Black Week 2025 · Sport & activewear
ICANIWILL
Ads delivered
1,978
1 Oct to 5 Dec
Black Week ads
554
83% say "Black Week"
Lift in new ads/day
0.8×
45.2/day late Oct → 36.1/day
Typical start
20 Nov
8 days before Black Friday
Deepest discount
70%
median 70%
New ads per day
First Black Week ad 3 Nov. Half of them were live by 20 Nov; the median one ran 7 days, and 27% 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)4%
Black Week period (17 Nov to 1 Dec)95%
In Black Week ads
State a discount as %99%
"Up to" pricing94%
Discount code6%
Early access0%
Against sport & activewear
ICANIWILL vs the industry median of 3 brands
| ICANIWILL | Industry | |
|---|---|---|
| Typical start | 20 Nov | 18 Nov |
| Lift in new ads/day | 0.8× | 0.9× |
| Deepest discount | 70% | 70% |
Same industry
Biggest Black Week ads
Ranked by EU reach.
#1Says Black Week335.5KEU reach
Käynnissä nyt: Black Week
Kaikki tuotteet jopa -70 %. Osta laadukkaita urheiluvaatteita alennettuun hintaan nyt.
20 Nov to 3 Dec
#2Says Black Week278.8KEU reach
Black Week är igång!
Upp till 70% rabatt på ALLT. Shoppa högkvalitativa träningskläder till nedsatta priser nu.
20 Nov to 3 Dec
#3Says Black Week216.2KEU reach
Jetzt live: Black Week
Bis zu 70% Rabatt auf ALLES. Shoppe jetzt hochwertige Sportbekleidung zu reduzierten Preisen.
20 Nov to 1 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.