Once a strictly American tradition, Black Friday has gone global with each year growing bigger than the last. For 2021, shoppers had already spent 20% more than in 2020 by mid-morning and the total UK consumer spending is estimated to top last year by over £1 billion.
This year we're seeing content creators split into two camps; those who share the best discounts available and those who boycott it altogether for environmental or financial reasons. The annual event offers a big opportunity for brands to drive engagement, traffic and sales, especially when partnering with the right collaborators, but some businesses are also distancing themselves from the event entirely. So how can brands get it right?