Written by Head of Creative, Natalie Delos
A colleague recently forwarded me an email from a brand specialist about Black Friday sales and asked for my thoughts.
The author’s perspective was clear: she doesn’t offer discounts for her own business, partly to respect customers who paid full price, partly because her pricing is already structured to be accessible, and partly because frequent discounting can erode brand equity.
It got me thinking. Sales can be both incredibly valuable and potentially risky; it’s all about context, strategy, and intent.
Here’s what we know about discounting
- Discounts don’t always attract new customers. Most sales are existing buyers timing their purchase or reclaiming money they would have spent anyway
- Profit margins take a hit. Even modest discounts require higher volumes of sales to maintain the same revenue
- Customers notice, and can feel let down if they have recently purchased at full-price
- Regular promotions condition buyers to wait for sales
- Discounts can suggest there is a hidden mark-up on full priced items
- Price signals quality. Frequent sales can subtly lower the perception of a brand
Experts like Les Binet (known for his research on balancing brand building vs sales) even call brand discounts “the crack cocaine of marketing.” For some brands, over-reliance on discounts can slowly erode equity and commoditise products.
I’ve also noticed a lot of brands framing their decision not to participate in Black Friday around consumerism; they don’t want to encourage unnecessary buying or unsustainable consumption. And that’s a valid, admirable position.
That said, there are exceptions where Black Friday can be strategically positive. For example:
- Well-timed promotions can introduce new customers to premium products
- Sales can make high-quality items more accessible to those who might otherwise be priced out
- They can support inventory management at key times
- Seasonal sales like Black Friday can help families navigate rising prices, particularly around Christmas gifting, by giving them a way to buy meaningful, premium products affordably
I saw a video of the founder of Seed & Sprout talking about this just the other day. Seed & Sprout sell premium kitchenware, and while they care deeply about sustainability, their Black Friday promotions give people who wouldn’t otherwise be able to afford their products the chance to invest in something that lasts for decades. In this case, the discount doesn’t cheapen the brand, it actually aligns with their values and enhances accessibility.
It’s also worth noting that even values-aligned brands are increasingly participating in sales this time of year. The market pressure is real: consumers expect discounts, and if brands don’t participate, they risk losing wallet share to competitors.
A good example of this is Rhythm. Last year, they publicly stated they weren’t running Black Friday sales, emphasising sustainability and the value of their products. This year, however, they’ve run multiple promotions, reflecting the reality of customer expectations and competitive cycles.
The key is balance. Promotions should be strategic, not reflexive. Understand your numbers, your audience, and your long-term brand goals. Done right, a sale can boost brand awareness, revenue, and accessibility. Done wrong, it can quietly erode both profit and perception.
At Lemon Tree, we often help clients navigate this balance. It’s not just about deciding if you run a sale, it’s about understanding why, how, and the impact on your brand, customers, and bottom line.
Black Friday isn’t inherently good or bad. It’s a tool, one that requires thought, strategy, and respect for both your brand and your customers.
