Black Friday 2026
Black Friday ads 2026: what brands are running
We read the Meta ads of the online brands we track and pulled out every Black Friday offer: who has started, how deep the discounts go, and where the ads land.
Black Friday is Friday, November 27. Cyber Monday is Monday, November 30.
- brands running Black Friday adsNamed brands with a live ad
- 68
- live Black Friday adsQuoted text only, no creatives
- 1,799
- median deepest discount44 brands that state a percent
- 40%
- brands sell early accessVIP lists, codes and head starts
- 19
Black Friday starts in September now
The first brand started on September 4. Half had started by October 17.
- By Sep 61
- By Sep 136
- By Sep 207
- By Sep 2711
- By Oct 417
- By Oct 1122
- By Oct 1836
- By Oct 2558
- By Nov 168
Each brand counts from the start date of its first Black Friday ad. 68 named brands with at least one live Black Friday ad.
The offers: percent off, sitewide
The median brand's deepest discount is 40%. Most say a percent, and most of those say sitewide.
- Under 20%2 brands
- 20 to 29%13 brands
- 30 to 39%5 brands
- 40 to 49%8 brands
- 50 to 59%5 brands
- 60% or more11 brands
44 brands whose Black Friday ads state a percent. Each brand counts once, at its deepest offer.
- Percent off38 brands
- Sitewide sale36 brands
- Free gift12 brands
- Free shipping9 brands
- Buy some, get one free8 brands
- Bundle price6 brands
- Dollars off5 brands
- Buy more, save more4 brands
- Giveaway3 brands
How many of the 68 brands use each offer at least once. A brand can use several.
Eight Black Friday ads worth learning from
Each quote is from a live ad, read in full, with a link to it in Meta's Ad Library. We quote text and never copy the image or video.
Comfrt · since Oct 11
“18% OFF* | Code EARLYACCESS”
“Your Early Black Friday head start is here. Take 18% off orders $95+ with code EARLYACCESS. Excludes blankets.”
Calls it a head start, gives a code, and a $95 floor protects the margin.
Lands on: HomepageSee it in Meta Ad LibraryButcherBox · since Sep 28
“FREE Steaks for a Year”
“Our Black Friday Sale Is Here! Get FREE Steaks for a YEAR and save up to $924* when you sign up with ButcherBox.”
Leads with a year of free steak, then sends the click to a quiz that picks the box.
Lands on: QuizSee it in Meta Ad LibraryWarmies · since Oct 14
“Our Biggest Pre-Black Friday Sale”
“Our biggest sale before Black Friday is HERE! Buy 2 Warmies, get 1 FREE sitewide! Pick ANY Warmies as your free gift (equal or lesser value). Don't miss out!”
Buy two, get one free lets shoppers choose the gift, so one ad sells the whole range.
Lands on: Collection pageSee it in Meta Ad LibraryCuts · since Oct 23
“Not a Conspiracy. Just 30% Off.”
“No, this isn't a conspiracy theory. Black Friday really did start early. Get the tees with millions sold, built to last 100+ washes, plus pants that feel like sweats and look tailored, all 30% off sitewide. No code needed.”
A joke headline, one number, and no code needed removes the last step at checkout.
Lands on: HomepageSee it in Meta Ad LibraryAnabei · since Oct 18
“Save Up to 60% Before Everyone Else”
“You're in early. Get first access to our Black Friday Sale and save up to 60% sitewide before everyone else. Sofas start at just $699, with risk-free returns.”
"You're in early" makes the click feel like a perk, and $699 anchors the sofa price.
Lands on: HomepageSee it in Meta Ad LibraryChicory · since Oct 14
“Outdoor Dining Chairs From $138”
“VIP early access to Black Friday is open. Enjoy up to 60% off sitewide, including our Outdoor Dining Chairs starting at just $138.”
Opens on VIP early access, then sells one product line with a price and three reasons.
Lands on: Collection pageSee it in Meta Ad LibrarySand Cloud · since Oct 20
“Early Black Friday deals”
“Why wait for Black Friday to get your gifts? Our biggest deals of the season start now, with up to 40% off bundles. Wrap up your holiday shopping early and skip the rush.”
Turns Black Friday into early gift shopping, with bundles as the offer and the rush as the reason.
Lands on: Collection pageSee it in Meta Ad LibraryOh Snap · since Oct 27
“Ridiculously Early Access”
“Last year we sold out of almost all colors. This year you get the Black Friday prices first. Take 25% off now and pick your colors before they're gone.”
Uses last year's sellout as proof, so starting early reads as a favor, not a sale.
Lands on: HomepageSee it in Meta Ad Library
Most ads skip a dedicated sale page
Only 11 of 61 brands send their Black Friday ads to a page built for the offer. 20 send them to a collection, 8 to the homepage.
- Collection page20 brands
- Offer page11 brands
- Product page10 brands
- Homepage8 brands
- Listicle5 brands
- Signup page5 brands
- Quiz2 brands
61 brands whose ad pages we have captured, each counted at the page type most of its Black Friday ads open.
The same pattern holds outside Black Friday. See where DTC brands send their ad traffic.
Build your Black Friday page
Tell Replo your offer and dates, and it builds the sale page on your brand. 100,000+ businesses use Replo.
Study the brands first in the brand directory and the ad library.
The offer board
Brands by the date of their first Black Friday ad. A few brands count in the numbers above but are left off this board.
| Brand | Category | First ad | Main offer | Deepest discount | Lands on | Ads |
|---|---|---|---|---|---|---|
| Kitsch | Beauty & Fitness | Sep 4 | Sitewide sale | 30% | Offer page | 12 |
| Grounding Well | Health | Sep 9 | Sitewide sale | 70% | Product page | 5 |
| Maison d’ Etto | Beauty & Fitness | Sep 9 | Dollars off | Not stated | Product page | 2 |
| Nude Project | Apparel | Sep 10 | Sitewide sale | Not stated | Product page | 3 |
| Blissy | Home & Garden | Sep 19 | Sitewide sale | 55% | Listicle | 81 |
| l'ange | Beauty & Fitness | Sep 22 | Bundle price | Not stated | Product page | 1 |
| Adoorn | Home & Garden | Sep 26 | Not stated | Not stated | Product page | 1 |
| ButcherBox | Food & Drink | Sep 28 | Free gift | Not stated | Quiz | 6 |
| Comfrt | Apparel | Sep 30 | Percent off | 88% | Homepage | 224 |
| BÉIS | Travel | Oct 1 | Percent off | 25% | Collection page | 82 |
| Krewe | Apparel | Oct 1 | Percent off | 70% | Signup page | 55 |
| Omnilux | Health | Oct 9 | Giveaway | Not stated | Not captured | 11 |
| Avouria | Apparel | Oct 9 | Buy some, get one free | 70% | Product page | 10 |
| Larq | Home & Garden | Oct 11 | Percent off | 35% | Signup page | 10 |
| Ashley Furniture | Not set | Oct 12 | Sitewide sale | 50% | Quiz | 460 |
| July | Travel | Oct 12 | Giveaway | Not stated | Collection page | 16 |
| Aarke | Home & Garden | Oct 12 | Sitewide sale | Not stated | Not captured | 10 |
| LandersRX | Business & Industrial | Oct 12 | Free gift | 25% | Listicle | 1 |
| Warmies | Toys & Hobbies | Oct 14 | Buy some, get one free | Not stated | Collection page | 73 |
| Anabei | Home & Garden | Oct 14 | Sitewide sale | 60% | Homepage | 5 |
| Chicory | Home & Garden | Oct 14 | Sitewide sale | 60% | Collection page | 2 |
| Ouidad | Beauty & Fitness | Oct 15 | Percent off | 40% | Collection page | 3 |
| Sand Cloud | Home & Garden | Oct 17 | Percent off | 40% | Collection page | 29 |
| OGL | Apparel | Oct 17 | Percent off | 20% | Collection page | 1 |
| Hey Bud Skincare | Beauty & Fitness | Oct 18 | Sitewide sale | 40% | Homepage | 38 |
| trtl | Travel | Oct 20 | Sitewide sale | 70% | Homepage | 28 |
| Machete | Apparel | Oct 20 | Percent off | 20% | Signup page | 4 |
| Badger | Beauty & Fitness | Oct 20 | Percent off | 20% | Signup page | 3 |
| SAINT | Apparel | Oct 20 | Buy some, get one free | Not stated | Product page | 1 |
| Bugaboo | Not set | Oct 20 | Sitewide sale | Not stated | Not captured | 1 |
| Beam | Health | Oct 21 | Percent off | 50% | Offer page | 67 |
| Dreamland Baby | Home & Garden | Oct 21 | Buy some, get one free | Not stated | Collection page | 14 |
| ALDO | Apparel | Oct 21 | Percent off | 20% | Not captured | 8 |
| Springland | Pets & Animals | Oct 21 | Percent off | 20% | Homepage | 1 |
| FilterBaby | Home & Garden | Oct 21 | Buy some, get one free | Not stated | Offer page | 1 |
| 93 Play Street | Apparel | Oct 22 | Percent off | 50% | Collection page | 45 |
| Love Sac | Home & Garden | Oct 22 | Free shipping | 40% | Collection page | 26 |
| ELCE | Apparel | Oct 22 | Sitewide sale | Not stated | Not captured | 1 |
| Cuts | Apparel | Oct 23 | Percent off | 30% | Homepage | 19 |
| Honey Swim | Apparel | Oct 23 | Bundle price | Not stated | Offer page | 6 |
| Plant People | Health | Oct 23 | Percent off | 20% | Listicle | 3 |
| Happy Aging | Beauty & Fitness | Oct 23 | Sitewide sale | 25% | Offer page | 1 |
| All-Clad | Not set | Oct 23 | Sitewide sale | Not stated | Collection page | 1 |
| COSRX | Beauty & Fitness | Oct 24 | Percent off | 30% | Product page | 8 |
| StriVectin | Beauty & Fitness | Oct 25 | Percent off | 40% | Homepage | 2 |
| Zesty Paws | Pets & Animals | Oct 25 | Percent off | 25% | Collection page | 1 |
| Rove Concepts | Home & Garden | Oct 26 | Sitewide sale | 80% | Collection page | 28 |
| WTC | Home & Garden | Oct 26 | Percent off | 80% | Collection page | 18 |
| Peelerz | Food & Drink | Oct 26 | Percent off | 25% | Collection page | 6 |
| Castlery | Home & Garden | Oct 26 | Giveaway | Not stated | Not captured | 1 |
| Oh Snap | Consumer Electronics | Oct 27 | Percent off | 25% | Homepage | 47 |
| BBQGuys | Home & Garden | Oct 27 | Sitewide sale | 60% | Collection page | 40 |
| be amazing | Health | Oct 27 | Sitewide sale | Not stated | Product page | 21 |
| Philips Hue | Not set | Oct 27 | Percent off | 5% | Signup page | 1 |
How we count
An ad counts when its text names Black Friday, BFCM, Cyber Monday or Cyber Week, or when our ad reader tags its offer for the event, and it started this season. We count named brands with at least one live Black Friday ad and drop lookalike and resale stores. No chart breaks out a group under 20 brands. Ads appear as quoted text with a link to Meta's Ad Library; we never copy an ad's image or video.
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