Black Friday 2025: How U.S. Businesses Can Prepare and Increase Profit
Black Friday 2025 will take place on November 28. According to NRF forecasts, holiday sales growth is expected to land between 2.7% and 3.7% this year. For businesses, it is an opportunity to increase sales volume and, consequently, profit.
Here, we explain how to promote products effectively and which tools are most efficient for reaching the target audience in 2025.
Black Friday 2025 Marketing Trends
According to the US Holiday Shopping Forecast by Adobe for Business, Black Friday 2025 is expected to see the highest growth during Cyber Week — 8.3% year-over-year with revenue of $11.7 billion, continuing to capture a larger share of holiday spending.
To achieve high sales, it is important to prepare for the season in advance. Surveys show that most brands start developing their Black Friday 2025 strategies as early as September.
Black Friday 2024 set new trends. In 2025, companies should leverage these insights to build effective strategies and boost reach and sales.
For example, in 2024, more than two-thirds of sales were made via smartphones. Brands need to fully adapt the user journey to a mobile-first approach, from landing pages to checkout.
The importance of mobile was highlighted by Amazon’s 5‑Star Theatre campaign featuring Adam Driver, which focused on mobile shopping—55% of orders came from smartphones.
Trend #1. Mobile-First Shopping
In 2024, digital channels dominated, with most Black Friday activity happening on mobile devices. Brands are now required to rethink the entire digital shopping experience. Mobile optimization is essential — every touchpoint, from landing pages to checkout, must be seamless and tailored for mobile users.
Adobe forecasts mobile revenue share to hit a record 56.1% for the holiday season with 7 in 10 online retail visits happening on mobile devices.
Trend #2. Consumer Activity Online
Consumers are increasingly monitoring discounts in online stores, using promo codes and cashback.
In 2024, 62% of U.S. consumers actively searched for and used promo codes during online shopping, and 43% stated that they would definitely use a code if it were easily accessible.
Younger adults (ages 29–44) are especially active: 24% search for codes in advance, and 48% use ones they find by chance. Older adults (ages 61–79) are less active, but 41% still use codes if they are easily available.
Additionally, 62% of Americans look for promo codes and discounts while shopping online, and 34% spend 5–10 minutes searching for them. About 40% of shoppers use smartphones to find discounts.
According Adobe for Business, to encourage higher spending from price-sensitive consumers, retailers need to provide significant seasonal discounts between 10%-28%.
Trend #3: Transparency and Predictability of Brand Policies During Black Friday
Customers check prices even before the sale begins. They use loyalty apps and price trackers for this. Specialized services monitor whether the discount offered by the brand is genuine. If a product’s price increases during the week before the promotion, consumers find out.
Trend #4: Hyper-Personalization of Offers
Companies create product selections for individual customers based on their past purchases. For example, if a user searched for a rug earlier in the fall, the marketplace will offer a special price for it on Black Friday 2025.
Trend #5: High Competition
Most stores and platforms participate in the sales, giving consumers a wide range of options to compare prices and choose the best deals.
Trend #6: Popularity of Video Advertising
Short vertical videos (TikTok, Shorts) have become a primary engagement tool. Successful brands use:
- In-video shopping
- Polls, quizzes, and interactive features
- Influencer and user-generated content (UGC)
- Live streams to create urgency and excitement
Trend #7: AI Implementation
To boost sales, brands are integrating AI technologies into business processes. In 2025, consumers will use AI to search for products and compare prices.
To simplify customer interaction with products, brands should use AI-powered chatbots and FAQs. SEO optimization helps neural networks find information faster and increases the likelihood of recommending the product to users.
Trend #8: Omnichannel
Omnichannel remains highly relevant. Most customers (74%) research information and make purchases online, but offline stores are still profitable:
- 49% research online and then buy in-store
- 25% research in-store and then purchase online
Black Friday 2025: Recommendations from BYYD
1.Start planning now. Study the market. In 2025, the most popular product categories include electronics, groceries, and cosmetics.
2. Choose the most relevant sales tools. Combine marketing mechanics: tiered discounts, “Buy 1 Get 1+1,” promo codes, gifts with purchase, cashback for payments with partner bank cards. According to Woo, the most common mechanic is “the more you buy, the more you save.”
3. At least a month before Black Friday, review your business processes. Assess inventory levels and identify slow-moving products that can be sold at a discount. Avoid raising prices prematurely to prevent reputational risks.
4. Resolve logistics issues. Coordinate with suppliers and ensure proper delivery.
5. Check the performance of your landing page, website, and marketplace. The platform must withstand peak traffic. You may need to increase the number of operators and prepare templates for customer responses.
6. Develop your marketing strategy in advance. Arrange placements with platforms, launch promotional banners, and prepare email campaigns.
How Programmatic Advertising Solves Business Challenges Before Black Friday
Building Brand Trust and Positive Associations
Preparation for Black Friday 2025 should start early to make your product visible to consumers. Competition is high, so customers will choose the brand offering the best deals and conditions.
According to Data Reportal, in the US, however, mobile advertising is currently the second most popular channel ($132 billion), trailing behind search advertising ($137 billion). Therefore, mobile advertising is an effective channel to promote your brand and convey key messages to consumers.
In-app advertising helps create lasting brand associations well before Black Friday. For example, Lukoil’s mobile campaign reached 2 million people. After the campaign, awareness of the DoldurGeç app among users who saw the ads increased by 42%.
This result was confirmed through a Brand Lift study. Mobile specialists surveyed two groups of users: those who saw the advertising banners during the BYYD platform campaign and those who did not.
Quick Promotion Awareness
Many consumers make last-minute decisions. In this context, mobile advertising becomes especially effective.
The BYYD platform creates interactive banners, sets up targeting, and places ads where users regularly engage — within mobile apps.
Daily campaign optimization improves reach and engagement. Underperforming placements are added to the Black List, making room for apps with the best performance metrics.
Example of In-App Placement on BYYD Ahead of Black Friday
To promote Hyundai Auto Kazakhstan’s distributor, the BYYD team targeted users aged 25–55 who are interested in cars, driving, financial planning, investments, and business.
A Rich Media banner with a gamified mechanic was created to drive users to the landing page ahead of Black Friday.
As a result, 178,415 users were reached and 14,000 clicks were generated. Users spent approximately 3 minutes on the site, indicating a high level of engagement.
BYYD is a mobile DSP platform with more than 10 years of experience in in-app promotion.
We help brands scale in local and international markets, providing precise targeting, transparent analytics, and innovative advertising solutions.
Check out the cases on the website and contact us to launch a campaign.
The main points about digital advertising — BYYD cases.
Was it useful? Then share it with friends and colleagues!
For consultation and cooperation:
- leave a request on the website;
- write to hello@byyd.me.