Every November, inboxes overflow, feeds get louder, and ad space gets more competitive—it’s Black Friday season. For businesses, it’s both an opportunity and a challenge: how do you rise above the noise without blending in with every “50% OFF!” banner?
Here’s how to create Black Friday advertising that doesn’t just get attention—it gets action.
1. Start Early, Build Anticipation
Black Friday isn’t a one-day event anymore—it’s a full-season strategy. Smart brands start teasing deals and building awareness weeks in advance.
Use countdown posts, sneak peeks, or exclusive early-access sign-ups to create anticipation. When the big day hits, your audience will already be primed to act.
Pro Tip: Launch an “Early Bird” email campaign 7–10 days before Black Friday. Reward early sign-ups with a bonus discount or free shipping.
2. Lead with Emotion, Not Just Discounts
Everyone expects deals—but emotion drives decisions. Whether it’s excitement, urgency, or the satisfaction of getting the perfect gift, tap into the why behind the purchase.
Create stories, not just sales copy. Showcase how your product makes life easier, brighter, or more meaningful during the holidays.
Example: Instead of “25% off all candles,” try “Give the gift of calm—25% off soothing scents for holiday stress relief.”
3. Optimize for the Scroll, Not the Shelf
Most shoppers will see your ads on mobile, not in-store displays. Make your creative thumb-stopping:
- Bold headlines and contrast colors
- Short, clear copy
- Easy-to-click CTAs
- Visuals that speak instantly, even without sound
Pro Tip: Add captions and animation to your social ads—many viewers scroll with sound off.
4. Create Urgency—But Keep It Honest
Flash sales and countdown timers still work, but audiences are savvy. Use urgency authentically: limit stock, offer early access, or bundle deals that add value rather than fake scarcity.
Try: “Only 200 available” or “Ends tonight at midnight” paired with visible progress bars for social proof.
5. Retarget and Reconnect
The Black Friday path to purchase often spans multiple touches. Use retargeting to reach visitors who browsed but didn’t buy, and remind them of what they’re missing—especially with time-sensitive offers.
Follow up with post-sale thank-you emails or “Cyber Monday extras” to keep momentum rolling.
6. Make It Feel Like You
Amid all the noise, authenticity cuts through. Don’t abandon your brand voice for generic hype.
If your tone is witty, stay witty. If your brand is about calm and connection, bring that energy to your Black Friday ads. The goal is to amplify your identity—not replace it.
Final Thoughts
Black Friday advertising isn’t about who can shout the loudest—it’s about who connects the best. Start early, stay true to your voice, and focus on value that lasts beyond the sale.
When done right, Black Friday isn’t just your biggest sales day—it’s your strongest brand moment of the year.