Last year’s Black Friday broke records. But for most makers, it’s not make-or-break.

Here’s what happened in 2024: U.S. online sales that day hit $10.8 billion, a 10.2% increase over the previous year. 

Yet in-store sales rose just 0.7%, and foot traffic actually dipped in lots of regions. 

So sure, today is still big.

But the subtext is important:

Big numbers don’t automatically translate into breakthrough results for every brand.

Here’s the subtle truth for product makers:

• If your brand is chasing mega saturation, you’ll pay mega costs (visibility premiums, margin busters).
• If the hype sets the table, you still have to serve something worth eating. Deals alone won’t carry you.
• Some categories explode (electronics, toys), and many others limp through. Your category might NOT be that dynamite today. That’s okay.
• Because the noise is louder than ever, what you give away in discounts or sheer visibility can easily outweigh what you gain.

So here’s your North Star: treat Black Friday like one well-timed sprint, far from the only race you run.

if you’re not likely to win that sprint, conserve your energy for a better time.

If Black Friday is good for you, pick one meaningful move. Own it.

Ship it smart.

Avoid “all-in” unless you’re ready to double down on cost and scale.

Real impact comes when you play YOUR best game, instead of the one with the most hype.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.