Barnes and Nobles Black Friday Tweet
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Barnes & Noble skipped the usual 50%-off Black Friday chaos. Instead, they dropped signed editions of popular books. Smart move. No discount needed—people lined up anyway.
Marketing analysis
This tweet works because it combines exclusivity with urgency. "ONLY in stores" and "limited quantities" hit both scarcity and FOMO triggers. Signed books turn an everyday product into a collectible, instantly increasing perceived value.
Why it works
- Taps into scarcity bias
- Builds urgency with a specific time window
- Adds emotional value through personalization
- Shifts focus from price to experience
Examples
- Supreme’s “drops” sell out in minutes by limiting supply.
- Starbucks seasonal drinks (like Pumpkin Spice) drive rushes despite no discounts.
- Apple launches “Pro” versions to add exclusivity and higher margins.