Black Friday. The very name conjures images of frantic shoppers, incredible deals, and the biggest sales event of the year.

If you’re still thinking of Black Friday as a single day of crazy shopping, you’re already behind. For 2025, the game has changed, and the savviest marketers are already adapting. We’ve been looking at what’s driving consumer behaviour and search trends, and we’ve identified five critical shifts that will define Black Friday success this year.

1. The “Black Friday Season” Starts… Well, Before Black Friday!

Consumers are increasingly searching for deals and making purchases much earlier in the year, especially in late September and October.

What this means for you: Your “Black Friday” strategy needs to kick off in Q3. Think “Early Access,” “VIP Deals,” and “Sneak Peek” campaigns. Use these to build anticipation, grow your email lists, and capture those early birds before the November rush turns into a frenzy of competing offers.

2. Hyper-Personalisation isn’t Optional – It’s Essential

The days of generic, one-size-fits-all sales are over. Consumers expect experiences tailored just for them. Thanks to advancements in AI and customer data platforms, retailers are no longer just guessing; they know what individual shoppers want.

What this means for you: Use your data. Your ads should be dynamic, pulling in products a customer viewed or recommended based on past purchases. On your site, integrate AI-powered gift guides or quizzes that simplify decision-making and make the shopping experience feel uniquely their own.

3. Mobile-First & Interactive Social Commerce Reigns Supreme

Forget desktop. Black Friday 2025 will be driven by mobile, especially within the immersive worlds of social media. Think TikTok, Instagram Reels, and YouTube Shorts. Authenticity trumps polish here, with UGC-style (user-generated content) content feeling more relatable and trustworthy. Live shopping events? They’re becoming a must-have for real-time engagement and urgency.

What this means for you: Prioritise short, vertical video for your ads. Make every post shoppable. Invest in influential collaborations and encourage user-generated content. Your social channels aren’t just for branding; they’re direct sales funnels.

4. Value Over Discounts: Bundles & Flexible Payments

In an era of cautious spending, consumers are looking beyond the percentage off. They want to feel like they’re getting maximum value. This means smart bundling, enticing BOGO (Buy One, Get One) offers, and creative non-discount incentives like free gifts or tiered savings. Crucially, for those bigger purchases, Buy Now, Pay Later (BNPL) options will make a difference.

What this means for you: Reframe your offers to highlight the comprehensive value. Instead of “20% off,” try “Get the Complete Starter Kit – Save £50!” And if you can offer BNPL, you should; it’s a critical conversion driver for higher-priced items.

5. Multi-Channel Urgency & Scarcity is Key

FOMO (Fear Of Missing Out) isn’t going anywhere, but how you deliver those urgent messages is evolving. It’s about seamless integration across all your digital touchpoints: email, SMS, push notifications, and even directly within your ad creatives. Real-time inventory updates and dynamic countdowns will drive immediate action.

What this means for you: Integrate countdown timers directly into your display ads and landing pages. Use SMS for “flash sale” or “last chance” alerts – their immediacy can cut through the noise better than email alone and drive rapid conversions.

Don’t Wait. The Brands That Start Now Win Later

Talk to Reach today. We’ll plan your Black Friday strategy, produce compelling video and content, and activate high-impact digital display across our network of trusted news sites—so your story is seen, your offers land, and your results scale.

Share your objectives, audience, locations, and timing, and we’ll provide a tailored Black Friday plan and schedule. Complete the form below to get started.