Black Friday 2025: How to Win Without Killing Your Margins

Black Friday 2025 is fast approaching. As a result, UK retailers are already searching for the right strategy. Their goal is to increase sales while at the same time protecting profit. Last year’s record-breaking figures proved consumer demand is strong, but many brands were left with dangerously thin returns. This year, the most effective eCommerce Black Friday tips focus on combining strategic discounting with gift-with-purchase. This approach does more than boost conversion rate optimisation, it also increases average order values. On top of that, it helps protect profit margins and strengthens brand value.

Summary

• Black Friday 2024 broke sales records but at the cost of heavy margin erosion.
• Deep discounts train customers to wait and damage brand value.
• Smarter retailers now pair modest discounts with gift-with-purchase offers.
• This approach lifts conversions, increases average order value, and protects profit margins.

Black Friday 2024 was nothing short of spectacular. UK and US consumers spent a record-breaking $10.8 billion online in the US alone (+10.2% year-on-year), contributing to $74.4 billion in global sales (+5% YoY).

But here is the real dark side of Black Friday nobody wants to talk about: brands had to reduce their margins to pieces. Average discounts hit 20-30% off, with some retailers going as deep as 50% just to stay competitive in the noise.

This year, the smartest brands aren’t planning to go discount-free, that’s commercial suicide on Black Friday. Instead, they’re discovering that pairing smaller discounts with high-perceived-value gifts delivers better conversion rates, higher average order values and protects profit margins.

Why You Should Stop the Discount Race to the Bottom

Let’s be brutally honest about what happened in 2024. Yes, sales volumes were incredible. But when you’re offering 40-50% off just to get noticed, you’re essentially paying customers to buy from you rather than building sustainable business value.

The discount race creates three critical problems:

• Margin erosion becomes unsustainable. Even with record volumes, many retailers found their Black Friday profits disappointingly thin after accounting for the deep discounts required to compete.
• Customer conditioning becomes toxic. When shoppers expect massive discounts, they stop buying at full price. You’ve essentially trained your best customers to wait for your worst margins.
• Brand value gets diluted. Constant deep discounting signals that your regular prices are inflated, undermining the premium positioning you’ve worked so hard to build.

The Smarter Play: Strategic Discounting + Gift Partnerships

The solution isn’t to abandon Black Friday discounting, that would be commercial madness.

Instead, forward-thinking retailers are adopting a more sophisticated approach:

Offer a competitive but manageable discount to ensure you’re not invisible in the market, then layer in a relevant, high-perceived-value gift from a partner brand. This might be premium meal kits or subscription services.

The psychology is powerful: shoppers perceive significantly more value from this combination than they would from a deeper discount alone. Meanwhile, your partner brand gains valuable exposure to your customer base, you protect your margins and customers feel genuinely rewarded rather than simply sold to.

The Data Doesn’t Lie: How Top Brands Thrive with This Strategy

Backed by extensive testing across leading retailers, the gift-with-purchase strategy consistently delivers results:

• The Nursery Store saw their basket completion rates jump by 46% and average order values increased by 17%
• Haier achieved a 177.89% increase in basket completion rate, an 18.75% lift in average order value  
• LG saw a 114% increase in basket completion rates and a 14% rise in average order value by using gift-with-purchase campaigns to strengthen customer loyalty and drive conversions.

These result show a consistent pattern across different verticals and customer segments.

What Industry Leaders Are Saying

The feedback from marketing teams has been overwhelmingly positive:

“Having rigorously tested the impact of gift-with-purchase partnerships, we were ecstatic to confirm our hypothesis about value perception and conversion impact,” says Flora Jetha from Wild Deodorant’s growth team.

“ The seamless integration of Tyviso’s innovative Gift With Purchase platform has been a pivotal factor in elevating both customer engagement and satisfaction. The remarkable improvements we’ve seen in basket completion and average order value reflect our dedication to providing the best shopping experience,” reports Toby Gavin, CMO at The Nursery Store.

Your Black Friday 2025 Strategy Framework

As you plan for Black Friday 2025, the winning approach is clear: don’t compete on who can offer the deepest discount. Instead, compete on who can create the smartest value proposition.

Structure your offers around manageable discounts, enough to keep you price-competitive without destroying your margins. Combined these with carefully selected premium gifts that create genuine excitement and urgency.

What the Data Shows

The data consistently shows that shoppers often prefer receiving a valuable gift alongside a moderate discount rather than just a deeper price reduction. More importantly for your business, this approach typically increases both conversion rates and average order values while preserving the profit margins you need for sustainable growth.

Consider the customer journey: someone browsing your 15% off promotion who discovers they’ll also receive a premium meal kit subscription or skincare set sample experiences a moment of genuine delight. That emotional response drives immediate purchase decisions and creates positive brand associations that extend well beyond Black Friday.

The Bottom Line for 2025

Black Friday 2024 proved that consumer demand remains robust, but it also highlighted the unsustainable nature of competing purely on discount depth. The brands that thrive in 2025 will be those that recognise a fundamental truth: discounting will always be part of Black Friday, but smart retailers combine strategic price reductions with brand partnerships that make every basket more valuable.

This approach doesn’t just protect your margins, it enhances customer satisfaction, builds strategic partnerships, and creates a differentiated shopping experience that stands out in the Black Friday chaos.

The retailers already implementing these strategies are seeing the results in their conversion rates, average order values, and most importantly, their profit margins.

Want to see exactly how leading UK retailers are implementing these strategies? Explore our detailed case studies or book a strategy call with our team to discuss your Black Friday 2025 planning.