The marketer’s guide to Black Friday 2023: Trends, strategies and predictions

Black Friday is now firmly established as one of the biggest global shopping days of the year, and it’s a great opportunity for brands to focus their marketing efforts, reach their target audience and increase their sales, building engagement and loyalty ahead of the holiday season. And with Black Friday deals creeping earlier and earlier in the calendar, every retailer wants to maximise their return on investment and capture their target audience’s attention.

In this guide, we’ll walk you through how to run a successful Black Friday campaign, our predictions for this year’s event (and beyond), and how to continuously update your approach so that you’re never left behind in the Black Friday shopper’s rush.