The Ultimate List of Best and Viral Black Friday Ad Campaigns that Captured Everyone’s Attention
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Every sale sparks a rush to win over customers, but Black Friday takes that competition to a whole new level. Not only is it one of the biggest single days for sales, but it also skyrockets the holiday shopping season.
This is the major time of the year when retailers and merchants roll out their expensive and eye-catching marketing campaigns. Moreover, this gives rise to some of the most creative, well-executed campaigns you’ll see all year round.
So, whether you are just curious to check out some of the very best Black Friday marketing campaigns of all time or are looking for inspiration for your own campaigns, we’ve put together this list.
History of Black Friday: How It All Began?
List of the Most Viral Black Friday Campaigns to Take Inspiration From
History of Black Friday: How It All Began?
Before we jump into the top Black Friday campaigns, let’s first understand how this massive shopping phenomenon began. The story goes back to mid-20th-century America, when Macy’s Thanksgiving Parade drew huge crowds and marked the start of the holiday shopping season.
Retailers soon realized that the day after Thanksgiving brought a surge in sales as people began buying gifts for Christmas.
Recognizing the opportunity, stores started offering massive discounts to attract shoppers, turning the day into a nationwide shopping event. Over time, this Friday came to be known as “Black Friday,” symbolizing the moment retailers moved from “red” (loss) to “black” (profit).
Today, it officially becomes holiday shopping season, and stands as one of the biggest retail events in the world.
List of the Most Viral Black Friday Campaigns to Take Inspiration From
Over the years, many Black Friday campaigns have stood out for their creativity and impact. Some brands took holiday marketing to the next level, while others turned simple ideas into viral sensations.
Here are 15 of the most talked-about Black Friday campaigns that continue to inspire marketers around the world.
Apple — Building Hype Through Smart Email Marketing
Apple mastered anticipation by sending teaser emails weeks before Black Friday. Instead of a single blast on the big day, they rolled out a series of emails, first teasing the sale, then revealing offers closer to the date. This approach built excitement and helped Apple capture shoppers early, before they spent elsewhere.
Steve Madden — Early Access Exclusivity
Steve Madden combined lead generation with engagement by offering “early access” to its Black Friday deals. The strategy made customers feel special while growing the brand’s email list. It created urgency and exclusivity, driving conversions before the public sale even began.
Google — “Black-Owned Friday” Initiative
Google’s “Black-Owned Friday” Campaign
Google’s “Black-Owned Friday” campaign turned the shopping frenzy into a movement supporting Black-owned businesses. Through interactive experiences, music videos featuring Ludacris and Karissa “KJ” Jackson, and integrated tools in Search and Maps, Google made it easier for shoppers to discover and support these brands, celebrating culture and commerce together.
Samsung — The Big Value Push
Samsung’s 2019 campaign delivered massive discounts up to 40% across TVs, smartphones, and appliances. With bundle offers, trade-in deals, and early online access, the brand appealed to both tech lovers and holiday shoppers. It reinforced Samsung’s image as a premium yet value-driven choice during the festive season.
Target — Winning with Omnichannel Shopping
Target blended online convenience with in-store excitement through its “Early Black Friday Deals.” Starting as early as October, the campaign offered flexible options like online-only discounts and store pickups. This seamless omnichannel approach boosted both sales and customer satisfaction by catering to every shopper’s preference.
Nike — Member-Exclusive Personalization
Nike’s Black Friday strategy focused on loyalty and personalization. NikePlus members received custom deals via app notifications and email, based on their past purchases. This made shoppers feel valued, drove engagement, and significantly boosted app activity and conversions; all while strengthening the loyalty program.
Rishi Mundra
Amazon — Turning Black Friday into a Weeklong Event
Amazon transformed Black Friday into an eight-day celebration with its “Black Friday Week.” Running from November 21 to 29, the campaign offered deep discounts across every category. Prime members enjoyed exclusive perks, while Alexa integrated voice-based shopping, making it easy and fun to snag deals, all fueling nonstop buzz throughout the week.
Fashion Nova — The Social Media Blitz and Flash Sale Frenzy
Fashion Nova dominated Black Friday with a nonstop social media takeover. Partnering with influencers like Cardi B and Kylie Jenner, the brand rolled out flash sales of up to 90% off, announced hourly on Instagram Stories. The constant updates built serious FOMO, driving massive engagement and traffic. The result? Over $50 million in Black Friday weekend sales and a top spot among the most-searched fashion brands online.
ASOS — Countdown Hype and App-Exclusive Deals
ASOS turned anticipation into action with its Black Friday countdown campaign. Through a mix of social media teasers, push notifications, and app-only discounts, the brand kept shoppers hooked from start to checkout. The strategy not only boosted app downloads but also made users feel like insiders, turning casual browsers into loyal buyers.
Warby Parker — Virtual Try-On Magic
Warby Parker used Black Friday to promote its virtual try-on tool, letting shoppers “try” glasses from home. The brand encouraged users to share their photos online, turning customers into ambassadors. This interactive campaign not only boosted engagement and sales but also built a vibrant online community through authentic user content.
Patagonia — “Don’t Buy This Jacket Campaign”
Patagonia took a bold stand against consumerism with its “Don’t Buy This Jacket” campaign. Instead of pushing discounts, the brand urged people to pause before buying and think about their environmental impact. By encouraging repair and reuse over replacement, Patagonia turned Black Friday into a statement about sustainability and mindful consumption.
Cards Against Humanity — The “Anti-Black Friday” Movement
True to its rebellious nature, Cards Against Humanity flipped the Black Friday script by raising its prices instead of cutting them. In previous years, the brand even sold “nothing” for $5 or offered absurd 99% discounts to make a point about overconsumption. This tongue-in-cheek approach sparked conversations about the true cost of consumer culture, proving that satire can sell, too.
Sephora — Free Shipping and Big Savings
Sephora nailed the art of accessibility with its Black Friday offer: free shipping all weekend, plus up to 50% off top beauty products. This frictionless experience removed barriers for new customers while tempting loyal ones to stock up. It’s a reminder that sometimes, simple perks like convenience and value can drive the biggest sales.
Cartier — Confidence Through Extended Returns
Luxury brand Cartier skipped the flashy sales and focused on trust. By extending its return window until January 15, Cartier gave customers the confidence to shop without hesitation. This simple but powerful gesture reinforced the brand’s premium image while making high-value purchases feel safer and more thoughtful during the holiday rush.
22 Days Nutrition — Random Discount Code
22 Days Nutrition turned shopping into a game with its “Random Discount” campaign. Every subscriber received a unique code offering anywhere from 20% to 50% off; no one knew their deal until checkout. This playful surprise not only boosted web traffic but also kept customers engaged, showing how gamification can make even a standard sale feel exciting and fresh.
Conclusion
The best Black Friday campaigns create long-lasting impressions. From Amazon’s shopping to Nike’s personalization and Patagonia’s purpose-driven twist, top brands have mastered the mix of urgency, creativity, and customer connection.
The secret? Align strategy with emotion. Whether through influencers, community, or sustainability, these campaigns turn shoppers into loyal fans. Stay authentic, understand your audience, and make every click count, because when done right, Black Friday isn’t just about discounts; it’s about defining your brand.
Vivek Dev Jacob
FAQs
What is the history behind Black Friday and how did it start?
Black Friday originated in mid-20th-century America when Macy’s Thanksgiving Parade unofficially marked the start of the holiday shopping season. Retailers noticed a surge in post-Thanksgiving sales and began offering discounts, turning the day into a national shopping event. The term “Black Friday” symbolizes retailers moving from financial losses (“in the red”) to profits (“in the black”).
Why is Black Friday important for marketers and retailers?
Black Friday is one of the biggest retail events globally, driving record-breaking sales and customer engagement.
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