Learn from Shopify’s top Black Friday campaigns of 2024. From gamified discounts to values-based marketing, we break down how these strategies can drive your 2025 Black Friday success.
October 15, 2024
At Serotonin, we’ve closely examined some of the most successful Black Friday campaigns of 2024, and we've uncovered what made them so effective. From creative gamification tactics to mission-driven marketing, these campaigns offer valuable insights that can transform your approach to Black Friday 2025. Here's a breakdown of what worked for the top brands and how you can apply these lessons to make your next Black Friday campaign one for the books.
22 Days Nutrition is a popular plant-based nutrition brand known for its clean, organic food supplements that promote health and wellness. During Black Friday 2024, the brand took customer engagement to new heights by offering randomised discount codes. Each customer received a unique code that unlocked a discount between 20% and 50%, adding an element of fun and surprise to the shopping experience.
Gamification adds a layer of fun to your campaign and gives customers an extra reason to engage. This strategy also taps into a key human instinct: curiosity. With shoppers intrigued by the potential deal, site traffic increased significantly, proving that sometimes it’s not just about offering a discount, but how you present it.
2025 Tip: Use a random discount mechanic or create an interactive “spin-to-win” feature on your website. Personalise the experience with unique codes, and customers will feel compelled to check their discount, boosting your Black Friday sales and engagement.
Sugarbones is a design brand founded by artist Cheyenne Federiconi, offering art-inspired products like enamel pins, stickers, and apparel with a focus on empowering femininity. During Black Friday 2024, Sugarbones introduced mystery boxes filled with surprise products, turning their sale into a fun and engaging experience for customers.
In addition to the mystery boxes, Sugarbones added bonus stickers and miniature art prints to each order. By giving customers extra value without heavily discounting items, the brand avoided devaluing its inventory while still providing a fun Black Friday shopping experience.
Offering mystery bundles or surprise gifts is a smart way to keep excitement high without cutting into your margins. Customers don’t just shop for the discount—they shop for the experience of getting something unexpected.
2025 Tip: Introduce mystery boxes or themed bundles for your Black Friday 2025 campaign. They can help you clear out older inventory while giving customers a unique and engaging experience. Make sure to promote the exclusivity and limited nature of the boxes to build hype.
Tentree is an environmentally conscious apparel company that plants ten trees for every item sold. During Black Friday 2024, Tentree rebranded their event as Green Friday, with a goal of planting one million trees. Alongside this mission, the brand offered sitewide discounts, free shipping, and exclusive early access for loyal customers. The Green Friday campaign stood out as one of the best Black Friday ads of 2024 because it wasn’t just about making sales—it was about making an impact. For every item sold, the brand planted ten trees, with a goal of reaching one million trees by the end of the weekend. This mission-driven approach resonated with Tentree’s environmentally conscious customers.
Alongside its eco-friendly messaging, Tentree offered sitewide discounts, free shipping, and exclusive early access for top customers. Additionally, Tentree gave customers unique tracking codes to see exactly where their trees would be planted, adding a personal and tangible touch to the campaign.
Modern consumers, especially younger audiences, connect with brands that reflect their values. Tentree’s campaign succeeded because it aligned with its mission and allowed customers to contribute to a greater cause.
2025 Tip: For 2025, create a purpose-driven Black Friday campaign that ties into your brand’s core values. Whether it’s donating a percentage of sales to charity or supporting an environmental cause, this approach can strengthen your relationship with customers and create a more meaningful shopping experience.
What we’ve seen in the best Black Friday campaigns of 2024 is a focus on engagement, personalisation, and value—beyond just discounts. For 2025, brands should lean into these strategies to create a more memorable and impactful Black Friday shopping experience.
Quick Wins for Your 2025 Campaign:
The best Black Friday strategies from 2024 prove that creativity, purpose, and engagement are the key ingredients to a standout campaign. At Serotonin, we’re passionate about helping brands like yours break through the noise and craft compelling campaigns that not only drive sales but create lasting connections with customers.
If you’re ready to take your Black Friday 2025 strategy to the next level, we’d love to help. Contact us today to start building a campaign that reflects your brand and resonates with your audience.
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