Black Week 2025 · Marketplaces & department stores
Ellos
Ads delivered
240
1 Oct to 5 Dec
Black Week ads
33
88% say "Black Week"
Lift in new ads/day
0.9×
3.9/day late Oct → 3.4/day
Typical start
21 Nov
7 days before Black Friday
Deepest discount
50%
median 50%
New ads per day
First Black Week ad 20 Oct. Half of them were live by 21 Nov; the median one ran 12 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)5%
Black Week period (17 Nov to 1 Dec)10%
In Black Week ads
State a discount as %12%
"Up to" pricing12%
Discount code0%
Early access0%
Against marketplaces & department stores
Ellos vs the industry median of 4 brands
| Ellos | Industry | |
|---|---|---|
| Typical start | 21 Nov | 19 Nov |
| Lift in new ads/day | 0.9× | 1.4× |
| Deepest discount | 50% | 65% |
Same industry
Biggest Black Week ads
Ranked by EU reach.
#1Says Black Week
1.3MEU reach
Inspireras här
Black Friday är igång 🖤 Fynda allt inom mode och hem till det bästa priset!
23 Nov to 30 Nov
#2Says Black Week
884.0KEU reach
Inspireras här
Black Friday är igång 🖤 Fynda allt inom mode och hem till det bästa priset!
23 Nov to 30 Nov
#3Says Black Week
772.1KEU reach
Inspireras här
Black Friday pågår! Shoppa allt för din garderob och hemmet innan det säljer slut!
21 Nov to 3 Dec
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.