Black Friday 2025: Driving urgency and building trust in B2B

Black Friday sales promotions seem to keep getting earlier each year, and the sense of urgency is real for many B2B companies. But does it make sense for your business to jump into the rush? 

Why urgency works in B2B

B2B buyers are increasingly influenced by countdowns and limited time offers, much like consumers. These tactics are most effective when they are clear and genuinely time bound. Setting strategic deadlines (e.g., “Offer ends Thursday at 5pm” or “Only available this week”) encourages faster decision making, especially for products where buyers have the authority to purchase without complex approvals. Launching your campaign early and sticking to your advertised end dates demonstrates professionalism.  Conversely, extending sales or suggesting products are running out when they’re not, can erode trust with your business customers.

Best-fit products for B2B Black Friday deals

Black Friday deals tend to be most effective for B2B sellers whose products have a straightforward, quick purchasing process and fewer decision-makers. Ideal contenders include:

• Furniture and office equipment

• Clothing for workforces

• FMCG and consumable goods

• Cleaning supplies

• Software subscriptions and licences

• Wholesale products​

These categories often see positive results from Black Friday campaigns because their buying process is well-suited to responsive, limited time offers.

The millennial buyer effect

According to LinkedIn’s 2025 B2B Buyer Report, millennials now make up 73% of all B2B buyers and 44% of final purchasing decision-makers. This demographic is accustomed to e-commerce and expects a smooth, quick buying journey, even in B2B. Limited time offers appeal strongly because they align with the fast, digital buying style millennials prefer.​

Always build on trust

While urgency can grab attention, trust ultimately secures the sale. B2B buyers want reliable, transparent brands that deliver on their promises, especially when time is short. Combining urgency with clear guarantees and honest communication leads to the best results.​

Bottom line

Urgency opens the door; trust is what keeps customers coming back. If your product suits quick decisions and your buyers value transparency, a well-timed Black Friday campaign could make a significant impact.

For a deeper dive, check out last year’s blog or reach out if you’d like assistance tailoring a strategy for your business.

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