Black Friday marketing in 2025

Black Friday — originally from the U.S. — has become an integral part of retail and e-commerce in the Netherlands. What started as a single day of discounts has grown into an entire week — or even a full month — where consumers eagerly hunt for the best deals.

For businesses, this means opportunity, but also growing competition and pressure. So how do you make sure your deals stand out? That your webshop is technically ready for traffic spikes? And that your marketing campaign reaches the right audience?

Effective Black Friday marketing makes all the difference. In this blog, we share six practical Black Friday tips for 2025 to help you get the most out of this key sales period. And — we’ll show how using AI across your marketing channels can give you that extra competitive edge.

Black Friday marketing is about much more than just offering discounts. Sure, compelling offers are important — but without smart marketing, even the best deals can get lost in the crowd.

Black Friday marketing means delivering the right message, through the right channel, at the right time, to the right audience. It requires a well-thought-out strategy that goes beyond conversions, focusing also on visibility, timing, positioning, and customer experience.

Effective marketing during Black Friday includes things like:

• Warming up your existing customers via email
• Using retargeting ads to reach hesitant shoppers
• Showing personalized offers based on behavior
• And yes, ensuring your website is technically optimized to convert

In short: successful brands don’t just compete on price — they focus on relevance, urgency, and trust. With the right tools, data, and a little help from AI, you can tailor your marketing efforts even more precisely to your audience.

1. Dare to Focus: Play to Your Strengths

A solid Black Friday strategy starts with making clear choices. It sounds cliché, but it’s true: without focus, you risk just "joining in" — and ending up with mediocre results. So define your goal upfront. Do you want to attract new customers? Increase revenue from existing ones? Clear out old stock? One clear goal performs better than three vague ones.

The same goes for your offer. A blanket discount on everything barely stands out. Instead, focus on your strongest products, niche offerings, or your unique brand identity. That’s what keeps you relevant to your audience.

AI Tip:
Use AI to analyze customer data and spot which products convert best — and which audiences respond the most. The more you know about your strengths, the easier it becomes to focus your efforts where they’ll have the most impact.

2. Launch a Strong Black Friday Campaign

A successful Black Friday campaign hinges on timing, audience segmentation, and clear messaging. Start planning early and tailor your message to different segments — like new customers, returning buyers, or specific interests. That way, your offers feel more personal and relevant.

Your website plays a key role. It should load quickly, be easy to navigate, and especially mobile-friendly — in 2023, 72% of Black Friday purchases were made on mobile (source: Shopify). Also, optimize your checkout process: fewer steps and clear payment options lead to higher conversions.

Beyond technical fixes, apply Conversion Rate Optimization (CRO) by analyzing user behavior, spotting friction points, and making targeted improvements to get more value from your traffic.

AI Boost:
Use AI tools to personalize campaigns and run A/B tests on ad and email variations. This helps identify what resonates best with your audience and maximizes campaign performance.

3. Write High-Converting Black Friday Ads

To stand out in a flood of offers, keep your ads short, impactful, and relevant. Use clear headlines, bold visuals, and a strong call-to-action to create urgency.

Set up a dedicated Black Friday landing page with your top deals and a newsletter sign-up option. Keep the page live after Black Friday by updating the content and highlighting remaining offers. Don’t forget to update your meta titles with “Black Friday” for better SEO visibility.

AI Tip:
Use tools like ChatGPT to quickly generate compelling headlines, ad copy, and test multiple variations with ease.

4. Rank in Google with SEO for Black Friday

Great Black Friday marketing starts with being found. Create a focused Black Friday landing page with keywords like Black Friday deals 2025, discount [category], or [brand name] Black Friday. Ensure a clear structure, strong title, internal links to relevant products, and an engaging meta description. 

Make the page visually “Black Friday-ready” with countdowns or banners. Add an FAQ section to boost both content value and SEO performance.

AI Tip:
Use AI to generate content quickly, structure FAQs, or write product descriptions and meta texts. This saves time and helps you stay visible — even among major competitors.

5. Don’t Forget Your Existing Customers

Acquiring new customers is important, but your existing customers are often the most valuable. Engage them through email marketing and retargeting. Personalized emails with relevant offers based on past purchases perform far better than generic blasts. Retarget previous visitors with ads featuring products they viewed or left in their cart. This strengthens recognition and improves conversions.

AI Tip:
Leverage AI to create dynamic product recommendations and personalized email content. It’s an efficient way to build loyalty and save time during the busy Black Friday season.

6. Focus on Customer Retention

Your job isn’t done after Black Friday. In fact, the period after Black Friday is key. Make sure customers are satisfied and nurture the relationship. The goal is not just one-time sales — but long-term loyalty. Send thank-you emails, offer post-purchase deals, and invite feedback. With smart follow-ups, you turn Black Friday buyers into repeat customers.