Black Friday isn’t everything! How food & drink brands can win in November & December

It’s here. November. The biggest month of the year for food and drink brands. Christmas prep is ramping up, shoppers are planning gifts, inboxes are filling fast – and the temptation to throw everything at Black Friday is real. But here’s the thing… Black Friday isn’t everything.

For many brands we work with, the biggest wins don’t come from discount chaos – they come from consistency, storytelling, and smart strategy that runs all the way through November and December. This is your reminder, the next eight weeks are where your marketing makes all the difference!

Let’s dig into how food & drink brands can use this moment to win… sustainably, profitably, and without slashing prices to the bone.

Feeling behind already? Don’t panic, we’ve shared some fast, practical ideas in our post Christmas is coming! Quick wins for food & drink brands behind on Q4 marketing to help you catch up and get festive campaigns moving fast.

Want to understand how every stage of your marketing connects? Read our popular post on The five stages of the digital marketing life cycle.

1. November is your prime time… not just Black Friday week!

While everyone else is gearing up for one big weekend, the smartest brands are already winning. November is when customers start buying, not just browsing. They’re searching for gifts, stocking up for hosting, planning their Christmas tables, and treating themselves to something special.

The brands that start early, with clear messaging, strong storytelling, and thoughtful email flows, are the ones that see the biggest payoffs when December hits. At KW Marketing, we’re seeing it across the board – brands that focus on consistent storytelling from early November generate up to twice as many conversions compared to those banking everything on Black Friday weekend.

It’s not about being louder. It’s about showing up smarter.

2. Connection beats discounting every time

It’s tempting to think a lower price tag will drive higher sales. But in the food and drink space, it’s rarely about the discount. People buy food and drink because of how it makes them feel. The story behind the brand. The quality. The experience of opening that parcel or serving that bottle at a dinner party. So instead of chasing the lowest price, build a campaign that connects. Share what makes your product special. Tell the story behind your Christmas range. Show your audience the faces behind the brand.

If you’re running email campaigns, make sure they’re not just promoting offers – they should feel personal and human. A message that says “Here’s to the season of slow mornings, good food, and shared moments” will always outperform one that screams “20% OFF – TODAY ONLY!”

Connection sells. And when done well, it keeps selling long after Black Friday is over.

3. December is where loyalty is built

Once the Black Friday dust settles, most brands go quiet. They’ve spent their energy, their ad budget, and their best ideas on November – and by the time December rolls around, their audience has moved on. But this is where the real magic happens.

December is full of intent. People are still shopping, gifting, entertaining, and celebrating. They want easy wins, quick delivery, gift sets that feel thoughtful, and brands they can trust. If you stay present with genuine, engaging communication, you’ll stay top of mind.

Think of your marketing like a conversation, not a campaign. Keep showing up in inboxes with festive inspiration, host small moments of joy on social media, and remind people why your brand deserves a place on their Christmas table. We’ve seen clients drive record-breaking December sales simply by staying consistent… not louder, just better.

4. Use this season to grow your list, not just your sales

Black Friday may bring a spike in orders, but the smartest brands use this time to build something longer lasting – their audience. Every order, every pop-up, every campaign is a chance to bring someone new into your world.

Offer something of value for signing up, a festive recipe guide, early access to gift launches, or a “behind the scenes” look at how your Christmas products are made. These small, human touches can grow your list with people who actually care about your brand – not just one-time deal hunters. Then, when January comes, you’re not starting from scratch. You’ve built a loyal base ready to buy again.

5. Measure what matters

It’s easy to get caught up in Black Friday revenue figures, but short-term spikes rarely tell the full story.

The metrics that really matter? Repeat customers. Average order value. Retention.

• How many people came back to buy again in December?
• How many stayed on your email list after the sale?
• How many discovered your brand because of your storytelling, not your discount?

We’ve seen brands achieve their strongest-ever Q4 results not by chasing quick wins, but by thinking long-term. The best campaigns tell a story, build trust, and invite customers into something bigger than a transaction. If you’re ready to look deeper at what’s really driving growth, you’ll love our post Is your marketing actually driving sales – a practical guide to measuring performance, not just output.

So… how do you win the rest of Q4? Start now. Stay consistent. Tell better stories. Black Friday might get the headlines, but the real success stories are written in the weeks that follow.

You can book a free discovery call with Kate to plan your campaigns, or explore our Q4 Sales Accelerator – a fast, done-for-you sprint for brands who want to take action and see results this quarter. Prefer to DIY? Download The Email Playbook – the exact strategy that helped one brand hit £56.7K in email sales. Or join the Food Marketing Club to get fresh festive campaign ideas every month. And for weekly inspiration, tune into the Fuelling Foodies Podcast for honest conversations with founders who are growing, adapting, and thriving in today’s digital world.