brand to a broader audience and foster loyalty that extends far beyond the holiday shopping season.
How Can These Holidays Be Used to Increase Brand Awareness?
In addition to being able to sell old stock and bring more people into your store (both literally and figuratively), Black Friday and Cyber Monday are great for building brand awareness of small companies and young startups, even when they’re competing with big players in their respective industries. And, there are plenty of ways in which these holidays can be used to do just this.
- Focus on Niche Products and Unique Selling Points
- Leverage Social Media Campaigns
- Create Exclusive Deals or Bundles
- Implement Gamified Shopping Experiences
- Emphasise Customer Stories and Testimonials
- Partner with Micro-Influencers
- Invest in Paid Advertising with Precision
- Offer Value Beyond Discounts
- Optimise for Mobile and Online Shopping
- Extthe Excitement Beyond the Event
Of course, every industry and every business is different, so what works for one may not necessarily work for the next.
What Are Experts Saying?
While the opinions vary on the topic, the overarching idea is that while it may, at first, seem really difficult for smaller startups to compete with large corporations on Black Friday and Cyber Monday campaigns, these holidays offer a unique opportunity to emphasise brand awareness.
Our Experts
- Luke Hughes: Co-Founder of Active Careers
- Tiago Veiga: CEO at Aurum Solutions
- Natalie Trice: Founder of Natalie Trice Publicity
- Dan Taylor: Partner and Head of Technical SEO at Salt Agency
- Jessica Edwards: Artisan Community Manager at Wecandoo
- Heikki Haldre: Founder and CEO of Miros
- Alina Bizga: Security Analyst at Bitwarden
- Marko Kiers: Chief Commercial Officer at ReBound Returns
- Richard Hanscott: CEO of Esendex
- Gareth Hoyle: Managing Director of Marketing Signals
- Bertrand Morin: Group Account Director at R/GA
- Petra Smith: Founder of Squirrels&Bears
- Adam Herbert: Co-Founder and CEO of Go Live Data
- Chelsea Hopkins: Social Media and PR Manager at Fasthosts
- Joe Burton: CEO of Reputation
- Laura Lane: Head of Marketing of HubSpot, Northern Europe
- Nick Miller: Co-Founder at Seed Marketing Agency
- Bronwen Lambert: Business Development Manager at SpaceandPeople
- Rosalyn Berrisford: Regional Managing Director for UK and BNL at Awin
- Claire Harris: Head of Small, Medium and Enterprise Business for Vodafone
Luke Hughes, Co-Founder of Active Careers
“One massive benefit that smaller companies have over big companies is that they can adopt a more personalised approach and come across more authentic when communicating with their customers.
We always have and still do harness our own students and our own staff in our marketing. We reference this constantly throughout our promotions as it generates trust and credibility that we are a brand that cares about not just our customers but we have staff that love doing what they do, which transpires across to our target market.
Tying into personalisation is to take advantage of the localisation effect, especially if you’re a small business. Consumers love supporting businesses within their immediate vicinity and you can leverage this.
A study found that 78% of consumers trust smaller businesses that operate in their local communities more than larger ones. Creating black Friday campaigns that embrace the heritage of the area that they operate or even give back to the local community in some facet can make a real difference between consumers choosing your product or service over a larger, more established brand.”
Tiago Veiga, CEO at Aurum Solutions
“Black Friday presents a great opportunity for e-commerce firms, but it also comes with a unique set of challenges. Transaction volumes tend to spike dramatically on Black Friday, testing the resilience of back-office functions like reconciliation. This can create heightened complexity and put increased pressure on these processes, particularly for firms which rely on manual or legacy systems.”
Natalie Trice, Founder of Natalie Trice Publicity
“Black Friday and Cyber Monday offer startups a powerful opportunity to amplify their brand, but if you want this to be a success it requires planning and blinkers, you might be one of the major players, yet, but that doesn’t mean you can have big ambitions. Start early, using PR to position yourself as an expert in your industry and as a start up, ‘one to watch’.
Pitch creative angles to targeted media outlets, e.g. the ones your ideal customers consumer, and if you need to, do you research and see whether it’s business publications, lifestyle magazines, or niche podcasts. You don’t need a massive budget; creativity and relevance are your best tool, as well as offering comments or insights that tie your expertise to current trends.
Focus on your unique selling points, sustainability, community impact, or innovation, and use these to craft pitches that grab attention. Once you secure coverage, amplify it on social media and in your emails to maximise reach, of course following copyright rules. The reality is, Black Friday isn’t just about sales; it’s about using the spotlight to build credibility, connect with your audience, and set your startup apart from the competition.”
Dan Taylor, Partner and Head of Technical SEO at Salt Agency
“Startups can capitalize on Google’s new AI features, such as AI Overviews, to gain a competitive edge. Research—both our own and others—reveals that ranking on page one of Google doesn’t guarantee inclusion in the generative AI responses displayed at the top of search results. By closely monitoring and understanding what appears in these AI-driven results, startups can secure a significant visibility advantage over larger corporations with extensive budgets and advanced SEO strategies.
The heightened search and discovery activity during BFCM presents an ideal opportunity to maximize this visibility and establish NTBs (new-to-brand touchpoints) to attract new audiences. This isn’t limited to just Google’s AI Overviews, but also other AI-portals such as Meta, ChatGPT, and Perplexity.”
Jessica Edwards, Artisan Community Manager at Wecandoo
“It’s so tempting to rush to all the big brands in the lead up to Black Friday, whether it’s to do all your Christmas shopping or just buy yourself something new, but I encourage people to rethink their shopping habits and instead of adding to the mountains of unsustainable consumer products—the majority of which ends up in landfills — I encourage you to seek out the deals and discounts on offer that support your local economy and business owners.
At Wecandoo, we support over 100 local artisans across London and Brighton to share their expertise with consumers through craft workshops. From silversmiths and leather workers to florists and ceramicists, Wecandoo’s platform truly has something for every interest. In a fight against Black Friday consumerism, we launch a discount on all workshops and waive our usual service fee to motivate the public to support small businesses and think more sustainably about the things they are purchasing.
We call it our own Craft Friday! I encourage people to choose to make a difference – skip the mass-produced items and search a bit harder for something that will support and celebrate creativity and craftsmanship in your local community!”
Heikki Haldre, Founder and CEO of Miros
“For Black Friday, retail startups must harness the power of AI to deliver seamless and personalized shopping experiences. Shoppers today prioritize convenience, speed, and intuitive navigation. Retailers can exceed expectations and drive higher engagement by adopting tools like visual search, smarter filters, and personalized recommendations.
Visual discovery is key, especially for younger demographics. Sixty-seven percent of users prefer visual search, making it a crucial tool for retailers to attract and retain customers. By integrating AI-powered features that go beyond keyword searches, retailers can anticipate shopper needs, provide clear product information, and create a truly enjoyable shopping experience.
When a platform provides personalized, relevant suggestions, it creates a positive emotional connection. This makes customers feel accomplished, whether it’s from finding the perfect product or uncovering a great deal. The convenience isn’t just about fast shipping; it’s also about how easily customers can find what they’re looking for. When the path from browsing to buying isn’t smooth, users get frustrated and leave.”
Alina Bizga, Security Analyst at Bitwarden
“Bitdefender Labs has been tracking malvertising for years, analysing how cybercriminals use these tactics to target people across the globe. While legitimate businesses rely on ads to reach new audiences, hackers exploit these platforms to trick users into downloading harmful software.
Our latest research has focussed on a growing campaign leveraging Meta’s advertising platform to spread SYS01 InfoStealer malware; with hackers behind the campaign using trusted brands to expand their reach.
Our researchers noticed hundreds of ads impersonating popular video editing software like CapCut, productivity tools like Office 365, video streaming services such as Netflix, and even video games are being used to entice users. The widespread impersonation increases the likelihood of drawing in a broad audience, making the campaign highly effective.
For startups, regularly checking your business social media accounts for unauthorised access or suspicious activity is paramount – reporting suspicious activity immediately, changing login credentials and ensuring two-factor authentication is enabled. A failure to act threatens to impact the reputation of your business significantly and dilute consumer trust in your brand.”
Marko Kiers, Chief Commercial Officer at ReBound Returns
“One-in-three shoppers are expected to send back their Black Friday and Cyber Monday sales purchases, so brands need to prepare for the expected influx of returned purchases. Despite it being the busiest time of year for retailers, customers still expect the same high level of service, including delivery times, returns options, and refund processing times.
“There should be an emphasis on returns policies, post-purchase, and processing during this peak season. Our research shows that 67% of customers check returns policies before completing a purchase. A clear, detailed policy is an opportunity to build trust and loyalty, as is providing consumers with their preferred returns options, such as convenient drop-off points.
“It’s important to have the systems and technology in place to quickly divert returned items back to shelves. Combine this with the ability to recondition items so you can make the most of the full peak trading period, as well as meet sustainability goals. The biggest winners of this year’s Black Friday will be the brands investing in technology across the end-to-end process. This provides a boost to customer satisfaction and brand loyalty that will pay dividends far beyond the Black Friday promotions.”
Richard Hanscott, CEO of Esendex
“To cut through the noise and improve brand awareness this Black Friday, startups will need to be aware of the channels their audience prefers in order to reach them directly. While many opt to send an email, research has shown SMS is the most popular form of communication, with less than a fifth of people saying they would ignore one.
Thousands of brands will be competing for attention, so whether it’s a deal on a product, discount on a service, or an exclusive sign-up invite, startups that tailor their messages using techniques like personalisation will see engagement soar, paving the way for continued success and brand recognition beyond the Black Friday period and throughout the Golden Quarter.”
Gareth Hoyle, Managing Director of Marketing Signals
“Explore Digital PR to Boost Brand Awareness
Small businesses and startups are unlikely to have the same budgets compared to larger, well-established retailers, so TV, radio and print advertising might be out of the question.
Digital PR activity could be a much better alternative and allows startups to obtain online media coverage that’s more likely to be within budget. Many online newspapers and lifestyle magazines create Black Friday deal round ups that feature some of the very best and unique deals available for consumers. Creating a press release outlining Black Friday deals can be sent out to journalists covering the sales event.
Many of these sites featuring Black Friday gift guides attract thousands of visitors a day, therefore the potential of being featured in these round up articles could be highly beneficial for small businesses, helping to boost their brand awareness and increasing traffic back to their website.
Provide a Positive Shopping Experience
Creating a positive shopping experience is a great way of helping to boost brand awareness for small businesses. Large retailers are likely to experience a vast number of orders around Black Friday and could drop the ball on their customer service efforts, making this a great opportunity for small businesses to offer a much more positive experience. Providing clear information on the product and Black Friday promotion, as well ensuring that your website is optimised for both desktop and mobile devices makes it easier for customers to make a purchase.
Brands should also focus their attention on providing excellent customer service throughout the Black Friday sales period. Many retailers experience an influx in orders during this time, therefore responding promptly to any issues or questions the customer may have, providing easy returns and exchange policies as well as multiple options on delivery can help to boost a brand’s reputation and encourage repeat business. It also encourages customers to write positive reviews on platforms such as Google and Trustpilot, increasing brand reputation further.”
Bertrand Morin, Group Account Director at R/GA
“Startups can leverage hyperpersonalisation during Black Friday to deepen customer relationships and stand out. According to Epsilon, 80% of consumers are more likely to purchase from brands offering personalized experiences. By utilizing customer data, startups can craft individualized offers—something large companies often can’t due to their scale. This includes customized recommendations, exclusive deals, or personalized messages that make customers feel genuinely valued.
These tailored interactions enhance the shopping experience and encourage customers to share their positive experiences. Salesforce reports that 70% of consumers say a company’s understanding of their needs influences loyalty. Fatigued by generic promotions, consumers are more likely to engage with brands offering relevant, personalized experiences.
By focusing on hyperpersonalisation, startups can transform Black Friday into “Your [Name] Friday”—a personalized event just for each customer. After spending time with family, customers can enjoy a bespoke shopping experience designed specifically for them. This approach helps startups build stronger connections, foster loyalty, and earn media—all while effectively competing against industry giants.”
Petra Smith, Founder of Squirrels&Bears
“The success of any seasonal sale is not built on the actual products – it comes down to combining consumer psychology with data and creativity. And retail giants are masters of driving that hype, often at the cost of pushing it too far into manipulation territory. But consumers are becoming more aware when it comes to spotting those misleading techniques and are much more likely to appreciate an honest and transparent approach – and startups have the perfect opportunity to build trust and brand awareness through ethical marketing tactics.
With deals being advertised at a big discount, it is common to artificially inflate original prices. This can lead to impulsive purchases, however, if startups are looking to build long-term trust, differentiating on price alone is not enough.
In addition to the commonly known tactics such as fear of missing out, scarcity, or social proof, startups should also consider the strong community element of the seasonal event. Consumers are inclined to be part of collective experiences, and the shopping experience on Black Friday feels communal. It’s not just about buying products – it’s about being part of an event that millions of others are joining. Focus on community engagement and belonging and revenue will follow.”
Adam Herbert, Co-Founder and CEO of Go Live Data
“Right, it’s Black Friday/Cyber Monday madness, and you’re a startup wanting to make a splash, yeah? It’s tough competing with the big boys, but this is your time to shine!
First things first, mega deals are essential. Think bigger discounts than normal, or unique bundles. Get those creative juices flowing! Next, social media is your mate. Run competitions, go live, do whatever it takes to get people chatting and sharing. Influencers can be a big help too – find ones that fit your brand and get them spreading the word.
Don’t forget about email marketing! Build that list and send out targeted campaigns with your cracking offers. And finally, smash it with customer service. Fast replies, helpful staff, going above and beyond… it all counts.
Nail this, and you’ll turn holiday shoppers into loyal fans. Who knows, maybe you’ll be the giant someday!”
Chelsea Hopkins, Social Media and PR Manager at Fasthosts
“Black Friday presents unique opportunities for startups to gain advantages over their competitors by introducing offers that showcase the USP of the brand. By doing thorough research, startups can see which products their competitors may not be doing discounts or promotions for, using this gap in the market to push their own and gain a foothold in a competitive space.
Some startups may even run offers that see them losing money on their products in an effort to undercut others, with the influx of customers massively boosting brand awareness and making the heavy short-term losses worth it in the long run.
This is a risky strategy, especially given that industry giants tend to price match and can much more comfortably take the losses, but this is also where startups can demonstrate why their offerings are unique when compared to those available elsewhere.
Superior quality, great customer service, warranty offerings, and guarantees are all examples of aspects that startups can highlight to draw in new customers, hopefully turning them into repeat customers once the shopping event is over.”
Joe Burton, CEO of Reputation
“During one of the year’s most competitive shopping seasons, brands must remember: in today’s marketplace, trust is the ultimate differentiator, and it’s earned one review at a time. Our recent consumer survey found that consumers trust online reviews more than any other form of recommendation – including advice from influencers and guidance from their family and friends.
Businesses must focus on delivering an exceptional experience to their customers, while listening to and acting on their feedback in real time. This will help ensure repeat business, and strong online feedback will help prospective consumers make a more informed decision.”
Laura Lane, Head of Marketing of HubSpot, Northern Europe
“Peak sales periods such as Black Friday and Cyber Monday offer a prime opportunity for businesses to boost brand awareness and sales, as well as strengthen customer relationships.
While competing with corporates who have bigger budgets, SMBs should aim to create customised experiences which can be particularly powerful – this includes personalised discounts, recommendations, and targeted digital campaigns based on customer preferences.
This can be done easily if marketing teams leverage their first-party data and use tools like AI to better understand consumer behaviour. HubSpot’s 2024 State of Marketing Report shows 77% of marketers believe AI helps them craft more personalised content.
From a long-term perspective also, first-party data collected during peak sales periods can fuel future retargeting efforts and help businesses carve a niche to build lasting brand recognition.”
Nick Miller, Co-Founder at Seed Marketing Agency
“Black Friday and Cyber Monday are great opportunities for startups to build brand awareness, but also can be a double-edged sword. Big brands dominate advertising with massive budgets and steep discounts, making it tough for smaller businesses to compete. Although, giants’ rigid structures and risk-averse strategies can be a weakness. Take Jaguar’s recent rebrand—it faced harsh criticism online, a reminder that established brands are constantly under the microscope.’
Startups, by contrast, can thrive by leveraging their agility and creative freedom. They can test bold messaging, unconventional humor, and fresh positioning to gain attention without being bogged down by red tape.
However, competing effectively means knowing where to focus. We know the startups we work with can’t outspend giants, so our advice is to outsmart them by targeting niche audiences, and running creative, zeitgeist-focused campaigns. By resonating deeply with these groups – customers who value connection and creativity over discounts – startups can stand out in a crowded market. It’s not about matching budgets; it’s about connecting with your audience on a deeper level through your marketing strategies.”
Bronwen Lambert, Business Development Manager at SpaceandPeople
“Over the past few years, it’s become more difficult for small brands to stand out in the crowd during Black Friday. With sales starting earlier and earlier, and the competition for attention getting more intense between big brands, start-ups need to work smart to engage new customers and establish all-important brand loyalty.
Black Friday is an extremely effective way to get new customers through the door, but it’s clear that throwing budgets into traditional marketing to promote discounts isn’t the way to break through the noise.
Our suggestion is to reach consumers directly, by engaging in in-person, experiential activity. This can be through sample or pop-up shops, which feature specific product ranges and can also offer a personalisation element to the purchase, to immersive activations on mall space, which truly bring the brand and its values to life and create memorable experiences that will stick with customers.”
Rosalyn Berrisford, Regional Managing Director for UK and BNL at Awin
“You don’t have to be a big industry giant to thrive during major shopping events like Black Friday. In fact, big players often miss out on high-value opportunities to boost brand awareness, creating the perfect chance for startups to seize the spotlight and capitalise on these opportunities.
Collaborating with like-minded and credible brands is a powerful way to generate greater visibility and get exposure to new audiences at a lower cost. Collaboration with influencers can also help to create more buzz around the period by taking advantage of the relatability consumers feel with their favourite creators.
Ultimately, avoiding these opportunities due to concerns about the size of your business or the competition, will put you on the back foot. Being bold and grabbing hold of these opportunities can be incredibly rewarding, giving startups the springboard required for longer-term brand building.”
Claire Harris, Head of Small, Medium and Enterprise Business for Vodafone
“Start-ups can leverage events like Black Friday to enhance their brand visibility and compete on an equal footing with industry giants. These moments offer businesses a prime opportunity to capture attention when consumer demand is at its highest.
To stand out, small businesses should focus on optimising their website performance, ensuring it can handle increased traffic and prevent crashes with a 76% increase expected. Alongside this, implementing robust cybersecurity measures is also crucial, especially to avoid phishing scams and cyber-attacks which are most prevalent during this time of the year, these attacks will damage your reputation and business.
Traditional methods such as ensuring you have secure payment systems, offering exclusive discounts and promote special deals during sales, start-ups can effectively build awareness and attract loyal customers.
Businesses should always be looking to make the most of their data from these events to refine future strategies, offering personalised experiences that resonate with their audience. Proactively addressing security concerns and providing excellent customer service can position start-ups as trustworthy alternatives to larger competitors, enabling them to compete more effectively during peak shopping periods.”
