Every November, Black Friday dominates inboxes and shopping carts. It’s a day of record-breaking traffic, hefty discounts, and consumer chaos. In B2B though, the story looks different. Merchants may run promotions or use the timing as a marketing hook, but this sale season rarely delivers the dramatic revenue spikes seen in B2C retail.
This difference is primarily because purchasing priorities and decision processes don’t follow the same rhythms as consumer retail. B2B purchases involve longer cycles, multiple stakeholders, and operational needs vs. impulse buys. However, as digital adoption accelerates and B2B begins to mirror the convenience and flexibility of B2C buying, the idea
B2B eCommerce is projected to surpass $3 trillion in the U.S. by 2027, growing at more than double the pace of B2C. As procurement becomes increasingly digital, seasonal campaigns once seen as being too consumer-oriented are starting to make strategic sense for wholesalers and distributors, especially those operating in competitive or price-sensitive markets.
This shift raises an interesting question — what can B2B merchants learn from the evolution of Black Friday, and how should they think about seasonal campaigns as their digital buying processes mature?
Black Friday works in consumer retail because it taps into emotion and urgency. Shoppers act fast when they see limited-time deals, as the decision is theirs alone.
In B2B, purchases require approvals, budgets, and procurement workflows. Even when a buyer wants to jump on a discount, they often can’t make that decision immediately. That’s why most B2B merchants see modest results during peak consumer shopping periods. Procurement calendars are tied to operational needs and fiscal planning, not flash promotions.
In a recent McKinsey report, 30% of B2B leaders indicated that events like Black Friday have a revenue contribution similar to that of their typical sales periods. While many B2B merchants participate in Black Friday or Cyber Monday in some capacity, these campaigns tend to be targeted to build awareness rather than drive immediate conversions.
Despite this, there’s real value in studying how buyer psychology is changing. Business customers are influenced by the same digital behaviors that drive consumer markets, and as B2B eCommerce becomes more self-serve and data-driven, these expectations are shaping how and when buyers engage with their suppliers throughout the year.
Price promotions alone don’t move the needle, but strategic offers can. Extended payment terms, flexible financing, and guaranteed delivery windows often create more meaningful incentives than flash discounts. Most procurement teams value predictability, reliability, and service support over price in the long term, so merchants that highlight these benefits during seasonal campaigns can gain a competitive advantage.
Black Friday didn’t always dominate the shopping season. What began as a single day of deep discounts gradually evolved into more of a month-long experience. Retailers learned that the real value wasn’t the day itself, but how it made customers feel connected, rewarded, and like they were part of something special.
Urgency also takes a different form in business commerce. Instead of countdown timers or limited stock messages, it can mean faster approvals, guaranteed fulfillment, or added post-sale support. These are assurances that can move B2B buyers to act.
Modern consumer brands like Amazon and Target no longer compete solely on discounts. They focus on access and experience, such as early-bird sales for members, mobile-first shopping, and recommendations based on customer data. The strategy shifted from chasing one-time transactions on a single day, to building anticipation well before Black Friday, and long-term afterward.
The evolution of Black Friday in retail shows that the path to growth runs through customer experience, not price discounts. B2B merchants that apply those same principles of meeting buyers where they are, simplifying every interaction, and rewarding loyalty can turn seasonal campaigns into powerful relationship builders.
B2C retailers learned that emotion drives engagement, and while B2B transactions are rational by nature, buyers are still humans who respond to the same cues. Building anticipation through well-timed communications or personalized offers taps into that same sense of momentum that makes Black Friday so powerful in consumer retail.
The goal for B2B merchants is to capture attention at a moment when buyers are already tuned in, using that momentum to nurture relationships, launch financing programs, and gather data that informs next year’s strategy.
The real opportunity for wholesalers and distributors lies in how they use this seasonal window strategically. This doesn’t mean copying the consumer playbook, but recognizing that their buyers are paying attention, even if they’re not rushing to checkout during this period.it
For B2B merchants, this means the potential for extra visibility, and a rare window to reach decision-makers who are actively reviewing vendors and planning next year’s budgets.
With strategic planning, Black Friday campaigns can deliver lasting benefits that go beyond a short-term bump in orders, such as:
Despite the upside of running seasonal promotions, there are a few key challenges that B2B merchants need to navigate, including:
If you want to capture the benefits of Black Friday’s seasonal buying frenzy without falling into the traps, it’s best to approach things with a clear plan that aligns marketing and sales.
Start early and build anticipation
B2B buyers don’t make impulse purchases. Launch teaser campaigns weeks in advance, build awareness gradually, and provide decision-makers with all the details they need, including pricing, payment terms, and support options, so they can plan ahead.
Focus on delivering value over discounts
Instead of slashing prices, use this time to promote solutions that make buyers’ jobs easier. Offering extended payment terms, Buy Now Pay Later, priority fulfillment, or bundled service packages add tangible value without cutting into margins.
Integrate financing and payment flexibility
Flexible payment terms are one of the strongest conversion levers for B2B buyers. When you embed financing options (like Credit Key) directly into the in-store or online checkout experience, you can eliminate traditional payment friction.
Use analytics to deliver personalized offers
Use buyer transaction history to identify which customers are most likely to buy, and when. This gives you a simple way to tailor your Black Friday offers to appeal to different segments. Long-term buyers might value loyalty incentives, while first-time customers might respond to extended payment terms or introductory pricing.
Design for mobile and convenience
More buyers are completing purchases on mobile phones, especially in industries where procurement happens in the field. Ensure your site, checkout flow, and financing solutions are seamless on mobile. Even small barriers like difficult forms or missing autofill options can derail a sale.
Follow up after the campaign ends
After the Black Friday period, reach out to leads who engaged but didn’t convert. Offer them additional value, such as a Q1 purchasing incentive or access to a buyer program. The goal is to turn this one-time attention into an ongoing relationship.
Seasonal promotions don't have to mean flash sales or slashed margins. For B2B merchants, it’s a moment to strengthen brand visibility, build loyalty, and test marketing strategies that can pay off long after the sale season ends.
While Black Friday may never be a make-or-break event for B2B, it reminds us that business buyers are consumers too, and signals where buyer expectations are heading.
Over the next five years, the most successful wholesalers and distributors will be those that blend the efficiency of technology with the empathy of customer experience. That’s what made Black Friday unstoppable in B2C, and it’s what will define the next wave of innovation in B2B.