The best Black Friday campaigns from 2025

We’re fully into the swing of summer – and for many, colder nights and festivities might seem like a mere spec on the horizon.

However, for marketers, we know that the calendar moves fast.

Brands will already be looking to get ahead and set themselves up for a successful Black Friday and Cyber Monday spending period.

In this blog, we’ll share our favourite Black Friday campaigns from 2025. We’ll look at why they were so successful, and give you top tips on how to build on the strengths of these campaigns.

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What is Black Friday and Cyber Monday (BFCM)?

Black Friday and Cyber Monday are two of the biggest sales events of the year. Previously day-long affairs, BFCM has now become a week-long shopping holiday for those looking to save some serious pennies. 

For brands, it’s the perfect opportunity to generate sales, increase revenue, and create a sense of urgency.

Falling on the Friday after Thanksgiving, Black Friday is a popular time for consumers to snap up deals and get ahead with their Christmas shopping. Popular items that go on sale during this period include electronics, toys, home furnishings, and apparel. 

The eCommerce bang that follows, Cyber Monday, sees products continue to be boosted at a discounted rate. Traditionally, Black Friday was for in-person sales, whilst Cyber Monday was for digital deals. Nowadays, this spnding period is a blend of both online and offline.

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When should Black Friday and Cyber Monday (BFCM) offers start?

Drumroll - it depends! 

The main event takes place on the last weekend of November, however, we can safely predict most brands will be kicking off their Black Friday sales early. This year, Gen Z started hunting for deals more than a month before the big day.

For brands, it means the pressure is on. Get your marketing started early, and you’ll reap the rewards for months to come.

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Why is Black Friday and Cyber Monday so important for Gen Z?

Well, for today’s young consumers, times are tough and money is tight. In fact, 75% of Gen Zers in the UK (72% US) have made changes to their spending habits because of the rising cost-of-living. 

This doesn’t mean they want to stop spending entirely. Instead, they’ll be seeking out the best discounts on the market. 

Nowadays, brands have to be savvy, because Gen Z is getting better at hunting for offers. They remember what has been offered in the past, and want better deals.

How you can use student discounts to capture Gen Z...

Pion research has revealed that 55% of Gen Zers are motivated by "percent-off" magic on Black Friday. Exclousive discounts are an absolute must every year.

This is an exciting time in the Gen Z calendar, and boosting engagement through additional offers will keep them hooked and encourage them to share your brand with friends.

What does the data tell us?

We asked Gen Z what type of offers would make them more likely to spend with a brand during Black Friday and Cyber Monday.

• Free shipping (56%)
• Percent off deals (55%(
• Exclusive student discounts (41%)

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What were the best Black Friday campaigns in 2025?

So, onto the good stuff.

What were some of the most standout campaigns of 2025, and why did they resonate so much with young consumers?

Gymshark's irresistable deal

It’s harder than ever to impress young shoppers during peak season as they start hunting for deals earlier each year and openly question whether Black Friday offers are even worth it.

Gymshark cut through that cynicism with a bold offer: up to 50% off everything for all consumers, plus an extra 26% off exclusively for students. Now, that’s a deal!

The stacked offer felt generous and intentional. It made the deal feel worth it, especially for students, and strengthened Gymshark’s positioning as a brand that genuinely gets young people (and respects their budgets).

The takeaway:

If you want youth attention during peak season, make your discount feel earned, exclusive or elevated. Never generic.

Jaded London's app exchange

There’s no brand quite as cool as Jaded London. Young consumers are obsessed with this brand for its distinctive and edgy style – but with style, comes cost. The remedy to this? Discounts, of course.

​​But how do you attract loyal customers on Black Friday, instead of floods of one-off bargain hunters?

Jaded London took an app-first approach this year: their up to 50% off Black Friday sale was only available inside the Jaded app.

That play attracted high-intent shoppers who were willing to download the app, instantly filtering out opportunistic code-hunters looking for the easiest discount available. And once you live on a young consumer’s phone, you stay in their daily orbit. And then, future browsing (and buying) becomes second nature.

Black Friday sales and long-term loyalty successfully boosted!

The takeaway:

When offering a discount, use it as a mechanism to pull high-intent young consumers into your owned channels.

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Want to learn how you can absolutely master your Black Friday & Cyber Monday marketing this year?

We've got all the resources you could possibly need, right here.

Check out our Black Friday, Cyber Monday Hub and get ready to soar next year!