Holiday marketing trends—more promotions, direct mail and upbeat ads

On Nov. 15—a full two weeks before what is traditionally known as Black Friday—direct-to-consumer hair care brand dpHUE sent an email to customers with the subject line “Black Friday ends tonight.” Another brand, clothier Ace & Jig, sent a message the same day with a subject line of “Black Friday starts now.” The messages, which both offered 25% discounts, are indicative of an anything goes holiday retail environment in which discounts are deep, timing is early, and “Black Friday” just means “sale.”