Black Friday 2025 is just around the corner, which means it’s time to start crafting your plan of attack for the busiest week in the retail calendar.

It’s no secret that shoppers spend big over Black Friday. In 2024, US consumers spent $41.1bn online over the 5 day Cyber Week period (from Thanksgiving through to Cyber Monday), with spending peaking on Cyber Monday at $13.3bn. 

And with almost every brand vying for a slice of the action, retailers need a smart strategy to engage and convert shoppers throughout the period, as well as retain them when the dust settles and the new year begins. 

We’ve pulled together our favorite Black Friday marketing campaigns of 2024 to inspire you as we head into the 2025 season. From smart customer reactivation to social-first strategies, keep reading for best practice examples from Percival, Monsoon, Rapha and more. 

Monsoon's colorful reactivation campaign

OK, so technically this one’s not a Black Friday campaign. However, with the Black Friday frenzy starting earlier and lasting longer each year, as our data has confirmed, it’s becoming more important than ever to start laying the groundwork with your audience well before Thanksgiving. 

This campaign from iconic British fashion brand, Monsoon, targeted lapsed shoppers that had previously shopped a particular color with a curated edit of product recommendations featuring that same color—in this case, blue. 

Featuring a message from their Head of Marketing to add a personal touch, this campaign was a novel and thoughtful way to capture customer attention and help put Monsoon front-of-mind ahead of the Black Friday chaos.

Rapha's lead acquisition play

In the lead-up to Black Friday, cycling apparel and lifestyle brand Rapha ran a lead generation campaign via social media, offering early access to their sale for users who signed up.

Featuring a bold, simple graphic, this straightforward approach served to grow their email list ahead of peak while positioning their sale as something worth anticipating. The campaign capitalized on the immediacy of Instagram to boost subscriber numbers and build a qualified audience ready to engage when the sale went live.

Wolf & Badger's wishlist CTA

Ahead of Black Friday, Wolf & Badger—the global marketplace for independent and ethical brands—encouraged customers to start building their wishlist, helping to gauge interest and increase customer engagement ahead of the sale.

This strategy allowed the brand to trigger price drop notifications on Black Friday for items saved to wishlists—ensuring that shoppers were reminded and re-engaged when the sale officially began.

Lola's SMS incentives

To drive SMS opt-ins before Black Friday, feminine care brand Lola offered exclusive early access to their best deals via text. 

The campaign was targeted at email subscribers who hadn’t yet signed up for SMS, with messaging clearly communicating that this would be the brand’s best offer of the year. This strong incentive both encouraged sign-ups and ensured customers knew to take advantage of the deal rather than hold out for a better price another time.

Finisterre's Blue Friday campaign

Rather than going all-in on discounts, British surfwear brand Finisterre once again took a values-led approach with their annual “Blue Friday” campaign. In partnership with an ocean conservation charity, the brand donated £2 from every order over the weekend to support marine protection efforts. 

The accompanying email campaign highlighted the environmental impact of previous years, featured relevant product categories, and included editorial-style content to encourage further browsing. 

This approach aligned with the brand’s sustainable ethos while still supporting commercial objectives during a key trading period, giving customers a reason to feel good about their purchase.

Papier's "Better than Black Friday" VIP event

Premium stationery brand, Papier, ran their own sale especially for VIPs, branded as the “Better than Black Friday” sale. 

Held ahead of the wider Black Friday event, this campaign is positioned as a reward for loyalty, with VIP and early access messaging front and center. Members received an exclusive passcode to unlock access to the sale (‘SECRETSALE’), personalized product recommendations, and was/now pricing to clearly signpost the discounts available. 

Percival's plain text update

Sometimes a plain text email is just the thing to cut through the masses of marketing noise at Black Friday; just like this one from celeb-favorite menswear brand Percival. 

Sent from the brand’s founder, the email’s personal styling and language offered a simple but effective alternative to more explicitly branded emails. Featuring product highlights, the discounts available, and practical information such as the extended returns window, this email made preparing for and shopping the sale a simple and stress-free experience. 

Plus, a nod to the brand’s loyalty scheme and the extra special deals available to its members was a helpful nudge to encourage new registrations.

Jaded London's cross-channel approach

With competition for customer attention sky-high around Black Friday, cult-favorite fashion brand Jaded London diversified their approach to meet customers wherever they were.

With a coordinated approach combining email, website updates, and paid social (using audiences synced from Ometria), the brand increased their chances of staying visible and driving conversions during a crowded period.

Touchpoints featured differentiated messaging (discounts of 50% rather than their standard 30%), and weaved in loyalty points to encourage previous customers to return and shop again.

REPRESENT Clothing's TikTok thank you

REPRESENT Clothing, the British-born luxury streetwear brand, ran a TikTok campaign featuring a short video from their founder, George, filmed at the end of the first day of the sale. 

In the video, filmed in a conversational, selfie style, he thanked customers for their ongoing support over Black Friday —specifically referencing repeat orders. The ad was targeted to existing customers and leads synced to TikTok via Ometria, ensuring it was seen by their highest-potential segments.

What made this video special is that rather than focusing on offers, REPRESENT reinforced brand loyalty and customer appreciation, making shoppers feel special during a promotion-heavy period. 

Get ready for your best Black Friday yet

We hope these standout campaigns from Black Friday 2024 have provided some useful inspiration as you plan for the season ahead. While every brand takes a slightly different approach, the most effective campaigns are always rooted in a strong understanding of the customer.

If you’re gearing up for an even bigger and better Black Friday in 2025, we’ve got your back. Ometria customers, please get in touch with your Customer Success Representative if you’d like further support in your peak season planning. 

Not yet with Ometria? Why not book a demo to start exploring how you can take your Black Friday to the next level.