From Bargain Bins to Social Wins: How Influencers Are Shaping Black Friday 2.0

My long-lasting perception of Black Friday was a sobering image of freezing outside Curry’s in the quest for a discounted TV. But Black Friday has now moved beyond just physical retail events to a digital ecosystem driven by content creators. A seismic shift that is rewriting the rules of consumer engagement. 

A decade ago, YouTube’s early lifestyle creators had us hooked with shaky footage of their 4am Black Friday shopping centre runs. Today, Black Friday is no longer confined to a single day; it’s a month-long cultural experience, fuelled by influencers and high-quality, engaging content that continues to blur the lines between commerce and entertainment. With hourly flash sales, daily discounts, and pre-Black Friday deals, this digital frenzy has become impossible to ignore. Millions now mark the event on their calendars, eagerly anticipating one of retail’s biggest seasons as brands masterfully capitalise on the buzz.

Influencers: The Architects of Social Commerce

Today, influencers are the driving force behind commerce, and it works because it’s fundamentally human – real people connecting with real people through the art of storytelling. For brands, this is gold. Influencers have the power to bridge the gap between the brand and the end customer.

The numbers speak for themselves: 63% of consumers are more likely to purchase a product if it’s recommended by an influencer they trust (Traackr, 2024). 

@channonmooney

the best black friday deals right now @Free Soul ! starting my day right with my mango greens smoothie 🥭 ad

♬ original sound – channonmooney

Influencers cultivate loyal, engaged communities while building trust – making this route to market more impactful than traditional advertising channels. This trust sparks a ripple effect. It’s not a one-and-done deal. Satisfied customers will frequently return, generating repeat custom while continuing to amplify brand awareness through word of mouth. In today’s digital marketplace, influencers aren’t just collaborators – they’re catalysts for meaningful, sustained customer engagement.

Streaming Sales: When Shopping Becomes an Experience 

Welcome to the livestream: a dynamic space, moving beyond static posts and video content to create immersive experiences that elevate customer interaction.

A 2023 Magna Media Trials and Twitch Ads report revealed that livestream viewers feel more connected to their favourite streamers than to most people in real life. With interactive features lighting up their screens, it’s the closest thing to a two-way conversation with a creator on social media. Brands quickly saw the potential, diving into interactive livestream shopping to not just engage shoppers but to build a community that feels personally connected to the brand.

Take P.Louise, a British makeup brand that shattered traditional marketing paradigms with a 12-hour TikTok livestream. At its peak, it sold two products every second, generating an astounding $2 million in sales. Some items were priced as low as £1- a jaw-dropping deal that echoes the market disruption we last saw with e.l.f. Cosmetics over a decade ago.

Garnier further validated this approach with a 24-hour TikTok event targeting Gen Z. The result? 2.4 million views and 11% of monthly revenue secured in just one day. These aren’t just marketing campaigns – they’re masterclasses in community building.

These brands not only attracted buyers with irresistible discounts but also created an engaging and rewarding experience that left customers feeling like insiders. Those who tune in feel connected to the brand long after the live stream ends. And what’s more, they most likely have told their friends and family about this experience. You’ve also got to consider the PR generated off the back of a stunt like this – it generates ‘talkability’ and full-funnel-impact.

The Borderless Marketplace: The Future of Social Commerce 

As social evolves at breakneck speed and we see the impact of social commerce, the lines between entertainment and shopping continue to blur. The future belongs to the brands that understand every scroll is an opportunity to build brand affinity and crudely – sales. The question is not whether to embrace social commerce, but how quickly brands can make it the cornerstone of their growth strategy.

The numbers paint a compelling picture: social commerce revenues hit $571 billion in 2023 and are projected to surge past $1 trillion by 2028 (Statista, 2024). This explosive growth isn’t just reshaping how we shop – it’s redefining the entire brand-consumer relationship.

This Black Friday, expect more than just deals. Anticipate livestreams, interactive shopping experiences, shoppable Pinterest wish lists and real-time engagement that turn buying into the social event of the year. 

Written by: Molly Elvin

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

@sociallypowerful