Do you remember when the typical post-Thanksgiving dinner ritual was to pile in your car, drive to the local mall and line up outside of stores right before midnight? What was once an in-person frenzy has now been transformed primarily into Cyber Monday. Still, the Friday after Thanksgiving remains a strategic time for PR professionals to engage audiences, build brand loyalty and deepen relationships with returning consumers.
According to Louise Findlay-Wilson at PRNews, brands should “look at Black Friday as an opportunity to do more than just boost sales, but rather a chance to reward customers and build community.” It serves as a guaranteed moment of visibility to a large market of frenzy-purchases. With buyer’s attention turned to the best deal, the brands that go beyond price‑cuts can use this window to market what benefits differentiate them from others.
In a 2025 study completed by the Boston Consulting Group, nearly half of Black Friday shoppers plan to use AI software to compare prices of products between brands. The growth of AI programs for general tasks can be used to highlight the idea that now, more than ever, PR professionals must create a campaign that separates their brand. Co-author of the report, Jessica Distler noted, “For retailers, that means competing not just on price, but on visibility and precision within AI-driven ecosystems.” PR professionals must first study what inspires AI software programs to select a product, then learn to invest in those technological strategies alongside marketing campaigns that target consumers.
A brand’s communication with their consumers matters, as AI will simply compare the price points rather than display emotional connection. In PR terms, you’re not just selling a product—you’re selling relevance, trust and connection. When brands embed their messaging through storytelling, or reach loyalty members through early-access to sales, the difference is noticed by customers.
Macy’s is a prime example of a Black Friday campaign that tells their story. In this year’s Parade of Deals, the brand is capitalizing on their image as host of the famous Macy’s Thanksgiving Day Parade that takes place on the streets of New York City each year. For 99 years, thousands of Americans turn on the parade as they prepare their turkey with family and friends. Each day offers a new deal, an opportunity for Black Friday shoppers to plan out their purchases in advance and Macy’s becomes the gift that keeps on giving until December 1.
Target’s loyalty program, 360 Circle, is offering members exclusive deals. According to Target corporate, “Beginning Nov. 1, Target’s guest-favorite Deal of the Day promotion offers one-day-only deals of up to 50% off, plus exclusive deals for members of its free-to-join Target Circle program.” These discounts, inspired for the upcoming holiday shoppers, are just one of the brand’s many Black Friday promotions.
PR professionals are working overtime to prepare their brand’s story and set them apart. Black Friday should be viewed as not just a discount day, but also as a strategic marketing plan that lasts long beyond the checkout cart. When done right, this holiday event isn’t one weekend’s sales—it’s an opportunity to turn that engagement into brand loyalty, so that consumers come back and choose your brand every single year.
