As we approach one of the year’s most high-pressure campaign periods, many brands are asking the same question: Should we go all in, or stay out? At Nepa, we work closely with marketing teams across retail, fashion, electronics and more – and right now, many of them are facing that exact decision.
This is our perspective on the phenomenon, built on what we see in the data, the market, and the brands that succeed.
The upside: Reach, readiness and brand-building under pressure
Black Week can be a powerful window – not just to sell more, but to learn more and grow stronger.
- Consumers are ready: Purchase intent is high, attention is focused and the willingness to act is there.
• High reach and visibility: Media channels are crowded, but effective campaigns still cut through – especially when backed by strong creative and clear purpose.
• Brand-building, not brand-breaking: Short-term campaigns don’t have to sacrifice long-term value. When they’re emotionally engaging and aligned with your brand identity, they reinforce preference and drive loyalty. Black Week doesn’t require you to step away from your strategy. It’s a chance to prove that it works – even when the pressure is on.
• A live test environment: Black Week offers a unique opportunity to experiment with messaging, creative formats and channel mix. The insights you gather under pressure often reveal more than those from quieter periods.
• Stand out, don’t blend in: Distinctiveness is more valuable than ever. When everyone is shouting the same thing, the brands that sound like themselves – and offer something meaningful – are the ones people remember.
The downside: Saturation, sameness and short-term thinking
Black Week can also put brand equity at risk – especially when strategy gives way to panic.
• Trust is fragile: 81% of consumers doubt the authenticity of Black Week offers (Prisjakt). Most expect deep discounts, but the reality often disappoints. Over time, this undermines trust – and trust is hard to rebuild.
• Saturated messaging: Audiences are overwhelmed with one-dimensional “SALE!” campaigns. Without a clear reason behind your offer, even a great discount may go unnoticed.
• Lower margins, limited gains: Our Marketing Mix Modelling shows that many campaigns deliver high volumes but limited incremental sales. A large share of purchases would have happened anyway – just at a lower margin.
• Loss of brand clarity: When campaigns chase volume at any cost, brand identity suffers. If messaging and tone drift too far from your core positioning, long-term value takes a hit – even if the sales chart looks good in the short run.
What the data tells us: Learn fast, decide smarter
At Nepa, we don’t guess. We measure. And the patterns are clear:
Brand Tracking shows that campaigns grounded in relevance, consistency and emotional connection outperform those that rely solely on price.
Campaign Pulse confirms that audiences respond best when they understand not just what the offer is – but why it’s there. That connection builds both clarity and conversion.
Marketing Mix Modelling (MMM) reveals that strong ROI on paper doesn’t always tell the full story. Without clear positioning, margins get squeezed and brand impact is shallow. But with the right message in the right channel, even a short campaign can create lasting value.
Who actually wins during Black Week?
Not all categories benefit equally. Based on our client cases and Swedish campaign data, the landscape looks like this:
+ Strong performance
• Electronics
• Fashion and beauty
• Sports and leisure
± Mixed results
• Groceries – high volume, low margins
• Home and interior – higher AOV, lower impulse
– Risk zone
• Premium brands without a clear discount logic
• Service sectors where sales impact is harder to capture short-term
Three questions for Lina Häggmark, Product Lead, Campaign Pulse
We asked Lina Häggmark, Product Lead at Nepa, how brands can navigate Black Week more confidently and with greater impact.
Q1: What’s your advice for brands considering Black Week?
Lina:
“Start with where your brand stands today. What’s your current awareness, preference and emotional connection? During the campaign, measure in real time – are you getting the right effect in the right segment? And after the campaign, dig deeper than just sales volume. What did it actually deliver in terms of brand and business impact? With Brand Tracking, Campaign Pulse and MMM, you get the full picture.”
Q2: How do you stand out when everyone’s shouting ‘SALE’?
Lina:
“Make the offer meaningful. Don’t just drop the price – connect it to your values. Be transparent, and make sure the creative feels relevant and emotional. The strongest brands stay true to who they are, even in tactical moments.”
Q3: What’s the biggest pitfall brands should avoid?
Lina:
“Rushing in without a clear strategy. Media is expensive, attention is scattered, and the stakes are high. If you haven’t defined what you want to achieve and how you’ll measure it, it’s easy to overspend and underdeliver. Plan smart, measure continuously – and don’t be afraid to stand out.”
Conclusion: Black Week is what you make it
This isn’t just a sales spike. It’s a strategic moment. Brands that rely on discounts alone may win the transaction – but lose the brand. Those who stay clear, relevant and consistent can use this moment to drive growth, not just volume.
Want to build a smarter campaign strategy?
Talk to Nepa – we help you turn insight into impact.
Published on: 17TH NOV 2025