As Black Friday approaches, the annual pressure to discount deeply returns. But Challenger Brands know there are many ways to show up that don’t rely on cutting prices (or encouraging overconsumption).
This year, value is the lens many consumers are using to make decisions. Research shows that half of U.S. holiday shoppers conduct the same amount of prepurchase research for Black Friday as the rest of the year, while 38% do even more. And when asked what matters most, 44% said value for money has become the #1 factor influencing their purchase decisions.
But value isn’t one-dimensional. For some, it’s about getting the deepest discount of the year. For others, it’s about the assurance that a brand never discounts because it believes in its product’s worth. Value can be expressed through sustainability, craftsmanship, social impact, or exclusive access.
Here’s a look at how Challenger Brands are redefining Black Friday value, whether that means giving back, reinforcing sustainability, celebrating timeless quality, or building community. If you’re planning your Black Friday and Cyber Monday approach, take this quiz to consider your Challenger path forward.
Q1. Can your product be repaired, reused, or refurbished?
Yes → Consider Refurbished Deals or Repair Discounts
You don’t need to push new inventory. Reinforce your commitment to sustainability by offering repair incentives or celebrating circularity.
Example: Fairphone spotlighted their repairable phones, shifting the Black Friday focus from buying more to buying smarter.
Q2. Does your product align with a social or charitable cause?
Yes → Consider Give Back Friday or Giving Tuesday.
Tie purchases to purpose by donating a percentage of profits, matching contributions, or running a buy-one-give-one model.
Example: Merchant and Mills named Black Friday, Fairer Friday and turned shopping into solidarity with every sale driving positive impact. 4Ocean chose to participate in Giving Tuesday matching gifts up to $50,000.
Q3. Is your product about quality, craft, or scarcity?
Yes → Consider sharing a No-Discount Pledge & why.
Instead of slashing prices, highlight what makes your product timeless.
Example: Patagonia has long led the way here with the message that “Black Friday is just like any other day.”
Q4. Is sustainability central to your brand?
Yes → Consider Green Friday.
Plant a tree per order, offer recycled-only deals, or offset emissions. Make climate action part of the customer journey.
Example: Passenger Clothing went beyond discounts by planting 5 trees and protecting 1,000sqm of rainforest with every order. Easy Rider’s Black Rideday celebrated craftsmanship over consumption by donating 5% for the planet for the month of November.
[[contact]]
Q5. Do your customers value exclusivity or community?
Yes → Consider Members-Only Perks or Events.
Create deeper connections through early access, invite-only drops, or IRL moments.
Example: Paynter went for pints instead of promos, by turning Black Friday into a community pub night instead of a sale.
Q6. Do you want to opt out completely?
Yes → Consider a Silent Opt-Out.
No campaign. No email. No explanation.
Example: Ffern didn’t post about Black Friday and we respect them for it.
Q7. Do you want to participate in Black Friday?
Then do it in a Challenger way.
Whether it’s a playful spin, a bold message, or a clear boundary (“this is the best deal we ever offer”), own your approach.
Examples:
- Mac Friday for clever branding
- Midday Squares or the “this is the lowest we go” honesty
The Takeaway
There’s no need to give into the status quo of Black Friday. As the noise ramps up, consider how you can show up in a way that reflects what you stand for. Whether you’re opting in, opting out, or rewriting the rules.
Download the Challenger Black Friday Flowchart here.
