We’re fast approaching one of the busiest retail periods of the year: Black Friday (28 November) and Cyber Monday (1 December).
Here are our Black Friday marketing tips to inform your Black Friday and Cyber Monday marketing in 2025.
1. Start early with your Black Friday Cyber Monday communications
Shoppers are planning sooner. Research shows nearly 60% of consumers now expect Black Friday / Cyber Monday communications at least a month in advance – and more than 60% chose email as their preferred channel.
Brands should prepare teaser campaigns, email sequences and paid ads well ahead of the traditional November rush to secure early mindshare.
TLDR: Start your Black Friday and Cyber Monday communications by late October.
2. Optimise for mobile commerce
Mobile remains the primary shopping channel, with more than 50% of consumers purchasing on mobile devices.
This year, live streams, TikTok Shop and shoppable content are forecast to drive significant BF/CM sales.
Optimising for mobile UX, one-click checkout and social commerce integrations will be essential.
TLDR: Mobile is now the main shopping channel, so optimise your Black Friday and Cyber Monday campaigns for it.
3. Use PR to optimise for AI-driven product discovery
AI is a discovery engine, and it’s influencing buying decisions.
Klaviyo’s Black Friday Cyber Monday (BFCM) forecast for 2025 found that more than half of consumers plan to use AI to compare prices, search for products and get personalised recommendations for BFCM this year.
Search and recommendation engines are drawing on earned media and influencer content when surfacing products. So, for brands, it’s important to ensure your products are featured in reputable editorial coverage through PR so AI systems can cite them.
TLDR: Leverage PR and earned media to boost AI-driven product visibility.
4. Personalise your BFCM communications
Personalised recommendations are highly effective – 80% of consumers find value in tailored holiday marketing.
To maximise engagement, brands should go beyond simple first-name personalisation in emails and marketing content, offering tailored product suggestions and content based on shopper behaviour.
TLDR: Use advanced personalisation in emails and marketing campaigns.
5. Highlight sustainability efforts to get Gen Z’s support
Research shows that 62% of Gen Z shoppers prefer to buy from sustainable brands – and 73% are willing to pay more for sustainable products.
For BFCM marketing 2025, brands that clearly communicate eco-friendly credentials and transparent sourcing stand to gain.
Consider adding sustainability information to product pages, email campaigns and influencer briefs.
TLDR: Highlight sustainable business practices to appeal to Gen Z consumers.
6. Prioritise authentic influencer partnerships
For Black Friday 2025, authenticity and long-term influencer partnerships are projected to outperform one-off promotional posts. User-generated content (UGC) remains a powerful tool, offering shoppers social proof and real-life usage context.
The importance of authenticity was underscored at Cannes Lions 2025 earlier this year. Speakers highlighted a movement toward ‘unshittification’ – a return to simplicity, humanity and meaningful connection as AI tools become more prevalent in content creation.
Brands that prioritise genuine engagement and long-term relationships with influencers are likely to build stronger connections with their audience for the BFCM period and beyond.
To meet the evolving demands of influencer marketing, we launched Sphere™ – a global influencer marketing studio that builds authentic spheres of influence for brands. To find out how Sphere™ can grow your brand, get in touch.
TLDR: Build authentic, long-term influencer partnerships and incorporate UGC to strengthen social proof and audience trust for BFCM campaigns.
7. Strengthen your BFCM affiliate marketing strategy
Affiliate marketing is a growing revenue driver for Black Friday and Cyber Monday. Salesforce reports that affiliates accounted for 16.6% of online sales during Cyber Week, and this figure is expected to rise in 2025.
Brands that expand affiliate networks, provide updated creatives, product feeds and tracking links, and integrate campaigns with email, social media, and paid ads can boost reach, traffic and conversions.
TLDR: Invest in affiliate marketing – expand your network, provide partners with updated assets and integrate campaigns across channels.
By aligning your marketing strategies now, you’ll be ready to cut through the noise and convert shoppers in the year’s most competitive retail window.
Want to make sure your brand capitalises? We’re an integrated marketing and communications agency with over two decades in the business.
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
