Black Friday for Luxury Brands?

Ah, Black Friday—a day when shoppers everywhere lose all sense of restraint. Wallets are thrown open, shopping carts (both virtual and physical) overflow, and everyone’s hunting for deals like modern-day treasure hunters. But if you’re a luxury brand, Black Friday can feel like being invited to a neon-lit party when your vibe is more candlelit soirée.

—But then how do you handle this retail craziness without reducing your brand’s prestige?

We all know that luxury brands do not go on sale… or do they?

Who does and Who does not Participate?

Who does—We all know luxury retailers like Mytheresa, FarFetch, Net-à-Porter or even Harrods, who have mastered the art of offering deep discounts while still maintaining an aura of exclusivity. They carry a carefully curated selection of luxury brands, so the allure of a luxury discount feels like a golden ticket to the “high fashion” club without breaking the bank. They discount up to 80% on designer brands such as Dolce & Gabbana, Bottega Veneta and other world-famous luxurious brands.

Yet the items that go on sale are carefully chosen to strike a balance between enticing customers and preserving the brand’s prestige. Discounts often focus on previous-season collections, overstocked items, or select pieces that won’t impact the perception of exclusivity. Core items, iconic pieces, and the latest collections usually remain at full price, ensuring that the brand’s value does not decrease and that VIP clients continue to feel special. 

This strategy allows these luxury retailers to attract deal-seekers while staying true to their high-end image and customers. It’s a fine line to walk: providing access to luxury at a discount while ensuring that the discount doesn’t cheapen the brand.

Who does not—on the other hand we have brands that stay firm on prestige, like Chanel, Prada and many other luxury icons who stick firmly to their policy of not participating in Black Friday sales. For these brands, maintaining an air of exclusivity is a fundamental part of their appeal to:

1. Preserve Exclusivity

Luxury brands are built on the foundation of exclusivity. The idea that their products are rare and in demand is a significant part of their allure. Offering discounts—even for a day or weekend—could reduce that exclusivity and make their products feel more accessible. Introducing a discount could shift the brand’s whole shopping experience, and the product becomes more about the deal than the craftsmanship or heritage.

2. Maintain High Perceived Value

Discounting can signal a reduction in value, and that’s a dangerous game for such historical rich icons. These brands are careful not to undermine the perceived value of their products. Their target audience is not seeking a bargain—they’re seeking a symbol of status, quality, and craftsmanship. For many luxury buyers, price is secondary to these elements, and offering discounts could harm that perception.

3. Build Long-Term Brand Loyalty

Prada, Gucci, and similar brands are playing the long game. Their strategy revolves around creating lasting relationships with customers who appreciate the art of luxury—not the art of a Black Friday sale. For these brands, loyalty is about more than just scoring a deal on a handbag—it’s about making a statement that lasts far beyond the sales event.

But at the end of the day, there’s no one-size-fits-all approach.

Brands don’t need to follow the Black Friday playbook. But completely ignoring it? That could also send the wrong message.

Let’s explore options—and sprinkle in a little strategy—so you can stay exclusive while the discount flow takes over.

The Silent Treatment: Ignore Black Friday Entirely

If your brand identity is rooted in exclusivity, ignoring Black Friday altogether might feel like the natural move. But here’s the thing: silence is its own statement. While luxury brands are built on the idea of timeless value, ignoring Black Friday can make it seem like you’re asleep.

Customers might wonder: Are they too good for us? Do they even care?

Make a Statement: “We Don’t Do Black Friday”

Sometimes, the most powerful thing you can do is own up to what you are doing. Saying, “While others are chasing deals, we’re celebrating timeless elegance. No discounts. Just the luxury you love, 365 days a year,” can reinforce your brand values with a simple, elegant social media post or email campaign.

It’s bold, it’s confident, and it says, We know our worth—and so do you.

Offer, but Don’t Discount

If you want to acknowledge Black Friday without slashing prices, consider alternative ways to engage your customers. For example:

• Exclusive access: Offer early access to a new collection or exclusive member offers.
• Gifting perks: Complimentary gift wrapping, a special edition tote, or a bespoke thank-you note.
• Charity tie-In: Donate a percentage of sales on Black Friday to a cause that aligns with your brand.

Do it Your Own Way

Who says luxury brands can’t have a little fun? If you want to participate in Black Friday, do it with your signature style.

• Hold an invitation-only event: Make Black Friday an exclusive, members-only affair with champagne, private shopping, and personalised consultations.
• Host a digital experience: Showcase behind-the-scenes videos or virtual tours of how your products are made, turning Black Friday into an appreciation moment for quality over quantity.

What does this mean for your brand?

• Don’t discount for the sake of It: it’s tempting to join the Black Friday craziness, but before jumping in with sales, consider whether discounting aligns with your brand identity. If you’re built on exclusivity and prestige, going on sale could do more harm than good.

• Know your audience: are your customers shopping for the thrill of the deal or the thrill of owning a rare, coveted item? For many luxury shoppers, the desire to own something unique outweighs the desire for a discount.

• Craft a strong narrative: if you decide to ignore Black Friday deals, double down on your brand’s story. Let your audience know why your items aren’t on sale—it’s because of the quality, craftsmanship, and heritage that make them worth the full price. Vice-Versa— if you decide to embrace Black Friday sales, craft a narrative that ties the discounts to the spirit of giving back to your loyal community.

• Keep up with holiday spirits: even if you decide to ignore completely Black Friday, introduce an exclusive, limited-edition product or collection for the season. This satisfies the consumer’s desire for something special, without compromising on price integrity.

How we at By A Management can help your brand

Crafting a Black Friday strategy for a luxury brand requires a delicate balance between engaging with the shopping fever and preserving your brand’s prestige. That’s where we come in. At By A Management, we specialise in tailoring marketing strategies that align perfectly with your brand’s identity, ensuring your Black Friday approach resonates with your target audience and upholds your exclusivity.

Here’s how we can help:

• Customised Black Friday Strategies
• Compelling Storytelling
• Digital Campaigns That Shine
• Exclusive Experiences
• Analytics and Insights
• High-Impact Influencer Partnerships

Black Friday does not have to mean slashing prices and following the crowd. For luxury brands, it’s about turning the day into an opportunity to reinforce your brand’s identity and deepen customer loyalty. At By A Management, we understand that no two brands are the same. That’s why we take the time to understand your unique needs and create a strategy that works for you—not just for Black Friday, but for your brand’s long-term success.

Let’s work together to make this Black Friday one that sets you apart.

Luxury isn’t just about what you sell; it’s about the story you tell.