Black Friday and its younger sister Cyber Monday are not more than an ordinary holiday season buzz. Today, Black Friday is an opportunity to show off in front of your competitors and increase your own sales to satisfy both your loyal customers and the new ones.
How to do it? To help you out, we’ve 25 Black Friday Marketing Ideas for 2025
Top Amasty products to help you during the Black Friday season
No matter what Black Friday deals you offer, you have to deliver the highest-quality services to help your store survive through the avalanche of buyers. Properly set promotions help your clients easily navigate through the website to see the best deals, smooth checkout prevents cart abandonment, and optimized shipping ensures that people will receive their BF deals timely and enjoy the holiday season (and return for Christmas, New Year, Easter, B-days, whatever holiday they celebrate).
Why Black Friday and Cyber Monday Matter in E-commerce Strategy
The shopping period spanning Black Friday and Cyber Monday (often extended into Cyber Week or Black Week) has become a cornerstone of any strong e-commerce calendar. The reason is simple: consumer buying intent is heightened, traffic is abundant, and retailer competition is fierce. Let numbers speak for themselves:
In the U.S. alone, online spending on Black Friday in 2024 hit around US $10.8 billion, up ~10% year-on-year.
Globally, online sales on Black Friday reached approximately US $74.4 billion in 2024.
Predictions for 2025 suggest further growth: e-commerce platforms expect +8.3% growth in the U.S. for Black Friday online sales to around US $11.7 billion.
Mobile commerce dominates: In many markets, more than two-thirds of Black Friday purchases originate on mobile devices.
Cross-border e-commerce is rising: For example, in 2025 some reports show ~59% of global online shoppers buy from abroad, meaning shipping, trust and international logistics matter.
What does it mean for e-commerce businesses? Right: missing Black Friday is an unproductive move.
If you’re a retailer or online store, you cannot ignore Black Friday / Cyber Monday – it’s a must-play event.
The margin between success and losing margin (or even technical failure) is razor-thin: high traffic, high expectations, high competition.
You’ll need a coherent Black Friday marketing strategy (and accompanying Cyber Monday marketing plan) that spans channels, offers, timing, and customer experience (both before and after the sale).
These events aren’t just about one-day deals—they’re opportunities for acquisition, re-activation, loyalty building and setting up the rest of your year.
25 Best Black Friday and Cyber Monday Marketing Ideas
Here are 25 concrete Black Friday promotion ideas, each illustrated with real-world inspiration or examples where possible. Use these as building blocks for your 2025-campaign.
1. Early access VIP deals
Reward your most loyal customers by giving them early access to your Black Friday marketing campaign before the main sale launches. It’s a proven way to build hype, strengthen brand loyalty, and make customers feel valued. This Black Friday marketing strategy also helps brands get ready y by testing site performance and refining offers before the rush.
Why it works: VIP access makes customers feel valued, jumps the queue ahead of mass advertising noise, and gives you early data on what deals perform most strongly (useful for your broader campaign).
How to execute: 10–14 days before the main event, send an email to your loyalty members: “You’re invited: Black Friday starts now – access until midnight Sunday”. Use a special promo code or private link. Then, when the public Black Friday promotion goes live, your VIP customers already feel in the loop and may share word-of-mouth for you.
2. Flash sales / lightning deals throughout the day
Use short, high-energy Black Friday promotion ideas like hourly flash sales or timed product drops. This creates urgency and keeps shoppers coming back throughout the day. A dynamic schedule like this makes your Black Friday campaign ideas stand out and boosts conversions across your Cyber Monday marketing window too.
Why it works: Shoppers know time is limited, so they act more quickly; you can also test which products yield high conversion and adjust in real-time (helpful for your Black Friday marketing ideas list).
How to execute: Prepare a schedule: e.g., 10 am–12 pm: 30 % off accessory bundle; 12 pm–2 pm: “Buy one, get one half-price” on select items; 2 pm–4 pm: surprise restock. Promote via social post with a visible countdown timer (“Only 45 min left”). This supports your Black Friday discount narrative and drives clicks.
3. Bundled offers (product bundles)
Offer themed or complementary bundles – such as “Gift Sets” or “Complete Kits” – as part of your Black Friday sale ideas. Bundles not only simplify buying decisions but also raise average order value, making them one of the best Black Friday marketing ideas for e-commerce. Shoppers love feeling they’re getting a curated deal rather than just a discount.
Why it works: It increases average order value (AOV), clears slower-moving inventory, and gives perceived value (vs just discounting everything individually). It also supports your Black Friday marketing strategy of moving customers from “browsing” to “buying more”.
How to execute: Identify products that naturally pair (e.g., laptop + carrying case + software license). Create a “Black Friday bundle – special price” landing page. Promote in your black friday advertising ideas on social, email, and paid ads. Highlight savings (“Bundle value €400, now €299”) and limited quantity (“Only 100 bundles available”).
4. Mystery discounts or scratch-off style deals
Add playfulness to your Black Friday marketing ideas with spin-the-wheel, scratch cards, or mystery coupon pop-ups. Gamification fuels excitement and engagement, especially on mobile. This tactic turns shopping into an experience and works beautifully for both Black Friday social media and Cyber Monday campaign ideas.
Why it works: Gamification increases engagement, gives an element of fun and surprise, and encourages sharing (helping with your Black Friday social media push). People love “what will I get?” and that additional emotional trigger drives conversion.
How to execute: On your website and social channels, run a pre-Black Friday “spin to win your discount” campaign. Collect emails for access. Use the revealed discount in the main Black Friday sale. In your Black Friday marketing strategy, make sure the reveal looks visually compelling (mobile friendly) and communicates how long the discount is valid.
5. Free shipping / expedited delivery thresholds
Reduce friction at checkout by offering free or express shipping on all Black Friday marketing strategy purchases. It’s one of the simplest yet most effective Black Friday advertising ideas because it appeals directly to shoppers’ desire for convenience and savings. Highlight it in your Black Friday ad ideas and across all paid channels to drive conversions.
Why it works: Shipping cost is one of the main barriers to conversion in e-commerce; removing it lowers COGS for the buyer and increases perceived value. It also supports mobile users (who hate extra shipping steps).
How to execute: Advertise early: “Free shipping on all orders over €50 from Nov 24-27” or “Express shipping included with all Black Friday orders until midnight”. Highlight the savings in your Black Friday ad ideas (“No shipping cost – today only”). Ensure your logistics and fulfillment are ready for the spike to avoid delays (which can harm your reputation).
6. Social-media teaser campaigns (pre-launch)
Warm up your audience with countdowns, sneak peeks, and exclusive previews on Black Friday social media weeks before the sale. Use engaging visuals, reels, and stories to create anticipation. A well-timed teaser campaign sets the stage for your Cyber Monday social media posts and gives your overall Black Friday marketing strategy an early momentum boost.
Why it works: The noise on Black Friday is immense: starting early gives you turf, and teaser content builds mindset. It also allows you to collect leads (emails/social followers) ahead of the launch.
How to execute: 2–3 weeks before Black Friday: Post Instagram Stories with “Something big is coming… stay tuned”, use countdown stickers, do a LinkedIn or Facebook Live preview of deals. Tell followers to turn on notifications. Use the hashtags #BlackFriday #CyberMonday and your brand hashtag. On D-Day, ensure you post your major “Black Friday Live” stories and feed posts as part of your Black Friday marketing strategy.
7. Influencer / ambassador activations
Collaborate with creators who genuinely love your brand to promote your Black Friday marketing ideas in authentic ways. Influencers can run live unboxings, share exclusive codes, or announce flash deals, amplifying reach across audiences you might not reach otherwise. This is one of the strongest Black Friday advertising ideas for social-first e-commerce brands.
Why it works: Influencers bring trust, social proof, and can amplify reach, especially in social channels. Their audiences may convert when they see a face and recommendation rather than a generic ad.
How to execute: Identify 2-3 influencers in your niche with engaged audiences. Provide them with exclusive early access and a special code (“Use code VIP20 at checkout”). Ask them to post a story, make a reel unboxing the bundle, and link to your site. Track conversions by code. This feeds into your broader Black Friday advertising ideas and adds authenticity to your strategy.
8. Gift-guide content & segmentation
Publish helpful gift guides that highlight your products for different audiences — “For Him,” “For Kids,” “Under $50.” These marketing ideas for Black Friday educate shoppers while positioning your brand as a gifting expert. It’s a smart way to combine content marketing with black friday promotion ideas and generate organic traffic during peak season.
Why it works: Many buyers during the Black Friday/Cyber Monday period are gift-givers, not just treat-yourself buyers. Content such as gift guides helps them navigate choices and positions your offers in context. It also supports SEO and organic traffic.
How to execute: Publish a blog post “Top 10 gifts under €100 – Black Friday Edition”. Link each item to your product page/offer. Share the guide via email and social media. Use segmentation: send one version of the email to “men buying for women” and another to “parents buying for teens” to better tailor your messaging (part of your Black Friday marketing strategy).
9. Tiered discounts based on spend
Encourage bigger baskets by offering escalating discounts – for instance, 20% off $100, 30% off $200, and so on. It’s one of the best black friday marketing ideas to boost your average order value. This incentive-driven approach works across all black friday strategies for retailers because it motivates customers to “add one more thing” to unlock higher rewards.
Why it works: It encourages higher spend, increases average order value, and gives a clear incentive to add more items to reach the next tier. It also makes your discount feel progressive rather than flat.
How to execute: On your Black Friday landing page: “Tier 1: Save 20 % when you spend €100 / Tier 2: Save 30 % when you spend €200 / Tier 3: Save 40 % + free gift when you spend €300” (adjust numbers to your margin). Add a progress indicator in the cart (“You are €42 away from next tier”). Promote via email and social as part of your black friday advertising ideas.
10. Loyalty member “bonus” offers
Reward your returning customers during Black Friday marketing with exclusive perks — early access, extra loyalty points, or free gifts. It’s a clever black friday marketing tip that deepens relationships and increases repeat purchases. Loyal customers are your best advocates, and rewarding them pays off long after the sale.
Why it works: The spike in traffic and acquisition during Black Friday is great, but keeping those customers long-term is even more valuable. Rewarding loyalty helps with retention and lifetime value.
How to execute: For loyalty members: “Exclusive: Unlock our Black Friday members’ bundle starting 12 hrs before public sale – plus double points on every purchase”. Include this messaging in your loyalty-member email and app push notification. Then, when the public sale opens, your members already feel elevated, increasing brand love and brand recall.
11. Cross-channel amplification (online + offline)
Combine your online and offline offers into a seamless Black Friday marketing strategy — for instance, “Buy online, pick up in-store” or “Scan QR for extra deals.” This omnichannel approach is one of the most effective Black Friday strategies for retailers because it caters to how real customers shop today. Promote it via your Black Friday ad ideas to unify messaging across channels.
Why it works: Many retailers are omnichannel now — shoppers may research online but buy in store, or vice versa. Engaging both channels ensures you capture as much of the traffic and provide convenience.
How to execute: For your store: Offer “Reserve online, pick-up in store with an extra 10% off” for Black Friday. Use QR codes in physical store windows to drive traffic to your online deals. On your social and email, highlight: “Click-&-collect available – skip the queue”. This helps integrate your physical and digital presence in your Black Friday campaign ideas.
12. Surprise restocks / secret items
Keep the excitement alive by launching surprise restocks or secret deals throughout the weekend. Shoppers love the thrill of exclusivity, and it gives your Black Friday campaign ideas a sense of spontaneity. Announce surprises on Black Friday social media to spark real-time engagement and traffic spikes.
Why it works: The element of surprise creates excitement and urgency, encourages frequent visits, and can attract press or social buzz.
How to execute: Let your email list know: “At 2 pm UTC, we’ll drop a secret bundle; only 150 units available!”. Use your website banner: “Secret item live now – click to reveal”. Post on social “Don’t miss today’s hidden deal – live only until stocks last”. Make sure to deliver rapid shipping to maintain trust (important in your Black Friday marketing tips).
13. Countdown timers & urgency messaging
Use live countdowns and “only X left” messages to remind customers that your Black Friday promotion ideas are limited. Urgency is a proven conversion booster in Black Friday advertising ideas and Cyber Monday marketing ideas alike. When time’s ticking, shoppers act fast — make sure your design communicates that pressure visually.
Why it works: Urgency triggers impulse behavior; people don’t want to miss out. It improves conversion rates during high-traffic events like Black Friday.
How to execute: On your Black Friday landing page, include a live timer counting down to sale end (“Offer ends in …”). In your email headers: “3 Hours Left — Don’t Miss Our Black Friday Sale!”. In your social stories, update the timer in real-time (“Less than 1 hour until deal drops”).
14. Clear visuals and mobile-first design
Optimize your site, emails, and checkout flow for mobile – the true backbone of modern Black Friday marketing. Most Black Friday and Cyber Monday advertising traffic now comes from smartphones, so slow or clunky pages cost you sales. A frictionless mobile experience is a must for all Black Friday ideas for ecommerce.
Why it works: Mobile commerce dominates large segments of BFCM traffic; poor mobile UX kills conversion. Ensuring speed and clarity lets you capitalize on impulse.
How to execute: Before launch: test your site on mobile (fast load, easy navigation, single-click checkout). Design social and email visuals sized for mobile. Label the offer clearly (“Black Friday 2025 – site-wide 30% off”). In your ad copy, include “Mobile-friendly. Tap to shop”. Your Black Friday marketing strategy should highlight mobile optimization as a priority.
15. Retargeting & dynamic ads
Use personalized retargeting to re-engage visitors who browsed or abandoned their carts. Dynamic product ads and email reminders make this one of the smartest Black Friday ad ideas to recover lost revenue. Done well, retargeting ties your Black Friday marketing strategy and Cyber Monday marketing campaigns into one continuous sales funnel.
Why it works: Many visitors will abandon before buying; retargeting recovers this traffic and optimizes ROI from your heavy spend on acquisition during the event.
How to execute: Setup audiences: “Visited site in past 30 days but no purchase”, “Added to cart during last-week but abandoned”. On social platforms, serve a dynamic ad: “Still thinking about this? Get 10% extra on Black Friday”. Use your Black Friday advertising ideas to tailor the ad: bold “Black Friday only” messaging, strong call-to-action, and visual of the product the visitor engaged with.
16. Post-purchase upsell / cross-sell funnels
After a shopper buys, offer relevant add-ons or upgrades while excitement is high. These subtle offers are great Black Friday marketing tips for maximizing ROI and average order value. This strategy turns one-time buyers into repeat customers, helping you make more money on Black Friday without extra ad spend.
Why it works: Acquisition cost is front-loaded; once a customer buys, you have higher affinity and trust. An upsell or cross-sell improves AOV and lifetime value.
How to execute: After confirmation of purchase, send an email: “Thank you for your order! Complete the set with 20% off this accessory – offer valid for next 24 hours”. Or provide a bundle upgrade: “Add this item now for €29 instead of €49 (Black Friday only)”. This extension of the Black Friday marketing strategy helps maximize revenue per customer.
17. Gift-card / referral promotion
Add viral potential to your Black Friday promotion ideas with gift-card bonuses or refer-a-friend campaigns. For example: “Buy a $100 gift card, get $10 free.” These tactics extend your reach beyond the weekend, fueling Cyber Monday campaign ideas and long-term growth at the same time.
Why it works: Gift cards convert into later purchases (help future revenue), and referrals tap into word-of-mouth to expand your reach during the high-traffic period.
How to execute: On your website: “For Black Friday only: Buy a €100 gift card, get a €10 bonus card. Share your referral link: when your friend uses it, you get 10% off your next purchase, and they get 10% off theirs.” Promote via email, social, and on the checkout page. In your Black Friday marketing tips, highlight this as a way to extend engagement beyond the sale weekend.
18. Limited edition / exclusive product drops
Introduce exclusive products or designs available only during your Black Friday sale ideas. These drops create excitement, drive scarcity, and enhance perceived value. This strategy keeps your Black Friday advertising ideas fresh year after year: shoppers come back to see “what’s new this time.”
Why it works: Exclusivity and scarcity create hype, collectability, and higher perceived value (versus general discounts). It also differentiates you from competitors who may only deep-discount. Last year, Stanley released a dedicated BF collection of cups called Midnight Glitz:
How to execute: “Introducing our Black Friday Exclusive: Midnight Edition Backpack – only 500 units made, sale price €149 (regular €199)”. Announce ahead of time in your Black Friday social media posts, create a dedicated landing page, and highlight “sold out” urgency. Make sure your marketing ideas for Black Friday reflect the exclusive nature of this product (not just a discount).
19. The “Only/biggest/greatest sale of the year” narrative
Make your event feel special by promoting it as your one big sale of the year. This Black Friday marketing strategy builds urgency and protects your brand from discount fatigue. It’s one of the most effective Black Friday campaign ideas for premium brands that want to hold value while driving strong conversions.
Why it works: Scarcity and rarity are strong motivators; if shoppers believe this is their one chance, they are more likely to act. It also protects brand perception from constant discounting.
How to execute: Use messaging: “Black Friday 2025 – our one and only sale of the year. Don’t miss out.” In your email subject lines: “You waited all year – now it’s here”. On your landing page: “After Friday, prices go up again”. Ensure your Black Friday advertising ideas reflect the urgency and singularity of this event to boost conversion.
20. Charitable tie-ins / purpose-led campaigns
Stand out with Black Friday marketing ideas that give back. Donate a percentage of each sale or partner with a charity to connect with conscious consumers. A purpose-driven approach turns your Black Friday advertising ideas into a story worth sharing, one that resonates beyond price tags.
Why it works: Many consumers are value-driven and want to buy from brands with purpose. It differentiates you from mere discount wars and builds emotional loyalty.
How to execute: “For every order placed on Black Friday, we’ll donate €5 to [charity X]”. Or “Choose between 30% off or donate 10% of your cart to charity – you decide”. Promote this messaging in your Black Friday social media posts and email marketing. This ties into your broader Cyber Monday marketing ideas by extending the narrative beyond pure commerce.
21. Microsite or landing page dedicated to BFCM
Build a dedicated landing page or mini-site to house all your deals. This improves navigation, boosts SEO, and supports your overall Black Friday marketing strategy. A microsite also provides a focused destination for all your Cyber Monday marketing traffic, keeping your campaign consistent from start to finish.
Why it works: A focused page reduces friction, improves user experience, enhances SEO for your Black Friday marketing campaign, and makes tracking and analytics easier.
How to execute: Create “yourbrand.com/black-friday-2025” with hero banner, countdown timer, segmented sections (“Top Deals”, “Bundles”, “Members Only”, “Gift Cards”). Include microsite‐only promo codes. Use this as the destination for your Black Friday advertising ideas (social, paid, email). Ensure mobile optimization, fast load time, and clear calls-to-action.
22. Extend the window: pre- and post-events
Start early and finish late. Extending your deals into “Black Week” and “Cyber Monday+” helps smooth traffic spikes and capture late buyers. It’s a practical Black Friday marketing tip that blends Black Friday marketing and Cyber Monday marketing ideas into one seamless extended campaign.
Why it works: Shoppers are increasingly buying ahead of the official date and expect deals beyond just the day. Extending the window allows you to capture early birds, manage traffic load, and extend conversion tail.
How to execute: Announce “Early Access Week – deals start Tuesday Nov 19” and “Cyber Monday-Plus – last chance deals continue until Nov 30”. Use tiered communications: early bird emails, then main day push, then last-chance reminders. Your Black Friday marketing strategy should map all three phases: pre-launch, live event, and follow-up.
23. Leverage user-generated content (UGC) and social proof
Showcase customer photos, reviews, and unboxing videos during your sale. Real people create authentic Black Friday social media content that inspires trust. UGC is one of the most reliable Black Friday advertising ideas to boost engagement and community during the busiest shopping season of the year.
Why it works: Social proof influences behavior – seeing real people use your product builds trust. UGC gives you free content and amplifies reach.
How to execute: Create a hashtag: #BrandBlackFriday2025. Run a post-purchase email: “Snap your haul & tag us – we’ll pick 10 winners for €100 voucher”. Display a live feed of tagged customer posts on your landing page (microsite). Use featured UGC in your Black Friday advertising ideas to keep authenticity high.
24. Ensure customer experience & logistics excellence
Prepare your website, inventory, and customer service for high traffic and quick turnarounds. A flawless shopping experience is at the heart of every successful Black Friday marketing strategy. Merchants that deliver reliability earn long-term loyalty, which is a key element of how to make money on Black Friday sustainably.
Why it works: High traffic periods like Black Friday / Cyber Monday expose weak links (e.g., slow site, payment failures, delayed shipping). A great experience turns first-time buyers into repeat customers; a poor experience erodes trust.
How to execute: Before launch, stress-test your website, ensure inventory is updated live, prepare customer-service resources for queries/returns, communicate “Orders placed by Nov 25 ship by Dec 3” to manage expectations. Mention these guarantees in your ads and email (e.g., “Free returns until Jan 15”). This support underpins your broader Black Friday marketing strategy and protects your brand reputation.
25. Plan for retention & follow-up beyond Black Friday
Treat Black Friday as the beginning of a customer relationship, not the end of a sale. Follow up with thank-you emails, loyalty invites, and personalized offers. This forward-looking Cyber Monday marketing approach transforms short-term buyers into year-round customers and strengthens your Black Friday ideas for ecommerce for the long haul.
Why it works: One-time spikes are great, but long-term value comes from turning those buyers into loyal customers. Treat this event as the start of a relationship, not just a transaction.
How to execute: After the sale, send a “Thank you – here’s what comes next” email with a discount for next purchase, ask for review, invite them to join your loyalty program. Segment purchasers by category, spend, and behavior to tailor December offers. Include them in your Cyber Monday marketing timeline to maintain momentum through year-end.
Summing it up
The 2025 Black Friday and Cyber Monday season embraces both enormous opportunity and heightened complexity. On the one hand, you have an opportunity to get thousands of dollars of revenue, on the other hand, everyone has, so you have to make your Black Friday marketing catchy and outstanding.
Besides, remember about the quality of your services and UX. You may offer great discounts, but it is worth nothing if your checkout forms are bugged and delivery is a mess.
Act wisely, be creative, and offer your buyers the best Black Friday deals ever.
