As the countdown to the year’s biggest shopping event begins, we’re not just looking forward to this year’s Black Friday deals – we’re also taking a moment to reflect on some of the coolest DTC Black Friday campaigns ever done!

During a crazy weekend flooded with ads and discounts, these campaigns managed to cut through the noise and leave a lasting impression. In this blog, we’re diving into the brilliance and creativity that made these campaigns unforgettable and sharing how they shaped the way we shop during the season of savings.

Let’s get started!


Each year to celebrate Black Friday, Everlane, a sustainable fashion brand, donates a portion of all their sales to Oceana to help reduce plastic pollution. They began the Black Friday Fund several years ago in an effort to balance the impact of consumption typically associated with the popular shopping weekend – and so far have raised a whopping 1.3 million dollars! 

So, not only do their customers get to shop for some great deals, they’re also helping out the environment. It’s a win-win situation!

The Ordinary

Last year, The Ordinary, a skincare and beauty brand, decided to take a stand against the consumerism frenzy of Black Friday. Instead of going all out, they decided to do things differently, and temporarily closed their website down over Black Friday weekend!

But, they didn’t skip the sale entirely. Their customers were offered a 23% discount on everything for the rest of November, and were encouraged to take their time researching products and making well-informed choices. The Ordinary called it “slow shopping,” a pretty cool concept designed to benefit both their customers and the planet.


Missguided’s 2019 Black Friday strategy was all about giveaways, a tried-and-true method in the world of eccom! On Black Friday itself, they generously doled out prizes every 15 minutes on Twitter, using the hashtag #MakeMyFriday.

This was a fantastic way to secret a sense of urgency and excitement, prompting their customers to check their Twitter feeds regularly and engage with the brand throughout the whole day. 


American D2C men’s beachwear brand Chubbies brought humor into their Black Friday marketing, and it was a hit! The concept was simple and relatable: you’ve indulged in a full turkey feast over the holidays, and now you need some comfortable shorts. Their product, aptly named “schworts,” was the solution to this predicament. 

This campaign was an awesome example of why you don’t need to shy away from bringing some fun into your campaigns. If your brand’s personality allows for it, it can be a great way to stand out amongst the Black Friday chaos.


Bearaby, a sustainable weighted blanket brand, chose a different path last Black Friday by urging its customers to slow down and contemplate their purchases. Instead of hyping shoppers up for a Black Friday buying spree, the brand actually paused its checkout process and encouraged people to “sleep on their decision.” 

The next day, after a restful night’s sleep, customers received a reminder email about the products left in their cart!


Ready to launch your own Black Friday campaign? Sign up to ShopSwap today to discover our campaign creation tools and make it the best one yet!