How Can Startups Use Black Friday and Cyber Monday to Increase Brand Awareness?

Black Friday and Cyber Monday, two of the biggest shopping events of the year, offer startups an incredible opportunity to shine in the spotlight and make their mark. It may feel like large corporations have the upper hand in dominating these days, but there are actually ways in which smaller startups can take advantage.

Indeed, while big companies tend to rely on hefty advertising budgets for these campaigns, startups can use creativity and savvy strategies to turn these retail bonanzas into brand-building goldmines. You’ve just got to know what you’re doing.

Create Offers That Go Beyond Discounts

Sure, discounts are the bread and butter of Black Friday and Cyber Monday, and we’re not saying you should stop offering them. But, as a startup that’s significantly smaller than larger corporate competitors, you’ve got to think beyond just slashing prices in order to be competitive.

To do this, you need to rely on the things that you have that big corporations don’t. Consider creating offers that capture attention and showcase your brand’s personality.

To do this, you can create offerings related to:

• Bundle Deals: Pair your products in creative ways. If you sell beauty products, offer a “Self-Care Survival Kit” for the winter months that puts a few products together.

• Exclusive Product Launches: Use the weekend to unveil a new product or service, positioning it as a limited-time must-have.

• Unique Experiences: Offer something your competitors can’t like a personalised service, early access to an exclusive community or even one-on-one consultations. This is a great way to set a small startup apart from a large organisation.

The key is to craft offers that highlight what makes your brand unique while leaving a lasting impression.

Tell Your Brand Story Loud and Clear

Black Friday and Cyber Monday aren’t just about selling products, they’re about selling your company ad your story. That is, they’re an opportunity to connect with potential customers and tell your story in the process. Use this period to communicate your mission, values and what sets your startup apart from the crowd.

Social media is your best friend here. Create posts, reels or short videos that introduce your team, explain why you started your business or showcase the craftsmanship behind your products. People love supporting brands with a personal touch, and during a weekend filled with faceless transactions, this can make you memorable.

Leverage the Power of Social Proof

Nothing grabs attention like hearing about what others love. Use Black Friday and Cyber Monday to showcase customer reviews, testimonials and user-generated content.

• Encourage existing customers to share photos or videos of your products in action using a branded hashtag.

• Offer small rewards, like a discount or giveaway entry, for sharing their experiences.

• Share reviews or highlight happy customers on your social media platforms to build trust and credibility.

This approach not only boosts brand awareness but also adds an authentic touch to your marketing.

Create Brand Awareness with Limited-Time Campaigns

Scarcity and urgency are powerful motivators, especially during Black Friday and Cyber Monday. Use countdown timers on your website, “while stocks last” offers or hourly deals to create a sense of urgency.

If you’re tight on time or budget, focus your energy on a single “hero” campaign. Maybe it’s an all-day flash sale on your best-selling product, or perhaps it’s an “early bird” offer for those who shop before 9am. The idea is to drum up excitement while keeping your efforts manageable. It’s all about knowing what you, your startup and your staff have the capacity to handle while maintaining maximum efficiency.

Partner with Complementary Brands

As a startup, you don’t have to do it all alone. Partnering with complementary brands can help you tap into a larger audience while sharing the promotional load, so you’ll both be able to benefit from working together.

Let’s say you’re a sustainable clothing brand. Partnering with an eco-friendly skincare company could lead to a joint campaign that benefits both businesses. You could create a bundled offer, share each other’s posts or even co-host a giveaway.

Partnerships not only increase your reach but also align you with like-minded brands, boosting your credibility.

Put Work Into Social Media Marketing

Social media is where shoppers hang out before, during and after Black Friday and Cyber Monday. Use this time to grab their attention with creative, shareable content.

Here are a few ideas:

• Behind-the-Scenes Content: Show the prep that goes into your sales event – it’s relatable and humanises your brand.

• Live Videos: Host live sessions to talk about your offers, answer questions or demonstrate your products.

• Interactive Stories: Use polls, quizzes and “swipe-up” links to engage your audience and guide them to your deals.

Don’t forget to use paid ads strategically. A small, well-targeted ad budget can amplify your message to new audiences without breaking the bank.

Reward Your Existing Customers

It can be really tempting to focus solely on acquiring new customers during Black Friday and Cyber Monday, but don’t overlook the power of your current audience. They already know your brand, and treating them like VIPs can turn them into loyal advocates in the long term.

Offer exclusive perks to your email subscribers, such as early access to sales or additional discounts. Send personalised messages thanking them for their support. These thoughtful touches can deepen relationships and encourage them to spread the word about your brand.

Don’t Forget the Aftermath

The buzz doesn’t have to end once the sales are over. Getting involved in Black Friday and Cyber Monday can really help you build up some momentum, so use this to your advantage and follow up with customers to keep the connection alive.

A few ways to do this include sending thank you emails, inviting customers to subscribe to your newsletter, sharing customer stories and testimonials and asking customers for feedback.

The post-sale period is a chance to turn one-time buyers into repeat customers who remember your brand long after the holiday weekend.