When Black Friday Goes Wrong: The UK’s Worst Marketing Campaigns
Black Friday marketing campaigns can sometimes go very wrong, especially when brands try too hard to be edgy, or miss the mark with their messaging. Here are some examples of campaigns that faced backlash or failed to live up to expectations:
Amazon’s “Black Friday Starts Now” (2017)
The Mistake: Amazon began promoting Black Friday deals weeks before the actual day, even calling it “Black Friday Starts Now!” in mid-November.
The Backlash: This felt like a blatant cash grab, as it wasn’t even remotely close to Black Friday. The flood of early deals left customers feeling overwhelmed, and the constant promotion diluted the significance of the actual Black Friday event.
The Takeaway: It felt less like a traditional sale event and more like an endless marketing push, which ultimately annoyed shoppers who were expecting the event to feel more exclusive.
Tesco’s "Black Friday Price Promise" (2014)
The Mistake: In 2014, Tesco tried to compete with other major UK retailers by launching a "Price Promise" for Black Friday. They promised to match or beat competitor prices on Black Friday deals. The campaign sounded appealing, but the reality didn’t match up. Customers reported that some items advertised as part of the "Price Promise" weren't available in stores or online, and the prices weren’t as competitive as promised.
The Backlash: The campaign faced significant criticism because many customers felt that the prices weren’t as low as they were led to believe. There were reports of long queues at stores and online glitches preventing people from taking advantage of deals, leading to further disappointment.
Sainsbury’s “Black Friday Sale” (2014)
The Mistake: Sainsbury’s launched a Black Friday sale in 2014 that was heavily promoted as a way to get huge discounts on tech and electrical goods. However, the deals were limited, with some products barely discounted or out of stock by the time customers made it to the store.
The Backlash: Many shoppers were frustrated by the limited availability of the "hot" deals, and the lack of transparency around what was genuinely discounted. It felt like Sainsbury’s jumped on the Black Friday bandwagon without fully understanding what consumers expected, leaving many disappointed by the overall experience.
eBay UK's "Black Friday Mystery Box" (2019)
The Mistake: eBay UK launched a "Black Friday Mystery Box" campaign, where shoppers could buy a mystery box of deals. The idea was that consumers would purchase a box without knowing what items they'd get, but were promised that the value of the contents would be far higher than the price paid.
The Backlash: The campaign fell flat because many customers felt the mystery boxes weren’t worth the money. The contents of the boxes were often random, low-value items that had little relevance to the customers' interests. Some buyers ended up with items they didn’t need or want, leading to frustration and a feeling of being duped. The concept of "mystery" was seen as a gimmick rather than a genuine value proposition, and the lack of transparency led to negative feedback.
The worst Black Friday campaigns in the UK have tended to revolve around misleading pricing, overly hyped expectations, or poor execution of deals. Many customers expect major discounts and transparent marketing during Black Friday, so when brands fail to deliver or misrepresent the value of the offers, it can lead to negative reactions. For retailers, the lesson is clear: consumers want authentic deals, clear communication, and a smooth shopping experience.
