Walmart dropped its Black Friday and Cyber Monday 2025 plans and announced their full calendar. Other businesses are catching up too and getting busy working on their Black Friday Deals. So, what are you doing for your Black Friday 2025 marketing strategy?
If you're stuttering, don't worry. We are here to support you.
What Products are Getting Noticed This Black Friday?
Some of the biggest highlighted offers this year are whopping discounts on products like the Dyson V12 Detect Slim Cordless Vacuum Cleaner ($399 instead of $729), Goodyear Reliant All-Season Tires, Levi's Signature Denims, and 98" TCL QLED 4K TVs for $998 (down from $1,798).
Black Friday deals will have deals running and growing nearly half of the total holiday e-commerce revenue this year. Besides tech accessories and electronics, we expect big launches and offers in women’s clothing, pet supplies, and all other kinds of trending dropshipping goods as well.
Best Black Friday Marketing Strategies in 2025
Here are the best Black Friday 2025 marketing strategies for business getting ready for the sales season:
Strategy #1 - Build an Evergreen Landing Page
The landing page for Black Friday sales acts like a welcome card to customers.
Your landing page captures traffic organically. Website pop-ups help capture visitor details.
Start by designing an attractive landing page and conducting a primary Black Friday SEO strategy related to your niche. Target long-tail keywords like "best Black Friday deals 2025" and create content that answers searcher intent.
Your page structure should include clear content that shows value, email or phone number capture using popups, and previous year's success stories and testimonials.
Page speed is critical here. Compress images and videos, minimize heavy scripts, and aim for load times under 3 seconds. Mobile responsiveness matters since 69% of all US Black Friday traffic comes from mobile devices.
Test your site on multiple devices before launch. Remove any barriers that slow down the browsing experience.
Strategy #2 - Tease Black Friday Deals Weeks in Advance
Early Black Friday campaigns generate 40% more revenue than last-minute promotions. Hence, start Black Friday campaigns early by creating anticipation through teaser videos and posts.
- Ideally, launch your teaser campaign 6-8 weeks before Black Friday.
- Use email + SMS + WhatsApp sequences, social media countdowns, and website banners to build excitement.
- Offer sneak peeks of discounts without revealing exact percentages.
The goal is to create mystery around your biggest deals. Therefore, to match the vibe, share behind-the-scenes preparation content with your team.
In 2025, such an authentic approach has been successful in building trust and anticipation. Give subscribers early hints about what's coming. Drop cryptic clues or blurred product images that spark curiosity. Each teaser should leave them wanting more information.
Strategy #3 - Launch VIP Early Access
Customer retention during Black Friday is more cost-effective than customer acquisition. Therefore, reward your most valuable customers with VIP early access campaigns. This increases customer lifetime value by 35%.
Give loyalty program members 24 to 48 hours of early access to your Black Friday 2025 deals. This exclusive treatment makes them feel valued and drives immediate conversions before competitors launch their campaigns.
Structure your Black Friday VIP campaign with exclusive and memorable discount codes (for example, "VIP25"), limited inventory items only available during early access, personalized product recommendations based on purchase history, and special shipping perks or extended return policies.
Strategy #4 - Start Segmented Omnichannel Campaigns
Black Friday customer segmentation groups shoppers by their behaviors and values. Look at what they've bought, when they engage, and how much they spend. Then, based on customer data, create targeted groups instead of blasting one message to everyone during BFCM.
Your segmentation strategy relies on data from your store, such as purchase history, email engagement, browse behavior, and cart activity.
Start gathering information at least a couple of weeks before Black Friday. Focus on orders and RFM data (recency, frequency, monetary value), average order value and customer lifetime value, product and category purchase history, coupon usage patterns, browse and cart events from your website, email engagement recency, and geographic location.
Email allows targeting your saved groups with detailed product information and compelling visuals. SMS works best for time-sensitive moments when immediate action matters most.
Strategy #5 - Increase Promotion Frequency
Flash sales are an impactful Black Friday promotion idea that creates urgency, driving immediate action from shoppers. These time-limited deals, often available for just a few hours, keep customers excited throughout the day.
To maximize results, use social media by posting timely updates on platforms like Instagram or Facebook. These posts remind followers of upcoming flash sales, ensuring they don't miss out on exclusive discounts.
This shifting promotion tactic increases urgency and anticipation, motivating shoppers to purchase more throughout the day, making it a highly useful Black Friday marketing idea.
Offer a VIP offer for newsletter subscribers for those who missed the main offer (for one hour). And there's also one more variation of this Black Friday marketing campaign idea—reduce the time from one hour to just ten minutes.
"Deal of the Hour" might sound like a hard Black Friday marketing strategy, but scheduling is straightforward. Just choose the time zone, campaign launch, and end date.
Strategy #6 - Send Multi-Reminder for Cart Recovery
Cart abandonment rates hover around 70% throughout the year, but during peak shopping seasons, this number can spike to 80% or higher. The link between abandoned carts and lost revenue is direct and substantial.
Set up three emails at specific intervals. The first one goes out at 1 hour (just a gentle "hey, you left something behind" with product images). Second hits at 24 hours (now adding some urgency, maybe mentioning limited stock). Third arrives at 72 hours (this is where considering a small incentive if they haven't converted yet).
Research shows that abandoned cart emails have a 45% open rate, way higher than regular marketing emails. Analyze customer behavior and purchase history to tailor recovery messages. Use AI-powered product recommendations in recovery emails to increase average order value. Start with SMS and email on Black Friday and switch to ads on Small Business Saturday.
Strategy #7 - Share Authentic BTS Content
Behind-the-scenes content pulls back the curtain on your brand, offering a glimpse into the people and processes that make your business tick. This transparency builds trust and fosters a deeper connection with audiences.
Here are a few things to highlight in BTS content: preparations, team efforts and planning, and working atmosphere..
Capture and share videos of Black Friday preparations. Highlight the team setting up for the big day, packing orders, or brainstorming strategies. Showcasing team culture or the hustle of the warehouse adds a personal touch, making the brand more relatable.
Start generating buzz for Black Friday by combining teaser posts with countdown timers. Give audiences sneak peeks of upcoming deals, exclusive products, or limited-time offers.
Strategy #8 - Run Influencer & UGC Campaigns
Black Friday is the perfect time to let shoppers do the talking. Encourage them to share photos, Reels, or TikToks of their purchases and tag the brand. Real people showing products in action builds instant trust with anyone still on the fence.
Sweeten the deal with a perk: "Tag us in your Black Friday haul for a chance to be featured—or win an extra 10% off your next order." Running a hashtag challenge can spark more posts and make it easier to reshare.
Reposting customer content shows appreciation and creates a ripple effect: fans feel noticed, new buyers see proof, and sales get a natural boost.
When combining influencer content with user-generated content, a powerful trust-building formula is created. Influencers help spark interest and bring their personal touch, while real customers provide social proof.
Partner with influencers to share how they genuinely use products—through Reels, TikToks, or casual Stories. Give influencers unique discount codes or early access for their followers.
Strategy #9 - Launch Remarketing Ads
Black Friday attracts many potential customers actively searching for deals. Remarketing allows re-engaging visitors who have previously shown interest in products or visited the website but didn't make a purchase.
Facebook remarketing is doing really well. You should focus on dynamic product campaigns and conversion campaigns. It's because they're all automated so you won't have to spend a lot of time making ad creatives and they can increase your conversion rates. You can also create custom creatives to have a higher chance of attracting your audience.
If you have a stronger Instagram or TikTok presence, then you can place your ads on those platforms as well for remarketing them.
Strategy #10 - Create Gift Guide Content
Black Friday shopping is as much about gift-giving as it is personal purchases. Many shoppers are looking for items that will suit a persona other than their own. Help them identify the perfect recipient for products with buying guides and packages that include clear gift-giving suggestions.
Diversifying content marketing helps connect with a wider audience. Consider including content formats such as blog posts, videos, articles, and infographics.
Partner with influencers in the niche (from micro-influencers to bigger creators) and have them create "Top 10 Gifts for ____" style content featuring products. Ensure the posts feel personal and authentic—influencers should explain why they love the items.
When it comes to compiling the perfect gift guide, make sure they are divided into manageable sections. This can be done by age, interest, or another metric that makes sense for audiences.
Content is the online shopping window to product offerings and defined brand image.
Strategy #11 - Partner with Brands
Black Friday presents seasonal opportunities for businesses to scale revenue through spiked sales that occur only once a year. With over 200 million people participating in this shopping trend annually, there's a broader market to target.
However, there's a limit to how many potential customers can be reached.
Brand collaboration helps solve this problem by using other businesses' audiences and turning them into yours without conflicting interests. This leads to increased visibility for brand products and services, increased lead generation, faster conversions, and a sales boost.
Offer exclusive, combined deals: The collaboration must promote something that resonates with customers from both sides, such as a joint discount or bundle deal that provides value beyond what each brand could offer separately.
Create special product bundles curated by different brands. These can be promoted as exclusive Black Friday offers, appealing to both brands' audiences who trust their recommendations. Host virtual Black Friday events featuring multiple brands.
Strategy #12 - Add Countdown Timers & Counters
Countdown timers tap into the psychological principle of scarcity and urgency. By visually representing a limited timeframe, they motivate users to take immediate action, fearing they might miss out on a valuable opportunity.
Research shows that scarcity and urgency produce greater purchase intent than even personalization strategies. When customers see that time is running out, it triggers a fear of loss—an emotional response deeply tied to our survival instincts. Adding a timer to your sales page or popup can increase conversions by up to 30-50%. Timers reduce hesitation by creating a limited-time context.
Best places to use countdown timers: product pages for flash sales, cart pages for reserved stock or time-limited checkout, and homepage banners for storewide offers. Pair countdown timers with stock scarcity messages for better results. The combination of "Only 3 left" with a ticking clock creates maximum urgency. Make sure your timers are tied to real deadlines, not fake urgency that resets.
Strategy #13 - Offer Bundles & Limited Editions
When creating exclusive bundles, average order value increases by 30-50% during Black Friday.
One of the best Black Friday eCommerce personalization tactics is to include dynamic bundle recommendations based on browsing behavior.
Introduce limited edition products exclusive for Black Friday to create scarcity and exclusivity:
- Bundles help attract deal-seeking customers, boost average order value, and produce enticing offers that cut through the turmoil of Black Friday eCommerce. Whether it's "buy one, get one" deals, curated gift sets, or even "build your own bundle" offers, product bundling has become a powerful growth driver for Shopify Black Friday sales.
- Bundles help brands fight margin erosion. Instead of offering steep individual discounts, package items in a way that improves profitability while still feeling like a "steal" to the buyer.
- Scarcity marketing is a strategy used by businesses to increase the perceived value of products by reducing supply. This can be done by reducing the supply of products or by creating scarcity around offers on products.
Strategy #14 - Use BNPL Messaging
Cyber Monday is the kind of day where every small friction point costs sales. Total price is the biggest hurdle, and that's where Buy Now Pay Later comes in.
Showing the split changes how people see the cart and helps more of them hit checkout. When mapping eCommerce optimization strategies for peak season, make sure BNPL isn't buried at the payment step. Here’s how:
- Frame it in plain language: "Treat yourself today, let your future self cover the rest."
- Surface the split everywhere. Don't wait until the final step. Put the offer in banners, emails, even product thumbnails. The smaller number is what gets them to click.
- Use it to climb AOV. Instead of showing "$300," show "$75 today with Afterpay." Shoppers who wouldn't normally drop $300 suddenly see it as manageable.
- Buy Now, Pay Later services such as Klarna and Afterpay remain a growing part of BFCM strategies. The survey shows 21% of shoppers plan to use BNPL on Black Friday and 17% on Cyber Monday—mostly for high-ticket items.
Strategy #15 - Provide Free or Discounted Shipping
Discounts are the number-one driver for 68% of respondents, followed by free shipping at 52%. Early access and limited-time offers capture nearly one-third of shoppers.
This data proves that the basics still win. Discounts and free shipping are what consumers want most, while loyalty programs and influencer campaigns play a much smaller role in driving actual purchase decisions.
Provide free or discounted shipping to price-sensitive customers. This can lower abandoned cart rates and increase conversions.
Make it as convenient as possible for shoppers to order and receive items with fulfillment options like BOPIS and curbside pick-up. These give a great omnichannel brand experience.
Cart abandonment is a persistent issue in eCommerce, but it becomes more pronounced during high-traffic periods like Black Friday and Cyber Monday. Shipping costs are one of the top reasons shoppers abandon carts. Remove that barrier by offering free shipping thresholds or discounted shipping tiers.
Strategy #16 - Plan Data-Driven Promotions
Data-driven promotions help optimize discount settings and target the right customer groups. When segmenting by orders and RFM data (recency, frequency, monetary value), identify purchasing patterns that predict future behavior.
AOV and CLV metrics reveal which customers drive the most revenue, while categories browsed and carts started show immediate purchase intent. Black Friday pressure tests every part of your website. Data helps determine which offers work for which groups.
For example, if shoppers engaged but didn't convert, say "We've reserved your stock, here's early access to Cyber Monday deals." If they are engaged and converted, send more recommendations based on complementary products. If they did not engage, use a simple reminder instead of a hard sell.
Historical Black Friday data from previous years reveals trends in customer behavior, popular products, and peak shopping times. Analyze this data to forecast demand, plan inventory, and set realistic sales targets. Use predictive analytics to anticipate which products will be bestsellers.
Strategy #17 - Launch AI-Powered Personalization
AI is giving Black Friday a $60 billion boost in 2025. AI-powered personalization creates unique shopping experiences for each visitor based on their browsing history, purchase patterns, and real-time behavior.
Product recommendations driven by AI can increase conversion rates by 30-40%. When shoppers see items tailored to their preferences, they're more likely to add them to cart. Dynamic pricing powered by AI adjusts offers based on demand, inventory levels, and competitor pricing. This helps maximize margins while staying competitive.
AI chatbots handle customer service inquiries during peak Black Friday traffic, answering questions about products, shipping, and returns instantly. This frees up your team to handle complex issues while AI handles routine questions.
Personalized email campaigns powered by AI send the right message at the right time to each subscriber. Instead of batch-and-blast emails, AI determines optimal send times and product recommendations for each individual. Visual search powered by AI lets shoppers upload images to find similar products.
Strategy #18 - Test & Track in Real Time
Monitor ad performance, landing page conversions, and checkout completion rates throughout Black Friday weekend. Real-time tracking helps identify issues before they become major problems. If a particular ad isn't performing, pause it and reallocate the budget to winning campaigns.
A/B test different landing page variations, email subject lines, and ad creatives before Black Friday to identify what resonates with your audience. During Black Friday, continue testing but with smaller audience groups. Quick tests on headline variations or CTA button colors can yield immediate improvements.
Set up alerts for key metrics like conversion rate drops, page load speed issues, or checkout abandonment spikes. This allows immediate intervention when problems occur. Heat mapping tools show where visitors click, scroll, and abandon on your landing pages. Use this data to optimize page layout and CTA placement in real time. Track inventory levels closely to avoid overselling popular items. Nothing frustrates customers more than completing checkout only to learn the item is out of stock.
Conclusion
So that wraps up our Black Friday 2025 marketing strategies. We hope you’ve taken away something from them. Start working on them because other brands already are. The year will be getting busy and this is the goldrush season. Make those sales, get more customers, and win big! Good luck!
