How Early Advertising Is Transforming Black Friday and Holiday Shopping

Black Friday, long celebrated as the pinnacle of holiday shopping with significant discounts averaging around 30%, is undergoing a transformation. Retailers such as Amazon, Sephora, and Samsung are no longer confining their deals to a single day but are instead spreading promotions over weeks or even months. This shift reflects a broader strategy to capture consumer attention earlier, avoid the frenzy of a one-day rush, and adapt to changing shopping behaviors. By extending the event, these retailers not only maximize their visibility but also create more opportunities to engage with shoppers, ultimately reshaping the traditional holiday shopping calendar.

The Rise of the "Holiday Creep"

The gap between Thanksgiving and Christmas is shorter this year, compelling retailers to adapt swiftly. Major shopping events like Black Friday and Cyber Monday are no longer confined to single-day occurrences, transforming into extended promotional periods often referred to as the "Holiday Creep."

By launching sales weeks in advance, brands are capturing early planners while outpacing competitors. Amazon has been a forerunner in this strategy, kicking off Black Friday deals as early as November 21, targeting shoppers who prefer to plan ahead. With frequent events such as Prime Day and exclusive member discounts, Amazon not only builds anticipation but also establishes itself as a key player in the holiday shopping landscape. Similarly, brands like Samsung and Sephora have adopted early promotional campaigns to attract consumers before they consider rival platforms, ensuring sustained visibility and sales throughout the season.

Urgency Through Limited-Time Offers

Retailers are leveraging limited-time offers and layered promotions to create urgency and enhance their competitive edge. Early discounts allow companies to manage inventory more effectively and build excitement for upcoming sales.

Samsung, for instance, has used this strategy to its advantage by offering early Black Friday deals on its Galaxy S24 while hinting at the upcoming release of the Galaxy S25. This dual-layered approach clears out older inventory and generates anticipation for new products, solidifying Samsung’s position as a market leader. These strategies enable retailers to drive sales, streamline operations, and foster brand loyalty during the busiest shopping season of the year.

The Psychology of Early Advertising

Psychological principles play a pivotal role in the success of early advertising campaigns. By creating a sense of urgency and exclusivity, brands tap into consumers’ desire to act quickly before opportunities disappear.

Time-sensitive deals not only motivate earlier purchases but also help shoppers avoid the chaos of traditional Black Friday crowds and shortages. This approach benefits both consumers and retailers, easing logistical pressures while ensuring a steady flow of holiday sales. These tactics illustrate how timing and scarcity can significantly influence shopping behaviors, positioning early advertising as a cornerstone of modern holiday marketing.

Targeting the Right Audiences

In today’s competitive retail landscape, targeting the right audience is crucial. Loyalty programs and personalized offers have become essential tools for connecting with consumers and fostering long-term relationships.

Sephora, for example, uses its Beauty Insider program to offer members early access to Black Friday deals. This strategy provides value to customers by giving them first choice of high-demand items while driving loyalty program enrollment and retention. Through year-round notifications about promotions and discounts, Sephora ensures continued engagement, extending the relationship with its customers beyond the holiday season.

The Power of Data-Driven Marketing

Data-driven strategies are transforming how brands connect with consumers. Retailers are using insights from loyalty programs to deliver personalized experiences that resonate with their audience.

These programs go beyond mere rewards; they foster trust, enhance engagement, and support long-term growth. Sephora’s tiered loyalty system exemplifies this approach, using early access and exclusive benefits to strengthen emotional connections with customers while maximizing sales and retention.

Lessons for Modern Holiday Advertising

The compressed holiday shopping window has prompted brands to rethink their advertising strategies to align with shifting consumer behaviors. Retailers like Amazon and Walmart have embraced extended sale periods to capture early-bird shoppers, while flexible ad campaigns maintain momentum throughout the season. Early discounts, loyalty programs, and personalized offers are redefining holiday shopping by creating an extended experience that keeps consumers engaged from October to December.

By strategically timing their campaigns and fostering authentic connections, brands are achieving more than just immediate sales—they are building enduring relationships with their customers. This approach emphasizes creating meaningful interactions that resonate beyond the holiday season, transforming one-time buyers into loyal advocates. By prioritizing customer experience and engagement, brands position themselves as trusted partners in their customers' lives, ensuring sustainable growth and a competitive edge in an increasingly crowded marketplace.