Black Friday/Cyber Monday: should you play, and how to win

Black Friday and Cyber Monday are fast approaching, a yearly global retail goldmine. It’s a moment for brands to step up and stand out.

New Zealand and Australia are different though, with these days hitting right before summer and the gifting season. This sets a completely different mood than the rest of the world and creates a different kind of opportunity for brands.

The question for fashion brands is simple: are you in, or are you out?

If you’re in, this is a competitive and noisy moment, but also one of the highest traffic periods of the year. If you’re out, it’s a chance to stand apart, protect your brand positioning, and drive alternative campaigns.

Either way, the key is strategy. It cannot just be about slashing prices.

Should You Be Part of BFCM?

Out?
If you are not participating, focus on protecting brand value. Some brands choose “anti-sale” campaigns, leaning into capsule dressing, gift-with-purchase activations, or collection launches timed against BFCM. Others align with Giving Tuesday or sustainability initiatives. If you are out, communicate that decision clearly. Many customers expect a deal in this period, so it’s important to frame your approach as intentional, not absent.

In?
If you are taking part, you need to commit. That means strong inventory, enough margin to work with, and a willingness to cut through the noise. Running out too soon risks leaving sales and customer goodwill on the table. The brands that succeed are bold, different, and clear in their value proposition.

The decision isn’t moral. It’s strategic. The right answer is whichever best supports your brand equity.

Black Friday, Southern Hemisphere Style

BFCM in the Southern Hemisphere provides a unique angle. Instead of clearing winter stock, it’s about harnessing the energy of summer. Think sandals, linen, resort dressing, and gifting edits. 

Position your brand as attuned to the local calendar, not America’s.

Community Over Chaos

BFCM doesn’t have to mean racing to the bottom on discounts. It can be a loyalty play. 

Consider early access events, “secret sales,” or collaborations with local creators and designers. Exclusivity creates connection. Make your shoppers feel like they are part of your brand community, not just passing customers.

Content is the Catwalk

The platforms your customers use are shifting and evolving. Instagram’s new grid formats and TikTok discovery strategies are shaping how fashion is discovered.

Your content during BFCM should feel like a runway moment. Think UGC styling hauls, playful behind-the-scenes videos, or “get ready with me” summer edits. These perform better than flat sale graphics and show personality. Optimise for the platform, not just for price messaging.

Soundtrack Your Sale

TikTok’s Music Impact Report found that 84% of songs on the Billboard Global 200 in 2024 first went viral on TikTok. Music drives discovery and mood.

Use trending sounds to boost visibility or create your own branded playlists. Better yet, think about how your soundtrack mirrors the energy of your summer collection or gifting edit. A cultural hook can be just as powerful as a discount.

Eco-Conscious Click Frenzy

It’s no secret that New Zealand and Australian shoppers are acutely aware of greenwashing. Positioning your BFCM offer as a considered purchase can set you apart.
Ideas include limited stock to highlight slow production, repair, or refresh services, even charitable tie-ins. 

But authenticity is key. Do not adopt sustainability language if it doesn’t genuinely align with your brand practices.

Cyber Monday as a Digital Showroom

Cyber Monday should not be an afterthought. Treat it as an event. That could mean an Instagram Live styling session, a TikTok challenge, or curated “gift edit” drops released online only.

The goal is to position your brand as a destination experience, not just another sale.

Play the Long Game

Black Friday and Cyber Monday can be an opportunity or a distraction. The smartest brands know where they stand. Whether you’re in with a competitive offer or out with a counter-strategy, the aim is the same: drive connection, tell your story, and head into the holiday season with momentum.

Black Friday isn’t about following the crowd. It’s about choosing the path that aligns with your brand and executing it with conviction.