Black Friday isn’t just about discounts, it’s one of the busiest shopping days of the year and a huge opportunity to make your brand unforgettable.
Deloitte’s Retail Holiday Report 2025 predicts that retailers will generate 50% of their holiday revenue through marquee November sales events, including Black Friday and Cyber Monday (view full report).
But with countless brands competing for attention, a smart Black Friday activation is key to turn casual shoppers into loyal customers. So how do we do that? By creating experiences that drive engagement and sales.
1. Define your Black Friday goals
Before planning any activation, get clear on what success looks like. Are you aiming to drive sales, raise brand awareness, or strengthen customer loyalty? Your goals will shape every decision, from the type of activation to the messaging and promotion.
Next, consider your audience. What will make them pause, engage, or share your activation? Knowing your shoppers’ habits – whether online, in-store, or hybrid – allows you to craft an experience that resonates.
Tip: Set measurable goals. Track engagement, social shares, footfall, or sales to evaluate success.
2. Create an experience that stands out
Black Friday is crowded. Shoppers are scrolling and browsing quickly, so an activation that feels memorable is essential. Pop-ups, interactive displays, product demos, or limited-edition releases can turn a routine shopping trip into a buzzworthy experience.
Even small touches, like gamification or photo opportunities, can generate excitement and social media content, extending the reach of your activation. The goal is simple: create an experience that drives engagement and encourages shoppers to purchase your product or service.
3. Leverage social media
Social media can amplify your activation beyond physical attendees. Live-stream your pop-up, share behind-the-scenes content, or run countdowns leading up to Black Friday.
Encourage visitors to post with a branded hashtag to boost organic reach. This combination of offline and online engagement ensures your activation resonates beyond the one-day rush.
Tip: Short, creative videos on Instagram or TikTok are particularly effective during Black Friday when users are scrolling fast.
4. Make participation easy
Even the most creative activation falls flat if it’s difficult to engage with. Make your experience easy to understand and access.
For in-store events, a clear flow and signage matter. Online, simple mechanics like QR codes or clickable links reduce friction. The easier it is to participate, the more likely people are to engage, share, and convert.
Tip: Test the activation before launch to avoid confusion or bottlenecks.
5. Plan for post-Black Friday follow up
Black Friday shouldn’t end when the day is over. Follow up with attendees through email, social media, or remarketing campaigns.
Share highlights, thank participants, or offer a limited-time incentive. Capturing feedback helps refine future activations, and strong follow-up turns a one-day spike into lasting loyalty.
Black Friday is the perfect opportunity to stand out if approached strategically. With creativity, careful planning, and seamless execution, a Black Friday activation can do more than drive immediate sales: it can build brand awareness, strengthen customer relationships, and set the stage for holiday success.
Ready to make your Black Friday activation unforgettable? Let’s plan it together: Contact FAME Events Design Studio