OK, Black Friday is coming fast.
Yes, there’s price. Yes, there are “doorbusters.”
But when all else fails, there’s this one secret weapon only the strong retailers (who will survive) will use very liberally at every point of contact with their customers.
Yet this vital skill needed by brands is rare and overlooked, yet it’s what successful retailers will do to stand apart, stand out, exceed expectations, and drive sales.
To crystallize this problem even more, the following fact was shared at the Cannes Lions International Festival of Creativity:
“80% of brands believe they deliver great consumer experiences. Only 8% of consumers agree.” Bain & Company
Mind-blowing Black Friday Stats
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For the 2023 U.S. holiday retail season (Nov 1–Dec 31), core retail sales reached $964.4 billion, up 3.8% from 2022. National Retail Federation+1
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Online (including non-store) holiday sales in 2023 were $276.8 billion, up 8.2% YoY. National Retail Federation+1
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During the 2023 “Cyber Week” (the 5 days from Thanksgiving through Cyber Monday), online spend was about $38 billion, up 7.8% YoY. Adobe Newsroom+1
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On U.S. online sales: On Black Friday 2023, the figure was $9.8 billion, up ~7.5% YoY. Adobe Newsroom+2MobiLoud+2
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For the five-day Thanksgiving holiday weekend in 2024 (Thanksgiving through Cyber Monday) an estimated 197 million American shoppers participated (in-store + online). National Retail Federation+1
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During that 2024 period, consumers spent on average $235 each (up about $8 from 2023). Reuters
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In-store shoppers during those 5 days: ~126 million (up from ~121.4 million in 2023) and online shoppers: ~124.3 million (down from ~134.2 million in 2023), according to the National Retail Federation (NRF) survey. nationaljeweler.com
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According to the NRF’s 2025 holiday consumer survey, U.S. consumers plan to spend $890.49 per person on average this year (for gifts, food, decorations, other seasonal items). National Retail Federation+1
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Out of that $890.49, approximately $627.93 is earmarked for gifts for family & friends, and $262.56 for “seasonal items” like food/candy, decorations, greeting cards.
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This is why I talk about this important subject in this powerful One Minute Wednesday.
The Ultimate Sales Hack Used by Every Winning Brand
Whether you’re B2B or B2C or DTC (direct-to-consumer) or online or brick and mortar, there’s one secret lever way to win:
Every bit of conversation and dialogue either builds or eats away at the rapport you seek to establish with your customer.
And each little bit builds that yellow brick road to their front door.
And with the biggest shopping day of the year coming at us in a flash, this is what the best brands know and practice.
Don’t believe me? Listen to this:
If you want to come out of this shopping day with a “win,” don’t overlook your human resources, your humanity, and something no machine or robot can do: care about that person in front of you, and be obsessed with what your customer needs and wants.
Need clarity and a fresh pair of eyes? Schedule a discovery call.
Otherwise, you may end up like this:
Editorial photo credit of shoppers: Giannis Papanikos / Shutterstock.com