This week the inbox turned. On 27 October, 29% of retail newsletters in our market pool led with a discount. On Friday: 43%. “Black” in the subject line: from 4 a day to 21.
The bloody season has started.
And somewhere in your plan sits the reassuring sentence: “If we’re behind, we can always go deeper.”
Deeper is the lever everyone understands: it means another percentage point, another promotional placement, another push to paid and CRM.
It’s also the one every competitor can copy by lunchtime.
2025 shows where it leads
In the organic feed, discount posts went from 1 in 6 in October to 1 in 3 by Black Week. Their audience response roughly halved. Before the calendar even said “push”.
So when your plan says “go deeper”, the market may already have stopped listening.
Out-smart instead
Out-smarting means saying what your competitors aren’t: a service, an exclusive, a product advantage, an answer to a need that just became visible.
Sometimes your strongest offer really is price. You only know which if you read the real market every morning, not the plan.
- Push now: the offer your audience rewards today, if your margin survives it.
- Watch: the discount theme everyone is piling into.
- Don’t chase: your competitor’s extra 10%.
You don’t have to win every discount contest. Just stop paying for a contest your customers stopped watching.
Black Week Live delivers every morning until Cyber Monday. 5 minutes, your market, your competitors: www.novuter.com/blackweek
Source: novuter MarketWatch, DE retail newsletter pool (subject-line keyword match) and 2025 organic brand posts. Response is a relative audience signal, not sales.
Which offer does your audience reward today?
Black Week Live delivers every morning until Cyber Monday: your market, your competitors, push now, watch, don’t chase. Book a call, or DM Franz on LinkedIn.
Speak with an Expert → Subscribe on LinkedIn
