How Businesses Can Use Black Friday Without Cheapening Their Brand.

Press Release

For Immediate Release

Sydney, Australia, 26th November 2025,  - As Black Friday continues to expand from a single retail moment into weeks of discounting, Rajneen Arora, CEO of Best Gift Group, warns businesses to rethink their approach or risk long term damage to brand value, customer behaviour and margins.

According to Arora, discounting can be powerful when done with intention. 

"Customers care about value, not whether the business is losing money. Value is the lever smart brands should be pulling."

She shares five strategies for brands wanting to participate in Black Friday without being caught in a race to the bottom.

Build value, not bigger discounts

Bundles remain one of the most effective ways to drive spend while protecting brand perception.Spend more, get more.
 

Best Restaurants uses this model for corporate gifting. For example, businesses purchasing 100 gift cards receive an additional 20, allowing companies to complete staff and client gifting while creating a dining budget for the year ahead.
 

Keep the sale window short

Arora says urgency converts, but prolonged discount periods dilute the impact. Extended sales can also train customers to wait for deals, undermining everyday revenue and long term pricing power.
 

Segment your offers

Different customer groups require different incentives. Arora recommends tailoring offers for new customers, loyal customers, high spend clients and referrers.

 "If brands are giving away margin, they should also gain insights," she says. "Use this period to learn and gather behavioural data that strengthens future strategy."
 

Use Black Friday for tasks you already must do

Many businesses are required to spend on staff recognition, gifting and client care. Arora notes that if companies are prepared to invest heavily in blanket discounts, they can redirect that spend more strategically.

Products such as Best Restaurants and Best Wellness gift cards allow businesses to fulfil mandatory gifting while generating meaningful value for team culture, retention and client relationships.
 

For consumers: buy what you already use

Arora encourages consumers to be intentional. Make a list of everyday spending categories such as dining, wellness, experiences or travel. If those areas offer genuine value during Black Friday, stock up there.

This reduces impulse buying and minimises the debt spike many households face after the sales period.
 

Arora says the biggest challenge for businesses is resisting competition panic. 

"The brands that stay loyal to their long term strategy will win. Letting go of some sales today may protect your margins, your value and your brand strength tomorrow."

Black Friday is here to stay, but Arora says brands and consumers still control how they participate. Strategic use of the period can build loyalty, while reactive discounting risks trapping businesses in a cycle that becomes difficult to escape.

Best Gift Group continues to promote value led gifting, sustainable spending habits and long term consumer relationships through the Best Restaurants and Best Wellness gift card families.

-ENDS-

Media Contact: Candice Gersun candice@reconnectpr.com.au 0481 369 484