Chillab Beauty
Black Friday
“CHILLAB Black Friday! Up to 56% OFF + free shipping.”
Straight Discount
Single Video
56% off
BFCM 2026 · Creative intelligence report
The BFCM 2026 creative playbook
367 real Black Friday and Cyber Monday ads from 281 brands across 10 industries. What each category ran, how they priced it, the hooks they opened with, and what to steal for your 2026 sale.
10
Industries
281
Brands sampled
367
Distinct creatives
27 Nov
Black Friday 2026
Methodology
Meta ads from GoMarble's ad library that mention Black Friday or Cyber Monday, from the 2025 sale (25 October – 3 December 2025). Same creative re-run per market or size counts once; no brand contributes more than four. Every ad is classified by hand from its own copy against one shared taxonomy, so industries compare like for like. Public libraries publish no spend or results, so nothing here is ranked by performance.
01 / Read this first
What BFCM ads looked like across 10 industries
Across 367 Black Friday and Cyber Monday ads from 281 brands, the sale was sold mostly on price and time. Almost a third of ads (32%) open on the percentage or price off, and the next most common opening is a countdown (18%). But the sale didn't end on Friday: 36% of ads are Cyber Monday, extension or last-chance creatives, and several brands printed end dates in the first week of December. Only 5% of ads ran with no discount at all.
- Straight discount is the most common angle (24% of ads), followed by countdown and scarcity (20%) and creator or UGC voice (16%).
- Video is the leading format in eight of ten industries. Athleisure and beauty lean on Meta's dynamic creative instead.
- Where an ad states a percentage, the median is 46%. Tech (25%) and food and beauty (30%) stay shallow; fashion, jewelry, pets, supplements, home and athleisure sit around 50%.
- Free gifts ride along in 18% of ads overall, but in about 40% of skincare and beauty ads and only 3% of fashion ads.
- Supplements is the outlier on hooks: only 18% of its ads open on price. Questions, countdowns, creators and problem callouts do the work instead.
02 / Industries
Pick your industry
Each report has every ad, filterable by format, angle, hook, emotion, offer and timing, plus a swipe file and a 2026 playbook.
Skincare
Skin devices carried the deepest cuts, and 41% of ads added a free gift
27 ads
17 brands
17/17 discounted
45% median off
Open the skincare report →
Beauty & Makeup
30% off plus a free gift behind a spend threshold was the default
36 ads
28 brands
25/28 discounted
30% median off
Open the beauty & makeup report →
Fashion & Apparel
Price-first and deep: 60%+ off was common, gifts almost absent
40 ads
35 brands
34/35 discounted
50% median off
Open the fashion & apparel report →
Jewelry & Accessories
Straight discount led, with 38% of ads selling the percentage alone
40 ads
27 brands
26/27 discounted
50% median off
Open the jewelry & accessories report →
Supplements & Nutrition
Only 18% opened on price; creators and questions led instead
40 ads
38 brands
36/38 discounted
50% median off
Open the supplements & nutrition report →
Food & Beverage
Meal kits cut deep on the first box only; most food stayed near 30%
39 ads
26 brands
25/26 discounted
30% median off
Open the food & beverage report →
Home & Living
Deadlines and "up to" ranges, with dollars off on big-ticket items
39 ads
36 brands
34/36 discounted
50% median off
Open the home & living report →
Pets
Videos opened on a pet problem, not the deal
40 ads
34 brands
33/34 discounted
50% median off
Open the pets report →
Tech & Wearables
Most ads stated no percentage; dollars off and product-first led
39 ads
22 brands
21/22 discounted
25% median off
Open the tech & wearables report →
Athleisure & Activewear
Dynamic creative led, and 50% off was the standard offer
27 ads
18 brands
18/18 discounted
50% median off
Open the athleisure & activewear report →
03 / Compare
Industry by industry
The leading format, angle, hook and offer in each industry, and how deep the discounts went.
| Industry | Ads | Top format | Top angle | Top hook | Top offer | Median % off | Brands with no discount |
|---|---|---|---|---|---|---|---|
| Skincare | 27 | Single Video 56% | Straight Discount 30% | Price-first 33% | Product-specific % 59% | 45% | 0 of 17 |
| Beauty & Makeup | 36 | Dynamic Creative 39% | Value Stack 25% | Price-first 33% | Product-specific % 50% | 30% | 3 of 28 |
| Fashion & Apparel | 40 | Single Video 55% | Straight Discount 28% | Price-first 40% | Product-specific % 48% | 50% | 1 of 35 |
| Jewelry & Accessories | 40 | Single Video 50% | Straight Discount 38% | Price-first 30% | Product-specific % 60% | 50% | 1 of 27 |
| Supplements & Nutrition | 40 | Single Video 48% | Creator / UGC Voice 23% | Countdown 20% | Product-specific % 45% | 50% | 2 of 38 |
| Food & Beverage | 39 | Single Video 46% | Straight Discount 21% | Price-first 31% | Product-specific % 51% | 30% | 1 of 26 |
| Home & Living | 39 | Single Video 36% | Straight Discount 31% | Price-first 38% | Product-specific % 41% | 50% | 2 of 36 |
| Pets | 40 | Single Video 45% | Straight Discount 28% | Price-first 38% | Product-specific % 50% | 50% | 1 of 34 |
| Tech & Wearables | 39 | Single Video 41% | Product-First 28% | Price-first 26% | Product-specific % 46% | 25% | 1 of 22 |
| Athleisure & Activewear | 27 | Dynamic Creative 48% | Countdown & Scarcity 26% | Price-first 33% | Sitewide % 33% | 50% | 0 of 18 |
"Median % off" uses only ads that stated a percentage.
04 / Across all industries
The angles, hooks and offers BFCM ran on
All 367 ads together.
Angles
A
Straight Discount
The percentage or price off is the whole message.
89ADS · 24%
ExamplesHide
Chillab Beauty
Alleyoop
Cyber Monday
“Cyber Monday is live! 🎉 Get 30% off sitewide with code BFCM30”
Straight Discount
Static Image
30% off
Feelingirl
Black Friday
“Black Friday ONLY — 70% OFF”
Straight Discount
Single Video
70% off
Persona: fashion conscious women, woman
Hook: Price-first · Emotion: Esteem
View in Meta Ad Library →
Hook: Price-first · Emotion: Esteem
View in Meta Ad Library →
BaubleBar
Black Friday · 3 variations
“Black Friday is HERE 🎉 30% off sitewide & 20% off custom gifts, THIS WEEK ONLY”
Straight Discount
Dynamic Creative
30% off
Metagenics
Cyber Monday · 3 variations
“HUGE Cyber Monday Savings! Save 25% SITEWIDE with FREE Shipping.”
Straight Discount
Dynamic Creative
25% off
CookUnity
Black Friday · 3 variations
“Don't miss out on our Black Friday sale!”
Straight Discount
Static Image
60% off
One example per industry. Open an industry report for the rest.
E
Countdown & Scarcity
Deadlines, limited stock and last-chance urgency.
74ADS · 20%
ExamplesHide
GoPure Skin Care
Extended / last chance · 4 variations
“Remember that Black Friday link I sent you?”
Countdown & Scarcity
Static Image
61% off
Charlotte Tilbury
Extended / last chance · 3 variations
“Darlings, my sensational savings end soon!”
Countdown & Scarcity
Dynamic Creative
25% off
Steve Madden UK
Extended / last chance
“Ends Soon”
Countdown & Scarcity
Static Image
60% off
BaubleBar
Extended / last chance · 2 variations
“Our biggest event of the year ENDS SOON”
Countdown & Scarcity
Dynamic Creative
30% off
Bioma.Health
Cyber Monday · 14 variations
“😱🔥 CYBER MONDAY SALE ALERT! 🔥😱”
Countdown & Scarcity
Single Video
60% off
CookUnity
Extended / last chance · 4 variations
“We're extending our Black Friday sale!”
Countdown & Scarcity
Static Image
60% off
One example per industry. Open an industry report for the rest.
G
Creator / UGC Voice
A person talks to camera; the brand doesn't.
58ADS · 16%
ExamplesHide
RenewaSkin Shop
Black Friday · 2 variations
“Hormonal changes destroyed my jawline. Here's how I got it back in 21 days”
Creator / UGC Voice
Single Video
79% off
Persona: Aging women (45 to 65, woman)
Hook: Problem callout · Emotion: Esteem
View in Meta Ad Library →
Hook: Problem callout · Emotion: Esteem
View in Meta Ad Library →
bareMinerals
Cyber Monday · 10 variations
“The last day of our sale is the best yet”
Creator / UGC Voice
Dynamic Creative
30% off
Truekind
Black Friday
“Here is the viral tiktok bra that everybody has been talking about and here's my honest review after three months of using it”
Creator / UGC Voice
Single Video
50% off
PRYA
Black Friday · 68 variations
“Okay, wait. They did not just make everything 70% off!”
Creator / UGC Voice
Single Video
70% off
Her Bodhi
Black Friday · 2 variations
“I tried all the trendy supplements for bloating.”
Creator / UGC Voice
Single Video
70% off
Persona: Menopausal women (woman, 45-65)
Hook: Problem callout · Emotion: Empowerment
View in Meta Ad Library →
Hook: Problem callout · Emotion: Empowerment
View in Meta Ad Library →
Javvy Coffee
Black Friday · 4 variations
“Okay, don't tell my boss that I'm sending you this.”
Creator / UGC Voice
Single Video
58% off
One example per industry. Open an industry report for the rest.
H
Product-First
The product and its benefit lead; Black Friday is the tag.
52ADS · 14%
ExamplesHide
RenewaSkin Shop
Black Friday
“Sagging jowls? Don't inject them!”
Product-First
Single Video
79% off
Truekind
Black Friday
“Women who know this secret never get bra bulges again.”
Product-First
Single Video
50% off
Persona: comfort seekers, woman, adult
Hook: Problem callout · Emotion: Security
View in Meta Ad Library →
Hook: Problem callout · Emotion: Security
View in Meta Ad Library →
Custom4U Jewelry
Black Friday · 3 variations
“🎄 Christmas is coming — get your gifts ready while Black Friday lasts!”
Product-First
Single Video
No discount
Her Bodhi
Black Friday · 5 variations
“🌊 Day 1: I felt calmer and more relaxed”
Product-First
Single Video
70% off
Persona: menopausal women (woman, 55 to 65)
Hook: Social proof · Emotion: Empowerment
View in Meta Ad Library →
Hook: Social proof · Emotion: Empowerment
View in Meta Ad Library →
Grazly
Black Friday · 5 variations
“🚨 Black Friday is live. 20% OFF Sticks and Slabs.”
Product-First
Static Image
20% off
Home & Garden Trend
Early access · 3 variations
“I’ve struggled with fibromyalgia for years, and this topper is the only thing that helped me wake up without pain.”
Product-First
Static Image
One example per industry. Open an industry report for the rest.
B
Value Stack
Bundles, spend tiers and bundle maths: more for the money.
44ADS · 12%
ExamplesHide
SKIN1004
Extended / last chance · 2 variations
“✨ UP TO 60% OFF — SKIN1004 Holiday Gift Fest 🥂”
Value Stack
Static Image
60% off
Smooche
Black Friday
“Now up to 80% OFF, plus Free Mascara, Free Gift, and Free Shipping this Black Friday!”
Value Stack
Single Video
80% off
Perfect Corset NY
Black Friday
“You guys see Sabrina Carpenter's tiny waist?”
Value Stack
Single Video
Atolea Jewelry
Cyber Monday · 6 variations
“Not all jewelry is built to move, but [Atolea] is.”
Value Stack
Single Video
70% off
Persona: everyday wearers; gender: woman
Hook: Problem callout · Emotion: Security
View in Meta Ad Library →
Hook: Problem callout · Emotion: Security
View in Meta Ad Library →
Peachy Men
Black Friday
“BLACK FRIDAY FOR BOTTOMS 🍑?!”
Value Stack
Static Image
47% off
Snowdonia Cheese
Black Friday · 2 variations
“Spend £50 or more for 30% off Piper-Heidsieck Cuvée Brut Champagne.”
Value Stack
Dynamic Creative
30% off
One example per industry. Open an industry report for the rest.
C
Gift With Purchase
A free product, sample or extra rides along with the order.
19ADS · 5%
ExamplesHide
Grown Alchemist
Cyber Monday
“Gift lists at the ready! Shop our best SALE of the year.”
Gift With Purchase
Dynamic Creative
25% off
MERIT
Black Friday
“Free Flush Balm in Cheeky — for one day only.”
Gift With Purchase
Dynamic Creative
20% off
OddBalls
Cyber Monday
“Spend £40, Free Gift🎁”
Gift With Purchase
Dynamic Creative
40% off
StrapsCo
Black Friday · 2 variations
“Save 30% off at [StrapsCo.com] plus get a free strap for hurry time is running out”
Gift With Purchase
Single Video
30% off
Snowdonia Cheese
Black Friday
“Black Friday’s here! Spend £39 or more and get a FREE Chutney set of 3 💥”
Gift With Purchase
Dynamic Creative
No discount
Silentnight
Black Friday · 2 variations
“Receive a FREE winter warmer electric blanket with any mattress!”
Gift With Purchase
Static Image
No discount
One example per industry. Open an industry report for the rest.
D
Early Access / VIP
Waitlists, members-first and early unlocks before the public sale.
19ADS · 5%
ExamplesHide
Monpure London
Teaser
“Curious about your complimentary gifts and exclusive offers?”
Early Access / VIP
Static Image
No discount
Hook: Question
View in Meta Ad Library →
View in Meta Ad Library →
Jewlr
Early access
“Black Friday came early. Get your personalized favorites up to 50% off before everyone else.”
Early Access / VIP
Catalog / DPA
50% off
Revive Active
Teaser
“Want early access to our Black Friday Sale? 👀”
Early Access / VIP
Static Image
No discount
Kolkata Chai Co.
Early access · 4 variations
“Get a FREE gift during our Early Bird Black Friday Sale!”
Early Access / VIP
Static Image
No discount
Lori Beds
Early access · 2 variations
“Black Friday came early.”
Early Access / VIP
Static Image
25% off
The Luna Zone
Teaser · 3 variations
“This is your heads up. A three hour Luna flash sale is coming.”
Early Access / VIP
Static Image
One example per industry. Open an industry report for the rest.
F
Founder & Brand Story
A founder or the brand's story carries the sale.
9ADS · 2%
ExamplesHide
Suta
Black Friday
“UP TO 40% OFF SITETWIDE! 🖤”
Founder & Brand Story
Single Video
40% off
Olivia Sophia Jewellery
Black Friday · 6 variations
“With heartfelt gratitude, we share this moment with you.”
Founder & Brand Story
Static Image
Rho Nutrition
Black Friday · 3 variations
“We didn't build Ro to be another option on the shelf”
Founder & Brand Story
Single Video
45% off
Persona: Health conscious individuals
Hook: Founder intro · Emotion: Security
View in Meta Ad Library →
Hook: Founder intro · Emotion: Security
View in Meta Ad Library →
Javvy Coffee
Black Friday · 3 variations
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Founder & Brand Story
Single Video
56% off
Pet Food Australia
Black Friday
“Stop giving your dog supermarket kibble.”
Founder & Brand Story
Single Video
30% off
One example per industry. Open an industry report for the rest.
I
Giveaway / Sweepstakes
Prizes, refunds-for-winners and mystery rewards.
3ADS · 1%
ExamplesHide
GIVA
Black Friday
“Wait, what if I tell you that you could win real gold this Black Friday.”
Giveaway / Sweepstakes
Single Video
No discount
Instant Hydration
Early access · 2 variations
“Black Friday came early 💧 Save up to 55% OFF + FREE shipping on Instant Hydration”
Giveaway / Sweepstakes
Single Video
55% off
Persona: Productivity focused people (adult)
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
Hook: Early unlock · Emotion: Urgency
View in Meta Ad Library →
One example per industry. Open an industry report for the rest.
Hooks
Price-first32%
Countdown18%
Problem callout10%
Question7%
Mystery deal7%
Social proof7%
Offer mechanics
Product-specific %48%
Sitewide %26%
Free gift18%
Code-gated15%
Free shipping13%
No offer stated12%
Across every ad that stated a percentage, the median discount was 46%.
05 / Timing
Teaser to last chance: how the sale was paced
Share of ads in each phase, read from the ad's own copy. Teaser and early-access ads are under-counted: many had stopped running by the end of the sale, and the library surfaces ads still live late in the window.
Teaser
4%
13 ads · "Coming soon", sign-up to be first.
Early access
5%
17 ads · Sale live for a list before the public.
Black Friday
56%
204 ads · The main sale.
Cyber Monday
21%
77 ads · Cyber Monday or the weekend extension.
Extended / last chance
15%
56 ads · Extensions and final-hours pushes.
BFCM 2026 calendar
| Date | Day | What to have live |
|---|---|---|
| Early November | — | Teaser and waitlist ads; collect the early-access list. |
| Mid–late November | — | Early access for the list; sale creative approved and loaded. |
| 26 Nov 2026 | Thursday | Thanksgiving. Many brands open the sale. |
| 27 Nov 2026 | Friday | Black Friday — main sale creative. |
| 28–29 Nov 2026 | Weekend | Weekend push; countdown and stock-scarcity creative. |
| 30 Nov 2026 | Monday | Cyber Monday — new offer or "last chance" creative. |
| 1 Dec 2026 | Tuesday | Extensions and final-hours ads. |
06 / Swipe file
Black Friday ad copy, verbatim
Two opening lines from each industry. The full swipe file is on every industry page.
Skincare · GoPure Skin Care
“Remember that Black Friday link I sent you?”
Skincare · GoPure Skin Care
“You asked, we listened. Our Black Friday sale continues through Cyber Monday.”
Beauty & Makeup · Charlotte Tilbury
“Darlings, my sensational savings end soon!”
Beauty & Makeup · MERIT
“Free Flush Balm in Cheeky — for one day only.”
Fashion & Apparel · Truekind
“Here is the viral tiktok bra that everybody has been talking about and here's my honest review after three months of using it”
Fashion & Apparel · Truekind
“Women who know this secret never get bra bulges again.”
Jewelry & Accessories · BaubleBar
“Black Friday is HERE 🎉 30% off sitewide & 20% off custom gifts, THIS WEEK ONLY”
Jewelry & Accessories · BaubleBar
“Our biggest event of the year ENDS SOON”
Supplements & Nutrition · Metagenics
“HUGE Cyber Monday Savings! Save 25% SITEWIDE with FREE Shipping.”
Supplements & Nutrition · Her Bodhi
“I tried all the trendy supplements for bloating.”
Food & Beverage · Javvy Coffee
“Okay, don't tell my boss that I'm sending you this.”
Food & Beverage · Javvy Coffee
“Welcome to the [Javvy] Thanksgiving Relay, where every second these turkeys take takes another percent off your Black Friday discount.”
Home & Living · Snooze
“Cyber Week Sale is on now!”
Home & Living · Bedshed
“It’s that time of year again, Black Friday 2025 is nearly here.”
Pets · PetLab Co.
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
Pets · PetLab Co.
“Three signs of yeast you should never ignore.”
Tech & Wearables · Jackery
“No More Spoiled Food or Blackout Stress”
Tech & Wearables · Jackery
“⚡️ Whole-Home Protection — Power Never Fails”
Athleisure & Activewear · Gymshark
“Your new winter wardrobe has arrived 🥶”
Athleisure & Activewear · Gymshark
“strong girl era 💪”
07 / Playbook
Patterns worth stealing for BFCM 2026
What held across industries.
01
Plan creative for Cyber Monday and the extension, not just Friday
More than a third of the ads in this set ran after Black Friday itself: Cyber Monday launches, "extended" pushes and final-hours ads. Brief those creatives up front rather than re-cutting the Friday ad on Sunday night.
02
Put the number in the first line, or have a reason not to
Price-first is the most common hook in nine of ten industries. If your offer is strong, say it in the first line or first second. If it isn't, lead with the product problem the way supplement brands do, and let the headline carry the offer.
03
Stack a gift when you can't go deeper
Beauty brands mostly held at 30% and added a free gift, often behind a spend threshold; skincare stacked gifts on top of the percentage. A gift with purchase protects margin and gives the ad something new to say on Cyber Monday.
04
Give each phase its own creative
The ads that read best name their moment: "early access", "live now", "ends tonight", "extended". One evergreen sale creative running all week can't say any of those.
05
Use creators for the products that need explaining
Creator and UGC ads were 16% of the set, and most common in skincare, supplements and food, where a person showing the product does more than a percentage. They often leave the offer to the caption.
06
Quote dollars off on big-ticket items
Home, tech and pet-hardware brands with high prices often wrote "$550 off" or "$100 off" instead of a percentage. On a large basket, the dollar figure is the bigger-sounding number.
Coming in November
BFCM 2026 live tracker: from mid-November we'll add this year's Black Friday and Cyber Monday ads as they launch, classified the same way, so you can see what changed from 2025.
Run this analysis on your own competitors
GoMarble's AI agents pull any brand's live ads, tag every creative by angle, hook and emotion, and tell you what to make next. Plan your BFCM 2026 creative from what your category is actually running.
Start free trial Book a demoDo this in Claude with GoMarble
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Related guides
FAQ
When are Black Friday and Cyber Monday 2026?
Black Friday is Friday 27 November 2026 and Cyber Monday is Monday 30 November 2026. Thanksgiving in the US is Thursday 26 November.
What are the most common Black Friday ad angles?
Across the 367 ads in this report, the most common angle was Straight Discount (24% of ads). The full breakdown by industry is in the comparison table above.
What format do most Black Friday ads use?
Single Video was the most common format, at 43% of the ads analysed. It varies a lot by industry — see each industry report.
Where does this Black Friday ad data come from?
GoMarble's ad library, which indexes Meta (Facebook and Instagram) ads. We pulled ads that mention Black Friday or Cyber Monday from the 2025 sale, removed duplicates, capped each brand at four creatives and classified each ad by hand.
Does this report show which Black Friday ads performed best?
No. Public ad libraries don't publish spend, impressions or sales, so nothing here is ranked by results. Variations — how many ads reuse the same creative — is shown where we have it, as a sign of investment rather than proof of performance.
Will you track BFCM 2026 ads live?
Yes. From mid-November we'll add the 2026 sale's ads as they launch, using the same classification so you can compare them with 2025.
Brand creative and copyright belong to their respective owners. Ads are shown for commentary and analysis.