Key Takeaways

It’s now a global, month-long event – Black Friday has expanded beyond a single day, with “Black November” promotions stretching across weeks and markets worldwide.
Mobile-first, personalised and omnichannel – the majority of sales now happen on smartphones, with shoppers expecting tailored offers and consistent experiences across online and offline touchpoints.
Trust and experience drive loyalty – transparency on pricing, smooth fulfilment, and reliable customer service matter just as much as discounts for long-term brand equity.

Black Friday: Bigger, Longer, Different

Black Friday has grown from a chaotic in-store rush into one of the biggest global retail moments of the year. What started as a US shopping day the Friday after Thanksgiving is now firmly embedded in the UK calendar and across Europe. But this year, Black Friday looks very different from its original form.

For advertisers, the event still promises huge spikes in sales and traffic—but the dynamics around it are shifting. Shoppers are savvier, competition is fiercer, and the lines between online and offline are increasingly blurred. To succeed, brands must know what to expect and how to prepare.

What Black Friday Means

It’s No Longer Just a Day

Like Cyber Monday, Black Friday has expanded beyond 24 hours. Most retailers now begin offers at least a week in advance, with many promoting “Black November” campaigns that roll out throughout the month. Consumers know this, and many delay major purchases in October to wait for deals.

It’s Truly Global

Black Friday has moved far beyond the US. In the UK, searches for Black Friday start rising as early as mid-October, and European markets—from Germany to Spain—have embraced the event. International retailers plan their calendars around it, aligning campaigns globally.

It’s an Online-First Event

While high-street queues still exist, the majority of sales now take place online. In 2024, over 70% of UK Black Friday transactions were digital. For advertisers, this makes digital-first strategies—paid search, social, display, video, and programmatic—non-negotiable.

It’s a Logistics Test

Black Friday is as much about supply chains as it is about discounts. With orders peaking across multiple categories, retailers must ensure stock, fulfilment, and delivery can keep up. A poor delivery experience can undo the benefit of a great campaign.

Shifting Consumer Behaviour

Bargain-Hunting is Smarter

Shoppers today are not blindly buying. They track prices weeks in advance, use comparison tools, and research heavily before hitting “buy.” Inflated “original prices” are quickly called out on social media, damaging trust. Transparency is essential.

Mobile is the Default

Over half of all UK Black Friday purchases now happen on mobile. Many consumers discover products on social platforms like TikTok and Instagram before checking out on retail apps or mobile sites. Brands must design seamless, mobile-first experiences.

Blended Online and Offline Journeys

Even though Black Friday is digital-led, offline still plays a role. Many shoppers browse in-store to test products, then buy online for the best deal. Click-and-collect options bridge these worlds. Omnichannel strategies are key.

Experience is as Important as Price

Discounts remain the main draw, but consumers are also looking for ease, reliability, and inspiration. A clunky checkout, unclear delivery dates, or poor customer service can be deal-breakers. Conversely, creative campaigns and well-executed customer journeys can win long-term loyalty.

What Advertisers Should Expect

1. Fierce Competition for Attention

Every brand is advertising during Black Friday. Costs on digital platforms rise sharply as CPMs and CPCs increase. Advertisers must budget accordingly and look for creative ways to stand out in a noisy environment.

2. Early Engagement Opportunities

Because many consumers start researching weeks before Black Friday, advertisers should not wait until the last moment. Teaser campaigns, early sign-ups, and exclusive pre-Black Friday access help build anticipation and capture intent before competitors.

3. Demand for Personalisation

Generic messaging is less effective. Shoppers expect relevant recommendations and offers. Data-driven campaigns—using CRM insights, remarketing, and dynamic creative optimisation—are vital for cutting through.

4. A Sustainability Question

With rising awareness of overconsumption, some consumers are sceptical of Black Friday. Expect conversations around sustainability, “Buy Nothing Day,” and conscious consumption. Brands should anticipate this by highlighting responsible messaging, sustainable products, or charitable tie-ins.

5. Omni-Channel Expectations

Consumers don’t distinguish between channels. They expect to see consistent messaging whether they’re on Instagram, Google, YouTube, or in-store. Advertisers must align creative across platforms and ensure a joined-up experience.

How Brands Can Prepare

Start Planning Early

Success on Black Friday is often determined months in advance. From negotiating media placements to preparing creative assets and ensuring stock availability, advertisers should be planning strategies by late summer.

Build Buzz Before the Day

Use teaser campaigns, countdowns, and exclusive pre-sale access to capture attention early. Collect emails, push notification opt-ins, or app downloads so you can re-engage when offers go live.

Optimise for Mobile

With mobile at the heart of Black Friday, ensure:

Fast-loading websites and apps.
One-click payment options (Apple Pay, Google Pay, PayPal).
Mobile-optimised creative, especially vertical video.

Balance Discounts with Brand Vale

Heavy discounting can drive sales but erode brand equity. Smart brands focus on curated deals, bundles, or exclusive products rather than blanket discounts that damage margins.

Invest in Customer Experience

From user-friendly websites to clear delivery promises, invest in the customer journey. Shoppers will remember poor experiences long after the sale is over.

Plan for Fulfilment and Service

Work with logistics partners to handle spikes in orders. Increase customer support capacity to deal with inevitable queries. A seamless post-purchase experience is as important as acquisition.

Get Creative to Stand Out

In a crowded ad space, creativity is the differentiator. Use humour, storytelling, gamification, or experiential OOH to cut through. Interactive ads and shoppable video formats are increasingly effective.

The Role of Advertising Channels

Paid Search – Essential for capturing intent as shoppers research products.
Social Media – TikTok, Instagram, and Facebook dominate discovery. Paid campaigns plus influencer partnerships drive awareness.
YouTube & Video – Long-form storytelling and shorter bumper ads boost brand recall.
OOH & DOOH – Local activations and dynamic digital screens create buzz during the peak shopping week.
Email & CRM – A cost-effective way to remarket to known audiences with exclusive offers.

A strong Black Friday strategy balances performance-driven channels with brand-building formats to win both immediate sales and long-term loyalty.

Looking Ahead: Black Friday’s Future

In the coming years, expect Black Friday to evolve further:

Longer sales cycles – With promotions spread across November and December.
AI-driven personalisation – Offers tailored to individual browsing history and purchase behaviour.
Greater integration with live commerce – Shoppable livestreams and influencer-led product showcases.
Sustainability at the forefront – Brands aligning discounts with eco-conscious positioning

The event may change form, but its importance will remain. For many retailers, Black Friday is still the single biggest revenue moment of the year.

Final Word

Black Friday will be noisy, competitive, and complex—but also full of opportunity. Advertisers should expect rising costs, smarter consumers, and greater emphasis on mobile, personalisation, and experience.

The brands that succeed will be those who plan early, blend creativity with performance, and deliver on the basics of trust, value, and seamless fulfilment.

Black Friday is no longer just about discounts. It’s about demonstrating that your brand can deliver when it matters most. Those who get it right will capture not just sales, but loyalty that lasts long after the deals are gone.