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
BFCM 2026 · Creative intelligence · Fashion & Apparel
Fashion & Apparel Black Friday adswhat 35 brands ran, and why
40 distinct Black Friday and Cyber Monday creatives from 35 fashion & apparel brands, sorted by format, angle, hook, offer and timing. Every quote is verbatim from the ad. Use it to plan your 2026 sale.
35
Brands sampled
40
Distinct creatives
7
Angles identified
2025
BFCM sale analysed
Methodology
Meta ads from GoMarble's ad library that mention Black Friday or Cyber Monday, run between 2025-10-25 and 2025-12-03. Duplicates (same creative re-run per market or size) count once; no brand contributes more than four. Angle, hook, offer and timing are classified by hand from each ad's own copy. Public libraries publish no spend or results, so nothing here is ranked by performance.
01 / Snapshot
The fashion & apparel BFCM mix
How the 40 creatives split by format.
Single Video 22 (55%)Static Image 8 (20%)Dynamic Creative 9 (23%)Catalog / DPA 1 (3%)
Read this first
In this fashion set the discount does the selling and the clock does the closing: 31 of 40 creatives print a percentage (13 of them at 60% or more), and 9 open on a deadline line such as "last 24h", "48 Hours Only" or "Ends Soon" rather than on product. The one place product leads is shapewear and bras, where 8 of 10 creatives from 8 brands open on a try-on or a creator's first-person line ("This is not A.I., this is literally the Barbie Snatcher") and put the deal in the caption as buy-more maths.
How fashion & apparel differs from other industries
- Deep, round-number discounts are the norm here: 13 of 40 creatives state 60% or more (Modlily and Bruisedla at 80%, Ursime at 90%), and only 5 state under 40%.
- Deadline copy carries the late-sale push: 9 creatives are built on countdown or scarcity lines (Nude Project's "last 24h", Killstar's "48 Hours Only", Steve Madden UK's "Ends Soon"), and 4 are explicitly last-chance or final-call ads.
- Intimates and shapewear run a separate playbook: creator try-on video plus quantity-tiered codes (Shapshe's "BUY 3, GET 60% OFF", ChicCurve's BFCM20/25/30 ladder, Perfect Corset NY's "BUY 1, GET 2 FREE"), while ready-to-wear and footwear brands mostly run static or DCO sale cards.
Compared against all 10 industries in the BFCM 2026 report.
Filter 02 / By format
By format
Which formats fashion & apparel brands used for the sale. Open a row to see the ads.
1
Single Video
One finished video, one message.
22ADS · 55%
View adsHide
Truekind
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 →
Perfect Corset NY
Black Friday
“You guys see Sabrina Carpenter's tiny waist?”
Value Stack
Single Video
ChicCurve
Cyber Monday
“This is not A.I., this is literally the Barbie Snatcher and oh my god, it flattens the whole”
Value Stack
Single Video
12% 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 →
Feelingirl
Black Friday
“This looks like a training bra. Let's see if my savvy things can fit it and they absolutely do with even room to spare”
Value Stack
Single Video
70% off
Lily Love
Black Friday
“because you're gonna put up to the family function they're gonna be like did barbara get work done”
Creator / UGC Voice
Single Video
70% off
Shapshe
Black Friday
“Smooth Like Magic! Get 60% OFF 🎉”
Value Stack
Single Video
60% 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 →
Popilush
Black Friday
“these wide leg pants have shapewear in them. Look at how nice is that keep you”
Creator / UGC Voice
Single Video
70% off
Brabic
Black Friday
“See that stretch?”
Product-First
Single Video
Love in Faith
Black Friday
“🔴 Every single shirt ONLY $10!”
Straight Discount
Single Video
Love in Faith
Black Friday
“🚨BLACK FRIDAY Sweatshirt 2 Pack $35!”
Value Stack
Single Video
Verano Hill
Black Friday
“BLACK FRIDAY IS LIVE! Get UP TO 70% OFF all handbags now.”
Straight Discount
Single Video
70% off
Francisbyfb
Cyber Monday
“🖤 Shop before the sale is over!”
Countdown & Scarcity
Single Video
10% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
Old Navy
Cyber Monday
“Cyber Monday is calling and Old Navy picked up with the biggest deals of the season.”
Creator / UGC Voice
Single Video
60% off
mnml
Cyber Monday
“First lane this shirt is too much. It's too hard y'all really should be charging about a hundred dollars for this shirt”
Creator / UGC Voice
Single Video
30% off
p a c t
Black Friday
“Exclusive $99 Thermal Waffle Lounge Set”
Product-First
Single Video
40% off
BADINKA
Cyber Monday
“Okay let me tell you what, this one? This is my favorite. Wait wait wait!”
Creator / UGC Voice
Single Video
Bruisedla
Black Friday
“BRUISED BLACK FRIDAY NOW LIVE - UP TO 80% OFF”
Straight Discount
Single Video
80% off
Bellabarnett-official
Black Friday
“i came to tell you guys to not sleep on tiktok shop because this top is actually from there”
Creator / UGC Voice
Single Video
50% off
Suta
Black Friday
“UP TO 40% OFF SITETWIDE! 🖤”
Founder & Brand Story
Single Video
40% off
Nurse Yard
Black Friday
“🚨 Black Friday starts NOW.”
Countdown & Scarcity
Single Video
2
Dynamic Creative
Meta assembles variants from supplied assets — a live experiment.
9ADS · 23%
View adsHide
Nude Project
Extended / last chance
“black friday last 24h 🗣️🤎 its now or never.”
Countdown & Scarcity
Dynamic Creative
Nude Project
Black Friday
“black friday live till everything sells out.. 🗣️🤎”
Countdown & Scarcity
Dynamic Creative
Killstar
Cyber Monday
“CYBER MONDAY is Here. HURRY, 48 Hours Only.”
Countdown & Scarcity
Dynamic Creative
50% off
Wax London
Cyber Monday
“Cyber Monday Is Now Live!”
Countdown & Scarcity
Dynamic Creative
50% off
Arne
Black Friday
“Shop up to 40% off Footwear at ARNE's Black Friday sale.”
Straight Discount
Dynamic Creative
40% off
FAIRFAX & FAVOR
Black Friday
“BLACK FRIDAY IS HERE”
Straight Discount
Dynamic Creative
30% off
Lemonade Dolls
Cyber Monday
“Cyber Week is still here!”
Straight Discount
Dynamic Creative
50% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
OddBalls
Cyber Monday
“Spend £40, Free Gift🎁”
Gift With Purchase
Dynamic Creative
40% off
CSB
Extended / last chance
“HURRY! Black Friday Sale Ends Soon.”
Countdown & Scarcity
Dynamic Creative
50% off
3
Static Image
A still image carrying the entire offer.
8ADS · 20%
View adsHide
Steve Madden UK
Extended / last chance
“Ends Soon”
Countdown & Scarcity
Static Image
60% off
Fioboc Clothing
Cyber Monday
“Buy More, Save More — Today Only”
Value Stack
Static Image
50% off
Fioboc Clothing
Cyber Monday
“🔥 CYBER MONDAY MADNESS! 🚨 Enjoy up to 60% OFF all FIOBOC styles”
Straight Discount
Static Image
60% off
END.
Extended / last chance
“Last Chance - END. Cyber Monday Sale”
Countdown & Scarcity
Static Image
30% off
Cole Buxton
Cyber Monday
“Cole Buxton Cyber Monday Capsule”
Product-First
Static Image
No discount
Commense
Cyber Monday
“⏰CYBER MONDAY Starts NOW⏰”
Value Stack
Static Image
70% off
Modlily
Black Friday
“Modlily BLACK FRIDAY IS ON SALE ---UP TO 80% OFF”
Straight Discount
Static Image
80% off
Persona: fashion conscious women, woman
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Ursime
Black Friday
“Black Friday starts wild 🖤”
Straight Discount
Static Image
90% off
4
Catalog / DPA
Product-catalog ads pulling live price and stock.
1ADS · 3%
View adsHide
Mango
Cyber Monday
“UP TO 50% OFF ⚡”
Straight Discount
Catalog / DPA
50% off
Filter 03 / By angle
By angle
The core pitch each ad makes. One angle per ad. Open a row to see the ads.
A
Straight Discount
The percentage or price off is the whole message.
11ADS · 28%
View adsHide
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 →
Fioboc Clothing
Cyber Monday
“🔥 CYBER MONDAY MADNESS! 🚨 Enjoy up to 60% OFF all FIOBOC styles”
Straight Discount
Static Image
60% off
Love in Faith
Black Friday
“🔴 Every single shirt ONLY $10!”
Straight Discount
Single Video
Verano Hill
Black Friday
“BLACK FRIDAY IS LIVE! Get UP TO 70% OFF all handbags now.”
Straight Discount
Single Video
70% off
Arne
Black Friday
“Shop up to 40% off Footwear at ARNE's Black Friday sale.”
Straight Discount
Dynamic Creative
40% off
FAIRFAX & FAVOR
Black Friday
“BLACK FRIDAY IS HERE”
Straight Discount
Dynamic Creative
30% off
Lemonade Dolls
Cyber Monday
“Cyber Week is still here!”
Straight Discount
Dynamic Creative
50% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
Bruisedla
Black Friday
“BRUISED BLACK FRIDAY NOW LIVE - UP TO 80% OFF”
Straight Discount
Single Video
80% off
Mango
Cyber Monday
“UP TO 50% OFF ⚡”
Straight Discount
Catalog / DPA
50% off
Modlily
Black Friday
“Modlily BLACK FRIDAY IS ON SALE ---UP TO 80% OFF”
Straight Discount
Static Image
80% off
Persona: fashion conscious women, woman
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Ursime
Black Friday
“Black Friday starts wild 🖤”
Straight Discount
Static Image
90% off
E
Countdown & Scarcity
Deadlines, limited stock and last-chance urgency.
9ADS · 23%
View adsHide
Steve Madden UK
Extended / last chance
“Ends Soon”
Countdown & Scarcity
Static Image
60% off
Nude Project
Extended / last chance
“black friday last 24h 🗣️🤎 its now or never.”
Countdown & Scarcity
Dynamic Creative
Nude Project
Black Friday
“black friday live till everything sells out.. 🗣️🤎”
Countdown & Scarcity
Dynamic Creative
Killstar
Cyber Monday
“CYBER MONDAY is Here. HURRY, 48 Hours Only.”
Countdown & Scarcity
Dynamic Creative
50% off
Francisbyfb
Cyber Monday
“🖤 Shop before the sale is over!”
Countdown & Scarcity
Single Video
10% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
Wax London
Cyber Monday
“Cyber Monday Is Now Live!”
Countdown & Scarcity
Dynamic Creative
50% off
END.
Extended / last chance
“Last Chance - END. Cyber Monday Sale”
Countdown & Scarcity
Static Image
30% off
CSB
Extended / last chance
“HURRY! Black Friday Sale Ends Soon.”
Countdown & Scarcity
Dynamic Creative
50% off
Nurse Yard
Black Friday
“🚨 Black Friday starts NOW.”
Countdown & Scarcity
Single Video
B
Value Stack
Bundles, spend tiers and bundle maths: more for the money.
7ADS · 18%
View adsHide
Perfect Corset NY
Black Friday
“You guys see Sabrina Carpenter's tiny waist?”
Value Stack
Single Video
ChicCurve
Cyber Monday
“This is not A.I., this is literally the Barbie Snatcher and oh my god, it flattens the whole”
Value Stack
Single Video
12% off
Feelingirl
Black Friday
“This looks like a training bra. Let's see if my savvy things can fit it and they absolutely do with even room to spare”
Value Stack
Single Video
70% off
Shapshe
Black Friday
“Smooth Like Magic! Get 60% OFF 🎉”
Value Stack
Single Video
60% 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 →
Fioboc Clothing
Cyber Monday
“Buy More, Save More — Today Only”
Value Stack
Static Image
50% off
Love in Faith
Black Friday
“🚨BLACK FRIDAY Sweatshirt 2 Pack $35!”
Value Stack
Single Video
Commense
Cyber Monday
“⏰CYBER MONDAY Starts NOW⏰”
Value Stack
Static Image
70% off
G
Creator / UGC Voice
A person talks to camera; the brand doesn't.
7ADS · 18%
View adsHide
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
Lily Love
Black Friday
“because you're gonna put up to the family function they're gonna be like did barbara get work done”
Creator / UGC Voice
Single Video
70% off
Popilush
Black Friday
“these wide leg pants have shapewear in them. Look at how nice is that keep you”
Creator / UGC Voice
Single Video
70% off
Old Navy
Cyber Monday
“Cyber Monday is calling and Old Navy picked up with the biggest deals of the season.”
Creator / UGC Voice
Single Video
60% off
mnml
Cyber Monday
“First lane this shirt is too much. It's too hard y'all really should be charging about a hundred dollars for this shirt”
Creator / UGC Voice
Single Video
30% off
BADINKA
Cyber Monday
“Okay let me tell you what, this one? This is my favorite. Wait wait wait!”
Creator / UGC Voice
Single Video
Bellabarnett-official
Black Friday
“i came to tell you guys to not sleep on tiktok shop because this top is actually from there”
Creator / UGC Voice
Single Video
50% off
H
Product-First
The product and its benefit lead; Black Friday is the tag.
4ADS · 10%
View adsHide
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 →
Brabic
Black Friday
“See that stretch?”
Product-First
Single Video
p a c t
Black Friday
“Exclusive $99 Thermal Waffle Lounge Set”
Product-First
Single Video
40% off
Cole Buxton
Cyber Monday
“Cole Buxton Cyber Monday Capsule”
Product-First
Static Image
No discount
C
Gift With Purchase
A free product, sample or extra rides along with the order.
1ADS · 3%
View adsHide
OddBalls
Cyber Monday
“Spend £40, Free Gift🎁”
Gift With Purchase
Dynamic Creative
40% off
F
Founder & Brand Story
A founder or the brand's story carries the sale.
1ADS · 3%
View adsHide
Suta
Black Friday
“UP TO 40% OFF SITETWIDE! 🖤”
Founder & Brand Story
Single Video
40% off
Filter 04 / By hook
By hook
How the first line or first seconds open. Open a row to see the ads.
1
Price-first
Opens with the percent or price off.
16ADS · 40%
View adsHide
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 →
Shapshe
Black Friday
“Smooth Like Magic! Get 60% OFF 🎉”
Value Stack
Single Video
60% 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 →
Fioboc Clothing
Cyber Monday
“Buy More, Save More — Today Only”
Value Stack
Static Image
50% off
Fioboc Clothing
Cyber Monday
“🔥 CYBER MONDAY MADNESS! 🚨 Enjoy up to 60% OFF all FIOBOC styles”
Straight Discount
Static Image
60% off
Love in Faith
Black Friday
“🔴 Every single shirt ONLY $10!”
Straight Discount
Single Video
Love in Faith
Black Friday
“🚨BLACK FRIDAY Sweatshirt 2 Pack $35!”
Value Stack
Single Video
p a c t
Black Friday
“Exclusive $99 Thermal Waffle Lounge Set”
Product-First
Single Video
40% off
Commense
Cyber Monday
“⏰CYBER MONDAY Starts NOW⏰”
Value Stack
Static Image
70% off
Arne
Black Friday
“Shop up to 40% off Footwear at ARNE's Black Friday sale.”
Straight Discount
Dynamic Creative
40% off
FAIRFAX & FAVOR
Black Friday
“BLACK FRIDAY IS HERE”
Straight Discount
Dynamic Creative
30% off
OddBalls
Cyber Monday
“Spend £40, Free Gift🎁”
Gift With Purchase
Dynamic Creative
40% off
Bruisedla
Black Friday
“BRUISED BLACK FRIDAY NOW LIVE - UP TO 80% OFF”
Straight Discount
Single Video
80% off
Mango
Cyber Monday
“UP TO 50% OFF ⚡”
Straight Discount
Catalog / DPA
50% off
Modlily
Black Friday
“Modlily BLACK FRIDAY IS ON SALE ---UP TO 80% OFF”
Straight Discount
Static Image
80% off
Persona: fashion conscious women, woman
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Ursime
Black Friday
“Black Friday starts wild 🖤”
Straight Discount
Static Image
90% off
Suta
Black Friday
“UP TO 40% OFF SITETWIDE! 🖤”
Founder & Brand Story
Single Video
40% off
2
Countdown
A deadline or time-left line up front.
9ADS · 23%
View adsHide
Steve Madden UK
Extended / last chance
“Ends Soon”
Countdown & Scarcity
Static Image
60% off
Nude Project
Extended / last chance
“black friday last 24h 🗣️🤎 its now or never.”
Countdown & Scarcity
Dynamic Creative
Nude Project
Black Friday
“black friday live till everything sells out.. 🗣️🤎”
Countdown & Scarcity
Dynamic Creative
Killstar
Cyber Monday
“CYBER MONDAY is Here. HURRY, 48 Hours Only.”
Countdown & Scarcity
Dynamic Creative
50% off
Francisbyfb
Cyber Monday
“🖤 Shop before the sale is over!”
Countdown & Scarcity
Single Video
10% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
Wax London
Cyber Monday
“Cyber Monday Is Now Live!”
Countdown & Scarcity
Dynamic Creative
50% off
END.
Extended / last chance
“Last Chance - END. Cyber Monday Sale”
Countdown & Scarcity
Static Image
30% off
Lemonade Dolls
Cyber Monday
“Cyber Week is still here!”
Straight Discount
Dynamic Creative
50% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
CSB
Extended / last chance
“HURRY! Black Friday Sale Ends Soon.”
Countdown & Scarcity
Dynamic Creative
50% off
3
Demo
Shows the product working in the first seconds.
7ADS · 18%
View adsHide
ChicCurve
Cyber Monday
“This is not A.I., this is literally the Barbie Snatcher and oh my god, it flattens the whole”
Value Stack
Single Video
12% off
Feelingirl
Black Friday
“This looks like a training bra. Let's see if my savvy things can fit it and they absolutely do with even room to spare”
Value Stack
Single Video
70% off
Lily Love
Black Friday
“because you're gonna put up to the family function they're gonna be like did barbara get work done”
Creator / UGC Voice
Single Video
70% off
Popilush
Black Friday
“these wide leg pants have shapewear in them. Look at how nice is that keep you”
Creator / UGC Voice
Single Video
70% off
Brabic
Black Friday
“See that stretch?”
Product-First
Single Video
mnml
Cyber Monday
“First lane this shirt is too much. It's too hard y'all really should be charging about a hundred dollars for this shirt”
Creator / UGC Voice
Single Video
30% off
BADINKA
Cyber Monday
“Okay let me tell you what, this one? This is my favorite. Wait wait wait!”
Creator / UGC Voice
Single Video
4
Biggest-ever claim
"Our biggest sale ever" and its variants.
3ADS · 8%
View adsHide
Verano Hill
Black Friday
“BLACK FRIDAY IS LIVE! Get UP TO 70% OFF all handbags now.”
Straight Discount
Single Video
70% off
Old Navy
Cyber Monday
“Cyber Monday is calling and Old Navy picked up with the biggest deals of the season.”
Creator / UGC Voice
Single Video
60% off
Nurse Yard
Black Friday
“🚨 Black Friday starts NOW.”
Countdown & Scarcity
Single Video
5
Social proof
Reviews, customer counts or bestseller status first.
2ADS · 5%
View adsHide
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
Bellabarnett-official
Black Friday
“i came to tell you guys to not sleep on tiktok shop because this top is actually from there”
Creator / UGC Voice
Single Video
50% off
6
Question
Opens on a question to the viewer.
1ADS · 3%
View adsHide
Perfect Corset NY
Black Friday
“You guys see Sabrina Carpenter's tiny waist?”
Value Stack
Single Video
7
Problem callout
Names the viewer's problem before the offer.
1ADS · 3%
View adsHide
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 →
8
New launch
A new product or drop timed to the sale.
1ADS · 3%
View adsHide
Cole Buxton
Cyber Monday
“Cole Buxton Cyber Monday Capsule”
Product-First
Static Image
No discount
Filter 05 / By emotion
The emotions doing the selling
Average emotional-driver score across the 40 ads, from GoMarble's creative analysis (0–100).
Filter 06 / By offer
How fashion & apparel brands priced the sale
Offer mechanics and discount depth, as stated in the ads.
34/35
brands ran at least one ad with an explicit discount.
1/35
ran no discount at all in this sample: Cole Buxton.
Where an ad named a percentage, the median was 50% and the deepest was 90%.
Discount depth
Offer mechanics
An ad can use more than one.
1 Product-specific % 19ADS · 48% View adsHide
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
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 →
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 →
Popilush
Black Friday
“these wide leg pants have shapewear in them. Look at how nice is that keep you”
Creator / UGC Voice
Single Video
70% off
Steve Madden UK
Extended / last chance
“Ends Soon”
Countdown & Scarcity
Static Image
60% off
Love in Faith
Black Friday
“🔴 Every single shirt ONLY $10!”
Straight Discount
Single Video
Verano Hill
Black Friday
“BLACK FRIDAY IS LIVE! Get UP TO 70% OFF all handbags now.”
Straight Discount
Single Video
70% off
Francisbyfb
Cyber Monday
“🖤 Shop before the sale is over!”
Countdown & Scarcity
Single Video
10% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
Wax London
Cyber Monday
“Cyber Monday Is Now Live!”
Countdown & Scarcity
Dynamic Creative
50% off
END.
Extended / last chance
“Last Chance - END. Cyber Monday Sale”
Countdown & Scarcity
Static Image
30% off
Arne
Black Friday
“Shop up to 40% off Footwear at ARNE's Black Friday sale.”
Straight Discount
Dynamic Creative
40% off
FAIRFAX & FAVOR
Black Friday
“BLACK FRIDAY IS HERE”
Straight Discount
Dynamic Creative
30% off
Lemonade Dolls
Cyber Monday
“Cyber Week is still here!”
Straight Discount
Dynamic Creative
50% off
Hook: Countdown
View in Meta Ad Library →
View in Meta Ad Library →
Bruisedla
Black Friday
“BRUISED BLACK FRIDAY NOW LIVE - UP TO 80% OFF”
Straight Discount
Single Video
80% off
CSB
Extended / last chance
“HURRY! Black Friday Sale Ends Soon.”
Countdown & Scarcity
Dynamic Creative
50% off
Mango
Cyber Monday
“UP TO 50% OFF ⚡”
Straight Discount
Catalog / DPA
50% off
Bellabarnett-official
Black Friday
“i came to tell you guys to not sleep on tiktok shop because this top is actually from there”
Creator / UGC Voice
Single Video
50% off
Modlily
Black Friday
“Modlily BLACK FRIDAY IS ON SALE ---UP TO 80% OFF”
Straight Discount
Static Image
80% off
Persona: fashion conscious women, woman
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Ursime
Black Friday
“Black Friday starts wild 🖤”
Straight Discount
Static Image
90% off
2 Sitewide % 11ADS · 28% View adsHide
ChicCurve
Cyber Monday
“This is not A.I., this is literally the Barbie Snatcher and oh my god, it flattens the whole”
Value Stack
Single Video
12% off
Feelingirl
Black Friday
“This looks like a training bra. Let's see if my savvy things can fit it and they absolutely do with even room to spare”
Value Stack
Single Video
70% off
Lily Love
Black Friday
“because you're gonna put up to the family function they're gonna be like did barbara get work done”
Creator / UGC Voice
Single Video
70% off
Killstar
Cyber Monday
“CYBER MONDAY is Here. HURRY, 48 Hours Only.”
Countdown & Scarcity
Dynamic Creative
50% off
Fioboc Clothing
Cyber Monday
“Buy More, Save More — Today Only”
Value Stack
Static Image
50% off
Fioboc Clothing
Cyber Monday
“🔥 CYBER MONDAY MADNESS! 🚨 Enjoy up to 60% OFF all FIOBOC styles”
Straight Discount
Static Image
60% off
Old Navy
Cyber Monday
“Cyber Monday is calling and Old Navy picked up with the biggest deals of the season.”
Creator / UGC Voice
Single Video
60% off
mnml
Cyber Monday
“First lane this shirt is too much. It's too hard y'all really should be charging about a hundred dollars for this shirt”
Creator / UGC Voice
Single Video
30% off
p a c t
Black Friday
“Exclusive $99 Thermal Waffle Lounge Set”
Product-First
Single Video
40% off
OddBalls
Cyber Monday
“Spend £40, Free Gift🎁”
Gift With Purchase
Dynamic Creative
40% off
Suta
Black Friday
“UP TO 40% OFF SITETWIDE! 🖤”
Founder & Brand Story
Single Video
40% off
3 Bundle / kit 6ADS · 15% View adsHide
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
ChicCurve
Cyber Monday
“This is not A.I., this is literally the Barbie Snatcher and oh my god, it flattens the whole”
Value Stack
Single Video
12% off
Lily Love
Black Friday
“because you're gonna put up to the family function they're gonna be like did barbara get work done”
Creator / UGC Voice
Single Video
70% off
Shapshe
Black Friday
“Smooth Like Magic! Get 60% OFF 🎉”
Value Stack
Single Video
60% 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 →
Love in Faith
Black Friday
“🚨BLACK FRIDAY Sweatshirt 2 Pack $35!”
Value Stack
Single Video
p a c t
Black Friday
“Exclusive $99 Thermal Waffle Lounge Set”
Product-First
Single Video
40% off
4 Code-gated 5ADS · 13% View adsHide
ChicCurve
Cyber Monday
“This is not A.I., this is literally the Barbie Snatcher and oh my god, it flattens the whole”
Value Stack
Single Video
12% off
Lily Love
Black Friday
“because you're gonna put up to the family function they're gonna be like did barbara get work done”
Creator / UGC Voice
Single Video
70% off
Shapshe
Black Friday
“Smooth Like Magic! Get 60% OFF 🎉”
Value Stack
Single Video
60% 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 →
Killstar
Cyber Monday
“CYBER MONDAY is Here. HURRY, 48 Hours Only.”
Countdown & Scarcity
Dynamic Creative
50% off
Commense
Cyber Monday
“⏰CYBER MONDAY Starts NOW⏰”
Value Stack
Static Image
70% off
5 No offer stated 5ADS · 13% View adsHide
Brabic
Black Friday
“See that stretch?”
Product-First
Single Video
Nude Project
Extended / last chance
“black friday last 24h 🗣️🤎 its now or never.”
Countdown & Scarcity
Dynamic Creative
Nude Project
Black Friday
“black friday live till everything sells out.. 🗣️🤎”
Countdown & Scarcity
Dynamic Creative
Cole Buxton
Cyber Monday
“Cole Buxton Cyber Monday Capsule”
Product-First
Static Image
No discount
Nurse Yard
Black Friday
“🚨 Black Friday starts NOW.”
Countdown & Scarcity
Single Video
6 Spend-tiered 3ADS · 8% View adsHide
Fioboc Clothing
Cyber Monday
“Buy More, Save More — Today Only”
Value Stack
Static Image
50% off
Commense
Cyber Monday
“⏰CYBER MONDAY Starts NOW⏰”
Value Stack
Static Image
70% off
OddBalls
Cyber Monday
“Spend £40, Free Gift🎁”
Gift With Purchase
Dynamic Creative
40% off
7 Buy one, get one 3ADS · 8% View adsHide
Perfect Corset NY
Black Friday
“You guys see Sabrina Carpenter's tiny waist?”
Value Stack
Single Video
Feelingirl
Black Friday
“This looks like a training bra. Let's see if my savvy things can fit it and they absolutely do with even room to spare”
Value Stack
Single Video
70% off
BADINKA
Cyber Monday
“Okay let me tell you what, this one? This is my favorite. Wait wait wait!”
Creator / UGC Voice
Single Video
8 Free shipping 3ADS · 8% View adsHide
Killstar
Cyber Monday
“CYBER MONDAY is Here. HURRY, 48 Hours Only.”
Countdown & Scarcity
Dynamic Creative
50% off
Commense
Cyber Monday
“⏰CYBER MONDAY Starts NOW⏰”
Value Stack
Static Image
70% off
BADINKA
Cyber Monday
“Okay let me tell you what, this one? This is my favorite. Wait wait wait!”
Creator / UGC Voice
Single Video
9 Free gift 1ADS · 3% View adsHide
OddBalls
Cyber Monday
“Spend £40, Free Gift🎁”
Gift With Purchase
Dynamic Creative
40% off
Filter 07 / By timing
Where in the sale each ad sat
Read from each ad's own copy: "early access", "ends tonight", "Cyber Monday" and so on. Teaser and early-access ads are under-counted, because many had stopped running by the end of the sale.
Teaser
0
0% · "Coming soon", sign-up to be first.
Early access
0
0% · Sale live for a list before the public.
Black Friday
22
55% · The main sale.
Cyber Monday
14
35% · Cyber Monday or the weekend extension.
Extended / last chance
4
10% · Extensions and final-hours pushes.
08 / Swipe file
Every hook line, verbatim
The opening line of each ad, grouped by brand.
Arne · Price-first
“Shop up to 40% off Footwear at ARNE's Black Friday sale.”
BADINKA · Demo
“Okay let me tell you what, this one? This is my favorite. Wait wait wait!”
Bellabarnett-official · Social proof
“i came to tell you guys to not sleep on tiktok shop because this top is actually from there”
Brabic · Demo
“See that stretch?”
Bruisedla · Price-first
“BRUISED BLACK FRIDAY NOW LIVE - UP TO 80% OFF”
ChicCurve · Demo
“This is not A.I., this is literally the Barbie Snatcher and oh my god, it flattens the whole”
Cole Buxton · New launch
“Cole Buxton Cyber Monday Capsule”
Commense · Price-first
“⏰CYBER MONDAY Starts NOW⏰”
CSB · Countdown
“HURRY! Black Friday Sale Ends Soon.”
END. · Countdown
“Last Chance - END. Cyber Monday Sale”
FAIRFAX & FAVOR · Price-first
“BLACK FRIDAY IS HERE”
Feelingirl · Price-first
“Black Friday ONLY — 70% OFF”
Feelingirl · Demo
“This looks like a training bra. Let's see if my savvy things can fit it and they absolutely do with even room to spare”
Fioboc Clothing · Price-first
“Buy More, Save More — Today Only”
Fioboc Clothing · Price-first
“🔥 CYBER MONDAY MADNESS! 🚨 Enjoy up to 60% OFF all FIOBOC styles”
Francisbyfb · Countdown
“🖤 Shop before the sale is over!”
Killstar · Countdown
“CYBER MONDAY is Here. HURRY, 48 Hours Only.”
Lemonade Dolls · Countdown
“Cyber Week is still here!”
Lily Love · Demo
“because you're gonna put up to the family function they're gonna be like did barbara get work done”
Love in Faith · Price-first
“🔴 Every single shirt ONLY $10!”
Love in Faith · Price-first
“🚨BLACK FRIDAY Sweatshirt 2 Pack $35!”
Mango · Price-first
“UP TO 50% OFF ⚡”
mnml · Demo
“First lane this shirt is too much. It's too hard y'all really should be charging about a hundred dollars for this shirt”
Modlily · Price-first
“Modlily BLACK FRIDAY IS ON SALE ---UP TO 80% OFF”
Nude Project · Countdown
“black friday last 24h 🗣️🤎 its now or never.”
Nude Project · Countdown
“black friday live till everything sells out.. 🗣️🤎”
Nurse Yard · Biggest-ever claim
“🚨 Black Friday starts NOW.”
OddBalls · Price-first
“Spend £40, Free Gift🎁”
Old Navy · Biggest-ever claim
“Cyber Monday is calling and Old Navy picked up with the biggest deals of the season.”
p a c t · Price-first
“Exclusive $99 Thermal Waffle Lounge Set”
Perfect Corset NY · Question
“You guys see Sabrina Carpenter's tiny waist?”
Popilush · Demo
“these wide leg pants have shapewear in them. Look at how nice is that keep you”
Shapshe · Price-first
“Smooth Like Magic! Get 60% OFF 🎉”
Steve Madden UK · Countdown
“Ends Soon”
Suta · Price-first
“UP TO 40% OFF SITETWIDE! 🖤”
Truekind · Social proof
“Here is the viral tiktok bra that everybody has been talking about and here's my honest review after three months of using it”
Truekind · Problem callout
“Women who know this secret never get bra bulges again.”
Ursime · Price-first
“Black Friday starts wild 🖤”
Verano Hill · Biggest-ever claim
“BLACK FRIDAY IS LIVE! Get UP TO 70% OFF all handbags now.”
Wax London · Countdown
“Cyber Monday Is Now Live!”
09 / Playbook
Patterns worth stealing for BFCM 2026
What we'd take from these ads into a fashion & apparel brand's 2026 sale.
01
Put the number in the headline
Most of these ads lead with the percentage itself: Arne's "Shop up to 40% off Footwear", Mango's "UP TO 50% OFF", Modlily's "UP TO 80% OFF". If your offer is strong, let the headline be the offer and let the image carry the product.
02
Run a separate last-chance creative
Steve Madden UK, CSB and END. each ran a dedicated closing ad ("Ends Soon", "HURRY! Black Friday Sale Ends Soon.", "Last Chance - END. Cyber Monday Sale") rather than reusing the launch ad. Brief a final-hours version of your hero creative before the sale starts.
03
Give Cyber Monday its own message
14 creatives are Cyber Monday-specific, with new codes or windows: Killstar's CYBER10 for 48 hours, Wax London's 48-hour Cyber Monday push, Commense's CM20/CM40/CM60 spend tiers. Treat Cyber Monday as a fresh reason to buy, not a re-run of the Black Friday ad.
04
For fit-led products, show the try-on
Bra and shapewear brands opened on a body-on demo or a creator's honest review (Truekind's "here's my honest review after three months", Brabic's "See that stretch?") and kept the deal in the caption. Where fit is the objection, the first seconds should answer it before the price does.
05
Make bundles do the maths for the shopper
Shapshe, Lily Love, ChicCurve and Fioboc all spelled out buy-more ladders in the caption, and Love in Faith sold a fixed "ANY 2 Sweatshirts ONLY $35!" pack. A clear ladder lifts units per order without deepening the headline discount.
06
Let a creator say the price out loud
Old Navy's creator video states the dates and range on camera ("December 1st and 2nd everything is 50 to 60% off"), and mnml's creator argues the shirt is underpriced. A spoken price from a person reads as a recommendation rather than a banner.
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More / Other industries
BFCM ads in other industries
SkincareBeauty & MakeupFashion & ApparelJewelry & AccessoriesSupplements & NutritionFood & BeverageHome & LivingPetsTech & WearablesAthleisure & Activewear
← Back to the BFCM 2026 cross-industry report · All fashion & apparel ads in the library
FAQ
What kind of Black Friday ads do fashion & apparel brands run?
In this sample of 40 distinct creatives from 35 brands, the most common angle was Straight Discount (28% of ads) and the most common format was Single Video (55%).
How big are fashion & apparel Black Friday discounts?
Where an ad stated a percentage, the median was 50% and the highest was 90%. 34 of 35 brands ran at least one ad with an explicit discount; 1 ran none in this sample.
Where do these ads come from?
GoMarble's ad library, which indexes Meta (Facebook and Instagram) ads. We searched Black Friday and Cyber Monday ads that ran between 2025-10-25 and 2025-12-03, removed duplicates and capped each brand at four creatives.
Does this show which ads performed best?
No. Public ad libraries don't publish spend, impressions or sales, so nothing here ranks ads by results. Where we show variations, that's the number of ads reusing the same creative — a sign the brand invested in it, not proof it worked.
When are Black Friday and Cyber Monday in 2026?
Black Friday is Friday 27 November 2026 and Cyber Monday is Monday 30 November 2026.
Brand creative and copyright belong to their respective owners. Ads are shown for commentary and analysis.