Black Friday: Own the Season of Change
Every year has seasons.
Some seasons are for building.
Some for reflecting.
And some call for transformation.
Black Friday marks the start of what many call the shopping season.
A time when consumers' attention peaks and spending surges.
We see this year in and year out with all of our fitness and wellness apps.
Our data shows that installs rise by up to 25% in November, and engagement continues to climb through the months that follow.
It is undoubtedly the season of consumption.
But beneath it all it's also the season of change.
As the new year approaches, people are planning their next chapter.
They’re imagining a stronger, more focused version of themselves.
And for creators, it’s your opportunity to lead that change.
The question is, will you be prepared when the opportunity arrives?
Every season rewards those who are ready for it.
Black Friday is no different.
Book a Free Vision Mapping Session and get ready to own the season of change.
Book a Free Vision Mapping Session
Whether you already have an app or you’re ready to launch one, here are some tips so you can make the most of it
1. Start Before the Rush
Momentum begins early. Use the weeks before Black Friday to prime your audience.
Share sneak peeks, teasers, and transformation stories that make people want to take action when your offer goes live. If you already have an app, re-engage inactive users now. If you don’t, this is the time to build your list and warm your future community.
2. Lead With Transformation, Not Discounts
Black Friday doesn’t mean cutting your worth, it means positioning your offer with purpose. Frame your deal around transformation: early access to a program, bonus coaching, or a results-focused challenge. Make the offer irresistible because it moves people forward, not because it costs less.
3. Polish Your Platform
Make sure your app looks and feels ready. Update visuals, simplify sign-ups, and make every touchpoint feel intentional. For soon-to-launch creators, ensure your first impression feels premium, not rushed.
4. Use the Spike Wisely
Once the rush begins, stay close to your community. Track what content or campaigns drive the most engagement and lean in. Data shows many in-app purchases happen within the first week of install. So focus on delivering quick wins, early value, and follow-up messages that keep users active.
5. Plan Beyond the Weekend
Black Friday is a spark, not the summit. Keep your audience moving forward with new challenges, mini-programs, or subscriber rewards that roll into December and January.
That’s how you turn one weekend of interest into seasons of engagement.