In 2025, Black Friday falls on November 28 and Cyber Monday on December 1 – two days that have become symbols of shopping frenzy. But perhaps it’s time to look at them differently.
A short story of how Black Friday became a phenomenon
The original Black Friday was born in the United States in the 1960s, when retailers saw a sharp spike in sales right after Thanksgiving. The term “Black Friday” referred to the moment when stores’ accounting books flipped from red (losses) to black (profits). Over time, it became the hallmark of the holiday shopping season – and later, Cyber Monday joined in, marking the day when the online shopping rush took off after the weekend.
Black Friday and Cyber Monday: more than just sales
There’s no doubt these days are among the most crucial moments of the year for e-shops – both in terms of revenue and performance marketing. Their importance is clear for several reasons:
1.Extreme concentration of demand and sales
During Black Friday and Cyber Monday, shoppers actively hunt for deals and special offers.
- Many e-shops achieve daily revenues several times higher than usual.
- It’s the peak of the season, one that significantly shapes Q4 and annual results.
- Consumers are more willing to buy during this time – meaning marketing investments pay off more efficiently.
2. A powerhouse for performance marketing
Black Friday and Cyber Monday are prime time for campaigns focused on measurable results – sales and conversions.
- PPC, social ads, affiliate, and retargeting campaigns typically deliver above-average returns (ROAS).
- Campaigns are backed by clear KPIs: cost per acquisition, conversion rate, and average order value.
3. The psychology of urgency and limited offers
Black Friday marketing thrives on FOMO – the fear of missing out – and the sense of time running out.
- Messages like “Today only,” “This week only,” or “Offer ends at midnight” dramatically increase conversion rates.
- They activate passive audiences – those who have hesitated to purchase until now.
Short-term performance vs. long-term brand value
But do these short-term sales actually build long-term relationships with the brand? Or are there smarter ways to connect performance marketing with brand awareness – like insert marketing, where customers receive a tangible offer directly into their hands, right at home?
Black Friday and Cyber Monday drive instant sales, but on their own, they don’t build lasting connections. These events often attract customers who respond to price, not brand identity.
That’s why:
- After the rush, many shoppers return to their usual buying habits.
- Loyalty remains low unless the brand continues to engage with newly acquired customers.
Today’s consumer has evolved. They no longer just want a discount. They want a reason – why your brand deserves their choice.
When your brand touches the hand – not just the screen
Picture a customer unwrapping their parcel. Maybe it’s a gift for someone they love. Maybe it’s something they’ve been waiting for for weeks.
That moment holds a unique emotion – joy, curiosity, trust. And right there, in that quiet second, your brand can appear.
Not as an intrusive ad, but as a pleasant surprise – a voucher, a sample, a message that feels meaningful.
That’s the power behind the BALÍK PLUS concept:
- Your brand enters a space where the customer’s attention already exists,
- harnesses the positive emotion of delivery,
- and connects with trusted e-shops across Europe.
It’s not just about distribution. It’s about moments that reshape how a brand is perceived.
Data that speaks volumes
BALÍK PLUS campaign analytics consistently show that:
- Offers placed inside parcels achieve significantly higher brand recall,
- Customers are up to three times more likely to use a code they physically hold than one they receive by email,
- And the synergy between online and offline presence increases repeat purchase conversions by 20–40%.
In other words – when your brand appears in a customer’s hands, not just on their screen, it creates a connection that lasts.
Black Friday 2025: fewer discounts, more meaning
People want to feel understood by brands. They want something that goes beyond the act of purchase.
That’s why parcel insert campaigns are becoming a strategic channel – not a side note, but a bridge between the digital world and real life.
A brand that can surprise earns attention. In today’s world, the winner is the one who leaves a lasting impression.
Customers don’t remember what you sold them – they remember how you made them feel.
That’s why every leaflet, voucher, or product sample slipped into a parcel isn’t just a marketing tool.
It’s an invitation. To a relationship that can last far longer than a 48-hour sale.
