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Black Week 2025 · Meta ads

Who went early, who went deep.

35 brands across 8 industries. Every ad they delivered in SE, NO, DK, FI, DE, GB between 1 Oct and 5 Dec 2025, read ad by ad.

Ads analysed
46,333
Black Week ads
16,526
Typical campaign start
23 Nov
Deepest discount
80%
01

The typical brand had its median Black Week ad live on 23 Nov, 5 days before Black Friday. CDON was earliest (9 Nov).

02

3 of 34 brands with a campaign mostly didn't say "Black Week": Lyko, IM8, Mini Rodini ran offers under their own name or kept their standing offer.

03

Biggest step-up in new ads per day: Happy Socks, at 12.9× its late-October pace. 10 brands launched fewer new ads per day during Black Week than before it.

04

Deepest discount in Black Week copy: 80% (Lyko). Across brands that stated one, the median deepest was 50%.

New ads per day, all 35 brands

Ads by start date. Black Week ads name it or carry an offer and started in the Black Week period.

Black Friday
Cyber Monday
1 Oct1 Nov1 Dec
Black Week adsOther new adsBlack Week period, 17 Nov to 1 Dec
By industry

How each category played it

Consumer electronics

426 ads
17 Nov
Typical start
2.8×
Median lift
56%
Median deepest
ElgigantenNetOnNetWebhallen

Marketplaces & department stores

4,785 ads
19 Nov
Typical start
1.4×
Median lift
65%
Median deepest
CDONBooztZalandoEllos

Fashion

8,030 ads
26 Nov
Typical start
1.7×
Median lift
50%
Median deepest
H&MNellyBjörn BorgHappy SocksRepresentSnocks

Beauty & personal care

6,636 ads
23 Nov
Typical start
1.6×
Median lift
50%
Median deepest
LykoKicksCaia CosmeticsHairlustHismile

Health & supplements

11,503 ads
23 Nov
Typical start
1.1×
Median lift
50%
Median deepest
ApoteaAG1IM8SpacegoodsHuelHoly

Sport & activewear

10,220 ads
18 Nov
Typical start
0.9×
Median lift
70%
Median deepest
GymsharkICANIWILLStronger

Home & kids

919 ads
24 Nov
Typical start
1.1×
Median lift
n/a
Median deepest
Clas OhlsonRustaJollyroomMini Rodini

Accessories & wearables

3,814 ads
24 Nov
Typical start
2.8×
Median lift
35%
Median deepest
Daniel WellingtonNordgreenNudientOura

All brands

Lift = new ads per day in the Black Week period ÷ late October (22 Oct to 9 Nov).

BrandIndustryAdsBlack Week adsSay “Black Week”LiftTypical startDeepest
ElgigantenConsumer electronics1584281%2.1×17 Novn/a
NetOnNetConsumer electronics16075100%8.9×23 Novn/a
WebhallenConsumer electronics10871100%2.8×17 Nov56%
CDONMarketplaces & department stores645100%0.3×9 Nov60%
BooztMarketplaces & department stores2,0131,16592%2.3×19 Nov70%
ZalandoMarketplaces & department stores2,46893585%1.9×19 Nov75%
EllosMarketplaces & department stores2403388%0.9×21 Nov50%
H&MFashion1,03868100%0.5×27 Nov70%
NellyFashion1,695334100%2.1×26 Novn/a
Björn BorgFashion36942100%0.7×25 Nov40%
Happy SocksFashion467186100%12.9×20 Nov30%
RepresentFashion1,818825100%1.3×24 Nov60%
SnocksFashion2,6431,650100%5.3×26 Nov50%
LykoBeauty & personal care4465334%1.3×24 Nov80%
KicksBeauty & personal care8065050%0.4×24 Novn/a
Caia CosmeticsBeauty & personal care1,286489100%4.7×23 Nov50%
HairlustBeauty & personal care2142588%2.3×23 Nov40%
HismileBeauty & personal care3,88459169%1.6×23 Novn/a
ApoteaHealth & supplements431856%1.9×23 Nov50%
AG1Health & supplements1,135584100%1×13 Nov50%
IM8Health & supplements6,5868031%1.1×24 Nov30%
SpacegoodsHealth & supplements1,61134496%1.2×21 Nov50%
HuelHealth & supplements4812889%1×28 Nov20%
HolyHealth & supplements1,64789699%1×21 Novn/a
GymsharkSport & activewear5,1593,37781%4×18 Nov50%
ICANIWILLSport & activewear1,97855483%0.8×20 Nov70%
StrongerSport & activewear3,0831,363100%0.9×14 Nov75%
Clas OhlsonHome & kids18416100%2.7×24 Novn/a
RustaHome & kids3731794%1.7×22 Novn/a
JollyroomHome & kids840n/a0.3×n/an/a
Mini RodiniHome & kids278180%0.4×28 Novn/a
Daniel WellingtonAccessories & wearables84332592%4.1×24 Nov50%
NordgreenAccessories & wearables20989%1.6×20 Nov30%
NudientAccessories & wearables2,6471,49399%8.1×27 Nov40%
OuraAccessories & wearables3044250%0.8×21 Nov30%

Method and limits

  • Source: Meta Ad Library API (ads_archive, all statuses). Every ad the brands' pages delivered in SE, NO, DK, FI, DE, GB between 1 Oct and 5 Dec 2025, pulled 21 Oct 2026. Ads that left the Library before then (about a year after they last ran) are missing.
  • Black Week ads: copy that names Black Week, Black Friday or Cyber Monday (six languages), plus ads with an offer (discount, sale wording) that started in the Black Week period, 17 Nov to 1 Dec. Catalogue ads with product-only copy read as neither.
  • Lift compares new ads per day, not budget. The Library has no spend, daily impressions or results for commercial ads, so nothing here says what was profitable.
  • Discounts count only percentages in discount context (“-30%”, “30% off”, “up to 50%”). Reach is Meta's EU reach estimate.
  • Retailers are measured on their Swedish pages. Outside the EU and UK the API returns no commercial ads, so US programmes (Gymshark, AG1, Hismile, Oura) aren't here.