Black Week 2025 · Fashion
H&M
Ads delivered
1,038
1 Oct to 5 Dec
Black Week ads
68
100% say "Black Week"
Lift in new ads/day
0.5×
20.6/day late Oct → 10.9/day
Typical start
27 Nov
1 days before Black Friday
Deepest discount
70%
median 40%
New ads per day
First Black Week ad 12 Nov. Half of them were live by 27 Nov; the median one ran 3 days, and 19% 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)0%
Black Week period (17 Nov to 1 Dec)18%
In Black Week ads
State a discount as %43%
"Up to" pricing43%
Discount code0%
Early access0%
Against fashion
H&M vs the industry median of 6 brands
| H&M | Industry | |
|---|---|---|
| Typical start | 27 Nov | 26 Nov |
| Lift in new ads/day | 0.5× | 1.7× |
| Deepest discount | 70% | 50% |
Same industry
Biggest Black Week ads
Ranked by EU reach.
#1Says Black Week645.9KEU reach
Fleeceleggings
Medlemmar får upp till 70% på Cyber Monday på utvalda varor online. Gå med nu på hm.com eller i H&M-appen.
30 Nov to 2 Dec
#2Says Black Week482.4KEU reach
Fleeceleggings
Black Friday är här. Inte medlem? Gå med via H&M-appen eller hm.com.
24 Nov to 28 Nov
#3Says Black Week425.5KEU reach
Fleeceleggings
Black Friday är här. Inte medlem? Gå med via H&M-appen eller hm.com.
26 Nov to 28 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.