The temperature is dropping, leaves are falling, and pumpkin spice is rearing its controversial head. You know what that means—Black Friday is just around the corner. In 2024, shoppers shattered records by spending $10.8 billion online in a single day, according to Adobe Analytics, which is more than double what they spent back in 2017. Safe to say, Black Friday isn't just an in-person, doorbuster event anymore—it's a full-blown digital shopping frenzy.
With more businesses going big on Black Friday marketing than ever before, standing out takes more than just slapping on a discount and hoping for the best. Some marketers kick off their Black Friday marketing campaigns in October; others wait until mid-November. Some lean into heavy markdowns, while others focus on bundling or exclusive perks.
So, what does work? We dug into what top-performing brands did in 2024 to find the best marketing ideas for Black Friday that really moved the needle. The result? This list of proven Black Friday marketing tips designed to boost sales, build loyalty, and give your brand an edge—not just for Black Friday, but for the whole holiday season.
At CMG Local Solutions, we're here to help you make this your most successful Black Friday yet. Let's dive into the best Black Friday marketing ideas for 2025.
1. Start Your Black Friday Campaign Early: Capture Pre‑Season Buzz
Black Friday isn't just a one-day event anymore—it's an entire season. And in 2025, brands that wait until the week of Thanksgiving will already be late to the party.
To truly capture attention and revenue, start your Black Friday marketing strategy 2-4 weeks in advance. This gives your audience time to explore your brand, plan purchases, and mentally bookmark your promotions. Starting early also allows you to ease your audience into the sales funnel without bombarding them all at once.
Where and How to Tease Early Offers:
Why it Works:
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2. Time Your Promotions Strategically: Meet Shoppers in Their Moment
Black Friday isn't just about what you say—it's about when you say it. While national data shows that the biggest online spending spike typically happens between 10 a.m. and 2 p.m., that window is just a starting point. The truth? Every brand's audience behaves a little differently.
Smart timing is one of the most underrated competitive Black Friday marketing advantages you can have during Black Friday weekend. If you're sending your most important promos too early or too late, they might get buried in crowded inboxes—or miss your customer's peak browsing moment altogether.
Before you schedule anything, leverage your digital analytics and take a look at:
Email open rates from previous Black Friday or holiday campaigns
Peak traffic times on your website or eCommerce platform
Conversion windows aka when people tend to move from browsing to buying
Customer time zones, especially if you sell nationally or globally
Why it Works:
Maximizes Click Rates: Well-timed messages avoid getting lost in the noise.
Boosts Conversion Likelihood: Hitting customers when they're ready to buy increases the chances of completing the sale.
Reduces List Fatigue: Sending fewer, better-timed messages is more effective (and respectful of inboxes).
Improves Ad Efficiency: Paid media budgets go further when you serve ads during high-conversion hours.
3. Drive Conversions with Limited-Edition Drops and Perceived Value Offers
For years, Black Friday marketing strategies revolved around one thing: slashing prices. But that trend is shifting. Today's consumers are more strategic about where they spend—and increasingly, they're looking for value, not just bargains.
If your brand isn't built to compete on rock-bottom pricing (and most aren't), this is great news.
Focus on What Sets You Apart
Instead of generic 40% off sitewide offers, try:
Limited-edition product drops: Launch a product exclusively for Black Friday weekend. Hype it early on social and email to build demand, and offer early access to VIPs or loyalty members (more on this later).
Flash sales by category: Offer different flash deals at scheduled intervals throughout the day—like "25% off skincare from 12-2 p.m." or "Buy 2, Get 1 Free on tees from 4-6 p.m." This creates urgency and gives repeat visitors a reason to check back.
Curated bundles: Create gift-ready bundles that combine bestsellers or related products. Pair slow-moving inventory with high-demand items and offer them at a slightly discounted package price.
BOGO deals: Buy-one-get-one (or BOGO 50%) still works incredibly well, especially for consumables, seasonal gifts, and everyday items. It's psychologically powerful—shoppers feel like they're getting more without you needing to devalue your products.
Why it Works:
Protects Your Margins: You avoid heavy discounting while still delivering strong perceived value.
Boosts AOV (Average Order Value): Bundles and BOGOs often encourage customers to buy more than they planned.
Builds Brand Loyalty: Exclusive drops and thoughtful offers create excitement and deepen connection with your brand.
Differentiates You: In a sea of 40% off sitewide emails, a curated collection or limited-run product stands out.
4. Create Urgency with Multi‑Channel Final-Hour Pushes
As Black Friday winds down, shoppers feel the clock ticking—and that's exactly when urgency becomes your most powerful conversion driver. FOMO, the fear of missing out, is totally real and is a powerful way to drive sales.
But it's not just about saying "sale ends soon!" on repeat. From email marketing to social media advertising, the key is to orchestrate a well-timed, multi-channel campaign that reminds customers the clock is running out—without causing message fatigue or seeming spammy.
Why it Works:
Catches indecisive shoppers: Those who've browsed or added to cart often just need one nudge to hit "buy."
Works across demographics: Urgency is a universal motivator—but especially powerful among last-minute deal hunters.
Maximizes every dollar: A well-executed final push helps squeeze out those last high-margin conversions before the sale ends.
5. Provide Exclusive VIP Deals
Black Friday is competitive—but that doesn't mean you have to shout louder than every other brand. Sometimes, the smarter move is to whisper to your best customers first.
When it comes to Black Friday email marketing, reward your most loyal fans with early access to special offers, exclusive discounts, or limited-edition products before the general public ever sees them. Promote it as a "VIP Early Access Event," and build anticipation weeks in advance through email pop-ups, loyalty program sign-ups, or waitlist campaigns on your site.
This makes customers feel like insiders—and gives them a reason to act before the rush.
Why it Works:
Builds loyalty: Recognizing your top customers reinforces their value and deepens emotional connection to your brand.
Improves email/SMS list growth: Promoting early access encourages new sign-ups before the holiday push.
Boosts early conversions: Shoppers are more likely to buy when they feel they're getting something exclusive or first.
Protects inventory: VIP drops can help you forecast demand and reduce the chaos of all-at-once releases.
Generates buzz: Loyal fans are more likely to share exclusive perks with their networks—driving word-of-mouth traffic.
Why Your Online Black Friday Marketing Strategy Matters More Than Ever
While online sales hit new highs in 2024, the story in physical stores was a bit different. In-store traffic on Black Friday dropped 8.2% compared to 2023, according to data from Sensormatic Solutions. That's a clear sign that more consumers are choosing to shop from the comfort of their home—and they're doing it earlier, faster, and more strategically.
With fewer people browsing in-store and more competition online, Black Friday has become a make-or-break moment for brands of every size. Whether you're a big-box retailer or a local business, you need to show up with smart, attention-grabbing Black Friday marketing strategies to cut through the noise and turn browsers into buyers.
Let our expert marketing team take the guesswork out of your holiday campaigns. With powerful audience insights, advanced data tools, and high-performing owned media channels, we craft personalized strategies that boost engagement, drive conversions, and deliver real results.
Ready to make this Black Friday your most successful one yet? Contact CMG Local Solutions today to get started.
