What Is Black Friday and How Your Business Can Benefit in 2025

Black Friday is no longer just a day - it is a global shopping event that stretches across weeks and channels. But what is Black Friday exactly, and why should your business care?

Let’s explore the origins, current trends, and most importantly - how your brand can tap into the massive potential of this retail phenomenon.

What Is Black Friday?

Black Friday refers to the Friday following the U.S. Thanksgiving holiday. It marks the official start of the holiday shopping season and is known for major promotions, limited-time offers, and record-breaking sales volumes.

Originating in the 1960s, the term “Black Friday” described the shopping rush that helped retailers go from operating “in the red” (at a loss) to “in the black” (turning a profit). Today, Black Friday has evolved into a global retail event - both online and in-store - fueling excitement for consumers and sales spikes for businesses.

Why Mobile-First Black Friday Strategies Matter in 2025

Black Friday 2025 is more digital, mobile-first, and competitive than ever. With consumers preferring to shop online and compare deals from their phones, businesses must rethink how they engage and convert buyers.

Key Trends:

• Over 60% of Black Friday traffic now comes from mobile devices

• Shoppers plan earlier and respond well to pre-Black Friday offers

• Personalised messaging and real-time alerts drive higher engagement and conversions

If your Black Friday strategy is not mobile-optimised, you are missing your audience right where they are.

Benefits of Black Friday for Businesses

1. Boost Brand Awareness

Black Friday gives your brand visibility when consumers are actively searching for offers. It is your chance to land in inboxes, timelines, and SMS inboxes during peak attention.

2. Drive Revenue in Q4

Whether you run eCommerce, retail, or service-based campaigns, Black Friday can significantly boost sales at year-end. Flash deals, exclusive bundles, and “doorbuster” offers encourage urgency.

3. Win Back Dormant Customers

Use this shopping season to re-engage your existing customers through personalized promotions or loyalty-based rewards. A well-timed SMS or email with a limited offer can reactivate lapsed users.

4. Test and Learn for Peak Season

Black Friday acts as a proving ground for your communication strategy. Test SMS, WhatsApp, email, and push notifications to see what channels convert best - insights that can guide your holiday campaigns through December.

5. Strengthen Customer Relationships

By delivering timely, relevant deals through the right channels, you create a positive customer experience. This is your moment to prove that you understand their needs - and deliver value.

What’s in It for Consumers?

Consumers love Black Friday because it delivers clear value:

• Early access to holiday gifts and must-have items

• Exclusive discounts on products they already want

• Convenience through online deals and mobile alerts

• Loyalty rewards or VIP-only offers from their favorite brands

When businesses offer real value and communicate through preferred channels, customers respond with action - and loyalty.

How to Make the Most of Black Friday 2025

To cut through the noise this November, brands need more than just great deals - they need smart strategy, perfect timing, and the right tools to reach customers where they are.

Here is how to make Black Friday 2025 count:

1. Start early
   Build anticipation with teaser campaigns, early-bird offers, or exclusive access for subscribers in the weeks leading up to Black Friday.

2. Use data-driven segmentation
   Target specific customer groups based on behavior, preferences, or past purchases to increase relevance and boost response rates.

3. Trigger campaigns across SMS, WhatsApp, and Email
   Coordinate cross-channel flows to deliver the right message on the right channel at the right time. Omnichannel beats single-channel every time.

4. Make opt-in simple and worth it
   Offer real value in exchange for consent—like VIP access, special discounts, or early shopping windows - to grow your contact list and stay compliant.

5. Use countdowns, exclusivity, and social proof to increase urgency
   Time-limited offers, low-stock alerts, and real-time purchase notifications drive action when it matters most.

LINK Mobility’s communication solutions - including SMS API, WhatsApp Business, and omnichannel campaign flows via MyLINK MarketingPlatform - give you the tools to plan, personalize, and launch effective Black Friday campaigns from start to finish.