As early November rolls in, Black Friday messaging is already in full swing, long before the shopping weekend actually arrives. This extended promotional push reflects a broader shift in consumer habits: shoppers have been conditioned to wait for Black Friday and other seasonal sales to make their holiday purchases. What we know from 2023's Statista data is that nearly two-thirds of UK consumers planned to shop during November's sales events, with most of them looking to save on Christmas gifts. Black Friday isn't just a one-time sales boost anymore; it has become an essential part of how retailers attract cautious consumers.
But as shoppers increasingly anticipate these discount seasons, retailers face a new challenge: how to build brand loyalty that extends beyond just waiting for the next discount promotion. Recent results from major brands like Pandora, M&S, and Primark owner Associated British Foods (ABF) highlight how these key retail brands are adopting different strategies to tackle the issue. Their results reveal that consumers are eager for deals, with great value offered in the product itself, aspirational branding, creative social campaigns and store environments.
Statista data shows just how deeply Black Friday has embedded itself into the UK retail landscape. Over half of consumers surveyed said they planned to shop for Christmas gifts during the Black Friday period, while another third were ready to pounce on spontaneous deals. With such high consumer interest, Black Friday offers a unique opportunity to drive sales and it also reinforces a discount-dependent mindset. For many consumers, waiting for Black Friday is now a permanent part of the festive shopping plan.
However, the deal-driven behaviour fostered by Black Friday does not necessarily translate into long-term loyalty. While this season may bring an influx of sales, brands can find themselves competing on price rather than quality or customer experience. For a sustainable strategy, retailers need to consider how to keep consumers engaged even after the sales events have ended.
In a market primed for Black Friday discounts, Pandora's results this quarter show the strength of a different approach. The jewellery brand announced its fifth consecutive quarter of double-digit growth, with 11% organic growth, prompting an upward revision of its full-year outlook to a projected 11-12%. Pandora's success does not depend on seasonal promotions; it is built on an expanding product range and deepening brand engagement.Pandora's recently launched ESSENCE collection has shown early promise, with half of its revenue coming from customers new to the brand. Their Lab-Grown Diamond collection, which saw a 34% increase in sales, and the success of personalised engraving services, are both examples of how Pandora creates year-round appeal. This growth reflects a commitment to delivering quality and unique experiences rather than relying on price cuts. Pandora's approach highlights the power of engaging consumers through products that hold personal value and resonate beyond the discount cycle.
Marks & Spencer (M&S) also reported positive results this week, attributing their growth to a focus on quality and customer experience rather than heavy reliance on discounts. CEO Stuart Machin commented on the brand's long-term vision: "In the spirit of being positively dissatisfied, we still have so much more to do over this year and beyond." M&S is leaning into this vision with investments in its food and clothing ranges, noting its "best Christmas food range" and "most stylish seasonal clothing offer" yet.
Rather than focusing on just short-term sales spikes, M&S is banking on the strength of its brand identity. This approach underscores that even in a discount-driven landscape, brands can attract loyal customers by offering reliable quality and experience. M&S is showing that, in a market saturated with promotions, there's a place for retailers who build trust and consistency. It has recently partnered on a fashion range with iconic British designer, Bella Freud and introduced a nightwear and gifting collection featuring the highly-antipcated Wicked movie.
Primark's parent company, ABF, recently announced a 51% rise in adjusted operating profit, with sales up 6%, which it attributed to "great value clothing, unique store experience, and increased digital engagement." However, the UK Chancellor's recent announcement of higher employer National Insurance contributions, from 13.8% to 15% by April 2025, means that retailers like Primark will soon face higher wage costs. Given Primark's value-focused model, managing these additional expenses without impacting its pricing strategy will be essential.Primark's success shows the value of strategic adaptability and maintaining a focus on core values. While price is certainly a priority for Primark customers, the brand's investments in in-store experience and digital engagement reinforce its value proposition without leaning on discounts. For Primark and other retailers in the value sector, rising costs create a unique challenge: how to maintain affordability whilst upholding brand integrity.
These examples illustrate a fundamental shift in the retail landscape. Whilst Black Friday and seasonal promotions draw in consumers, these are not enough to build lasting brand loyalty. Retailers which can offer consistent quality, experience, and brand engagement will have a stronger foundation for long-term success. As last year's data highlights, consumers love discounts, and they seek value in the brands they support.
Today's consumers are more selective, looking for brands that offer trust, thoughtful products and an authentic shopping experience. The loyalty seen with Pandora's product innovation, M&S's quality-driven focus, and Primark's value-oriented strategy, all show that a strong brand approach can outlast any single promotional season. Building meaningful connections with customers, providing reliable value and focusing on quality are all key strategies for retailers to stay competitive.
As shoppers scour the aisles and websites for Black Friday deals, the message for retailers is clear: lasting success for most retailers requires more than a discount permanent. The brands that will thrive are those that prioritise quality, consistency and a positive customer experience, creating a retail relationship that outlasts any single sales period. By investing in these fundamentals, retailers can build loyalty that withstands market pressures and evolves with consumer expectations. There is more to success than just the next sale.