Black Friday always feels like a big noisy room where every brand is shouting the same thing. I look at what some people pull off and I genuinely wonder how it is even possible. It is impressive but it never feels like us, and honestly I always feel a bit lost in the whole thing. We are building an ecosystem, not a one day circus. So this year I want to treat Black Friday like a moment instead of a performance.
I want to do something different for members and non members. Something playful, maybe even a little silly, in a way that shows we do not take ourselves too seriously. Not a mega sale but a small twist that makes people feel close to the brand. A feeling that makes members smile because they saw it first and makes non members curious enough to step inside the circle. This goes live on Monday and runs for one week. Non members should watch our social channels and members will get the details through the email list.
