Content
Black Friday 2025: Promodo’s Tips to Boost Your Strategy
September 22, 2025
13 mins
According to Deloitte’s forecast, global holiday online sales (November 2025 – January 2026) are expected to grow by 9%, reaching $305–310 billion.
The 2025 season will be unlike any before, largely driven by the rise of AI. Already, 54% of consumers say they plan to use artificial intelligence to find the best prices, analyze reviews, and get personalized recommendations. For brands, this means it’s no longer enough to rely solely on traditional marketing tools — they must also adapt to shifts in customer behavior shaped by new technologies.
In this guide, Promodo experts share how to prepare for Black Friday across five key channels — SEO, PPC, Media, SMM, and Retention. Inside, you’ll find the latest trends and practical tips to help you build a cohesive strategy and make the most of seasonal opportunities.
To get the best results, you need to start preparing for Black Friday well in advance. This means conducting keyword research, creating a content plan, and analyzing what your competitors are doing — or have done in the past.
Optimizing your blog for popular user searches, such as “When is Black Friday?”, allows you to attract traffic long before the sales begin and then guide those visitors toward your target landing page.
The success of any SEO strategy starts with a technically sound website. Make sure your site can handle a sudden surge in traffic, and test both loading speed and server stability in advance. Slow performance can lead to lost customers.
Avoid letting your Black Friday page compete with other pages on your site, such as blog articles. Direct all relevant traffic to a single, central sales page using internal linking.
Instead of creating a new Black Friday page every year, maintain a single, permanent page. This approach allows the page to build authority over time, which positively impacts its ranking in search results.
This is the page you should prioritize when building an effective Black Friday strategy on your site. Regularly update its content, add informative descriptions, and ensure the page is user-friendly across all devices. Keep in mind that Google’s bot needs time to index new content, so to stay ahead of competitors with updated pages in search results, preparation must start well in advance.
Update the meta tags on your Black Friday page, making sure they remain relevant and include the year, target keywords, and clear references to the sale. Refresh the content each year in preparation for Black Friday so your page is always ready to capture seasonal demand.
For example, even though Dyson doesn’t display its Black Friday 2025 deals in September, the brand already has a dedicated landing page with a CTA inviting visitors to check the current offers.
Create informative content—such as blog posts or FAQ sections—that answers popular user queries like “When is Black Friday?”. This approach lets you attract traffic well before the sale and then guide visitors to your main landing page.
Publishing PR articles about your promotional offers helps you earn backlinks from authoritative sites, boosting your site’s ranking. At the same time, it builds excitement and captures the attention of potential customers long before the sale begins.
Search engines are paying even more attention to user behavior. A high level of E‑E‑A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is crucial for Black Friday. Sites that publish product video reviews, photo testimonials, and real‑life usage stories earn greater trust from both users and search engines.
To secure top rankings for your page, ensure transparency in your promotions, a smooth checkout process, reliable shipping and return information, a detailed “About Us” page, genuine user reviews, and author pages. All of these elements influence how your page is ranked.
Language models are gaining influence and are increasingly diverting users from traditional Google search results. To ensure your business stays visible and attracts users from SGE, your content should focus on:
For example, when writing about Black Friday, clearly specify the promotion’s conditions: dates, bonus mechanics, and limitations. Simply stating there’s a sale without concrete evidence or details will not work in your favor with AI.
Top 5–10 lists perform particularly well in AI Overviews. Articles such as “Top 5–10 items to buy on Black Friday” are often featured in chatbot responses, driving traffic back to your site.
Also read how to optimize content for LLM.
Make sure all product information—titles, descriptions, prices, and availability—is accurate and up to date. Verify that products relevant to Black Friday include the appropriate keywords to improve their visibility. Use high-quality, clear images to showcase your products effectively.
Leverage the promotions feature in Google Merchant Center to highlight special offers and discounts for Black Friday and Cyber Monday. This makes your deals more appealing to potential buyers. Regularly update your feed to reflect real-time inventory changes and correct any errors to maintain product visibility.
In a cookie-less world, retargeting no longer delivers the same impact as before. Build your PPC campaigns around your own data sources—CRM, email and SMS contacts, and customer lists. This allows you to create precise segments for Lookalike audiences and run more accurate remarketing campaigns.
In Google Performance Max and Meta Advantage+, feed quality has become critical. Algorithms rely on accurate data, and outdated prices or stock levels can waste your budget. To make your ads stand out on Meta, use tools like Feed Optimizer, which can help you create unique, high-performing product listings.
Competition spikes in November and December, and so do CPCs. Plan your budgets with extra room so your campaigns don’t pause midday. Start gradually increasing investments 3–4 weeks before the peak to avoid strategy resets and lost conversions.
Keep in mind that shoppers expect discounts as early as the beginning of November. If you enter the market later, auctions will already be overheated. Launch PPC activity in advance to capture warm audiences and get them ready for your final offer.
During peak periods, Google and Meta take longer to review ads. If you launch creatives at the last minute, you risk losing a day or two of impressions. Prepare several banner and video variations in advance so you can quickly swap them if any get rejected.
GA4 doesn’t always provide immediate sales data. That’s why it’s important to keep daily communication between your PPC team and the sales department. If you notice demand in a certain category rising sharply, adjust budgets right away instead of waiting for the next day’s report.
Black Friday has long been a fixed part of most brands’ communication plans. During this period, competition intensifies across both media and performance channels.
In media channels, it’s worth strengthening your presence; otherwise, your message risks getting lost in the noise.
This is a great opportunity to expand your brand’s audience. At the same time, for certain categories it’s more effective to focus on remarketing (the database should be collected in advance — during previous campaigns).
Use segmentation: create separate offers for new customers, loyal buyers, and those who haven’t purchased in a long time. In your creatives, highlight the products that are in the highest demand among your target audience.
Unfortunately, there’s no magic formula: campaigns deliver strong results either when they have a unique value proposition or when the media budget for Black Friday is multiplied several times.
This is because ad placement rates rise significantly during Black Friday.
They should be based on insights from previous campaigns.
Run A/B tests of banners and copy as early as September–October so that during peak days you invest only in the most effective versions.
Use emotional triggers (“only 3 days,” “limited stock”), but remember: most brands use the same type of messages.
The main task of your creatives is to stand out among the flood of red price tags.
And remember: Black Friday isn’t just a set of separate tools, but a shared experience your brand creates for the customer. Whatever you choose to
Black Friday is not only an opportunity for businesses to increase revenue but also a chance to strengthen customer loyalty and trust.
First, we recommend defining your goal — do you want to increase sales in a specific product category, reach a certain number of orders, attract more customers, or raise the average order value?
From there, you can build a comprehensive strategy using a mix of tools.
AMP emails are a classic. Simple elements such as countdown timers or product carousels encourage interaction directly within the email or drive users to visit the website.
At Promodo, we also recommend introducing gamified mechanics for the holiday season. Our experience shows that every second user who receives a promo code in a game goes on to use it!
Implement gamification. Quizzes or mini-games with prizes increase both engagement and sales. You can launch small teaser campaigns before Black Friday to warm up interest and build a separate audience segment eager for hot deals. Direct this traffic to a landing page with a creative design and strong concept.
This allows you to enrich existing contacts with additional communication channels. For example, if you only have a phone number, create a subscription form where users can leave their email in exchange for a bonus with their order.
For Black Friday 2025, implement omnichannel communication by using all available channels (offline + online). And online, don’t rely on email alone — there are many other ways to reach your audience.
Don’t forget to segment and personalize your messages. Focus not only on attracting new users but also on reactivating those already in your database. After all, retaining an existing customer is cheaper than acquiring a new one.
Consider the number of messages you send across each channel — avoid spamming with 100 messages a day.
Check all settings and prepare your website in advance to handle the heavy traffic during the sales period.
Monitor your domain’s “health” with postmaster tools to ensure your emails aren’t landing in spam.
Don’t forget to run A/B tests on your hypotheses.
Focus on mobile formats — most users rely on smartphones for quick access to information.
2025 has shown that it’s not ad noise that wins in the feed — it’s interaction. Social media algorithms now rank higher the content that sparks reactions, so instead of shouting about a sale, a brand should invite people into a conversation — only then will its message truly be heard.
Focus on UGC and micro-influencers. Unboxing videos from buyers, mini-reviews, real-life consumption or usage scenarios — all of these create trust that no banner can replicate. Micro-influencers with a loyal core audience help cut through the noise, as their content is perceived as advice from a friend.
Another effective mechanic is employee-generated content: when team members themselves share behind-the-scenes moments of preparation, joke about their workload, and show real emotions. For instance, you can showcase packers putting together hundreds of boxes overnight, marketers brainstorming creative ideas, or couriers getting ready for peak demand. This kind of content doesn’t require large budgets but conveys authenticity and closeness — qualities the audience values far more than polished advertising.
Users are increasingly searching for products directly on TikTok or Instagram instead of Google. Algorithms take into account keywords in captions, questions in posts, hashtags, and even on-screen text in videos. So, if you create a post like “How to choose wireless headphones on Black Friday” and add relevant keywords in the caption and hashtags, it’s highly likely to appear in social media search results — right where the user is already looking for advice before making a purchase.
Don’t limit yourself to teasers alone. Yes, they work, but today it’s even more important to create content that brings users together around your brand.
For example, a countdown series in Stories could be paired with polls like “Which discount category are you waiting for most?” Meanwhile, a post listing “bestsellers” can invite people to share their own wishlists.
Diversity of formats is also key. In 2025, you can’t bet everything on one type of content. Some audiences respond to dynamic Reels with unboxings, others to calm story-driven advice, and others still to infographics or carousel posts with practical hacks. The goal is to mix formats so that every audience segment finds something that resonates.
When a brand creates a space where users can share their own content, recommend products to each other, and get quick feedback, it keeps attention long after the sale itself ends.
This year we’ve also seen brands becoming more active on Threads. However, the situation varies depending on business size: for large retailers, it’s still challenging to establish a strong presence there. Most of their visibility comes through share of voice — when users mention brands in their own posts.
For small and medium-sized businesses, Threads, on the contrary, opens up more opportunities. Here, either the owner’s personal brand works, or unconventional strategies do — publishing reviews, screenshots of conversations, or provocative posts that spark waves of comments. Threads’ algorithms don’t push discount ads; they promote content that generates genuine engagement. That’s why smaller businesses can quickly gain reach and warm up their audience ahead of Black Friday — but only if there’s a clear strategy in place, not just mechanical posting.
In the end, the Black Friday 2025 strategy comes down to a simple equation: attention + trust = sales.
Brands that build their communications around this formula will get the most out of the discount season.
Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
You may also like
Choose quality and trusted services to improve the presence of your company on the Internet, and feel free to contact our UK team if you have any questions.
Two in three households in the United States own a pet. This fact alone explains why the domestic pet industry is booming. A countrywide adoration of pets signa
Ahrefs reports 43.7% of the most top-ranking pages have some reciprocal links.
When most people hear “SEO,” they think of Google. That’s not a surprise as it holds almost 90% of the market!
We at Promodo are ready to help you improve your performance across all digital marketing channels.
Get started
.svg){kind=logo}
