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We're seeing something shift in how people approach Black Friday this year. It's not that they're skipping it. It's that they're being more careful about it. Budgets are tighter, so people are choosing where their attention goes rather than getting swept up in every deal that lands in their feed. That matters more than the discount itself, in our view. If people are being more selective, a brand's everyday content carries just as much weight as its Black Friday post, maybe more. So the real question isn't in or out. It's how. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/6805e04d-cb8a-417a-a550-02b284ff5e8c/janko-ferlic-oLctpwsuYBg-unsplash.jpg Blog - Black Friday and Cyber Monday (2026): Should Food, Drink and Travel Brands Opt In?  - The case for joining in, thoughtfully. We don't think Black Friday has to mean a blanket discount that undercuts everything a brand stands for. If people are being choosier about what earns their attention, that's an opening. Brands who'd rather offer something useful than shout the loudest tend to do better here: a genuinely helpful gift guide, an honest "is this actually worth it" recommendation, or content that helps someone decide rather than just telling them to buy. We're also seeing early movers do well. Starting the seasonal conversation well before the day itself, rather than saving everything for one loud push, tends to build more real intent to buy than a single big moment ever does. For travel and hospitality brands especially, there's more room to be creative than pure retail allows. Adding value, an included breakfast, a bonus course, early access for loyal guests, often lands better than simply cutting the headline price. It still feels like a deal, but it protects how people see the brand. The case for staying true to your line. For brands where price has never been the story, an independent restaurant known for its craft, a boutique hotel, a travel brand built on trust, we think the safer move can be to not play the discount game at all. A Black Friday push built purely to drive volume can quietly eat into the higher-value business that brand would have won anyway. The "win" ends up costing more than it earns. https://www.jamjama.com/blog/bbcc5rbken6oggbstlxtfjtj3wk01l monthly 0.5 2026-03-04 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/f30e39de-d292-4de8-8bfa-82af8f1f24c1/benjamin-voros-jv15x2Gs5F8-unsplash.jpg Blog - UK Travel Marketing Sentiment (2026): Market Context - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/0b12d583-6fc9-4862-abe7-4c2620d3b57c/jeshoots-com-mSESwdMZr-A-unsplash.jpg Blog - UK Travel Marketing Sentiment (2026): Market Context - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/world-travel-market-2025-insights-innovation-and-saudi-arabias-bold-vision monthly 0.5 2026-01-28 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/f709ae52-d202-4e5e-8583-10a14dc7732c/world+travel+market+digital+marketing.jpg Blog - World Travel Market 2025: Insights, Innovation, and Saudi Arabia's Bold Vision - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/038865dd-534b-4e6e-9f44-f524533f99c0/World+Travel+market+.jpg Blog - World Travel Market 2025: Insights, Innovation, and Saudi Arabia's Bold Vision - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/c292539d-7f7a-4a6b-a0eb-41593b03e820/airlines+marketing+world+travel+market+.jpg Blog - World Travel Market 2025: Insights, Innovation, and Saudi Arabia's Bold Vision - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/brand-performance-or-ai-where-should-your-next-marketing-dollar-go monthly 0.5 2026-01-28 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/750eb8eb-9819-4448-a3de-c25ab59c936a/AI+Marketing+debate+brand+performance.png Blog - Brand, Performance, or AI: Where Should Your Next Marketing Dollar Go? - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/eff7b465-6ba0-4700-a439-13fc81b2e9ed/AI+Travel+digital+Marketing+.jpg Blog - Brand, Performance, or AI: Where Should Your Next Marketing Dollar Go? - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/1144a236-dfb8-4bbd-b630-7bfae6713439/Ai+Travel+Marketing+.jpg Blog - Brand, Performance, or AI: Where Should Your Next Marketing Dollar Go? - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/484d9c63-e67d-402d-8373-959e5af17d4d/travel+AI+performance+marketing.jpg Blog - Brand, Performance, or AI: Where Should Your Next Marketing Dollar Go? - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/the-future-of-travel-creator-monetisation-insights-from-world-travel-market-2025 monthly 0.5 2026-01-26 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/0b5d540d-97ae-4691-9ea5-d0f8d7ebcc9d/travel+marketing+airlines+affliate.jpg Blog - The Future of Travel Creator Monetisation: Insights from World Travel Market 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/972a551a-2ef0-4443-abc5-7ed1031447c9/Travel+industry+travel+trends+AI.jpg Blog - The Future of Travel Creator Monetisation: Insights from World Travel Market 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/37290d43-4b44-4a98-a114-10b52680d484/Travel+experiences+AI+travel+brands.jpg Blog - The Future of Travel Creator Monetisation: Insights from World Travel Market 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/your-2025-marketing-guide-to-black-friday-cyber-monday-and-christmas-2025 monthly 0.5 2025-11-06 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/ee5058b8-a605-4589-b5c3-7f00027bb760/freestocks-spP6LqxN0-g-unsplash+%281%29.jpg Blog - Your 2025 Marketing Guide to Black Friday, Cyber Monday and Christmas 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/4ae88612-25ba-499c-ad98-4e52e35dd99c/erica-steeves-G_lwAp0TF38-unsplash.jpg Blog - Your 2025 Marketing Guide to Black Friday, Cyber Monday and Christmas 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/a5b96cff-bc44-464b-b903-3638d461f7b9/claudio-schwarz-KcPK_kzqWC8-unsplash.jpg Blog - Your 2025 Marketing Guide to Black Friday, Cyber Monday and Christmas 2025 - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/harnessing-the-power-of-social-listening-a-guide-for-b2b-brands monthly 0.5 2025-11-06 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/0b2f208e-7144-47c5-8091-c61b2394830a/Digital+Marketing+Target+Audience.jpg Blog - Harnessing the Power of Social Listening: A Guide for B2B Brands - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/faf5579b-3185-481c-8b5d-2dbd9f6187af/Light+bulb+being+held+up+against+a+sunset+sky.jpg Blog - Harnessing the Power of Social Listening: A Guide for B2B Brands - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/ae4fc91e-8eb4-4752-bb93-5fe30bca0d76/Digital+Marketing+Strategy.jpg Blog - Harnessing the Power of Social Listening: A Guide for B2B Brands - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/roadmap-for-commerce monthly 0.5 2025-11-06 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/9147e72c-fc0e-4d2a-a23a-62bf77c04f07/Shopping+Bag+Spending+Habits.png Blog - Roadmap for Commerce - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/326d1cfa-9bcd-4d81-aeb5-2db312bce424/Screenshot+2025-10-30+135504.png Blog - Roadmap for Commerce - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/9b8aea4c-dd13-4ec2-aa80-853a0c835fdf/One.jpg Blog - Roadmap for Commerce - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/44421fdd-9ebc-41b6-85f7-bf85c29aa2f3/Two.jpg Blog - Roadmap for Commerce - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/91659344-a990-49f6-9445-ca13efe92d33/Screenshot+2025-10-30+135450.png Blog - Roadmap for Commerce - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/the-evolution-of-food-marketing-in-the-age-of-social-media monthly 0.5 2025-11-06 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/61d3ccf1-5a9d-4674-9b9d-10b8c4e3f3a4/ian-dooley-TLD6iCOlyb0-unsplash+%281%29.jpg Blog - The Evolution of Food Marketing in the Age of Social Media - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/c0f4adb2-2816-433d-a644-10e412671760/georgia-de-lotz-72JOpRSTEe8-unsplash.jpg Blog - The Evolution of Food Marketing in the Age of Social Media - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/bb84a176-635c-4d3d-97af-9a1e7c31ea5b/patrick-perkins-ETRPjvb0KM0-unsplash+%281%29.jpg Blog - The Evolution of Food Marketing in the Age of Social Media - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://www.jamjama.com/blog/think-forward monthly 0.5 2025-11-06 https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/e20d9f0f-78e3-42fc-acb0-b60e92437f88/ian-schneider-PAykYb-8Er8-unsplash.jpg Blog - Think Forward. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/78d356d1-a85c-410e-a5fc-aa9729473053/gabrielle-henderson-bmUa09zy2ZQ-unsplash.jpg Blog - Think Forward. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/68e3e339bfb2c751805145c7/21e5c9b6-4af0-41fb-8010-d7c5397f5648/Screenshot+2025-10-30+133734.png Blog - 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