Black Week 2025 · Accessories & wearables
Daniel Wellington
Ads delivered
843
1 Oct to 5 Dec
Black Week ads
325
92% say "Black Week"
Lift in new ads/day
4.1×
5.5/day late Oct → 22.7/day
Typical start
24 Nov
4 days before Black Friday
Deepest discount
50%
median 50%
New ads per day
First Black Week ad 31 Oct. Half of them were live by 24 Nov; the median one ran 6 days, and 61% kept running past Cyber Monday.
Black Friday
Cyber Monday
1 Oct1 Nov1 Dec
Black Week adsOther new adsBlack Week period, 17 Nov to 1 Dec
The offer
Share of new ads with an offer in the copy
Late October (22 Oct to 9 Nov)26%
Black Week period (17 Nov to 1 Dec)78%
In Black Week ads
State a discount as %80%
"Up to" pricing76%
Discount code0%
Early access0%
Against accessories & wearables
Daniel Wellington vs the industry median of 4 brands
| Daniel Wellington | Industry | |
|---|---|---|
| Typical start | 24 Nov | 24 Nov |
| Lift in new ads/day | 4.1× | 2.8× |
| Deepest discount | 50% | 35% |
Same industry
Biggest Black Week ads
Ranked by EU reach.
#1Says Black Week
2.2MEU reach
Up to 50% Off ✨
We are live! Black Friday starts now 🔥 Up to 50% off iconic pieces.
20 Nov to 3 Dec
#2Says Black Week1.6MEU reach
UP TO 50% OFF
We are live! Black Friday starts now 🔥 Up to 50% off iconic pieces.
22 Nov to 3 Dec
#3Says Black Week1.5MEU reach
Classic St Mawes Arctic Rose Gold 40mm
Up to 50% off iconic pieces 🔥 Black Friday starts now!
21 Nov to 29 Nov
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.