How Smart Brands Are Winning Black Friday Before it Begins

The holiday shopping season has evolved dramatically over the past decade. What once revolved around a single weekend of deals after Thanksgiving has stretched into a multiweek period. Yet as more brands flood the same few shopping days, the noise has started to drown out real impact. To rise above the clutter, leading retailers are shifting their approach, moving from chasing fleeting clicks during Cyber Week to building long-term cultural relevance through creators. By partnering with influencers who already inspire trust and shape consumer behavior year-round, brands are sparking excitement and driving conversions long before the rest of retail wakes up.

So how can brands replicate that success? It starts with a shift in mindset — treating creator partnerships not as quick-hit campaigns, but as an always-on strategy that builds community, anticipation, and loyalty year-round.

Build an Always-On Creator Strategy

Creator marketing can’t be an on-off switch flipped in November. The brands seeing the strongest return on investment treat the holiday season as a full-year runway, building recognition and conversion over time. You should start planning for Holiday 2026 on Jan. 1, because early and ongoing engagement keeps your brand relevant and top of mind. When a new seasonal offer or limited drop launches, audiences are already primed to act. Attempting to spin together a last-minute campaign rarely achieves the same impact since consumers are far less likely to convert when they’re encountering your brand for the first time during November.

Turn Quiet Months Into Must-Shop Moments

Black Friday and Cyber Monday are more crowded than ever. With flooded inboxes and overflowing feeds, it’s harder for brands to stand out or for consumers to care. That’s why the smartest marketers are creating their own retail holidays, using early creator partnerships to make noise during quieter months.

In fact, creator-driven gross merchandise value (GMV) increased 99 percent per day during October sales events compared to baseline weeks, showing the power of early activation. Even electronics sales surged 411 percent this October, signaling shoppers are making gift decisions earlier than ever. These off-cycle activations generate excitement and urgency without competing with a thousand other sales. When shoppers aren’t yet fatigued by repetitive promotions, a creator-led campaign in September or October feels original and fresh.

When creators authentically promote limited-time offers or exclusive drops, the result feels personal and urgent. Whether it’s a new colorway, a limited-edition bundle, or an early holiday pre-sale, creator-driven storytelling transforms routine promotions into content fans actually want to share. These campaigns influence what consumers buy, how they shop, and when they make purchases.

Match the Content to the Moment

Holiday promotions matter, but how creators frame those moments matters even more. Instead of generic “get ready with me” or tutorial content, creators are finding success with authentic gift recommendations, product showcases, and limited-time drops tied to their niche. A home décor creator might spotlight giftable finds for new homeowners, while a lifestyle influencer could unveil a limited-edition water bottle that feels seasonal yet exclusive. The most impactful campaigns tap into a relevant moment in the creator’s own life, such as preparing for a move, planning a wedding, or starting a wellness journey. Therefore, the product feels like a natural part of their content rather than a standalone pitch. Collaborating directly with creators on the concept and trusting their instincts almost always leads to better results. Forcing a rigid brand script rarely performs as well as flexible storytelling that reflects the creator's authentic tone and style.

Ultimately, carving out your own holiday moment is only the start. To stay top of mind, brands need to sustain momentum and turn one-off campaigns into ongoing conversation. The goal isn’t just to sell earlier, it’s to build cultural momentum that outlasts the holidays. Retailers that treat creator partnerships as a living, evolving ecosystem can transform everyday content into continuous commerce. By layering different creators, storytelling styles and seasonal offers throughout the year, brands stay relevant long after Black Friday fades. The brands winning this holiday season and beyond aren’t the ones shouting the loudest during Cyber Week; they’re the ones building community, shaping culture, and redefining what it means to shop the season.

Scott Sutton is the CEO of Later, a leading influencer marketing platform.