This year, many companies are shying away from traditional Black Friday blowout sales in light of the current circumstances and some are even going as far as discouraging excessive spending. It is a very different message than we’ve seen in the past and serves as a refreshing new approach to brand building with a longer-term view. Some of these companies include Alohas, Allbirds, Bearaby and Patagonia who used the tagline “Buy Less, Demand More” and directed consumers to their used clothing marketplace website in an effort to get customers to reduce waste and pollution. Bearaby took it to the next level by actually making it more difficult for consumers to make purchases on their website by inserting error pages and popups along the consumer’s path to purchase to inspire the consumer to take a step back and shop more mindfully. It will be interesting to see how this plays out in the long run. Will consumers internalize this message or believe that it’s just a marketing ploy? Will it breed enough loyalty and awareness for companies to offset the surge in sales they are potentially missing? Will these companies avoid brand dilution by not offering steep discounts?
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