Black Friday 2025 is on the horizon, and if you’re in the advertising game, you know this is our Super Bowl. It’s not just about having great deals — it’s about getting those deals in front of the right eyes, at the right time, in a way that makes people actually click. As an advertising copywriter who has navigated (too) many of these holiday frenzies, I’ve learned a thing or two about what works, what doesn’t, and what simply gets lost in the digital chaos.
This year more than ever, advertisers need to be smarter, more creative, and more strategic. So, let’s talk about how to build a Black Friday marketing strategy that truly performs and hits your goal numbers.
Tailor Your Black Friday Campaigns with these 5 Strategies
1. Start Early With Mobile-First Content and Urgency
The notion that Black Friday begins the Friday after Thanksgiving is severely outdated. Nearly half of holiday shoppers plan to shop before November, myself included — this means your campaign needs to be a marathon, not a sprint.
My advice: Publish mobile-first holiday content by October. Mobile devices now account for 55% of holiday e-commerce, and mobile holiday revenue now surpasses desktop earnings. Your customers are glued to their phones, so your content and landing pages should be optimized for that experience. Launching holiday-specific, mobile-optimized pages early helps you reach those eager pre-season shoppers. Headlines that encourage it, like “Beat the Holiday Rush” or something similar, create that early sense of urgency and exclusivity. This initial push sets the stage for capturing early intent and building momentum.
2. Embrace Creative Trends: AI, Authenticity, and Action
Your ad visuals are your first impression, and during the holidays, they can boost your Conversion Rate (CVR) by a significant margin. Holiday-themed creatives lead to a much higher CVR than generic ones, but it’s not just about shoving holiday cheer down people’s throats and calling it a day. There are key creative trends to leverage, such as:
AI-Driven Creative Variations
Artificial intelligence enables faster creative variations, driving further optimizations at scale. This means you can quickly test different visuals and messages to see what resonates best with your audience.
Unfiltered, UGC-Style Authenticity
In a world saturated with polished ads, DIY imagery can build trust and feel more relatable than traditional stock photos. This user-generated content (UGC) style can make your brand feel more genuine.
Looping, Short-Form HD Motion
Seamless, human-driven videos capture attention and bring products to life. Think about showcasing your products in real holiday moments, like decorating or cooking, to create an emotional connection. My personal take is that if it feels too “ad-like,” it might not perform as well. Aim for content that feels natural and is integrated into the user’s feed for a feel that’s real and organic.
3. Personalize Content and Gamify Calls-to-Action (CTAs)
One-size-fits-all rarely works, especially when shoppers are looking for very specific gifts. Instead, personalization is key. Craft content that speaks to specific audiences, incorporating interactive elements such as:
Personalized Quizzes and Gift Guides
Quizzes and lists engage shoppers and simplify holiday buying decisions. It’s an easy go-to that’s been shown to work. Consider a “Find Your Gifting Style” quiz that leads to a personalized gift list.
Gamified CTAs
Turn interaction into a game. Instead of just “Shop Now,” think about “Play to Shop”. A quiz like “What Should You Gift Your Hard-to-Buy-for Family Member?” can engage users before directing them to purchase, while keeping them entertained throughout. You can have some fun writing it, too, and readers will pick up on that.
4. Prioritize Discounts and a Fast Checkout Process
Deals are the main attraction here, so don’t lose sight of that, or the fact that most shoppers are looking for deals throughout the holiday season — not just last minute. Your ads need to prominently display urgent promotions to catch their attention, so be sure to highlight savings and slashed prices clearly.
Equally important is a frictionless checkout. After you bring in customers with compelling offers, the last thing you want is for them to abandon their cart due to a clunky experience. Emphasize and communicate how easy the process is, and then be sure to deliver on those promises. Every step removed in the checkout process can significantly boost conversions, so make it smooth and simple.
5. Implement a Robust Campaign Checklist and Strategy
Success on Black Friday isn’t an accident or a fluke — it takes careful and meticulous planning, and a clear strategy. Here’s a checklist of critical steps:
Implement Tracking 4–6 Weeks in Advance
Start collecting data on users who interact with your brand way ahead of peak periods. This early data is going to be invaluable for optimizing your campaigns.
Integrate Quickly
Take advantage of seamless pixel setup and automatic conversion tracking with integrations for platforms like Shopify and WordPress. This takes away the headaches that come with manual coding and theme limitations, allowing you to focus on strategy.
Start Campaigns Early With Maximize Conversions
Launch your campaigns at least five to seven days before peak, using the Maximize Conversions bidding strategy. Start with a daily budget up to 50% less than your target peak budget.
Set Adequate Budget and Plan for Increases
Once you reach 50 conversions, or two to three days before peak, gradually increase that budget. Generally, it’s recommended to increase by no more than 50% at a time to protect your CPA. Also ensure your budget is adequate for the entire campaign duration, especially during peak days. Be prepared for natural CPA and CPC fluctuations due to the competitive holiday landscape.
Avoid Major Changes During Peak Time
Keep targeting, bidding, and other settings stable during peak days. This is crucial to avoid re-triggering the learning phase of your campaigns.
Monitor Creative Performance
Always maintain four to six creatives in rotation and pause any underperforming ones. Continuous monitoring and optimization are key to maximizing your return on ad spend.
How Realize Makes Black Friday Marketing Easier
Implementing these strategies can feel like a lot, especially during the insanity of Black Friday. That’s where a platform like Realize comes into play: Built as a performance engine specifically for driving conversions, it offers creative formats and placements beyond traditional native ads, providing diverse ways to captivate audiences. It can help you publish mobile-first content, allowing you to make your holiday creatives festive, authentic, and kinetic. Realize also supports the integration of personalized quizzes and gift guides, helping you to tailor content and gamify CTAs effectively.
Leverage AI-powered performance engine Realize for your Black Friday holiday campaigns
“Realize’s GenAI AdMaker enables advertisers to write up holiday-specific headline copy, rework images, and create motion ads out of them, as well as generating new visuals that are holiday themed,” says Maayan Leshem, Taboola’s director of creative shop and AI strategies.
Realize also offers:
- Codeless Conversions (Beta): Easily create conversion events like “Add to Cart” or “Start Checkout” in Realize — no developers or GTM required.
- Tracking Test Tool: Validate your tracking implementation in real time, and ensure your Taboola data matches external reports — a crucial step for reliable performance insights during peak season.
- Retarget Engaged Audiences Using Taboola Pixel: Run engagement campaigns before conversion campaigns to capture interest and build a warm audience. Use a simple, compelling hook to attract users early, then guide them down the funnel to convert more efficiently.
- Reach New High-Value Shoppers: Use tools like Predictive Audiences to extend beyond your core audience and target high-intent users likely to convert during peak season.
Key Takeaways
Starting early is crucial: Begin your Black Friday campaigns by October with mobile-first content to capture early shoppers. Use holiday-themed, authentic, and dynamic visuals, leveraging AI for optimization where you need it, and implement quizzes and tailored content to create interactive experiences. Highlight discounts and ensure a fast, frictionless checkout process. And don’t stop with Black Friday — target audiences post-holiday for continued engagement.
Frequently Asked Questions (FAQs)
How do you attract customers on Black Friday?
Customers are diligently looking for deals during this period, so focus on compelling offers, create a sense of urgency and scarcity, use visually appealing and holiday-themed creatives, optimize for mobile shopping, and start promoting your offers early. Personalization through gift guides or quizzes can also significantly boost engagement by helping customers find exactly what they need.
Which marketing strategy is most commonly used by fashion brands during Black Friday?
Fashion brands often lean heavily into visual-first marketing strategies during Black Friday. This includes showcasing their products through high-quality, authentic imagery and short-form video content that resonates with the holiday vibe. They also frequently use personalized recommendations, quizzes to help customers “find their style,” and exclusive early access deals or bundles for mobile shoppers to drive conversions.
What are the top three most sold categories on Black Friday?
While specific data varies year to year, traditionally, the top-selling categories on Black Friday include electronics, apparel/fashion, and home goods. These categories often see some of the steepest discounts, driving high consumer demand.
