Black Friday is one of the most competitive times of the year for retailers, with every brand vying for a share of the consumer’s attention and wallet. For CMOs, the pressure to make this Black Friday the best one yet is always top-of-mind. While it’s easy to get swept up in the frenzy of discounts and promotions, the key to a successful Black Friday lies in strategic differentiation and understanding what truly matters to your customers. Here are some expert insights on how to navigate the season effectively and set your brand apart. 1. Focus on Your Value Proposition, Not Just Discounts - In the lead-up to Black Friday, many brands fall into the trap of thinking that bigger discounts automatically lead to better results. But in reality, it’s the value proposition that sets your brand apart, not just the lowest price tag. 2. Timing Is Everything: Be Strategic About Your Promotions - One often overlooked aspect of Black Friday planning is the timing of your promotions. This year, timing could be even more critical with events like elections or other significant happenings that can distract consumers from shopping.

The e-commerce giant’s CEO noted the dominance of brick-and-mortar retail despite decades of disruption, but sees that as a massive opportunity. “We’re not investing approximately $200 billion in capex in 2026 on a hunch,” Jassy wrote. Closer to retail, Jassy reiterated the company’s investments in rural America, saying “we understand that rural customers are often de-prioritized by logistics and telecom providers because remote communities are more expensive to serve.” “While other companies have been backing away from these customers, we’ve been running to them,” he said. “We’ve committed over $4 billion to expand our rural delivery network.” “Our retail business is now approaching $600 billion in topline, yet roughly 80% of global retail sales still happens in physical stores,” he said. “That will change.”

Black Friday ecommerce sales have increased 30.7% in 2025 versus 2020, as consumers have largely shifted spending online since the pandemic. By 6:30 p.m. EST on Black Friday, U.S. consumers spent a combined $8.6 billion online. Shoppers using generative AI platforms were 38% more likely to complete sales than those who didn’t use those platforms. Buy now, pay later (BNPL) usage drove $747.5 million in ecommerce spending, or about 6.3% of all digital sales on Black Friday.