1. Gymshark – “Blackout”
Gymshark’s annual Blackout event is one of the most anticipated moments in the DTC world. Every year they wipe their Instagram, tease cryptic graphics, and flood TikTok through their athlete community.
Gymshark Blackout Event
Why it became iconic
- The social feed “wipe” creates instant mystery and FOMO.
- Gymshark athletes and creators hype the sale weeks in advance.
- The “Blackout” visual system is bold, minimal and instantly recognisable.
2. Apple – “Black Friday Shopping Event”
Apple doesn’t do heavy product discounting, but their annual Black Friday Shopping Event — where selected devices come with Apple gift cards — has become a global ritual.
Apple Black Friday Shopping Event
Why it dominated
- Tech creators publish “Best Apple Black Friday Deals” videos and guides.
- Retailers amplify Apple’s offers with their own campaigns.
- “Apple Black Friday” consistently ranks among the most-searched seasonal terms.
3. Amazon – The Everywhere Black Friday
Amazon’s influence over Black Friday visibility is unmatched. Many consumers essentially equate Black Friday with Amazon.
Amazon Black Friday Hub
Why it was unavoidable
- Endless TikTok and YouTube “Amazon Haul” content.
- Hard-to-miss Black Friday banners on the Amazon app and homepage.
- Media outlets build deal roundups around Amazon’s sale.
4. Nike – Member-Only App Drops
Nike leans heavily into exclusivity during Black Friday, pushing Nike App Member deals and limited releases.
Nike App Launches
Why it cut through
- Sneakerheads wait for app-only drops and exclusive colourways.
- Outfit reels, unboxings and styling content flood TikTok and Instagram.
- Nike’s creative maintains a premium feel even during promo season.
5. Sephora – Beauty Insider BFCM
In the beauty world, Sephora’s Black Friday marketing is a major cultural moment, driven by its Beauty Insider loyalty program.
Sephora Black Friday
Why it became huge
- Beauty creators publish wishlists and “What I’m buying” content.
- Rare discounts on prestige skincare and makeup build excitement.
- UGC thrives: swatches, hauls, tutorials and reviews dominate feeds.
6. Zara – The Mystery Drop
Zara’s Black Friday communications are famously minimal, which drives speculation and anticipation across social media.
Zara Official Site
Why it stood out
- Zara gives almost no details publicly, letting TikTok do the talking.
- Creators predict drops, film live try-ons and show queue footage.
- The mystery element turns the whole thing into an event.
7. Shein – Creator-Led Flash Sales
Shein generates massive Black Friday visibility through scale and micro-influencer partnerships.
Shein Black Friday
Why it was everywhere
- Thousands of creators posting try-on hauls.
- Nonstop TikTok Shop livestreams.
- Hourly flash sales keep the feed constantly refreshing.
8. Walmart – Early Access Black Friday
Walmart’s Member-only early access deals have become a highly visible digital and in-store moment.
Walmart Early Access
Why it dominated feeds
- Creators push “early access picks you need to buy now”.
- Tech reviewers highlight Walmart deals in BF tech guides.
- In-store crowds and doorbusters appear in news and social media.
9. Target – “The Holiday Dash”
Target’s Black Friday creative blends festive design with their iconic red branding, making it instantly recognisable on social timelines.
Target Black Friday
Why it generated hype
- Target vloggers document their full Black Friday hauls.
- Bold, clean design language stands out among generic sale graphics.
- Family-focused deal content thrives across social platforms.
10. Samsung – Livestream Shopping Events
Samsung has embraced livestream shopping for Black Friday, treating deals like entertainment rather than advertising.
Samsung Black Friday
Why it caught attention
- Tech creators co-host shopping livestreams.
- Product demos feel like mini keynotes.
- Timed drops create urgency and real-time buzz.
11. LEGO – Creator Wishlists & Stop-Motion Magic
LEGO becomes a social media powerhouse every holiday season, and Black Friday is right at the centre of it.
LEGO Deals
Why it trends every year
- Stop-motion LEGO videos are naturally viral.
- Creators share “Dream Setup” gift guides and hauls.
- Nostalgia and family appeal boost shareability across all ages.
12. REI – #OptOutside (Anti–Black Friday)
REI’s decision to close stores and encourage outdoor activity instead of shopping remains one of the most iconic anti-Black Friday campaigns.
REI #OptOutside
Why it remains iconic
- Rejecting the sale day earns massive press and conversation.
- Outdoor creators share their adventures using the #OptOutside tag.
- Reinforces REI’s purpose-led positioning every single year.
What These Campaigns Tell Us About Black Friday 2025
Black Friday winners don’t rely on discounts — they rely on attention.
1. They create a moment, not just a markdown
Mystery drops, blackouts, livestreams and bold brand stances outperform generic sales.
2. Creators carry the message
Hauls, tutorials, vlogs and live demos are the real distribution engine.
3. They own a recognisable visual identity
Gymshark’s blackout, Target’s red, Zara’s minimalism — each stands out instantly.
4. They show up everywhere at once
The strongest campaigns synchronise TikTok, Instagram, YouTube, email and in-store experiences around a single theme.
How We Support Brands With Black Friday Campaign Planning
At Heard, we treat Black Friday like a strategic performance window — not a last-minute discounting scramble. We help brands build campaigns that cut through, convert, and compound long after the weekend ends.
What we do:
- CRO & landing page optimisation to ensure ad spend actually converts during peak traffic surges.
- Email & SMS planning with sequences, early access flows, VIP lists, and segmented promos.
- Creative production – static, video, UGC, product showcases, and performance-first ad assets.
- Full funnel reporting so you know exactly what drove revenue, what to scale next year, and how to turn seasonal shoppers into long-term customers.
Black Friday rewards brands that prepare early.
If you’re ready to build a campaign that actually stands out — not just drop another generic “20% off” graphic. Contact us here.
