Sam Panzer, director of industry strategy and certified loyalty expertTM at Talon.One, the market leading loyalty and promotion engine, shares insights, predictions, advice for retailers and marketers so they can make the most of the peak promotions period in 2025
Demand for value means delayed spending and higher discounts this Black Friday
As uncertainty prevails, it’s no surprise that price and value will be front of mind for consumers this peak season and we expect to see a rise in uncertain consumers holding off spending early in the season to seek out deals in the Black Friday and Cyber Monday sales.
And although Talon.One’s data shows Black Friday discounts were lower than anticipated in 2024, between 17% and 20% off on average, the drive for value could result in bigger discounts and higher redemption rates of loyalty programs and promotions in 2025.
But for retailers, success won’t just be about having the best deal – while this might unlock demand, they also need to protect their business. Winning businesses will be those that can effectively meet consumer demand for value, whilst still nourishing their bottom line and locking in long term loyalty for future purchases.
Black Friday is more than a weekend – it’s a season
With Talon.One’s data on millions of transactions across the 2024 peak season, we can see that Black Friday’s monopoly is fading. Last year, while we saw record highs in terms of influenced revenue across the season (transactions that have a promotion, coupon or loyalty program reward associated with it), figures for Black Friday itself were lower than predicted.
Instead, we saw several shopping peaks spread throughout October and November, driven in large part by exclusive sales events geared toward loyalty program members well ahead of the holiday rush – such as Amazon Prime Day, MyLowe’s Rewards Week, Wayfair Way Day.
We expect to see more of these early “lightning strike moments” in 2025, creating buzz, capturing market and media attention, and offering real value to engaged, loyal customers. Retailers that get out of the stable door early with promotional events, and prepare with robust, scalable tech that protects against untimely system crashes and checkout delays, may still be on a winning strategy as they escape the inevitable Black Friday frenzy and increase marketing opt-ins ahead of the holiday peak.
Black Friday as a key onboarding moment for loyalty programs
Last year, loyalty program enrolment during Black Friday Week was 35% higher than Talon.One’s six-month average. This highlights a prime opportunity for retailers to harness peak sales events to recruit and onboard new customers to loyalty programs.
And in an economy where shoppers are prioritizing value, loyalty programs present an ideal way to get closer to customers by giving value to consumers that are seeking it – in a meaningful way – and build long term loyalty in the process.
In 2025, retailers that position their loyalty program as part of the Black Friday value equation – by making access to deals contingent on signing up, and the process for doing so effortless at checkout or in-campaign – are well placed to convert high-intent shoppers into long-term members.
