How Consumer Brands Can Maximize PR Impact During Key Sales Occasions

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How Consumer Brands Can Maximize PR Impact During Key Sales Occasions

September 9, 2025

Major retail events like Amazon Prime Day, Black Friday, and Cyber Monday - and even holidays like Memorial Day and Labor Day - aren't just about discounts. They're golden opportunities for consumer brands to cut through the noise and garner significant media exposure. From a PR perspective, these moments present unique storytelling and media opportunities that go beyond sales spikes. And nowadays, what used to be a one and done 24-hour period has shifted to pre-, post- and month-long occasions! We've put together some tips to help you maximize your sales strategy during these "prime" selling seasons.

Start Your Story Early

Journalists and influencers start planning content around major sales events weeks in advance, and you don't want to be scrambling. Instead of just shouting "big discounts," craft a compelling narrative: is your brand democratizing access to a product category, offering exclusive bundles, or tapping into sustainability by reducing waste through smart shopping? A clear story gives media more reason to feature you.

That said, offer a FAT discount

The exposure you can garner by offering significant savings to consumers enhances your chances of driving consumer purchase, but also media exposure! We recommend a sweet spot of 30 to 50 percent. And don't just choose one or two SKUs to highlight. Provide a nice variety and focus on products with four- and five-star reviews. If you are worried about price matching from competitors, you can embargo your deals without compromising the ability to start pitching in advance.

Leverage Exclusivity and Scarcity

PR thrives on urgency. Whether it's a limited-edition product drop, a "first 100 buyers" perk, or an exclusive collaboration tied to Prime Day or Black Friday, positioning your deal as unique can generate more coverage. In addition, reporters want to share what feels newsworthy, not just another markdown. They want "new" news to drive a compelling story, and that means raw and explosive numbers - i.e. "5000 bars were sold in the first three hours," or "Our toaster drove 200k clicks in the first day," that give ammunition for continued coverage. This leaves you set-up for updated stories and day two, three and four continued coverage. It's a highly curated and calculated race during these pivotal sales moments!

It's All About Who You Know

Do an audit of commerce reporters and seek out generalists as well as those focused on your category or industry. These reporters want to hear from you! Make sure to nurture those relationship with other editorial opportunities throughout the year, so they recognize you during key selling occasions.

Align With Consumer Trends

Reporters covering these events often need expert commentary on broader shopping trends. Position your brand as a thought leader: share insights on consumer behavior, category growth, or what makes your shoppers unique. For instance, if you've seen Gen Z buying patterns shift or sustainability emerge as a top priority, make that part of your PR story.

Activate Influencers and Social Proof

PR isn't just traditional media. Influencer partnerships, especially with creators known for deal-hunting or lifestyle content, can extend your reach. Think curated shopping guides, "unboxing" experiences, or social-first storytelling that complements traditional press efforts.

Own the Pre- and Post-Sale Conversations

Media are eager to capitalize on seasonal sales, which means they're typically pushing our pre- and post-sale event coverage. Use this to your advantage by highlighting deals before the sales events start, as well as post-event discounts coupled with brand performance for expanded editorial opportunities: how your product sold out, customer reactions, or how you beat category benchmarks. This turns a short-term sales push into a long-term brand credibility builder. For clients like Roborock, we've deployed this strategy to generate hundreds of stories over a -10 day span for Amazon Prime Days, which has resulted in beating year-over-year coverage benchmarks and sales performance.

Don't Forget the Purpose Beyond Discounts

Finally, PR is about reputation, not just revenue. A well-crafted message around value, brand ethos, or customer care can ensure that while your sales rise during the event, your long-term brand equity grows too.

And Remember
Black Friday and Prime Day are noisy, but the brands that win aren't just those with the biggest discounts-they're the ones who tell the most compelling stories. By treating these key sales moments as PR opportunities rather than purely transactional events, consumer product brands can build momentum that lasts long after the deals expire.

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• TAGS:

• Consumer & Lifestyle