These are the Facebook ads brands actually ran for Black Friday and Cyber Monday 2025: the sale announcements, the teasers, the creator videos and the offers that weren't a discount at all.
Black Friday ads are a different animal from evergreen ads. They don't run for 2 years. They run for days, so the proof isn't runtime, it's how many ads a brand put the creative into and when it launched. Ruggable put one sale video into 632 ads. Gymshark started teasing its sale a week early.
Inside: 20 ads from 18 brands, each with its start and end dates, runtime, ad count and markets, plus what makes it work and what to steal for this year.
Sitewide sale ads: the offer is the creative
The classic Black Friday ad. One number, big, and nothing in the way.
1. Sand & Sky: 40% off everything, on the product
A close-up of Sand & Sky's pink clay mask jars with a purple badge: Black Friday, up to 40% off.
Ad data:
- Running for: 13 days (November 17 to 30, 2025), now inactive
- Ad count: 41 ads
- Format: Image: product shot + offer badge
- Markets: US, UK, Canada, Australia and more
- Landing page: Sand & Sky collections
The hook: "🚨 Black Friday Sale: Get 40% Off EVERYTHING"
Why it works: The product fills the frame, so the ad still sells the mask, not just the sale. The badge is the only text on the image, and the headline repeats it word for word. The copy calls it the "BIGGEST SALE of the year" and asks for a "mega haul", which pushes basket size, not just one jar.
Steal this: Put the discount on top of your hero product shot instead of on a plain color block.
2. MANSCAPED: a gold Black Friday card with one line of offer
Two trimmers on black, "Black Friday Sale" in gold serif type, and "25% Off Sitewide" underneath.
Ad data:
- Running for: 10 days (November 18 to 28, 2025), now inactive
- Ad count: 31 ads
- Format: Image: product shot + offer card
- Markets: US, UK, Canada, Australia, New Zealand and more
- Landing page: MANSCAPED homepage
The hook: "🚨 25% Off Sitewide! 🚨"
Why it works: It looks premium, which matters for a brand selling $100+ trimmers at a discount. Black and gold reads as a gift, not a clearance rack. The copy is 2 lines: what's happening and what you get.
Steal this: Match the design to the price point, so a discount doesn't make the product look cheap.
3. Wild: refillable deodorant, unboxed, at 30% off
A Wild gift box opens to show refillable deodorant, body wash and body spray, with "30% off all refillable body care" on screen.
Ad data:
- Running for: 11 days (November 19 to 30, 2025), now inactive
- Ad count: 26 ads
- Format: Video: product unboxing + offer
- Markets: US, UK, Australia and more
- Landing page: Wild Black Friday page
The hook: "Last chance to save 30% off!"
Why it works: The box shows the whole range at once, which nudges buyers toward a bundle instead of one stick. "Last chance" gives a reason to act today, and the copy says the discount "applies sitewide" so nobody wonders what's excluded.
Steal this: Show the full kit in one shot when you want a bigger basket.
4. oVertone: 30% off plus a free gift
A creator in a hair wrap sits under "Black Friday deals are live" and "Free gift when you spend $65+".
Ad data:
- Running for: 11 days (November 19 to 30, 2025), now inactive
- Ad count: 24 ads
- Format: Video: creator + offer overlay
- Markets: US
- Landing page: oVertone homepage
The hook: "30% OFF EVERYTHING + FREE GIFT!"
Why it works: Two offers stack: a discount for everyone and a gift that kicks in at $65. The threshold gives shoppers a target, which is a clean way to lift order value without a deeper discount.
Steal this: Add a spend threshold gift on top of your discount instead of raising the discount.
5. Represent: a stock ticker for the sale
Black screen, a hoodie, and a scrolling ticker that reads "Up to 66% off" between Represent logos.
Ad data:
- Running for: 16 days (November 19 to December 5, 2025), now inactive
- Ad count: 97 ads
- Format: Video: branded motion graphic
- Markets: US, UK, Australia, New Zealand and more
- Landing page: Represent Black Friday sale
The hook: "Save an Extra 20%"
Why it works: It looks like a market ticker, not a sale banner, which fits a streetwear brand's tone. The headline adds an extra 20% on top of "up to 60% off" in the copy, so returning visitors get a new reason to look.
Steal this: Stack an "extra" discount on your existing sale when you want a second wave of clicks.
Teaser and early access ads: start before the sale
Most of these ads went live a week or more before Black Friday.
6. Gymshark: "build your baskets now"
A Gymshark athlete talks to camera in the gym about the sale date.
Ad data:
- Running for: 7 days (November 9 to 16, 2025), now inactive
- Ad count: 108 ads
- Format: Video: athlete to camera
- Markets: US, UK, Canada, Australia
- Landing page: A Facebook reminder, not a website
The hook: "Gymshop Black Friday sale coming soon, up to 50% off the website, 16th of November, build your baskets now, let's go!"
Why it works: In one breath, it gives the discount, the date and the action. "Build your baskets now" gets people shopping before the sale opens, so they're ready to check out on day one. The CTA is Learn More with a reminder in the copy, not a shop button, because there's nothing to buy yet.
Steal this: Run a teaser the week before with the exact date and ask people to set a reminder. See more in Gymshark's ads.
7. Liquid I.V.: "Beat the Holiday Rush"
An "Early Black Friday Sale" card: 25% off sitewide with code EARLY2025, above a new holiday flavor.
Ad data:
- Running for: 6 days (November 14 to 20, 2025), now inactive
- Ad count: 44 ads
- Format: Video: animated offer card + product
- Markets: US
- Landing page: Liquid I.V. all products
The hook: "Beat the Holiday Rush"
Why it works: It sells timing, not just savings: buy before everyone else does. The code, EARLY2025, says the same thing. The video shows a new holiday Hot Chocolate flavor and the copy names the new Sugar-Free Energy, so the sale doubles as a launch.
Steal this: Give early buyers their own code, and use the sale to launch something new. More from the category in our electrolyte ads.
8. Mejuri: a creator announces the members' early sale
A creator unboxes new pieces and explains who can shop the sale first.
Ad data:
- Running for: 11 days (November 21 to December 2, 2025), now inactive
- Ad count: 29 ads
- Format: Video: creator haul
- Markets: US, UK, Canada, Australia
- Landing page: Mejuri Black Friday sale
The hook: The creator opens on her new jewelry haul "just in time" for the Black Friday Cyber Monday sale.
Why it works: The copy spells out the tiers: M+ members get up to 30% off first, with a $150 minimum, and the public sale follows on November 24. Early access rewards members and gives everyone else a reason to join. The copy also asks viewers to comment GOLD to shop, which turns the ad into a conversation.
Steal this: Open your sale to members or subscribers a few days early, and say so in the ad.
9. Studio Pilates: the biggest sale, announced 12 days out
A woman in a white bodysuit with a resistance band under "Strap in for our biggest sale of the year".
Ad data:
- Running for: 10 days (November 12 to 22, 2025), now inactive
- Ad count: 153 ads
- Format: Image: model + headline
- Markets: US, UK, Canada, Australia, New Zealand
- Landing page: Studio Pilates Black Friday sale
The hook: "BIGGEST SALE OF THE YEAR"
Why it works: It's a studio, so the offer is classes, not a percentage: up to 6 free classes from November 24. "Strap in" is a pun on the band in her hands. It went into 153 ads with 3 variants, the joint second-highest ad count in this set.
Steal this: If you sell a service, offer more of it for free instead of a discount.
Creator and founder sale ads: a person, then the offer
These open on a person and a problem, and the sale comes second.
10. Hollow Alpaca Socks: a cold-feet story with buy 3 get 3 free
A text-heavy UGC video about numb feet in winter, framed by "Insane Black Friday sale" and "Buy 3 get 3 free" banners.
Ad data:
- Running for: 4 days (November 8 to 12, 2025), now inactive
- Ad count: 153 ads
- Format: Video: UGC story + text overlay
- Markets: US
- Landing page: Alpaca boot socks offer page
The hook: "I thought frozen toes were just part of winter until I tried these."
Why it works: The problem comes first and the sale frames it. Buy 3 get 3 free sounds bigger than 50% off, and it sells 6 pairs at once. It ran for only 4 days but went into 153 ads, a sign the brand pushed it hard and fast.
Steal this: Use a quantity deal when your product is bought in multiples.
11. Fable Home: a creator grabs the dinnerware set
A creator in her kitchen holds a Fable bowl and plate while the caption says "Black Friday sale".
Ad data:
- Running for: 15 days (November 17 to December 2, 2025), now inactive
- Ad count: 71 ads
- Format: Video: creator product review
- Markets: US, UK, Canada
- Landing page: Fable homepage
The hook: "It's time for Fables Black Friday sale, so had to grab their dinnerware set."
Why it works: The creator treats the sale as her reason to buy, which is exactly the decision the viewer is making. The headline, "30% Off + Free Shipping", removes the 2 usual objections for heavy home goods: price and delivery cost.
Steal this: Brief creators to say why the sale made them buy now, not just that a sale exists.
12. MANSCAPED: the girlfriend hook for Cyber Monday
A Cyber Monday video narrated from a partner's point of view, selling the trimmer as an upgrade.
Ad data:
- Running for: 6 days (November 28 to December 4, 2025), now inactive
- Ad count: 35 ads
- Format: Video: product demo + voiceover
- Markets: US, UK, Canada, Australia, New Zealand and more
- Landing page: MANSCAPED homepage
The hook: "Cyber Monday is the only time he will let me click add to cart on something..."
Why it works: It speaks to the person buying the gift, not the person using it. The Christmas tree in the background turns a grooming tool into a holiday present. MANSCAPED swapped "Black Friday" for "Cyber Monday" in the same structure, so one idea covered both weekends.
Steal this: Write one version of your sale ad for gift buyers, in their voice.
13. Tropeaka: the founder holds up the creatine
Tropeaka's founder and CEO holds a creatine pouch in the warehouse, with "for 30% off" on screen.
Ad data:
- Running for: 18 days (November 10 to 28, 2025), now inactive
- Ad count: 32 ads
- Format: Video: founder to camera
- Markets: US, UK, Canada, Australia, New Zealand
- Landing page: Tropeaka homepage
The hook: "Our bestselling creatine is on sale for 30% off today for body and brain benefits."
Why it works: A founder in a hi-vis vest in the warehouse feels like a real announcement, not an agency ad. He leads with one product, the bestseller, not the whole store. The copy adds proof: "sold out 4X".
Steal this: Put your founder on camera with your bestseller and one number. See more creatine ads.
14. Buoy: a Black Friday offer for one audience
A creator in front of pink hearts says "Chronic illness is expensive enough", then introduces the offer.
Ad data:
- Running for: 19 days (November 11 to 30, 2025), now inactive
- Ad count: 43 ads
- Format: Video: creator to camera
- Markets: US
- Landing page: Best of Buoy bundle
The hook: "Chronic illness is expensive enough, so we made a Black Friday offer just for you."
Why it works: It names the audience in the first line, so the right people stop and everyone else scrolls on. The offer is a limited bundle: 43% off plus 4 free gifts, with "only 1,000 kits made" and "last year we sold out in 6 days" in the copy.
Steal this: Name who the sale is for, then make the offer scarce with a real number.
Ads that sell more than a discount
These brands ran a sale, but the ad leads with something else.
15. The Ordinary: Slowvember instead of Black Friday
A quiet video with "Slowvember has arrived" over a blurred figure, for a month-long 23% off.
Ad data:
- Running for: 34 days (November 3 to December 7, 2025), now inactive
- Ad count: 41 ads
- Format: Video: brand film + text
- Markets: US, UK, Canada, Australia
- Landing page: The Ordinary best sellers
The hook: "23% Off. Now On."
Why it works: Everyone else shouts for a weekend. The Ordinary runs a calm month-long offer and tells people to "Shop slowly." The odd number, 23%, is memorable, and the long window means it was the longest-running ad in this set.
Steal this: If your brand is known for a point of view, make your sale say it too.
16. Rowan: get pierced, win a gift card
A pink card with "Nov 28 to Dec 1: get pierced and enter to win a $50 gift card!"
Ad data:
- Running for: 6 days (November 25 to December 1, 2025), now inactive
- Ad count: 98 ads
- Format: Video: animated offer card
- Markets: US, Canada
- Landing page: Rowan store locator
The hook: "This weekend only!"
Why it works: Rowan sells in-store ear piercing by licensed nurses, so the goal is bookings, not carts. A giveaway draws people in without discounting the service. The CTA is Book Now and the landing page is the store locator.
Steal this: If you're driving visits or bookings, use a giveaway with a clear weekend window.
17. Casetify: a fake AirDrop with the discount
An iPhone AirDrop prompt pops up: "Casetify would like to share a photo", with "Enjoy up to 35% off" in the preview.
Ad data:
- Running for: 16 days (November 16 to December 2, 2025), now inactive
- Ad count: 55 ads
- Format: Image: phone UI mock-up
- Markets: US, UK, Canada, Australia, New Zealand and more
- Landing page: Casetify sale offers
The hook: "Up To 40% OFF"
Why it works: A phone case brand selling through a phone screen is native to the product. The AirDrop prompt is instantly familiar, so people read it. The math is shown: up to 35% off plus an extra 5% for older devices, which is where "up to 40%" comes from.
Steal this: Borrow a format your buyers see every day, like a notification or a text, for your offer.
18. Gisou: bundles get the bigger discount
A creator holds Gisou's honey-infused oil under "Black Friday starts now: enjoy 25% off sitewide".
Ad data:
- Running for: 3 days (November 28 to December 1, 2025), now inactive
- Ad count: 48 ads
- Format: Video: creator + product close-up
- Markets: US, UK and more
- Landing page: Gisou Black Friday collection
The hook: "Black Friday starts now! Enjoy 25% OFF sitewide + 30% OFF Bundles"
Why it works: The bigger discount goes to bundles, which steers buyers to spend more for a better deal. It launched on Black Friday itself and ran for 3 days, the shortest window in this set. One catch: the headline says 20% off sitewide while the video and copy say 25%.
Steal this: Give bundles a bigger discount than single items, and keep the number the same everywhere.
19. Ruggable: a designer collab inside the sale
A Jonathan Adler x Ruggable rug in a styled living room, with "Skipping this sale? Big mistake. HUGE."
Ad data:
- Running for: 13 days (November 21 to December 4, 2025), now inactive
- Ad count: 632 ads
- Format: Video: styled room + collab
- Markets: US, Canada
- Landing page: Ruggable collection
The hook: "Skipping This Sale? Big Mistake. HUGE."
Why it works: The headline borrows a famous movie line, which makes a sale ad feel playful. The video shows designer rugs, not a discount, so the sale feels like access to something special. 632 ads is by far the most in this set: Ruggable scaled this one creative across a huge number of ads.
Steal this: Lead your sale ad with your most desirable product, and let the copy carry the offer.
20. Mejuri: "It's go time"
An orange square with "It's go time" in huge letters and "Sale is on" below.
Ad data:
- Running for: 9 days (November 23 to December 2, 2025), now inactive
- Ad count: 42 ads
- Format: Image: typographic card
- Markets: US, UK, Canada, Australia
- Landing page: Mejuri on Facebook
The hook: "Shop Our Biggest Sale Ever"
Why it works: No product, no model, just a loud color and 3 words. It launched on November 23, right as Mejuri's public sale opened, so it reads as the starting gun. The copy adds the detail: up to 30% off with a minimum spend, in store and online.
Steal this: Pair a teaser with a bold "it's live" card the day the sale opens to the public.
Patterns across these 20 Black Friday ads
- Video led. 15 of the 20 are videos and 5 are images.
- They started early. Black Friday was November 28, 2025. 14 of the 20 ads started before November 21, and only 2, Gisou and MANSCAPED's Cyber Monday ad, launched on Black Friday itself.
- They were short. Runtimes ran from 3 to 34 days, with a median of 11 days.
- Brands scaled them wide. The median ad count was 43.5, from 24 (oVertone) to 632 (Ruggable). Seasonal creatives get pushed into lots of ads fast.
- Percentages still dominate. 16 of the 20 lead with a percentage off. The other 4 used buy 3 get 3 free, free classes, a giveaway or a designer collab.
- People sell the sale. 7 of the 15 videos put a creator, athlete or founder on camera.
How to find Black Friday ads like these
- Look back at last year. In Adspo, filter creatives by the dates around last Black Friday to see what brands ran, how early they launched and how many ads each creative went into.
- Track your competitors before November. Follow the brands in your niche now, so you see their teasers the day they launch.
- Compare offers, not just creatives. Note the discount, threshold and bundle structure in each ad. Last year's offer is the best predictor of this year's.
- Check the landing pages. See whether a brand sent sale traffic to a collection, a bundle or a dedicated Black Friday page.
For evergreen ideas, see our 50 best Facebook ad examples, and for copy, our Facebook ad copy examples.
Frequently asked questions
When should you start Black Friday Facebook ads?
Earlier than Black Friday itself. Black Friday was November 28 in 2025, and 14 of the 20 ads in this post started running before November 21. Gymshark's teaser went live on November 9, a week before its sale opened, and The Ordinary started its month-long Slowvember offer on November 3.
What makes a good Black Friday Facebook ad?
The offer, stated in the first second. In these 20 ads the discount sits in the headline or on screen in 16 of them, from Sand & Sky's 40% off everything to MANSCAPED's 25% off sitewide. The ones that stand out add one more thing: a creator showing the product, a deadline, a bundle or a reason the sale exists.
Are video or image ads better for Black Friday?
Brands used both, but video led. 15 of the 20 Black Friday ads here are videos and 5 are images. Videos carried creator demos, founder messages and teasers. Images carried the plain offer, like Sand & Sky's 40% off badge or MANSCAPED's gold Black Friday Sale card.
How long do Black Friday ads run?
Not long. The 20 ads in this post ran for 3 to 34 days, with a median of 11 days. Gisou's sitewide sale ad ran for 3 days over the Black Friday weekend, while The Ordinary's Slowvember ad ran for 34 days, from November 3 to December 7.
Do you need a big discount for Black Friday ads?
No. 4 of the 20 ads don't lead with a percentage at all. Hollow Alpaca Socks offered buy 3 get 3 free, Studio Pilates offered up to 6 free classes, Rowan ran a gift card giveaway and Ruggable sold a designer collaboration. The Ordinary ran 23% off, but its hook was a slower way to shop.
How can I see my competitors' Black Friday ads?
Search their Page in the free Meta Ad Library while the sale is live, since US ads drop out of active results once they stop. Adspo keeps each creative after it ends, with its start date, end date, runtime and ad count, so you can look back at last year's Black Friday ads and plan this year's.
Wrapping it up
Black Friday ads are short, early and loud about the offer. The best ones in 2025 added one more thing: a teaser date, a creator, a bundle or a reason the sale exists.
Plan this year's from what worked last year. Try Adspo free for 7 days and see every Black Friday ad your competitors ran.