Black Week 2025 · Beauty & personal care
Kicks
Ads delivered
806
1 Oct to 5 Dec
Black Week ads
50
50% say "Black Week"
Lift in new ads/day
0.4×
15.4/day late Oct → 6.9/day
Typical start
24 Nov
4 days before Black Friday
Deepest discount
n/a
None stated as %
New ads per day
First Black Week ad 12 Nov. Half of them were live by 24 Nov; the median one ran 3 days, and 18% 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)40%
In Black Week ads
State a discount as %0%
"Up to" pricing0%
Discount code0%
Early access0%
Against beauty & personal care
Kicks vs the industry median of 5 brands
| Kicks | Industry | |
|---|---|---|
| Typical start | 24 Nov | 23 Nov |
| Lift in new ads/day | 0.4× | 1.6× |
| Deepest discount | n/a | 50% |
Same industry
Biggest Black Week ads
Ranked by EU reach.
#1Says Black Week2.5MEU reach
Black Week hos KICKS
Tre veckor av unreal beauty deals är här! Missa inte din chans att fynda varje dag under våra Black Weeks. Är det någon gång du ska shoppa julklappar och must-haves är det NU!
24 Nov to 2 Dec
#2Says Black Week1.6MEU reach
Beauty steals on repeat
Våra Black Weeks startar nu! Kolla in alla deals on repeat hos oss på KICKS.
12 Nov to 21 Nov
#3Says Black Week1.4MEU reach
Black Week hos KICKS
Tre veckor av unreal beauty deals är här! Missa inte din chans att fynda varje dag under våra Black Weeks. Är det någon gång du ska shoppa julklappar och must-haves är det NU!
29 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.