Black Friday ad examples: 30 real 2025 ads from DTC brands, sorted by offer

Short answer: of 30 Black Friday 2025 ads we pulled from the Meta and TikTok ad libraries, 14 led with a percentage or money off, 5 added a free gift to a discount, 3 sold a bundle, and 8 sold early access, a teaser or no sale at all. The median ad ran 11.5 days, and 19 of the 30 started before Black Friday week.

Black Friday 2026 falls on Friday, November 27 (US Office of Personnel Management). Every ad below comes from the public Meta Ad Library or the TikTok Ads Library, with the platform, the dates it ran, its offer and its opening line. The libraries show when an ad ran, not how it sold, so we make no claim about results. For the weeks around Black Friday, our holiday ads plan covers the whole season, and our Christmas ads post the weeks after it.

Browse all 30 ads by offer

Which offers did Black Friday 2025 ads use?

Pulled October 20, 2026 from the Meta Ad Library and the TikTok Ads Library.

A percentage or money off was the most common Black Friday offer in 2025: 14 of the 30 ads led with one. Bundles were the rarest, with 3 ads, but they ran the longest, a median of 22 days.

"Days run" counts from the day an ad started to the last day it was shown, so an ad that kept running after Cyber Monday counts those days too. We picked the 30 ads to cover every offer, so the shares describe this set, not every Black Friday ad. 19 of the 30 started before Monday, November 24, 2025, the start of Black Friday week.

Browse all 30 Black Friday 2025 ads by offer and platform

Pick an offer and a platform. Each card shows when the ad ran and for how many days, its offer and its opening line, with a link to the ad in its library.

What did % off Black Friday ads look like in 2025?

14 of the 30 Black Friday ads led with a percentage or money off, and the median one ran 13 days. They range from True Classic's 70% to The Ordinary's 23% spread over a whole month.

True Classic: "Up To 70% Off"

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True Classic ran this image ad on Facebook and Instagram from November 11 to 27, 2025, 17 days. The headline is "The Sale You Waited For" and the text opens "Black Friday = True Classic's biggest drop ever."

Lesson: one number, one product, one button. The picture is a stack of T-shirts, so the offer has nothing to compete with.

Glossier: the Notes-app checklist

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Glossier's ad ran from November 24 to December 3, 2025, 10 days. The picture is a phone note titled "glossier black friday (!!!)" with eight products to tick off. The text says "Our biggest sale of the season! Save up to 30% on eligible purchases."

Lesson: the ad looks like the shopping list a customer would write, so the offer reads as their plan, not the brand's.

Charlotte Tilbury: 25% off everything

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Charlotte Tilbury ran it from November 25 to December 2, 2025, 8 days: "Darlings, save 25% on EVERYTHING! For a limited time only!"

Lesson: the brand voice ("Darlings") does the work that a bigger number would do elsewhere.

Hismile: "Nothing over $10"

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Hismile ran it from November 24 to December 3, 2025, 10 days, headlined "Nothing Over $10. No Joke." with the text "BLACK FRIDAY IS HERE."

Lesson: a price ceiling is easier to picture than a percentage.

Crocs: "First call"

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Crocs started on November 13, two weeks before Black Friday, and ran to November 27, 2025, 15 days: "First call: 50% off Crocs. Shop early, sizes will sell out fast."

Lesson: "first call" and "sizes will sell out" give a reason to buy before the weekend.

The Ordinary: 23% off for a month

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The Ordinary ran "Slowvember" through a creator, from November 26 to December 8, 2025, 13 days: "23% off site wide until December 7th! Walk, don't run." It is the anti-Black Friday version of a discount: the same kind of offer, spread over a month instead of one weekend.

Lesson: a brand that dislikes the weekend rush can still run a discount, on its own terms.

A small brand that changed its mind

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Mobility Duo, a small fitness brand, ran this video from November 15 to December 31, 2025: "So, about that 'no Black Friday sale' thing... we caved. Get 25% OFF EVERYTHING!"

Can you afford 30% off?

A 30% discount can turn a profitable ad into a losing one. Take a $60 product that costs $24 to make. At full price you keep $36 per order, so the ads break even at a ROAS of 1.67 ($60 / $36). At 30% off it sells for $42, you keep $18, and the break-even ROAS rises to 2.33 ($42 / $18).

Triple Whale measured a 2.26 Meta ROAS across its brands over Black Friday Cyber Monday 2025. At that average, this 30% off sale loses money on the orders the ads bring in. Put your own numbers in the calculator:

Hooks to copy: % or money off

• "Black Friday = True Classic's biggest drop ever." (True Classic)
• "Our biggest sale of the season! Save up to 30% on eligible purchases." (Glossier)
• "Darlings, save 25% on EVERYTHING! For a limited time only!" (Charlotte Tilbury)
• "Nothing Over $10. No Joke." (Hismile)
• "First call: 50% off Crocs. Shop early, sizes will sell out fast." (Crocs)
• "Our Black Friday Sale is here! For a limited time, get 25% off the ultimate grooming tools from MANSCAPED." (Manscaped)
• "So, about that 'no Black Friday sale' thing... we caved." (Mobility Duo)

Turn one of these into your own with the hook generator.

Which Black Friday ads gave a free gift instead of a bigger discount?

All 5 gift ads in the set added the gift on top of a discount: none of them swapped the discount for it. They also ran the shortest, a median of 6 days. Read each one in the order the ad builds it: the discount first, then the gift, then the button.

Huel: 15% off plus a T-shirt and a shaker

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Huel ran this video from November 28 to December 3, 2025, 6 days, headlined "Free Gifts + 15% OFF Site wide". The text lists the whole offer: "Here's what you get this Black Friday: 15% off site wide (our biggest discount ever) + free T-shirt + free shaker."

Lesson: a small discount reads bigger when the ad counts out everything that comes with it.

Kylie Cosmetics: 40% off plus a free gift

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Kylie Cosmetics ran it from November 25 to 30, 2025, 6 days: "black friday online exclusive: get 40% off sitewide + free limited-edition gift!"

Lesson: "limited-edition" makes the gift something you cannot buy later.

Megelin: 60% off plus a free LED belt

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Megelin, a small light-therapy brand, ran it from November 12 to December 3, 2025, 22 days: "Last Chance: 60% OFF + FREE LED Belt". Senzio (50% off plus free gifts) and Rosalique (25% off plus a free 5ml sample) used the same pattern.

Hooks to copy: free gift

• "Here's what you get this Black Friday: 15% off site wide (our biggest discount ever) + free T-shirt + free shaker." (Huel)
• "black friday online exclusive: get 40% off sitewide + free limited-edition gift!" (Kylie Cosmetics)
• "Take 25% OFF your Rosalique favourites. Plus, receive a FREE 5ml sample." (Rosalique)

What did bundle and multi-buy Black Friday ads say?

3 of the 30 ads sold a bundle, and they ran the longest of any offer, a median of 22 days. A bundle lets a brand give more without cutting the price of one product.

The English Distillery: 3 for 2

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The English Distillery ran it from November 12 to December 3, 2025, 22 days, and opened with a reason: "We don't usually do discounts. But this year, we are thrilled to participate in Black Friday as a thank you from our family to yours."

Lesson: a brand that never discounts can say so, and the bundle reads as a one-off.

Emma Sleep: the "Mega Black Friday Deal"

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Emma Sleep ran it from November 14 to December 3, 2025, 20 days: "Mega Black Friday Deal is here! Upgrade your sleep with Emma's bundles and grab the best offer of the year." Pintail Candles, a small brand, sold a mystery box instead: £40 of candles for £20, from November 27, 2025 into January.

Hooks to copy: bundles

• "We don't usually do discounts. But this year, we are thrilled to participate in Black Friday." (The English Distillery)
• "Mega Black Friday Deal is here! Upgrade your sleep with Emma's bundles." (Emma Sleep)
• "Treat yourself to £40 of Christmas and winter candles for only £20!" (Pintail Candles)

How did brands use early access, teasers and no-sale ads?

8 of the 30 ads sold access or attention instead of a price, and they hold 3 of the 5 earliest starts in the set: Osprey on November 3, Represent on November 8 and Gymshark on TikTok on November 11. Their median run was 7.5 days.

Represent: sign up for early access

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Represent ran this sign-up ad from November 8 to 17, 2025, 10 days: "Get Exclusive Access." The text still says "Represent Black Friday starts 19.11.24", a date from 2024, so check reused copy before it goes out again.

Gymshark on TikTok: the teaser

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Gymshark ran this creator video on TikTok from November 11 to 16, 2025, 6 days, with 700K to 800K impressions in the TikTok Ads Library. She says: "Gymshark Black Friday sale coming soon. Up to 50% off the website, 16th of November. Fill your baskets now." The sale started the day the teaser stopped.

Lesson: "fill your baskets now" turns the wait into an action.

ETQ: "First in line = biggest savings"

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ETQ, a small shoe brand, ran it from November 13 to 19, 2025, 7 days: "Opens hours earlier for you." and "First in line = biggest savings. Don't hesitate."

Osprey: the Green Friday sign-up

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Osprey ran it from November 3 to 23, 2025, 21 days: "Our Green Friday Fund & Sale is coming! Be the first to shop great deals on our top-selling hiking, travel, and everyday packs." Rave Coffee teased the other way round: "Oh look another Black Friday post. But seriously, you're going to want to keep your eyes on our socials this week."

The brands that skipped the sale

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Two small brands ran ads to say they would not hold a sale. Treat Your Dog UK, from November 28 to December 5, 2025: "We're not doing Black Friday this year. Here's why." It keeps prices fair all year and offers a 10% thank-you code instead. Cantatis Overture, from November 23 to 25, 2025: "There is no Black Friday sale from us this year." Its prices have not changed since 2020, and it wants to ship the orders it has.

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Hooks to copy: early access, teasers and no-sale

• "First in line = biggest savings. Don't hesitate." (ETQ)
• "Gymshark Black Friday sale coming soon. Up to 50% off the website, 16th of November. Fill your baskets now." (Gymshark, TikTok)
• "Our Green Friday Fund & Sale is coming! Be the first to shop great deals." (Osprey)
• "We're not doing Black Friday this year. Here's why." (Treat Your Dog UK)

What do the 2025 Black Friday Facebook and TikTok ads have in common?

Most of them started early: 19 of the 30 ads were live before Black Friday week. Spend was high before the weekend too: Triple Whale counted $396.6M of ad spend in the 4 days before the Black Friday Cyber Monday weekend, November 24 to 27, 2025. The same patterns hold if you searched for Black Friday Facebook ads: 28 of the 30 ran on Meta.

The TikTok Ads Library shows reach that the Meta Ad Library does not show for these ads: Gymshark's teaser had 700K to 800K impressions, and Represent's "Black Friday, live now" film had 600K to 700K.

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Many of the ads are catalog ads. Of 36 ads we pulled from 6 brand pages, 12 were catalog ads that show a product photo and keep the offer in the text. Ads cost more in a season like Black Friday, when more brands bid: our Facebook ad cost guide explains why.

Two Black Friday ad mistakes to avoid

A catalog ad that hides the offer. A catalog ad shows the product photo, so a shopper who does not read the text never sees the discount. Gymshark's Meta catalog ads show a model in a T-shirt, and "Up to 50% off everything" sits only in the text. If you run one, put the offer on the picture as well, as in the image ad examples we collected.

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A saving you cannot prove. A "save £X" claim needs a real former price. On May 20, 2026, the UK Advertising Standards Authority ruled that John Lewis's Facebook ad "Save £150 on Macbook Air this Black Friday" was misleading, as part of a wider look at Black Friday price promotions.

How Selzee runs Black Friday ads

Selzee makes new ads for a store from templates taken from ads that ran long or are scaling, using the brand's own pictures. Every Black Friday ad on this page carries a "Try on my brand" button: pick one, and Selzee makes that format for your store. To plan when each one goes out, start from our content calendar template, which has a Black Friday row, and look up what your own competitors run with the competitor ad finder.

Black Friday ad examples: FAQ