Your 2025 Marketing Guide to Black Friday, Cyber Monday and Christmas 2025

Every year, Black Friday and Cyber Monday kick off the holiday shopping season. But with the market changing over the year, it’s not about one weekend of flash deals anymore. It’s about planning ahead, building momentum and keeping customers engaged right through to Christmas. The brands that will really make an impact this year are the ones that prepare early, understand their audience and create campaigns that feel intentional rather than rushed.

Get a Head Start

Shoppers aren’t waiting until the last week of November to start filling their baskets. Many start browsing as early as October, so leaving your prep until the week before Black Friday is risky. The brands getting it right are warming up audiences weeks in advance. Use this time to grow your email list, build out your SMS database and retarget visitors who have shown interest in your site or socials over the past few months. By the time your offers launch, you’ll be speaking to people who already know you and are primed to buy.

Really Know Your Audience

Your campaigns will only work if you know who you’re talking to. Take a proper look at your data from this year. Which products have flown off the shelves? Which ads got the most clicks? Where did you see the strongest engagement? Once you’ve nailed that down, refine your targeting. Build audiences based on loyal customers or those who have interacted with your brand recently. These are the people most likely to respond when the pressure is on.

Creative That Stands Out

The holiday season is noisy, and if your creative blends into the feed, you’ll miss out. Go back through your content from earlier this year and see what actually worked. Was it video? Lifestyle imagery? A strong call to action? Use that insight to shape your seasonal creative. Keep it festive but keep it you, a hint of holiday is always better than generic tinsel and stock photos.

Email Still Delivers

Email might not feel as exciting as newer channels, but it consistently converts during BFCM and the run-up to Christmas. The difference between good and great email marketing comes down to planning and timing. Tease your offers early. Reward your most loyal subscribers with early access. Build excitement with a clear story in the days leading up to your sale. And remember, personalisation matters, segment your lists so the right people get the right message.

Plan Your Spend and Your Schedule

Ad costs climb fast in Q4, and the brands that win are the ones that plan ahead. Lock in your placements early and make sure your creative is signed off well before launch. Be smart with your budget. Start by focusing on warm audiences, people who know you, then expand to wider audiences if you’re seeing good returns. This way, your money is going where it counts.

Offers With More Value

Yes, discounts drive traffic, but value is what keeps people coming back. Think beyond a straight percentage off. Free shipping, faster delivery, bundled products or gift wrapping can all make your brand stand out without cutting into your margins too deeply. Small extras like these can be the thing that tips a customer over the line when they’re choosing between you and someone else.

From BFCM to Christmas

When the Black Friday and Cyber Monday buzz settles, it’s time to pivot into full Christmas mode. Clear communication around delivery deadlines is essential. Position your bestsellers and easy gift options front and centre in early December. As the big day approaches, highlight last-minute buys and quick-ship items to capture those final shoppers. And once Christmas passes, shift the focus and position products as a “treat yourself” purchase to keep momentum going during the quieter days between Christmas and New Year.

Seasonal Sales

This season is about more than sales, it’s about showing up consistently and building a connection that lasts beyond the holidays. Shoppers are looking for brands they can trust. If your campaigns balance creativity with clarity, urgency with authenticity, you won’t just see stronger numbers this quarter. You’ll build relationships that carry you well into the new year.

The Bottom Line

Black Friday and Christmas in 2025 aren’t about last-minute pushes or blanket discounts. It’s all about being prepared, utilising the data you have, and building campaigns that speak directly to your audience.

Key takeaways? Start early. Keep it simple. Deliver value at every touchpoint. 

Need Digital Marketing expertise this festive season? Drop us a line!