The air is getting crispier, companies are planning their EOY parties, and parents are threatening their kids with Santa’s ever-watching eye. If you listen closely, you might even hear the first cracklings of Mariah Carey defrosting in her yuletide tomb.
This can only mean one thing: Black Friday is upon us.
Black Friday lands on November 28, 2025, this year. Over the decades, it has evolved from a single shopping day into a week- or even month-long event, with some brands dropping deals as early as October to secure their slice of the online shopping pie.
So how do you build a campaign that’ll get shoppers to click and cash out this BFCM season? Ahead, the tips you need to keep the sales rolling in through the end of the year.
5 Tips to Level Up Your Black Friday Marketing Strategy
1. Pair irresistible offers with data-driven precision 🤝
These days, a blanket 15% off just ain’t cutting it. Shoppers expect as much just for opting in to texts. If your offer doesn’t wow them in two seconds flat, they’re already on to the next tab.
Tap into your data
Don’t guess; target. Use insights from past Black Fridays or tools like Shopify and Meta Ads Manager to identify the most effective bundles, discounts, or price points that drive action.
Embrace early discounts
Shoppers are hunting for deals loooooong before Black Friday rolls around. Adobe’s 2025 US Holiday Shopping Forecast shows discounts start as early as mid-November (13% to 21% off) and peak at up to 28% during Cyber Week.
Launch promotions early to capture those pre-holiday browsers, then deepen discounts to convert late-stage shoppers.
Personalize to maximize impact
According to Adobe, shoppers are less sensitive to small price changes (down 13% YoY) but still crave proof they’re getting the best deal possible. Bundle complementary products, reward repeat customers with exclusive discount codes, and tailor offers to each customer’s browsing or purchase history.
2. Gamify the experience 🕹
Gamification turns lurkers into buyers, and with shoppers spending record time on mobile and social apps, there are plenty of opportunities to have some fun with your Black Friday campaign.
Here’s how to play:
- Turn your Instagram Stories and TikTok videos into games. Think “Which shopper are you?” quizzes and playful polls like “Impulse buyer or master planner?”
Psst! Want to offer a coupon code in an Instagram Story? There’s a Manychat template for that.
- Try a mystery deal reveal. Post a Story or Reel where followers comment/DM a keyword like “SURPRISE” and get a DM revealing their personal discount.
- Use AI to personalize offers. According to Adobe, AI-driven shopping referrals are up more than 500% YoY, with the biggest spikes happening right before Black Friday, so serve those personalized prizes when attention peaks. (Psst, Manychat’s AI can provide personalized recommendations.)
3. The AIDA model, but make it 2025 🎯
The AIDA (attention, interest, desire) model is as effective as ever, but today, it’s powered by AI and built for short attention spans. Shoppers are scrolling at lightning speed; you’ve got seconds to hook them and minutes to convert.
Attention
Adobe says that social media referrals are up 41% YoY, with Instagram driving the highest-value traffic.
Meet your people where they’re at, and keep it moving — literally. Video content (specifically, short-form videos) is the MVP this year. Reels, TikToks, and YouTube Shorts are where shoppers discover deals first.
Interest
Once you’ve got ‘em, keep ‘em hooked by telling a story and being yourself. Show why your product matters — go behind the scenes, introduce yourself and your team, or demo your product(s) live. Layer in features like Instagram Shopping and WhatsApp product catalogs to make these moments shoppable.
Desire
Today’s shoppers may not be impressed by small discounts, but they’re still looking for value. Showcase real reviews, UGC, and creator shoutouts to build desire.
Peak traffic now hits 10 days before Thanksgiving, so time your biggest push for that pre-Black Friday surge. Use limited-time bonuses, countdown DMs, and early-access drops to motivate action.
4. Automate personalized communication 💬
Deals move fast; so do shoppers. If your messages aren’t hitting inboxes and DMs in real time, you’re leaving sales on the table. Black Friday success hinges on showing up at the right time in the right channel.
How to stay top of mind:
- Plan your automations early. Don’t wait until the week of BFCM to set up your sequences. Build and schedule your email, SMS, and DM flows now so they’re ready to go live the moment your deals drop.
- Time it right. Schedule emails, SMS messages, and DMs to hit during peak shopping windows, especially in the 10 days leading up to Black Friday, when online traffic and spending spike the most
- Use keyword-triggered flows. Create Instagram and TikTok keyword automations (like “BFCM” or “Holiday”) to instantly deliver discounts, product links, or reminders when customers engage.
Oh, do you not use Manychat? That’s awkward. Sign up now. 😅
- Segment smartly. Send exclusive early-access alerts to past customers, and use reminder sequences to re-engage cart abandoners.
5. Turn one-time buyers into repeat customers 🔁
Black Friday shouldn’t be a one-night stand. Sure, the rush is fun, but the real win is turning those first-time buyers into loyal fans who come back all year long.
To keep the conversation going:
- Follow up fast. Send a thank-you DM or email within 24 hours. (Bonus points if it includes a how-to tip or gift guide suggestion.)
- Ask for engagement. Encourage new customers to tag you in unboxing posts or share reviews.
- Segment for the long game. Build separate lists for deal hunters, gift buyers, and repeat customers, allowing you to tailor future offers.
- Surprise them later. Drop an exclusive “Thanks for shopping with us on Black Friday. Here’s something special for you 🎁” deal in December.
Black Friday 2025: Trends to Watch and Moves to Make 📈
Whether you’re a small business, creator, or digital marketer, this year’s Black Friday is shaping up to be the biggest and most competitive yet.
Adobe predicts that online holiday spending will surpass $253 billion for the first time, with Black Friday alone expected to generate more than $11.7 billion. That’s a lot of carts to fill, and a bunch of busy inboxes to cut through.
Below is what’s shaping 2025’s shopping season and how to use it to your advantage.
Mobile is everything 📱
This is officially the first mobile-first holiday season, with 56% of all online revenue coming from phones. If your emails, checkout flow, or DMs aren’t seamless on mobile, you’re losing half your audience before they ever even see your offer.
AI isn’t coming — it’s here 🤖
Traffic from AI shopping assistants is up over 500% YoY, and it spikes in the 10 days before Thanksgiving. Consumers are using chatbots and GenAI tools to discover deals, get gift inspo, and compare prices. That means your copy, keywords, and offers need to be optimized for AI.
Social is the new storefront 🤳
Social media referrals are up 41% YoY, led by Instagram, Reddit, and TikTok. Use Reels, comments, and DMs to drive interactions and automate those flows in Manychat to turn engagement into instant sales.
BNPL/flexible payments keep growing 🛍️
BNPL (Buy Now, Pay Later) spending is expected to surpass $20 billion this season, with Black Friday alone projected to drive nearly $775 million. Make sure these options are front and center, and don’t overlook cashback offers or subscriptions as ways to boost repeat business.
Conscious shopping is cool ♻️
Sustainability still matters, especially to Gen Z. Whether it’s in the form of eco-friendly packaging, local sourcing, or long-lasting quality, shoppers are looking for brands that align with their values (not just the cheapest deal).
Make this Black Friday one for the (accounting) books
This is your moment to capture attention, drive sales, and build lasting relationships that extend beyond the holiday rush. Focus on irresistible offers, early engagement, and smart automation, and you’ll not only crush Black Friday but set yourself up for a strong start to 2026.
Mariah Carey’s warming up her vocals. Your strategy should be, too.
More resources for holiday planning:
