Black Friday used to be a single day. Then a weekend. Now it’s a month-long cycle of overlapping offers from every fitness studio, medspa, wellness brand, and retailer. Many began promoting as early as November 1, creating a crowded landscape where nearly every customer saw multiple deals before the holiday even started.
With so many promotions competing for attention, the offer itself is no longer the differentiator. What matters is the strategy and execution behind it—how clearly the offer is communicated, how easy it is to redeem, and how consistent the experience feels from the moment someone sees an ad to the moment they complete the purchase.
The brands seeing the strongest results this year approached Black Friday as a coordinated initiative across strategy, marketing, operations, sales, and support. Not in a siloed way, but in a shared “this is how the customer will move through the experience” way.
The highest performers had:
When the full customer journey is understood, and everyone is rowing in the same direction, promotions run smoother and convert higher.
Brands that underperformed didn’t fail because their discount wasn’t strong enough.
They struggled because the execution broke down at key moments.
Here’s what we saw most often:
During a period where customers make decisions quickly, these issues cause hesitation, and hesitation sends them elsewhere.
Black Friday performance depends far more on the end-to-end customer experience than on the size of the promotion.
When the strategy is clear, the offer is consistent, the message is aligned, the operations are ready, the sales process is predictable, and support knows what to expect, then the customer’s path from interest to purchase feels straightforward.
When any piece is misaligned, the friction becomes noticeable.
This year reinforced what we see all year long: Brands with strong infrastructure and unified execution outperform brands relying solely on discounts.
If prepping for this Black Friday is exposing gaps in your systems, or highlighting processes your team had to “patch together” under pressure, now is the ideal moment to prepare for the next high-demand season.
A well-aligned system supports:
Promotions follow a predictable cycle. Your strategy and execution should follow one too.
If you want support tightening your setup or preparing for your next high-volume campaign, we’re here to help. Let’s chat!