10 Creative Black Friday Campaigns to Inspire Your Upcoming Black Friday Deals

Nikolett Lorincz
September 19, 2025
Marketing
6 min read

Black Friday isn’t just about slashing prices; it’s a full-blown marketing showdown during the holiday shopping season.

With every brand flooding inboxes and feeds with “can’t-miss” deals, standing out takes more than a discount. It takes creativity.

The smartest brands use Black Friday as more than a sales push; they use it to build hype, connect with their audience, and leave a lasting impression.

In this article, you’ll get:

10 creative Black Friday marketing campaigns
A breakdown of why each one worked
6 actionable ideas to inspire your own campaign

Let’s get into it.

10 creative Black Friday marketing campaigns

Let’s take a look at ten of the most creative Black Friday campaigns that have captured attention in recent years.

1. Apple’s “one-day shopping event”

Apple needs no introduction. Known for its sleek design and innovative products, Apple is synonymous with premium quality and brand loyalty.

Apple’s Black Friday promotion is a masterclass in simplicity. Rather than slashing prices across the board, Apple typically offers gift cards with purchases of selected products during its “One-Day Shopping Event.”

This approach maintains the brand’s premium image while still giving customers a reason to shop.

Key takeaway: Less can be more. Apple shows that you don’t need to devalue your brand to participate in Black Friday sales. Instead, offer added value—like a gift card or free gift—that keeps the perception of your product’s worth intact.

2. REI’s #OptOutside

REI is an outdoor retailer known for its commitment to sustainability and outdoor adventures. The brand is deeply connected to nature and the outdoor community.

REI did something radical on Black Friday: it closed all its stores and paid its employees to spend the day outside.

The #OptOutside campaign encouraged people to skip the Black Friday shopping period madness and enjoy nature instead. REI’s message resonated with its audience, creating a movement that reinforced the brand’s values.

Key takeaway: Don’t be afraid to go against the grain. REI’s campaign was successful because it aligned perfectly with its brand ethos. Sometimes, the most powerful statement is to reject the norm.

3. Cards Against Humanity’s “99% off sale”

Cards Against Humanity is known for its irreverent humor and unique marketing strategies.

In 2019, Cards Against Humanity offered a 99% off sale for Black Friday shoppers. The catch? The items were bizarre, such as a used Ford Fiesta for $97.50, a diamond ring for $32.50, or a life-size Orlando Bloom cut-out for $0.75.

The campaign was designed to be humorous and absurd, aligning perfectly with the brand’s personality.

Key takeaway: Know your brand’s voice and lean into it. The more your campaign reflects your unique personality, the more it will resonate with your target audience.

4. Amazon’s countdown to Black Friday

Amazon, the ecommerce giant, is the go-to destination for online shopping, especially during Black Friday.

Amazon doesn’t just wait for Black Friday; it builds anticipation with a “Countdown to Black Friday” sale that starts weeks in advance. Each day, new special deals are unveiled, creating a sense of urgency and excitement leading up to the big day.

Key takeaway: Build anticipation. Amazon’s approach shows the power of a teaser campaign to keep customers engaged over a longer period, rather than focusing all efforts on a single day.

5. Ikea’s “Buy Back Friday”

Ikea is the world’s largest furniture retailer, known for its affordable, flat-pack furniture.

In 2020, Ikea flipped the script on Black Friday by launching “Buy Back Friday.” Instead of encouraging consumers to buy more, Ikea offered to buy back used Ikea furniture for up to 50% of the original price. The initiative promoted sustainability and gave customers a reason to declutter.

Key takeaway: Think sustainability. Ikea’s campaign appealed to eco-conscious consumers and reinforced the brand’s commitment to sustainability, showing that Black Friday campaigns don’t always have to be about buying new products.

6. Patagonia’s “Don’t Buy This Jacket”

Absolutely! Here’s the revised version with bullet points, keeping it clean and engaging:

Patagonia, the outdoor brand known for its strong environmental values, took a bold approach on Black Friday.

Their message? “Don’t Buy This Jacket.”

On the biggest shopping day of the year, they asked customers not to buy.

The campaign aimed to make people think twice before purchasing something new.
It encouraged consumers to consider the environmental cost of their shopping habits.
Instead of pushing sales, it promoted conscious consumption and sustainability.

7. Walmart’s “Biggest Ever Black Friday”

Walmart is a retail giant known for its wide selection and low prices.

Walmart’s Black Friday campaigns are always highly anticipated, and in recent years, it has focused on rolling out its deals earlier and in waves. The “Biggest Ever Black Friday” campaign spread deals over several days, both in-store and online, to manage crowds and increase accessibility.

Key takeaway: Stagger your offers. By spreading out Black Friday deals, Walmart managed to keep customers engaged over a longer period, while also reducing the chaos that typically comes with Black Friday shopping.

8. Adidas’ “No Code Needed”

Adidas is a global sportswear brand known for its innovative products and streetwear appeal.

In a nod to simplicity, Adidas launched the “No Code Needed” campaign. Customers didn’t need a special discount code or coupon to access Black Friday discounts—everything was automatically marked down both in the online store and in stores. This straightforward approach made shopping easier and faster.

Key takeaway: Make it easy for your customers. Adidas eliminated the friction of having to hunt for discount codes, making the shopping experience seamless and stress-free.

9. Glossier’s “Pink Friday”

Glossier is a beauty brand that has built a cult following thanks to its minimalist products and community-driven approach.

Glossier renamed Black Friday to “Pink Friday,” playing on its signature color. The brand offered site-wide discounts and exclusive products. The campaign was a hit, creating a unique twist that stayed true to Glossier’s brand identity.

Key takeaway: Customize your Black Friday sales to fit your brand. Glossier’s Pink Friday showed how a small change can make a big impact when it’s aligned with your brand’s aesthetic.

10. Kohl’s “Super-Cash”

Kohl’s is a department store chain that offers a wide range of products at competitive prices.

Kohl’s didn’t just offer discounts on Black Friday; they offered “Kohl’s Cash” for every purchase, which customers could use on future shopping trips. This encouraged repeat business and increased customer loyalty.

Key takeaway: Incentivize future purchases. By offering rewards that customers can use later, Kohl’s extended the benefits of Black Friday beyond a single day.

6 tips for crafting your own creative Black Friday campaign

Now that you’ve been inspired by some of the most innovative Black Friday campaigns, it’s time to focus on how you can create your own.

Let’s dive deeper into these tips to ensure your Black Friday marketing campaign grabs attention and drives meaningful results.

1. Understand your audience

A successful Black Friday campaign starts with knowing your audience. With shoppers overwhelmed by deals, your offer needs to hit the right nerve.

Dig into your customer data look for buying patterns, preferences, and behaviors. Are they hunting for big-ticket discounts or smaller gifts?

What drives them?

Free shipping
Early access
Deep discounts

Once you’ve got the insights, segment your audience and personalize your campaigns. Whether it’s targeted email campaigns, tailored website content, or custom social ads, make each shopper feel like the deal was made for them.

2. Set clear goals

Without clear goals, your Black Friday campaign can easily lose direction.

Ask yourself what you want to achieve. Are you looking to increase sales by a certain percentage, grow your email list, boost social media engagement, or drive more traffic to your website?

Then, break it down into smaller, measurable objectives. For example, if your goal is to drive more sales, your objectives might include reaching a specific number of website visitors, achieving a certain conversion rate, or selling a set quantity of a particular product.

Having these clear, measurable goals will not only guide your Black Friday marketing campaign strategy but also help you evaluate its success. This way, you can make informed decisions on what to tweak or improve in future campaigns.

3. Leverage data and insights

Data is your best friend when it comes to crafting a winning Black Friday promotion. By analyzing past campaigns and current market trends, you can make informed decisions that increase your chances of success.

Start by looking at what worked and what didn’t in previous Black Friday marketing promotions. Which products were the most popular? Which channels drove the most traffic and conversions? Use this historical data to identify patterns and opportunities.

Additionally, keep an eye on current market trends and competitor activities. What are the hot products this season? What are your competitors doing that you could do better? This kind of competitive analysis can provide valuable insights into how you can differentiate your campaign.

4. Run a teaser campaign

The most effective Black Friday campaigns don’t start on Black Friday, they build hype weeks in advance. Launching an early Black Friday campaign keeps your brand top of mind and builds anticipation.

Use your website, email, and social media to drop hints and stir excitement. You can:

Create countdown timers
Share sneak peeks of top deals
Offer early-bird specials to loyal customers

A smart move: use popups to collect emails from shoppers interested in early access. Reward them with exclusive discounts or first dibs on your best offers.

5. Promote your Black Friday deals everywhere

Social media is your Black Friday megaphone. Use platforms like Instagram, Facebook, TikTok, and X to:

Share upcoming deals
Post engaging, on-brand content
Interact with your audience in real time

Paid ads are a smart way to boost visibility and target specific customer groups.

And don’t underestimate email marketing—it’s still one of the most powerful tools in your kit. Send a series of emails leading up to the big day:

Start with teasers
Build excitement
Finish with a final push on Black Friday

Personalize your messages based on customer segments to drive higher engagement.

Lastly, if it fits your brand, throw in some offline tactics, like in-store promos, flyers, or collabs with local businesses, to widen your reach.

6. Test and iterate

One of the biggest keys to Black Friday success? Testing and flexibility.

What works in the morning might flop by afternoon, so be ready to adapt. Before the big day, A/B test different parts of your campaign, like:

Email subject lines
Ad creatives
Landing page layouts
Call-to-action buttons

This helps you figure out what actually clicks with your audience.

Once your campaign is live, monitor performance closely. Watch metrics like traffic, conversions, and online sales in real time.

If something’s underperforming, pivot quickly. You might need to:

Adjust ad targeting
Update your messaging
Refresh your offers

Staying flexible lets you make data-driven decisions on the fly—so you’re not just reacting, you’re optimizing.

Recommended reading: 30 Black Friday Marketing Ideas to Try in 2024

FAQ

When should I start promoting my Black Friday sales?

The best-performing BFCM campaigns often begin teasing deals 2–4 weeks in advance. Starting early builds anticipation, warms up your email list, and ensures you’re top of mind before inboxes get flooded.

What are some creative alternatives to discounts in Black Friday campaigns?

Not every offer has to slash prices. You can:

Create product bundles
Offer free gifts
Multiply loyalty points
Donate a portion of sales to a cause

These tactics build customer retention while protecting your brand’s perceived value.

How do I improve customer retention after Black Friday?

Follow up with post-purchase emails, thank-you offers, and personalized product recommendations. BFCM campaigns shouldn’t end at checkout use this moment to turn first-time buyers into long-term customers.

Wrapping up

Creativity is your secret weapon during Black Friday/Cyber Monday. By thinking outside the box and aligning your campaign with your brand values, you can create a memorable experience that drives sales and builds customer loyalty.

Use these creative Black Friday ideas as a springboard for your own campaigns, and watch your brand shine this Black Friday.

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