Black Friday is one of the most anticipated retail events of the year, and the success of a campaign in 2025 depends on a well-structured strategy and flawless execution. Whether you’re preparing for your first Black Friday campaign or looking to improve your results, this guide offers a clear and realistic structure based on current market trends.
When Is Black Friday 2025?
In 2025, there are two major dates for this event: Black Friday in Romania will take place on November 7, and the International Black Friday on November 28.
Although some brands choose to extend promotions over several days, it’s recommended to keep one main day around which to build the entire campaign. A central day helps maintain audience focus and creates a genuine sense of urgency (FOMO). Extending discounts throughout the weekend can be an effective complementary strategy, giving customers more time to shop while keeping interest high around the main event.
1. Analyze Buyer Behavior
Consumers are much more careful and informed before making a purchase. Prices, reviews, and discount history are all checked beforehand. Shoppers no longer react to “-80%” if they know prices were previously raised.
For an effective strategy:
- Keep discounts real and justified.
- Communicate price differences transparently.
- Provide clear examples (“30% off the previous price of X lei”).
- Avoid aggressive messaging like “last pieces left” if it’s not accurate.
Audiences respond best to campaigns that convey clarity and trust, without unnecessary pressure.
2. Plan Ahead: Campaign Structure
A strong campaign cannot be built at the last minute. The most effective approach is to start preparations at least one month in advance and go through clear stages:
- Analyze past performance – identify what worked and what didn’t.
- Select key products – choose items with high demand and sufficient stock.
- Define the main message – short, clear, and memorable.
- Prepare visual and written materials – banners, newsletters, posts.
- Test your website – check speed, inventory, and checkout flow.
Organizing in advance helps avoid chaos during the final week and allows you to focus on execution.
3. Create Interest Before Launch
Before the sales day, communication plays a key role. Teasing and pre–Black Friday campaigns can increase conversions by up to 30% on the main day.
Useful methods:
- Scheduled newsletters announcing the campaign date.
- Dedicated landing pages with countdown timers.
- Social media campaigns offering early access to subscribers.
- Educational content (e.g., “how to choose the right product for Black Friday”).
Not everything should revolve around selling – it’s important to build both interest and trust before the discounts go live.
4. Optimize Your Digital Infrastructure
During Black Friday, website traffic increases exponentially. A slow or frozen website can cost you dozens of orders in just a few minutes.
Basic checklist:
- Test loading speed (PageSpeed Insights, GTmetrix).
- Ensure your hosting can handle high traffic.
- Check that your design is fully responsive on mobile.
- Simplify the payment process – ideally, a one-step checkout.
- Offer multiple payment options (card, installments, digital wallets).
A fast and secure browsing experience is essential for conversions.
5. Use Marketing Channels Wisely
Not all channels deliver equally during Black Friday, and competition is fierce. For efficiency:
- PPC (Google Ads, Meta Ads) – focus budgets on high-margin products.
- Email marketing – prepare different segments (new, returning, inactive customers).
- Social media – use short, clear, and visually engaging posts to communicate offers.
- Remarketing – recover visitors who abandoned their carts.
Monitor ad performance daily and adjust quickly based on results. During this period, flexibility is more important than a rigid plan.
6. Keep Communicating After the Campaign
Black Friday doesn’t end with the last discount. After the event, analyze:
- Which channels had the best ROI.
- Which products had the highest demand.
- How new customers behaved (return rate, loyalty).
Send a follow-up email with thanks or complementary product recommendations. This helps turn one-time buyers into loyal customers.
An effective Black Friday campaign in 2025 means realistic planning, transparent communication, and constant attention to customer experience. Discounts are no longer the main differentiator – trust and consistency are what truly set brands apart in the eyes of consumers.
In a context where authenticity matters more than ever, the brands that deliver real value and honest communication are the ones turning visibility into loyalty.
GRÉGOIRE offers a free downloadable guide — Strategies for Excellence: Black Friday 2025, available until November 7, 2025. Download it here.
Frequently Asked Questions (FAQ)
1. When is Black Friday 2025?
In Romania, Black Friday takes place on November 7, 2025, while the international edition is on November 28, 2025.
2. Is it worth extending the campaign through the weekend?
Yes, but keep a main day that captures the audience’s attention. Extending it can be a useful complement for undecided customers.
3. How can I avoid technical issues during Black Friday?
Test your site’s speed, check stock levels, and optimize the checkout process at least one week before launch.
4. What mistakes should be avoided?
Artificially raising prices before discounts, false urgency messages, and lack of technical preparation are the main reasons for losing customer trust.
