Digital experience platform provider Core dna said Black Friday is becoming more visible in B2B ecommerce.
However, it warned that most business sellers should be cautious as elevated tariffs, margin pressure and long buying cycles limit the effectiveness of short-term holiday promotions. In an analysis it published Nov. 15, the Core dna research staff said Black Friday’s role in B2B has expanded significantly over the past five years. It said SaaS vendors, small manufacturers and self-serve digital tools report higher November conversion rates, but it also noted that “participation alone does not translate into performance.”
The firm anchors its assessment in a stressed economic landscape. The Yale Budget Lab estimates the United States is now operating under an effective tariff rate of 18%, the highest level since 1934. Treasury Secretary Janet Yellen warned in the Financial Times that the tariff environment could have “tremendously adverse impacts” on inflation and cross-border trade. The IMF, via AP News, projected this year that escalating tariffs could reduce global gross domestic product (GDP) growth by 0.3 to 0.5 percentage points through 2026.
And Citigroup CEO Jane Fraser told Reuters that while companies can absorb moderate duties, sustained increases will “erode competitiveness and reduce margin flexibility.”
Core dna said this math matters. For some B2B sellers, a 10% Black Friday discount could wipe out the margin cushion needed to manage quarter-to-quarter supply-chain swings.
Core dna: Black Friday is complicated for B2B sellers
Operational dynamics further complicate Black Friday’s value. Research cited by Core dna shows the average B2B purchase involves six to seven stakeholders and often spans three to six months. That makes a 24- or 72-hour discount window poorly suited to typical enterprise decision-making. Some sellers quoted in online forums echoed that concern.
One software provider called running a Black Friday deal “the fastest way to lose a sale.” It argued that customers who see sudden price drops question product stability. A medical-device sales professional noted that although a past promotion delivered their “best month of the year,” it also conditioned loyal customers to wait for the next holiday discount, delaying purchases for up to three months.
Despite broad reservations, Core dna highlighted categories where Black Friday consistently produces measurable returns. SaaS companies offering 20% to 60% discounts on annual plans have reported meaningful Cyber Monday sales spikes, according to industry data referenced in the analysis. Lower-friction B2B purchases — such as office supplies, certain digital tools and industrial components bought directly by technicians or operators — also benefit from holiday urgency. The common denominator, Core dna noted, is a buying cycle with one to three decision-makers, predictable pricing and the ability to transact on a corporate credit card.
Core dna’s Cyber 5 suggestions
The firm recommends that B2B sellers who participate in Black Friday — and the Cyber 5 overall — impose strict structure.
They should:
- Announce promotions early
- Enforce fixed deadlines
- Rely more on value-added incentives
Those incentives can include extra licenses, extended support and training sessions — rather than on broad percentage cuts.
Citing research from the Journal of the Academy of Marketing Science, the team warns that aggressive discounting can create “discount spillover,” where customers expect permanent price concessions across future negotiations.
Core dna concluded that Black Friday’s usefulness in B2B depends more on operational maturity than marketing creativity. Sellers with unified product catalogs, automated start-and-stop controls for pricing rules, and clear visibility into margin data are better positioned to execute holiday campaigns without eroding long-term value. “Black Friday is optional,” the report states. “Operational maturity is not.”
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