More Than a Sale: Turning BFCM Into a Brand Moment

Every year, Black Friday and Cyber Monday (BFCM) roll around with the same promise — massive sales, packed carts, and new customers. But behind the excitement lies a growing question: Is this discount-driven culture actually helping your brand in the long run?

Let’s take a closer look at the culture, history, and strategy behind BFCM, why we participate in this madness — and how to approach it with your brand story, not just your price tag.

The Cultural Origins of the BFCM Frenzy

Black Friday:
Since 1924, Macy’s Thanksgiving Day Parade has kicked off the shopping season, symbolizing the start of holiday retail mania. The term “Black Friday” first popped up in Philadelphia in the 1960s, describing the chaos of post-Thanksgiving crowds. Over time, it became shorthand for profitability — the moment retailers went from “in the red” to “in the black.”

Today, it’s a full-blown retail spectacle. What once supported local Main Street businesses has evolved into a nationwide competition of promotions, doorbusters, and — let’s be honest — a few flying elbows over discounted TVs.

Cyber Monday:
Fast-forward to 2005. The National Retail Federation noticed shoppers turning to their computers on the Monday after Thanksgiving — birthing Cyber Monday. What started as a convenient online sale day now rivals Black Friday itself, with shoppers scrolling from their couches in search of deals that feel almost like sport.

The Personal Identity of Shopping

What we buy often reflects who we are — or who we want to be. I buy and podcast my identity through Ray-Bans, Levis to Pantone mugs, The Velvet Underground, Fender guitars and niche identifiers like my custom hand shaped Matt Grote Surfboards —our "stuff" has become my shorthand for belonging, taste, and status.

Shopping isn’t just about the purchase and need anymore, when the need is social credit and acceptance. I know it's shallow, but its about expression, identity, socialization, it is ritual and sport. Whether it’s finding the perfect gift, scoring a deal, or showing off the latest “must-have,” consumption has become part of our cultural fabric.

And yes — we’ve all seen the 24 million–view TikTok of someone crying over a Labubu.

Cautionary tale, The Real Cost of Discount Culture

Big discounts might feel like a win, but they can come with hidden costs:

• Higher ad spend: Competition peaks during BFCM, driving up CPMs and CPCs.

• Lower margins: Deep discounts eat into profits — and often attract one-time shoppers.

• Questionable loyalty: If customers only buy when it’s 40% off, are they really your customers?

Discounting signals something to your audience. A 10–20% sale might encourage someone to buy now. But a 40% off tag trains them to wait for your next markdown.

In short: if you’re paying more to acquire customers and making less on each sale, you’re in dangerous territory.

Rethinking Your BFCM Strategy

It’s not about abandoning discounts altogether — it’s about using them strategically and keeping your brand’s story front and center.

1. Lead With Brand, Not Price

• Your marketing should tell customers why they should buy from you before showing them why now.

• Use your brand voice and purpose to connect — then use discounts as a lever to tip buyers over the edge.

2. Add Value Without Slashing Prices

• Include gifts or bundles (e.g., free limited-edition item over a certain threshold).

• Offer early access to new or exclusive products.

• Provide free shipping above a set minimum.

3. Personalize and Segment

• Not all customers are equal — and not all discounts should be, either.

• Segment your audiences to personalize incentives based on loyalty, order history, or subscription status.

• Reward your best customers. Win back your old ones. Focus on those who already know and love your brand instead of chasing cold leads with expensive ads.

4. Use Data (Wisely)

• Don’t fall for every new marketing channel. Let your data guide your spend.

• If your CEO says “we need to be on TikTok,” ask if that channel truly drives conversions or retention.

5. Keep the Love Alive

• BFCM shouldn’t be the end of the story.

• Once a customer buys, follow up thoughtfully. Nurture relationships with post-purchase communication, loyalty programs, and genuine gratitude.

6. Ask Yourself the Big Question

• Of the +3% that did convert, what % should not have bought? What is the cost to our business?

Remember: People Over Numbers

It’s tempting to let analytics define your strategy, but quantitative data can’t explain human behavior — only that it happened.

Understanding why people buy (or don’t) requires qualitative insights. Conversations, interviews, and community feedback reveal motivations that no dashboard ever could.

In other words: strategy without research is assumption, and numbers don’t solve problems for people — people do.

The Takeaway

BFCM doesn’t have to mean sacrificing your margins — or your mission. When brands focus on long-term relationships instead of short-term wins, they build loyalty that lasts beyond the holidays.

Balance immediate results with purpose, storytelling, and retention. The discounts may bring them in, but your brand story keeps them coming back.

Price and promotions are levers to pull, not a strategy to base your brand growth and value on.