16 Black Friday Marketing Ideas With Real-Life Examples

Black Friday is loud. Every brand is pushing discounts, blasting emails, and fighting for attention in an inbox full of “BIGGEST SALE OF THE YEAR” subject lines. And while slashing prices might get some quick sales, it won’t necessarily make your Black Friday marketing campaign stand out.

The truth is, Black Friday success isn’t just about offering discounts — it’s about doing it strategically. The brands that win aren’t just following the crowd; they’re finding creative ways to cut through the noise, build urgency, and give shoppers a reason to buy.

To help you do the same, we’ve pulled together 16 smart, effective Black Friday marketing ideas, complete with real-life examples from brands that got it right. Whether you’re running limited-time flash deals, tapping into FOMO, or even taking an anti-Black Friday stance, these ideas will help you craft a campaign that actually works.

And if you need a tool to craft that campaign, try Personizely. The first 14 days are free!

What is Black Friday marketing?

Black Friday marketing is a marketing strategy e-commerce businesses use to drive sales through limited-time offers and exclusive deals during the busiest holiday shopping season of the year, Black Friday.

The goal is simple: attract shoppers, maximize revenue, and create a shopping experience that turns first-time buyers into repeat customers.

At its core, Black Friday marketing is about leveraging urgency and high consumer demand. Shoppers come in ready to spend, expecting compelling promotions and a smooth buying process.

Businesses that plan strategically — through well-placed ads, personalized special deals, and frictionless checkout — don’t just see a surge in sales. They build long-term brand loyalty that lasts beyond Black Friday.

Benefits of Black Friday marketing: Should your business prepare for the shopping frenzy?

Black Friday is the busiest shopping day of the year. It's a high-stakes event that can define your annual sales performance.

A well-planned marketing strategy doesn’t just boost short-term revenue; it helps online businesses expand their reach, improve conversion rates, and maximize holiday sales.

Here’s why preparing for Black Friday is worth the effort…

• Unmatched sales potential: Black Friday is the busiest shopping day of the year, with consumers in the U.S. alone spending $10.8 billion online in 2024 — a 10.2% increase from the previous year. Shoppers are actively searching for deals, creating a prime opportunity for businesses to reach a wider audience and drive record-breaking sales with the right marketing efforts.
• Customer base expansion: Black Friday is a chance to bring new customers into your ecosystem. According to the report by Bluecore, over 64% of online shoppers during Black Friday were new to the retailers they purchased from.
• Growth in email list and SMS marketing list: The surge in Black Friday traffic allows businesses to grow their email and SMS subscriber lists at a rapid pace. Limited-time offers and exclusive discounts encourage sign-ups, providing brands with valuable customer data they can use for future retargeting.
• Higher average order value (AOV): Consumers don’t just buy more on Black Friday — they spend more per purchase. The average order value during the BF weekend is typically 9% higher than at other times of the year.
• Increased brand visibility: According to Google's Consumer Insights, searches for “Black Friday deals” jump 80%+ in the weeks before the event. Businesses can tap into this surge with targeted marketing efforts to stay top-of-mind.
• Faster inventory turnover: Got excess stock? Black Friday is the time to move it without slashing margins. In 2022, retailers used deep discounts to clear pandemic-era surplus. Strategic deals free up space while boosting holiday sales.
• Competitive advantage in the market: With nearly every brand running promotions, a well-planned BF marketing strategy can help businesses outperform competitors.

16 effective Black Friday marketing ideas and strategies for e-commerce businesses (+ real-life examples!)

Black Friday is more than just a shopping event. It’s a battle for attention, sales, and brand loyalty. With deals flooding inboxes and ads fighting for clicks, businesses need more than just discounts to win. Creativity, strategy, and the right execution can make all the difference.

To help you cut through the chaos, we’ve rounded up 17 of the most effective Black Friday marketing ideas that will drive sales, attract new customers, and keep you ahead of the competition.

1. Tease the upcoming sale

Black Friday isn’t just about the day itself — it’s about building anticipation. A well-timed teaser campaign gets your target audience excited, keeps your brand top-of-mind, and ensures shoppers are ready to buy the moment your upcoming deals go live.

So, how do you do it?

To cut through the noise during the busy holiday season, it's best to combine promotions via different marketing channels:

• Social media posts: Drop hints, share sneak peeks, or post cryptic messages to spark curiosity. Teaser videos, behind-the-scenes footage, or interactive polls can make your audience feel like insiders.

• Email campaigns: Send marketing emails that hint at upcoming deals without giving everything away. Subject lines like “Something BIG is coming…” or “Mark your calendar — our biggest sale of the year is almost here” build suspense and increase open rates.

• Website popups and banners: Add a subtle countdown timer to your homepage or display a popup reminding visitors that something exciting is around the corner. This keeps potential buyers engaged and encourages them to return when the sale drops.

Tip: Need some website popup inspiration? Check out our selection of excellent website popup examples!

You want to create hype without giving away all the details. Keep it vague but enticing — mention compelling discounts, special bundles, or exclusive early access to deals without listing exact prices. Think of it as a movie trailer: just enough to hook people, but not enough to spoil the plot.

2. Offer limited-time discounts sitewide

If there’s one thing consumers expect during the biggest shopping event of the year, it’s big, bold discounts.

Sitewide sales are the most traditional type of Black Friday promotion, and they work for a reason — shoppers are looking for massive savings, and a straightforward price cut across your store delivers exactly that.

ASOS surprised their customers with a generous sitewide sale

Unlike selective markdowns, sitewide discounts simplify decision-making. When everything is on sale, shoppers don’t have to hunt for the best deal.

To make the most of this strategy, businesses should set clear discount criteria that drive sales while protecting profit margins. A 15-30% discount is standard, though high-margin industries like fashion can go deeper.

Pretty Little Thing shocked their target audience with a 99% off Black Friday sale

For several years, fast fashion giants like Boohoo and PrettyLittleThing have shocked shoppers with outrageous (and no, it’s not an exaggeration, there was plenty of public outrage) discounts — sometimes slashing prices by up to 99% sitewide!

Tip: You can also pair a site-wide BF sale with countdown timers or tiered discounts (for example, the “Buy More, Save More” marketing tactic) to create a sense of urgency and encourage larger purchases.

Kosas adopted the Buy More, Save more approach to Black Friday marketing and offered tiered deals

3. Run limited-time flash sales

While sitewide discounts provide steady sales, flash sales create short bursts of urgency that drive chances of conversion.

Kate Spade delighted its customers with a selection of Black Friday special deals, which included a stackable flash sale

These promotions focus on specific discount types, offering deep cuts on select items for a limited time:

• Hourly or limited-time deals: Offer deep discounts on select products for just a few hours, forcing customers to act fast.
• Category-specific sales: Rotate discounts by product category (e.g., “40% off electronics from 9 AM to 11 AM,” “Buy One, Get One Free on skincare from 2 PM to 4 PM”).
• Exclusive night owl or early bird sales: Run discounts during non-peak hours (e.g., “Extra 15% off from midnight to 6 AM”) to capture shoppers at different times.
• Stackable flash discounts: Combine promotions for bigger savings (e.g., “Extra 10% off when you buy two or more discounted items”).

A stackable flash sale on the Nike website during the Black Friday period

However, you need to remember that flash sales only work if people know about them. Promote aggressively through social media posts, email campaigns, and website pop-ups. Add bold action buttons like “Shop Now” or “Limited Time: Claim Your Deal” to make navigation seamless.

Want to learn more? We cover everything e-commerce businesses need to know about limited-time offers in our guide!

4. Offer targeted discounts to specific customer segments

Not all Black Friday shoppers are the same, so why offer one-size-fits-all discounts? Personalization is key — 90% of leading marketers say it significantly boosts profitability.

An example of a personalized Black Friday offer based on customer’s browsing history from Columbia via ReallyGoodEmails

Instead of running generic promotions, ecommerce businesses can tailor Black Friday deals to different customer segments based on a range of factors:

• Show discounts based on past purchases: Display personalized offers on your website based on what a customer has previously bought (e.g., “You loved our running shoes — get 25% off select activewear!”).
• Target deals based on browsing history: If a shopper has repeatedly viewed a product but hasn’t purchased, highlight a limited-time Black Friday discount on that item.
• Cart abandonment discounts: If a customer leaves items in their cart, send an abandoned cart email or SMS reminding them about the deal, possibly with an extra incentive to complete the purchase.
• Location-based offers: Customize Black Friday promotions based on regional trends, offering special deals for shoppers in certain areas (e.g., free shipping for specific locations).

Pulp&Press sent those customers that didn’t complete the order a cart abandonment email with a BFCM sales discount via ReallyGoodEmails

Use dynamic website content, email marketing, and personalized pop-ups to deliver these Black Friday offers to the right shoppers at the right time.

Tip: Find more ecommerce website personalization examples in our guide.

5. Use exit-intent popups with additional discounts to combat cart abandonment

In Black Friday marketing, speed is everything. You need customers to hit “buy” before they second-guess their decision. In the previous section, we talked about targeted discounts based on shopping behavior, but what if you could catch hesitant shoppers before they leave your site?

Instead of waiting to send a cart abandonment email, hit them with an exit-intent cart abandonment popup at the perfect moment when a customer moves their cursor toward closing the page or switching tabs.

CardsPlug tried to re-engage customers that were about to leave with Black Friday exit-intent popups

This last-second reminder can either target shoppers who added items to their cart but haven’t checked out or engage visitors who browsed but didn’t add anything to their cart yet.

Depending on your Black Friday marketing goals (and your profit margins), you can add:

• A reminder of Black Friday deals: Reinforce the limited-time nature of your Black Friday offers (e.g., “Hurry! Your Black Friday deal is about to expire!”).
• An additional discount: Offer a small extra incentive (e.g., “Wait! Take an extra 5% off if you complete your purchase now”).
• Free shipping or a bonus gift: Sweeten the deal without cutting into your margins too much.

6. Grant early access to promotions to VIP customers and loyal customers

And while we're still talking about personalized Black Friday marketing, don't forget to pamper your most valuable customers — the ones who keep coming back.

After all, loyal customers are five times more likely to repurchase, five times more likely to forgive, four times more likely to refer, and seven times more likely to try a new offering.

ETON shared a password to their pre-access Black Friday sale with their email marketing list via ReallyGoodEmails

You can celebrate your customers (while driving Black Friday sales) with…

• VIP-only early shopping: Let repeat customers shop Black Friday promotions before the general public. This makes them feel valued while giving them first pick on limited-stock items.
• Loyalty program perks: Offer extra discounts or exclusive bundles for customers who are part of your loyalty program.

Jaded London offered double points for BFCM sale purchases to their loyalty club members

If you’re looking to grow your email list ahead of Black Friday, consider offering early access in exchange for an email signup.

A simple email pop-up or landing page with a message like “Sign up now to shop Black Friday deals before anyone else!” can help capture new leads while building anticipation for your sale.

7. Gamify special discounts

Gamification adds an element of fun and customer engagement to your Black Friday marketing strategy. It makes discounts feel like rewards rather than just price cuts. Plus, interactive promotions keep shoppers on your site longer, increasing chances of conversion.

Forever21 gamified their Black Friday marketing campaign by adding an animated scratch-and-reveal to promo emails via SwipeFile

Some of the most popular gamified Black Friday marketing campaigns include:

• Spin-to-win discounts: Let customers spin a digital wheel for randomized Black Friday rewards, such as extra discounts, free shipping, or surprise gifts.
• Scratch-and-reveal offers: An interactive scratch card on your site or via email can uncover exclusive Black Friday deals that feel personalized and exciting.
• Mystery discount codes: Give each shopper a unique surprise discount that they only discover at checkout, encouraging them to complete their purchase.

8. Start a Black Friday referral challenge to attract a broader audience

Black Friday is a great chance to bring new shoppers into your ecosystem. One of the ways to do this? A referral challenge that encourages loyal customers to spread the word in exchange for rewards.

Since 92% of consumers trust recommendations from friends and family, a well-structured referral program can drive high-intent traffic to your store without heavy ad spend.

There are several ways to structure a Black Friday referral challenge.

A tiered rewards system incentivizes more referrals by increasing the reward for each additional person referred. For example, customers could earn 10% off for one referral and 25% off for three.

Another approach is to offer early access or exclusive perks to those who successfully refer a friend before the sale starts.

Only Curls created a BF referral program with big wins

To drive urgency, businesses that already have a referral program in place can temporarily double their usual referral rewards during Black Friday weekend, making it more enticing to participate.

9. Offer enticing product bundles for just a fraction of the price

Black Friday isn’t just about discounts — it’s about creating deals for customers that feel like a big win.

That’s where product bundling comes in. Instead of discounting individual items, bundling complementary products at a reduced price makes shoppers feel like they’re getting more value while also boosting average order value.

Plus, it’s a smart way to move popular products while clearing out slower-moving inventory.

For Black Friday, Double Double Vintage offered a Buy 2 Get 3 on all items discount

Here are the most popular approaches to product bundling:

• Pre-made bundles: Offer curated product bundling with popular products that naturally go together (e.g., a “Home Office Upgrade Kit” with a wireless keyboard, mouse, and laptop stand).
• Cheapest item free: Let shoppers build their own bundle, but discount or give away the lowest-priced item (e.g., “Buy three, get the cheapest for $5”). This encourages larger cart sizes while keeping margins in check.
• Personalized bundles: Use AI-driven (or manually configured) recommendations to create tailored deals for customers based on what’s already in their cart (e.g., “Adding a gaming laptop? Get 20% off a cooling pad and wireless mouse!”).
• Pair popular and less popular products: Move slower-selling inventory by bundling it with bestsellers. For example, a high-demand skincare serum could be paired with an overstocked moisturizer, or a trending smartwatch could come with a lesser-known accessory.

Samsung encouraged their customers to save $105 on Portable SSD and get a free gift with their Black Friday purchase

Whether it’s a strategic upsell, mix-and-match promotion, or a way to balance inventory, bundling turns Black Friday shopping into an even better deal for customers — while boosting your bottom line.

10. Complete Black Friday orders with surprise free gifts

Everyone loves a freebie, and on Black Friday, adding a surprise gift to orders can make your brand stand out. Shoppers already expect big discounts, but a free gift feels like an extra win — one they weren’t counting on.

This tactic can increase average order value (if you set a minimum spend for customers to qualify), boost customer loyalty, and make the shopping experience more memorable.

Tip: To avoid giving away too much for too little, require customers to spend a certain amount before unlocking the freebie (e.g., “Get a free gift when you spend $100 or more!”).

Glossier offered their BF shoppers a free full-size gift on orders over $120, plus stackable Black Friday discounts

You can also offer different gifts at different spending levels (e.g., “Spend $50, get a free keychain; spend $150, get a free tote bag”). This motivates customers to spend more to unlock better rewards.

Finally, encourage sales of certain products by attaching a free gift to those items only (e.g., “Buy this winter coat, get a free scarf!”).

BestBuy delighted their Black Friday shoppers with various lucrative offers like major price cuts and gifts

Tip: If physical gifts aren’t feasible, offering free shipping instead can be just as effective in encouraging conversions.

Battling Blades offered free shipping on all Black Friday orders over $101

11. Put together gift guides to improve customer experience

Not every brand slashes prices on Black Friday — especially high-end and luxury brands that want to maintain their exclusivity.

If your business doesn’t do sales and discounts, a curated gift guide is the perfect way to engage shoppers without devaluing your brand.

Instead of focusing on markdowns, this content marketing asset helps customers find the perfect gifts while subtly guiding them toward your best products.

Or you can pair this Black Friday marketing tactic with other promotions from the list!

Equa picked gift-worthy products and put them into a Black Friday guide, then sweetened the deal with a B2G1F deal

12. Host live shopping events

Social commerce is on the rise, and Black Friday is the perfect time to tap into it. Studies show that over 53% of American shoppers use social networks to purchase on sales holidays like Black Friday, making live shopping events a powerful way to drive engagement and impulse buys.

PLouise hosted a 12-hours long Black Friday live on TikTok

By going live, brands can showcase products in real-time, answer questions, and create urgency around limited-time offers.

Hosting a successful Black Friday live shopping event starts with the right platform — TikTok, Facebook, and YouTube all offer seamless live shopping features.

GoPure hosted a Black Friday mega live on TikTok

Brands can highlight exclusive deals, promote bundle offers, or reward viewers with special discounts to boost participation.

Tip: To maximize impact, keep the event interactive. Encourage real-time engagement through Q&A sessions, polls, and giveaways to hold attention and increase conversions.

13. Leverage social proof to tap into FOMO

Nothing fuels Black Friday shopping like FOMO (fear of missing out). When shoppers see that others are grabbing deals fast, they’re more likely to act quickly instead of hesitating. That’s where social proof comes in — using real-time data to create urgency and push customers toward checkout.

Tommy Hilfiger USA showed the number of items left in stock during a BF marketing promotion

Adding social proof elements to product pages, checkout screens, and email campaigns can significantly increase conversion rates. Examples include:

• Live purchase counters: Display messages like “15 people bought this in the last hour” to show demand.
• Low stock alerts: Use tags like “Only 3 left — selling fast!” to create urgency.
• Trending badges: Highlight popular products with labels like “Black Friday Best-Seller” or “Most Added to Cart”.

Shoppers are already in a buying mindset during Black Friday, but seeing real-time proof that others are purchasing the same items makes them less likely to delay — and more likely to convert.

14. Collaborate with an influencer to reach more potential customers

With so many brands fighting for attention on Black Friday, influencer marketing can help you cut through the noise and reach shoppers who trust recommendations from real people. Consumers are far more likely to buy when a product is endorsed by someone they follow, making influencers a powerful tool for driving Black Friday sales.

Asos launched a paid partnership with TikTok influencers to spread the word about their Black Friday offers

To maximize impact, choose an influencer whose audience aligns with your target customers. Micro-influencers (10K-100K followers) often have higher engagement rates and can create authentic, trust-driven content, while macro-influencers and celebrities provide mass exposure.

Free Soul partnered with TikTok influencers to promote their Black Friday deals

Consider sponsored posts, unboxing videos, or limited-time discount codes that encourage followers to take action.

15. Extend your special offers beyond Black Friday

Black Friday may be the biggest shopping event of the year, but the deals don’t have to end when the clock strikes midnight. Many ecommerce brands stretch their promotions beyond Black Friday, turning the event into a weekend-long or even week-long sales period.

Cyber Monday has already cemented itself as the online shopping extension of Black Friday, but now we’re seeing Cyber Week, Small Business Saturday, and extended flash deals that keep the momentum going.

Offering extended deals gives hesitant shoppers a second chance to buy while keeping sales rolling in. Some brands reintroduce popular discounts, while others offer new, time-limited deals each day to keep customers engaged.

Manière De Voir sent their mailing list subscribers a reminder about the last moments of the Cyber Monday

Whatever the approach, success depends on consistent promotion — if people don’t know the sale is still on, they won’t come back.

That's why you need to…

• Send email follow-ups to cart abandoners and previous shoppers, letting them know they still have time to grab a deal.
• Announce the extended sale with countdown timers and product highlights on social media to create urgency.
• Keep visitors informed the moment they land on your site by displaying "Extended Black Friday Sale" banners and popups.
• Send short, compelling SMS texts reminding customers they have a final chance to save.

16. Go against the grain when crafting your Black Friday marketing campaign

It might sound counterintuitive — even controversial — but some brands are choosing to reject Black Friday altogether.

Instead of pushing deep discounts and flash sales, eco-conscious brands are using anti-Black Friday marketing to take a stand against overconsumption and waste. While it goes against traditional sales strategies, this approach has proven to be an effective Black Friday marketing move in its own right.

Patagonia invites people to “buy the quality gear any day of the year”

Brands like Patagonia and Deciem have led the way, with Patagonia famously running its “Don’t Buy This Jacket” campaign, encouraging consumers to think before they shop.

Now, the brand has a permanent “A Black Friday deal that lasts” landing page, inviting customers to choose quality over quantity.

Deciem, the skincare company behind The Ordinary, has taken it even further, shutting down sales entirely on Black Friday in favor of a slower, more thoughtful shopping approach.

Deciem shut down their website for Black Friday, encouraging customers to show slowly instead

These brands aren’t just skipping the sale — they’re making a statement, and it’s resonating with eco-conscious consumers who prioritize sustainability over impulse buys.

Despite not offering discounts, anti-Black Friday campaigns still generate massive brand awareness. Consumers who align with these values feel a deeper connection to the brand, leading to increased brand loyalty and long-term customer retention.

For businesses that want to stand out, going against the Black Friday frenzy isn’t just a bold move — it’s a marketing strategy that builds trust and reinforces brand identity.

Got your Black Friday marketing inspiration?

Like it or not, Black Friday remains the biggest shopping event of the year — not because businesses say so, but because customers expect it. Every November, shoppers actively hunt for deals, compare promotions, and wait for brands to deliver something special. Whether you’re slashing prices, extending offers, gamifying discounts, or even rejecting Black Friday altogether, one thing is clear: you need a plan.

A high-converting Black Friday campaign isn’t just about discounts — it’s about engaging your audience at every touchpoint. That means using a conversion rate optimization (CRO) tool to build website popups, personalize experiences, and A/B test different promotions. And since email marketing plays a massive role in Black Friday success, your CRO tool should integrate with your existing platforms.

That’s where Personizely comes in.

It seamlessly connects with 25 email marketing services, including Klaviyo, MailChimp, Omnisend, and Campaign Monitor, plus various SMS and Messenger clients for multi-channel engagement. With powerful A/B testing, you can fine-tune offers, messaging, and layouts to maximize conversions. Its website personalization tools help create tailored shopping experiences based on visitor behavior.

And when it comes to Black Friday promotions, Personizely offers a variety of widgets, from countdown timers and exit-intent popups to personalized upsell and cross-sell offers.

Want to make the most of Black Friday? Try Personizely today and start turning e-commerce interactions into lasting customer relationships. The first 14 days are free!

FAQ about Black Friday marketing