Black Week 2025 · Fashion
Represent
Ads delivered
1,818
1 Oct to 5 Dec
Black Week ads
825
100% say "Black Week"
Lift in new ads/day
1.3×
33.1/day late Oct → 42.7/day
Typical start
24 Nov
4 days before Black Friday
Deepest discount
60%
median 60%
New ads per day
First Black Week ad 6 Nov. Half of them were live by 24 Nov; the median one ran 5 days, and 46% 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)98%
In Black Week ads
State a discount as %97%
"Up to" pricing97%
Discount code0%
Early access0%
Against fashion
Represent vs the industry median of 6 brands
| Represent | Industry | |
|---|---|---|
| Typical start | 24 Nov | 26 Nov |
| Lift in new ads/day | 1.3× | 1.7× |
| Deepest discount | 60% | 50% |
Same industry
Biggest Black Week ads
Ranked by EU reach.
#1Says Black Week
918.3KEU reach
Shop Now
Represent Black Friday sale is live. Shop up to 60% off* online now.
19 Nov to 4 Dec
#2Says Black Week
496.7KEU reach
Shop Now
247 Black Friday sale is live. Shop up to 60% off* online now.
20 Nov to 2 Dec
#3Says Black Week457.3KEU reach
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8 Nov to 17 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.