You know how Black Friday and Cyber Monday used to be a crazy 48-hour shopping sprint? Those days are over. BFCM has turned into something much bigger. We’re talking weeks of strategic planning, early bird shoppers hunting for deals, people bouncing between online and in-store, and AI helping brands figure out exactly what each customer wants.
And the data backs this up. Silverpush’s Holiday Advertising Playbook 2025 shows that 85% of U.S. shoppers are actively buying during these big sales events. Plus, people are browsing products 37% more than last year, and actual orders are up 14%, according to Klaviyo’s 2025 report. Pretty significant, right?
So if you want your brand to actually break through the noise this year, you need to nail three things: getting ready early, using smart targeting that fits the moment, and telling your brand story in places that are safe and trustworthy. In this guide, we’re breaking down five Black Friday advertising strategies that actually work. Not just for Cyber Week, but for keeping that momentum going long after the holiday dust settles.
1. Launch Early and Extend Beyond the Weekend
The old playbook of launching Black Friday campaigns during Thanksgiving week? That’s not working anymore. Think about it: 59% of shoppers are already starting their holiday shopping before BFCM even kicks off, according to EComposer’s 2025 data. If you’re waiting until late November, you’re already playing catch-up.
You want to start building buzz in late Q3 with your awareness and teaser campaigns. Create exclusive early bird bundles for your loyalty members. This brings in revenue earlier while making your most valuable customers feel special.
And don’t wrap things up right after Cyber Monday. Limited-time extensions and “last chance” offers keep the momentum going and capture sales from shoppers who weren’t ready to buy during the main event. When you engage early and do it genuinely, you’re turning BFCM into an extended campaign that drives revenue well beyond one hectic weekend in November.
2. Prioritize Owned Channels and Repeat Customers
As paid advertising costs keep climbing, smart brands are shifting their Black Friday Cyber Monday strategy toward channels they actually own and control. The numbers from Klaviyo’s 2025 projections tell an interesting story. SMS revenue is jumping by 33%, and repeat customers are bringing in 14% more revenue compared to new customers. This is a real shift in where your BFCM advertising dollars work hardest.
You need to think about your audience in segments based on where they are in their journey with your brand. First-time buyers need different messaging than repeat customers. VIP members expect exclusive treatment that lapsed shoppers don’t. Run early access programs for your most loyal customers. Set up cart abandonment workflows that feel helpful, not pushy.
Email and SMS offer what paid platforms can’t: cost efficiency, data ownership, and deeper customer relationships. Strengthening these channels builds loyalty that survives algorithm changes and ad cost spikes. That foundation becomes critical as you expand into mobile and social channels.
3. Optimize for Mobile and Social-First Commerce
If your Black Friday advertising strategy doesn’t start with mobile first, you’re already behind. Over 70% of BFCM traffic now comes from mobile devices, and social platforms are full purchase destinations now, according to EComposer 2025.
You need mobile-first landing pages with fast load times and one-click checkouts. Create shoppable video content and partner with creators for authentic recommendations. People trust voices they follow more than traditional brand ads.
But winning isn’t just about great creativity. It’s about smarter targeting. Silverpush’s Mirrors solution uses contextual intelligence for TikTok and Meta to place your campaigns where shopper intent is highest, without user tracking. Say you sell athleisure. Mirrors analyzes trends like winter fitness content and places your shoppable ads right next to workout videos from fitness creators. It detects high intent moments and delivers your ad in brand-safe spaces.
Mirrors also removes unsafe content in real time, so your ads stay away from anything controversial. Plus, its automation lets you launch multi-market campaigns in hours instead of days. Your Black Friday campaigns need to work for thumb scrolling and vertical viewing. With smart contextual targeting, you’re showing up at exactly the right moment.
4. Personalize With Context, Not Just History
Personalization has changed completely. Modern consumers expect ads that feel relevant to what they’re doing right now, not just based on past behavior. 2025 data shows AI-driven segmentation is up 75%, with personalized messaging climbing 61%.
Use predictive analytics to spot high-intent shoppers early. But what really matters is delivering ads aligned with the content and mood of the moment. This is where Silverpush’s Mirrors platform comes in. It uses contextual AI to detect signals with varying parameters within video content across YouTube, social platforms, and CTV.
Take YouTube during BFCM. People are watching product reviews and gift guides. Mirrors places your ads where a shopping mindset is already active. A user watching a tech gift guide sees your gadget ad during frames where accessories are discussed. No tracking, no cookies. Just intent matched placement that drives CTR lifts of 230% and search lift of 200%.
On social, Mirrors picks up emerging hashtags and viral topics in real time. When “Holiday Outfit Inspo” spikes on TikTok, it delivers your fashion ads inside those trending streams instantly. For CTV, it scans episodes at the episode level. A viewer watching a holiday cooking show sees your cookware ad during actual cooking scenes. Perfect relevance with zero personal data.
5. Deliver Brand-Safe and Emotionally Resonant Campaigns
Younger audiences prioritize authenticity, sustainability, and safe content. These factors influence whether your Black Friday ads succeed or get ignored. Safety involves not only avoiding risk but also building trust in your brand.
To connect with this audience, combine limited edition product drops with storytelling that reflects your values, creating urgency through scarcity. Develop narratives that resonate through humor, nostalgia, or inspiration while ensuring the surrounding content supports your message. Silverpush’s Mirrors platform ensures your ads appear in safe, emotionally aligned environments across YouTube, TikTok, and CTV, using AI-powered brand safety controls. It filters out unsafe content and creators and analyzes CTV at the episode level to keep your ads away from risky scenes.
Imagine launching a heartwarming Black Friday campaign with your ad featured alongside cozy holiday content instead of controversial material. This approach helps beauty brands avoid problematic creators and ensures children’s brands remain compliant. When customers encounter your campaigns in trustworthy environments, they are more likely to form deeper connections, turning seasonal shoppers into loyal advocates.
Wrapping Up
BFCM is not a weekend anymore. It is a season. The brands that win will not just drop big discounts. They will start early, lean on owned channels, build mobile-first journeys, use AI to match the moment, and keep every placement safe and on-brand. Smarter timing, meaningful personalization, and contextual relevance will separate winners from also-rans.
To shortcut the work, grab the Silverpush Holiday Advertising Playbook for ready benchmarks, a week-by-week launch calendar, creative checklists, and contextual segment ideas you can plug in today.
