Snooze
Cyber Monday · 2 variations
“Cyber Week Sale is on now!”
Straight Discount
Single Video
60% off
BFCM 2026 · Creative intelligence · Home & Living
Home & Living Black Friday adswhat 36 brands ran, and why
39 distinct Black Friday and Cyber Monday creatives from 36 home & living brands, sorted by format, angle, hook, offer and timing. Every quote is verbatim from the ad. Use it to plan your 2026 sale.
36
Brands sampled
39
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 home & living BFCM mix
How the 39 creatives split by format.
Single Video 14 (36%)Static Image 12 (31%)Carousel 1 (3%)Dynamic Creative 10 (26%)Catalog / DPA 2 (5%)
Read this first
Home & living BFCM ads in this set sell on the clock and the range. Twelve of 39 creatives lead on a countdown or last-chance message, another twelve on a straight discount, and eight are explicit extension or final-hours pushes; six print an end date after Cyber Monday (Dec 3 to Dec 7: Swoon, MasayaCo, Castlery, Maison Corbeil, Snooze). Discounts are pitched as ranges ("up to" appears in 17 of 39), 40–59% is the most common band (14 ads), and the bigger-ticket brands (Castlery, SimplyNursery, Waterdrop) quote dollars off rather than a percentage.
How home & living differs from other industries
- The sale window is long and the copy says so: Quickfit runs "Nov 6–28 only", Bedshed's sale "officially kicks off on the 10th of November", and Castlery, Maison Corbeil and Snooze all print a Dec 7 end date, so eight of 39 creatives are extension or last-chance pushes rather than launch ads.
- High-ticket items change the offer language: twelve of 39 ads state no percentage at all, and five lead with a dollar figure ("up to $550 off storewide", "Save Up to $189", "Save up to $400") instead of a percent.
- Sleep products carry the problem-and-proof creative: Nectar ("Back pain used to be a lifestyle"), Home & Garden Trend's fibromyalgia testimonial and Koala's "Feels like sinking into a cloud" lead with the sleeper's problem or a review, while furniture and decor ads mostly lead with the price or the deadline.
Compared against all 10 industries in the BFCM 2026 report.
Filter 02 / By format
By format
Which formats home & living brands used for the sale. Open a row to see the ads.
1
Single Video
One finished video, one message.
14ADS · 36%
View adsHide
Snooze
Leesa
Black Friday
“So we just finished this amazing statement wall and now it's time to put together the most luxurious bed situation that you've ever seen.”
Creator / UGC Voice
Single Video
30% off
Helix Sleep
Black Friday
“Shop the Helix Sleep Black Friday sale and take 25% Off Sitewide.”
Straight Discount
Single Video
25% off
Silksilky_us
Early access
“Silk Lovers’ Early Access: Up to 60% OFF”
Early Access / VIP
Single Video
60% off
Castlery
Extended / last chance · 3 variations
“Last chance, get up to $600 off in our Cyber Monday sale.”
Countdown & Scarcity
Single Video
Outer
Black Friday · 2 variations
“You can see that in outdoor furniture it comes in all kinds of price points and there are a lot of brands that only thing they're trying to do is hit the price point”
Product-First
Single Video
30% off
Lifely Home
Cyber Monday · 2 variations
“Cyber Monday has officially landed, and this is your chance to score some of the biggest savings of the year!”
Straight Discount
Single Video
50% off
MasayaCo
Extended / last chance
“Still thinking about it? Your Black Friday window is closing”
Countdown & Scarcity
Single Video
40% off
Nolan Interior
Early access · 3 variations
“Don't wait for Friday, Black Friday pricing is live NOW.”
Early Access / VIP
Single Video
50% off
Dennis Did It
Black Friday
“BLACK FRIDAY IS HERE (and you can sit with us).”
Straight Discount
Single Video
50% off
Kiyagi
Early access
“Early Black Friday Sale: Buy 1 Crystal Lantern, Get 2nd 50% OFF”
Value Stack
Single Video
50% off
Quickfit Blinds & Curtains
Black Friday
“Black Friday ON NOW - and it’s kicking the door down with 30–70% OFF EVERYTHING.”
Straight Discount
Single Video
70% off
UBlockout
Black Friday
“BLACKOUT FRIDAY: 30% OFF + FREE GIFTS”
Gift With Purchase
Single Video
30% off
Puracy
Black Friday
“The holidays can feel a little chaotic, so caring for your surroundings matters more than ever.”
Product-First
Single Video
2
Static Image
A still image carrying the entire offer.
12ADS · 31%
View adsHide
Purple
Extended / last chance
“Black Friday Ends Soon”
Countdown & Scarcity
Static Image
Nectar Sleep
Black Friday
“Back pain used to be a lifestyle. Now I just press a button.”
Value Stack
Static Image
Silentnight
Black Friday · 2 variations
“Receive a FREE winter warmer electric blanket with any mattress!”
Gift With Purchase
Static Image
No discount
Lori Beds
Early access · 2 variations
“Black Friday came early.”
Early Access / VIP
Static Image
25% 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
Swoon
Extended / last chance · 3 variations
“Our biggest sale is nearly over.”
Countdown & Scarcity
Static Image
50% off
Persona: Not specified by the library (library tag "graphic designers" looks mislabelled for a furniture sale)
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
Swoon
Extended / last chance · 2 variations
“With Black Friday up to 50% off everything ending soon we’re giving you an extra 5% off with code: EXTRA5 today only.”
Countdown & Scarcity
Static Image
50% off
Convert-A-Bench
Cyber Monday · 7 variations
“This Cyber Week, get 50% off the bench that transforms into a full-size table in seconds.”
Product-First
Static Image
50% off
SimplyNursery
Cyber Monday
“It’s your last chance to save on our best-selling Nursery Kits.”
Countdown & Scarcity
Static Image
LiberNovo
Black Friday · 10 variations
“Black Friday Edition — New Perks Unlocked!”
Countdown & Scarcity
Static Image
28% off
Artika
Cyber Monday · 3 variations
“The Biggest Deal of the Year is HERE.”
Value Stack
Static Image
50% off
Lucent Globe
Teaser
“BLACK FRIDAY IS COMING! 💥”
Countdown & Scarcity
Static Image
3
Dynamic Creative
Meta assembles variants from supplied assets — a live experiment.
10ADS · 26%
View adsHide
Bedshed
Teaser
“It’s that time of year again, Black Friday 2025 is nearly here.”
Countdown & Scarcity
Dynamic Creative
No discount
Koala US
Black Friday
“Feels like sinking into a cloud”
Straight Discount
Dynamic Creative
30% off
Castlery
Black Friday
“Lock in your savings with up to $550 off storewide plus extra savings on marked-down styles.”
Straight Discount
Dynamic Creative
Crate and Barrel
Cyber Monday · 7 variations
“Up to 50% Off Cyber Deals”
Straight Discount
Dynamic Creative
50% off
RJ Living
Extended / last chance · 3 variations
“Black Friday Extended – 20–40% Off!”
Countdown & Scarcity
Dynamic Creative
40% off
Maison Corbeil
Cyber Monday
“Until December 7, save 20% to 50% on all furniture and accessories, with free delivery on orders over $995.”
Straight Discount
Dynamic Creative
50% off
Herman Miller
Black Friday · 4 variations
“The Black Friday Sale is here.”
Straight Discount
Dynamic Creative
25% off
Pura
Cyber Monday · 2 variations
“By the way, right now you can get 30% off curated sets and bundles.”
Creator / UGC Voice
Dynamic Creative
30% off
Waterdrop Filter
Early access · 2 variations
“Save up to $400 on advanced RO water filtration systems.”
Early Access / VIP
Dynamic Creative
Plank Hardware
Extended / last chance · 15 variations
“Final Hours ⏳ Get 25% off nearly all lines for limited time only.”
Countdown & Scarcity
Dynamic Creative
25% off
4
Catalog / DPA
Product-catalog ads pulling live price and stock.
2ADS · 5%
View adsHide
Swyft
Cyber Monday · 4 variations
“Up to 50% off EVERYTHING”
Straight Discount
Catalog / DPA
50% off
Creative.Lighting
Cyber Monday · 3 variations
“CYBER WEEK SALE IS LIVE!”
Straight Discount
Catalog / DPA
50% off
5
Carousel
Several cards, usually several products or offers.
1ADS · 3%
View adsHide
Castlery
Extended / last chance · 2 variations
“Last chance. Ends Dec 7.”
Countdown & Scarcity
Carousel
Persona: Not specified by the library
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
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.
12ADS · 31%
View adsHide
Snooze
Cyber Monday · 2 variations
“Cyber Week Sale is on now!”
Straight Discount
Single Video
60% off
Helix Sleep
Black Friday
“Shop the Helix Sleep Black Friday sale and take 25% Off Sitewide.”
Straight Discount
Single Video
25% off
Koala US
Black Friday
“Feels like sinking into a cloud”
Straight Discount
Dynamic Creative
30% off
Castlery
Black Friday
“Lock in your savings with up to $550 off storewide plus extra savings on marked-down styles.”
Straight Discount
Dynamic Creative
Crate and Barrel
Cyber Monday · 7 variations
“Up to 50% Off Cyber Deals”
Straight Discount
Dynamic Creative
50% off
Swyft
Cyber Monday · 4 variations
“Up to 50% off EVERYTHING”
Straight Discount
Catalog / DPA
50% off
Lifely Home
Cyber Monday · 2 variations
“Cyber Monday has officially landed, and this is your chance to score some of the biggest savings of the year!”
Straight Discount
Single Video
50% off
Maison Corbeil
Cyber Monday
“Until December 7, save 20% to 50% on all furniture and accessories, with free delivery on orders over $995.”
Straight Discount
Dynamic Creative
50% off
Herman Miller
Black Friday · 4 variations
“The Black Friday Sale is here.”
Straight Discount
Dynamic Creative
25% off
Dennis Did It
Black Friday
“BLACK FRIDAY IS HERE (and you can sit with us).”
Straight Discount
Single Video
50% off
Quickfit Blinds & Curtains
Black Friday
“Black Friday ON NOW - and it’s kicking the door down with 30–70% OFF EVERYTHING.”
Straight Discount
Single Video
70% off
Creative.Lighting
Cyber Monday · 3 variations
“CYBER WEEK SALE IS LIVE!”
Straight Discount
Catalog / DPA
50% off
E
Countdown & Scarcity
Deadlines, limited stock and last-chance urgency.
12ADS · 31%
View adsHide
Bedshed
Teaser
“It’s that time of year again, Black Friday 2025 is nearly here.”
Countdown & Scarcity
Dynamic Creative
No discount
Purple
Extended / last chance
“Black Friday Ends Soon”
Countdown & Scarcity
Static Image
Castlery
Extended / last chance · 3 variations
“Last chance, get up to $600 off in our Cyber Monday sale.”
Countdown & Scarcity
Single Video
Castlery
Extended / last chance · 2 variations
“Last chance. Ends Dec 7.”
Countdown & Scarcity
Carousel
Persona: Not specified by the library
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
Swoon
Extended / last chance · 3 variations
“Our biggest sale is nearly over.”
Countdown & Scarcity
Static Image
50% off
Persona: Not specified by the library (library tag "graphic designers" looks mislabelled for a furniture sale)
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
Swoon
Extended / last chance · 2 variations
“With Black Friday up to 50% off everything ending soon we’re giving you an extra 5% off with code: EXTRA5 today only.”
Countdown & Scarcity
Static Image
50% off
RJ Living
Extended / last chance · 3 variations
“Black Friday Extended – 20–40% Off!”
Countdown & Scarcity
Dynamic Creative
40% off
MasayaCo
Extended / last chance
“Still thinking about it? Your Black Friday window is closing”
Countdown & Scarcity
Single Video
40% off
SimplyNursery
Cyber Monday
“It’s your last chance to save on our best-selling Nursery Kits.”
Countdown & Scarcity
Static Image
LiberNovo
Black Friday · 10 variations
“Black Friday Edition — New Perks Unlocked!”
Countdown & Scarcity
Static Image
28% off
Lucent Globe
Teaser
“BLACK FRIDAY IS COMING! 💥”
Countdown & Scarcity
Static Image
Plank Hardware
Extended / last chance · 15 variations
“Final Hours ⏳ Get 25% off nearly all lines for limited time only.”
Countdown & Scarcity
Dynamic Creative
25% off
D
Early Access / VIP
Waitlists, members-first and early unlocks before the public sale.
4ADS · 10%
View adsHide
Lori Beds
Early access · 2 variations
“Black Friday came early.”
Early Access / VIP
Static Image
25% off
Silksilky_us
Early access
“Silk Lovers’ Early Access: Up to 60% OFF”
Early Access / VIP
Single Video
60% off
Nolan Interior
Early access · 3 variations
“Don't wait for Friday, Black Friday pricing is live NOW.”
Early Access / VIP
Single Video
50% off
Waterdrop Filter
Early access · 2 variations
“Save up to $400 on advanced RO water filtration systems.”
Early Access / VIP
Dynamic Creative
H
Product-First
The product and its benefit lead; Black Friday is the tag.
4ADS · 10%
View adsHide
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
Outer
Black Friday · 2 variations
“You can see that in outdoor furniture it comes in all kinds of price points and there are a lot of brands that only thing they're trying to do is hit the price point”
Product-First
Single Video
30% off
Convert-A-Bench
Cyber Monday · 7 variations
“This Cyber Week, get 50% off the bench that transforms into a full-size table in seconds.”
Product-First
Static Image
50% off
Puracy
Black Friday
“The holidays can feel a little chaotic, so caring for your surroundings matters more than ever.”
Product-First
Single Video
B
Value Stack
Bundles, spend tiers and bundle maths: more for the money.
3ADS · 8%
View adsHide
Nectar Sleep
Black Friday
“Back pain used to be a lifestyle. Now I just press a button.”
Value Stack
Static Image
Artika
Cyber Monday · 3 variations
“The Biggest Deal of the Year is HERE.”
Value Stack
Static Image
50% off
Kiyagi
Early access
“Early Black Friday Sale: Buy 1 Crystal Lantern, Get 2nd 50% OFF”
Value Stack
Single Video
50% off
C
Gift With Purchase
A free product, sample or extra rides along with the order.
2ADS · 5%
View adsHide
Silentnight
Black Friday · 2 variations
“Receive a FREE winter warmer electric blanket with any mattress!”
Gift With Purchase
Static Image
No discount
UBlockout
Black Friday
“BLACKOUT FRIDAY: 30% OFF + FREE GIFTS”
Gift With Purchase
Single Video
30% off
G
Creator / UGC Voice
A person talks to camera; the brand doesn't.
2ADS · 5%
View adsHide
Leesa
Black Friday
“So we just finished this amazing statement wall and now it's time to put together the most luxurious bed situation that you've ever seen.”
Creator / UGC Voice
Single Video
30% off
Pura
Cyber Monday · 2 variations
“By the way, right now you can get 30% off curated sets and bundles.”
Creator / UGC Voice
Dynamic Creative
30% 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.
15ADS · 38%
View adsHide
Snooze
Cyber Monday · 2 variations
“Cyber Week Sale is on now!”
Straight Discount
Single Video
60% off
Helix Sleep
Black Friday
“Shop the Helix Sleep Black Friday sale and take 25% Off Sitewide.”
Straight Discount
Single Video
25% off
Castlery
Black Friday
“Lock in your savings with up to $550 off storewide plus extra savings on marked-down styles.”
Straight Discount
Dynamic Creative
Crate and Barrel
Cyber Monday · 7 variations
“Up to 50% Off Cyber Deals”
Straight Discount
Dynamic Creative
50% off
Swoon
Extended / last chance · 2 variations
“With Black Friday up to 50% off everything ending soon we’re giving you an extra 5% off with code: EXTRA5 today only.”
Countdown & Scarcity
Static Image
50% off
Swyft
Cyber Monday · 4 variations
“Up to 50% off EVERYTHING”
Straight Discount
Catalog / DPA
50% off
Herman Miller
Black Friday · 4 variations
“The Black Friday Sale is here.”
Straight Discount
Dynamic Creative
25% off
Convert-A-Bench
Cyber Monday · 7 variations
“This Cyber Week, get 50% off the bench that transforms into a full-size table in seconds.”
Product-First
Static Image
50% off
Dennis Did It
Black Friday
“BLACK FRIDAY IS HERE (and you can sit with us).”
Straight Discount
Single Video
50% off
Kiyagi
Early access
“Early Black Friday Sale: Buy 1 Crystal Lantern, Get 2nd 50% OFF”
Value Stack
Single Video
50% off
Quickfit Blinds & Curtains
Black Friday
“Black Friday ON NOW - and it’s kicking the door down with 30–70% OFF EVERYTHING.”
Straight Discount
Single Video
70% off
UBlockout
Black Friday
“BLACKOUT FRIDAY: 30% OFF + FREE GIFTS”
Gift With Purchase
Single Video
30% off
Creative.Lighting
Cyber Monday · 3 variations
“CYBER WEEK SALE IS LIVE!”
Straight Discount
Catalog / DPA
50% off
Pura
Cyber Monday · 2 variations
“By the way, right now you can get 30% off curated sets and bundles.”
Creator / UGC Voice
Dynamic Creative
30% off
Waterdrop Filter
Early access · 2 variations
“Save up to $400 on advanced RO water filtration systems.”
Early Access / VIP
Dynamic Creative
2
Countdown
A deadline or time-left line up front.
9ADS · 23%
View adsHide
Bedshed
Teaser
“It’s that time of year again, Black Friday 2025 is nearly here.”
Countdown & Scarcity
Dynamic Creative
No discount
Purple
Extended / last chance
“Black Friday Ends Soon”
Countdown & Scarcity
Static Image
Castlery
Extended / last chance · 3 variations
“Last chance, get up to $600 off in our Cyber Monday sale.”
Countdown & Scarcity
Single Video
Castlery
Extended / last chance · 2 variations
“Last chance. Ends Dec 7.”
Countdown & Scarcity
Carousel
Persona: Not specified by the library
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
Swoon
Extended / last chance · 3 variations
“Our biggest sale is nearly over.”
Countdown & Scarcity
Static Image
50% off
Persona: Not specified by the library (library tag "graphic designers" looks mislabelled for a furniture sale)
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
RJ Living
Extended / last chance · 3 variations
“Black Friday Extended – 20–40% Off!”
Countdown & Scarcity
Dynamic Creative
40% off
Maison Corbeil
Cyber Monday
“Until December 7, save 20% to 50% on all furniture and accessories, with free delivery on orders over $995.”
Straight Discount
Dynamic Creative
50% off
SimplyNursery
Cyber Monday
“It’s your last chance to save on our best-selling Nursery Kits.”
Countdown & Scarcity
Static Image
Plank Hardware
Extended / last chance · 15 variations
“Final Hours ⏳ Get 25% off nearly all lines for limited time only.”
Countdown & Scarcity
Dynamic Creative
25% off
3
Early unlock
"Early access is live", "VIPs shop first".
3ADS · 8%
View adsHide
Lori Beds
Early access · 2 variations
“Black Friday came early.”
Early Access / VIP
Static Image
25% off
Silksilky_us
Early access
“Silk Lovers’ Early Access: Up to 60% OFF”
Early Access / VIP
Single Video
60% off
Nolan Interior
Early access · 3 variations
“Don't wait for Friday, Black Friday pricing is live NOW.”
Early Access / VIP
Single Video
50% off
4
Problem callout
Names the viewer's problem before the offer.
3ADS · 8%
View adsHide
Nectar Sleep
Black Friday
“Back pain used to be a lifestyle. Now I just press a button.”
Value Stack
Static Image
Outer
Black Friday · 2 variations
“You can see that in outdoor furniture it comes in all kinds of price points and there are a lot of brands that only thing they're trying to do is hit the price point”
Product-First
Single Video
30% off
Puracy
Black Friday
“The holidays can feel a little chaotic, so caring for your surroundings matters more than ever.”
Product-First
Single Video
5
Biggest-ever claim
"Our biggest sale ever" and its variants.
2ADS · 5%
View adsHide
Artika
Cyber Monday · 3 variations
“The Biggest Deal of the Year is HERE.”
Value Stack
Static Image
50% off
Lucent Globe
Teaser
“BLACK FRIDAY IS COMING! 💥”
Countdown & Scarcity
Static Image
6
Social proof
Reviews, customer counts or bestseller status first.
2ADS · 5%
View adsHide
Koala US
Black Friday
“Feels like sinking into a cloud”
Straight Discount
Dynamic Creative
30% 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
7
New launch
A new product or drop timed to the sale.
2ADS · 5%
View adsHide
Silentnight
Black Friday · 2 variations
“Receive a FREE winter warmer electric blanket with any mattress!”
Gift With Purchase
Static Image
No discount
LiberNovo
Black Friday · 10 variations
“Black Friday Edition — New Perks Unlocked!”
Countdown & Scarcity
Static Image
28% off
8
Question
Opens on a question to the viewer.
1ADS · 3%
View adsHide
MasayaCo
Extended / last chance
“Still thinking about it? Your Black Friday window is closing”
Countdown & Scarcity
Single Video
40% off
9
Demo
Shows the product working in the first seconds.
1ADS · 3%
View adsHide
Leesa
Black Friday
“So we just finished this amazing statement wall and now it's time to put together the most luxurious bed situation that you've ever seen.”
Creator / UGC Voice
Single Video
30% off
10
Mystery deal
Teases a deal without saying what it is.
1ADS · 3%
View adsHide
Lifely Home
Cyber Monday · 2 variations
“Cyber Monday has officially landed, and this is your chance to score some of the biggest savings of the year!”
Straight Discount
Single Video
50% off
Filter 05 / By emotion
The emotions doing the selling
Average emotional-driver score across the 39 ads, from GoMarble's creative analysis (0–100).
Filter 06 / By offer
How home & living brands priced the sale
Offer mechanics and discount depth, as stated in the ads.
34/36
brands ran at least one ad with an explicit discount.
2/36
ran no discount at all in this sample: Bedshed, Silentnight.
Where an ad named a percentage, the median was 50% and the deepest was 70%.
Discount depth
Offer mechanics
An ad can use more than one.
1 Product-specific % 16ADS · 41% View adsHide
Snooze
Cyber Monday · 2 variations
“Cyber Week Sale is on now!”
Straight Discount
Single Video
60% off
Leesa
Black Friday
“So we just finished this amazing statement wall and now it's time to put together the most luxurious bed situation that you've ever seen.”
Creator / UGC Voice
Single Video
30% off
Purple
Extended / last chance
“Black Friday Ends Soon”
Countdown & Scarcity
Static Image
Lori Beds
Early access · 2 variations
“Black Friday came early.”
Early Access / VIP
Static Image
25% off
Silksilky_us
Early access
“Silk Lovers’ Early Access: Up to 60% OFF”
Early Access / VIP
Single Video
60% off
Castlery
Extended / last chance · 2 variations
“Last chance. Ends Dec 7.”
Countdown & Scarcity
Carousel
Persona: Not specified by the library
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
Hook: Countdown · Emotion: Achievement
View in Meta Ad Library →
Crate and Barrel
Cyber Monday · 7 variations
“Up to 50% Off Cyber Deals”
Straight Discount
Dynamic Creative
50% off
Outer
Black Friday · 2 variations
“You can see that in outdoor furniture it comes in all kinds of price points and there are a lot of brands that only thing they're trying to do is hit the price point”
Product-First
Single Video
30% off
Lifely Home
Cyber Monday · 2 variations
“Cyber Monday has officially landed, and this is your chance to score some of the biggest savings of the year!”
Straight Discount
Single Video
50% off
MasayaCo
Extended / last chance
“Still thinking about it? Your Black Friday window is closing”
Countdown & Scarcity
Single Video
40% off
Herman Miller
Black Friday · 4 variations
“The Black Friday Sale is here.”
Straight Discount
Dynamic Creative
25% off
Nolan Interior
Early access · 3 variations
“Don't wait for Friday, Black Friday pricing is live NOW.”
Early Access / VIP
Single Video
50% off
Convert-A-Bench
Cyber Monday · 7 variations
“This Cyber Week, get 50% off the bench that transforms into a full-size table in seconds.”
Product-First
Static Image
50% off
LiberNovo
Black Friday · 10 variations
“Black Friday Edition — New Perks Unlocked!”
Countdown & Scarcity
Static Image
28% off
UBlockout
Black Friday
“BLACKOUT FRIDAY: 30% OFF + FREE GIFTS”
Gift With Purchase
Single Video
30% off
Pura
Cyber Monday · 2 variations
“By the way, right now you can get 30% off curated sets and bundles.”
Creator / UGC Voice
Dynamic Creative
30% off
2 Sitewide % 14ADS · 36% View adsHide
Helix Sleep
Black Friday
“Shop the Helix Sleep Black Friday sale and take 25% Off Sitewide.”
Straight Discount
Single Video
25% off
Koala US
Black Friday
“Feels like sinking into a cloud”
Straight Discount
Dynamic Creative
30% off
Castlery
Black Friday
“Lock in your savings with up to $550 off storewide plus extra savings on marked-down styles.”
Straight Discount
Dynamic Creative
Castlery
Extended / last chance · 3 variations
“Last chance, get up to $600 off in our Cyber Monday sale.”
Countdown & Scarcity
Single Video
Swoon
Extended / last chance · 3 variations
“Our biggest sale is nearly over.”
Countdown & Scarcity
Static Image
50% off
Persona: Not specified by the library (library tag "graphic designers" looks mislabelled for a furniture sale)
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
Hook: Countdown · Emotion: Urgency
View in Meta Ad Library →
Swoon
Extended / last chance · 2 variations
“With Black Friday up to 50% off everything ending soon we’re giving you an extra 5% off with code: EXTRA5 today only.”
Countdown & Scarcity
Static Image
50% off
Swyft
Cyber Monday · 4 variations
“Up to 50% off EVERYTHING”
Straight Discount
Catalog / DPA
50% off
RJ Living
Extended / last chance · 3 variations
“Black Friday Extended – 20–40% Off!”
Countdown & Scarcity
Dynamic Creative
40% off
Maison Corbeil
Cyber Monday
“Until December 7, save 20% to 50% on all furniture and accessories, with free delivery on orders over $995.”
Straight Discount
Dynamic Creative
50% off
MasayaCo
Extended / last chance
“Still thinking about it? Your Black Friday window is closing”
Countdown & Scarcity
Single Video
40% off
Dennis Did It
Black Friday
“BLACK FRIDAY IS HERE (and you can sit with us).”
Straight Discount
Single Video
50% off
Quickfit Blinds & Curtains
Black Friday
“Black Friday ON NOW - and it’s kicking the door down with 30–70% OFF EVERYTHING.”
Straight Discount
Single Video
70% off
Creative.Lighting
Cyber Monday · 3 variations
“CYBER WEEK SALE IS LIVE!”
Straight Discount
Catalog / DPA
50% off
Plank Hardware
Extended / last chance · 15 variations
“Final Hours ⏳ Get 25% off nearly all lines for limited time only.”
Countdown & Scarcity
Dynamic Creative
25% off
3 Code-gated 6ADS · 15% View adsHide
Koala US
Black Friday
“Feels like sinking into a cloud”
Straight Discount
Dynamic Creative
30% 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
Swoon
Extended / last chance · 2 variations
“With Black Friday up to 50% off everything ending soon we’re giving you an extra 5% off with code: EXTRA5 today only.”
Countdown & Scarcity
Static Image
50% off
Lifely Home
Cyber Monday · 2 variations
“Cyber Monday has officially landed, and this is your chance to score some of the biggest savings of the year!”
Straight Discount
Single Video
50% off
Herman Miller
Black Friday · 4 variations
“The Black Friday Sale is here.”
Straight Discount
Dynamic Creative
25% off
Quickfit Blinds & Curtains
Black Friday
“Black Friday ON NOW - and it’s kicking the door down with 30–70% OFF EVERYTHING.”
Straight Discount
Single Video
70% off
4 Free shipping 5ADS · 13% View adsHide
Koala US
Black Friday
“Feels like sinking into a cloud”
Straight Discount
Dynamic Creative
30% off
Maison Corbeil
Cyber Monday
“Until December 7, save 20% to 50% on all furniture and accessories, with free delivery on orders over $995.”
Straight Discount
Dynamic Creative
50% off
Dennis Did It
Black Friday
“BLACK FRIDAY IS HERE (and you can sit with us).”
Straight Discount
Single Video
50% off
Kiyagi
Early access
“Early Black Friday Sale: Buy 1 Crystal Lantern, Get 2nd 50% OFF”
Value Stack
Single Video
50% off
Creative.Lighting
Cyber Monday · 3 variations
“CYBER WEEK SALE IS LIVE!”
Straight Discount
Catalog / DPA
50% off
5 Free gift 4ADS · 10% View adsHide
Silentnight
Black Friday · 2 variations
“Receive a FREE winter warmer electric blanket with any mattress!”
Gift With Purchase
Static Image
No discount
Outer
Black Friday · 2 variations
“You can see that in outdoor furniture it comes in all kinds of price points and there are a lot of brands that only thing they're trying to do is hit the price point”
Product-First
Single Video
30% off
UBlockout
Black Friday
“BLACKOUT FRIDAY: 30% OFF + FREE GIFTS”
Gift With Purchase
Single Video
30% off
Waterdrop Filter
Early access · 2 variations
“Save up to $400 on advanced RO water filtration systems.”
Early Access / VIP
Dynamic Creative
6 Bundle / kit 3ADS · 8% View adsHide
Nectar Sleep
Black Friday
“Back pain used to be a lifestyle. Now I just press a button.”
Value Stack
Static Image
SimplyNursery
Cyber Monday
“It’s your last chance to save on our best-selling Nursery Kits.”
Countdown & Scarcity
Static Image
Pura
Cyber Monday · 2 variations
“By the way, right now you can get 30% off curated sets and bundles.”
Creator / UGC Voice
Dynamic Creative
30% off
7 Buy one, get one 3ADS · 8% View adsHide
Silksilky_us
Early access
“Silk Lovers’ Early Access: Up to 60% OFF”
Early Access / VIP
Single Video
60% off
Artika
Cyber Monday · 3 variations
“The Biggest Deal of the Year is HERE.”
Value Stack
Static Image
50% off
Kiyagi
Early access
“Early Black Friday Sale: Buy 1 Crystal Lantern, Get 2nd 50% OFF”
Value Stack
Single Video
50% off
8 No offer stated 3ADS · 8% View adsHide
Bedshed
Teaser
“It’s that time of year again, Black Friday 2025 is nearly here.”
Countdown & Scarcity
Dynamic Creative
No discount
Lucent Globe
Teaser
“BLACK FRIDAY IS COMING! 💥”
Countdown & Scarcity
Static Image
Puracy
Black Friday
“The holidays can feel a little chaotic, so caring for your surroundings matters more than ever.”
Product-First
Single Video
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
2
5% · "Coming soon", sign-up to be first.
Early access
6
15% · Sale live for a list before the public.
Black Friday
13
33% · The main sale.
Cyber Monday
10
26% · Cyber Monday or the weekend extension.
Extended / last chance
8
21% · Extensions and final-hours pushes.
08 / Swipe file
Every hook line, verbatim
The opening line of each ad, grouped by brand.
Artika · Biggest-ever claim
“The Biggest Deal of the Year is HERE.”
Bedshed · Countdown
“It’s that time of year again, Black Friday 2025 is nearly here.”
Castlery · Price-first
“Lock in your savings with up to $550 off storewide plus extra savings on marked-down styles.”
Castlery · Countdown
“Last chance, get up to $600 off in our Cyber Monday sale.”
Castlery · Countdown
“Last chance. Ends Dec 7.”
Convert-A-Bench · Price-first
“This Cyber Week, get 50% off the bench that transforms into a full-size table in seconds.”
Crate and Barrel · Price-first
“Up to 50% Off Cyber Deals”
Creative.Lighting · Price-first
“CYBER WEEK SALE IS LIVE!”
Dennis Did It · Price-first
“BLACK FRIDAY IS HERE (and you can sit with us).”
Helix Sleep · Price-first
“Shop the Helix Sleep Black Friday sale and take 25% Off Sitewide.”
Herman Miller · Price-first
“The Black Friday Sale is here.”
Home & Garden Trend · Social proof
“I’ve struggled with fibromyalgia for years, and this topper is the only thing that helped me wake up without pain.”
Kiyagi · Price-first
“Early Black Friday Sale: Buy 1 Crystal Lantern, Get 2nd 50% OFF”
Koala US · Social proof
“Feels like sinking into a cloud”
Leesa · Demo
“So we just finished this amazing statement wall and now it's time to put together the most luxurious bed situation that you've ever seen.”
LiberNovo · New launch
“Black Friday Edition — New Perks Unlocked!”
Lifely Home · Mystery deal
“Cyber Monday has officially landed, and this is your chance to score some of the biggest savings of the year!”
Lori Beds · Early unlock
“Black Friday came early.”
Lucent Globe · Biggest-ever claim
“BLACK FRIDAY IS COMING! 💥”
Maison Corbeil · Countdown
“Until December 7, save 20% to 50% on all furniture and accessories, with free delivery on orders over $995.”
MasayaCo · Question
“Still thinking about it? Your Black Friday window is closing”
Nectar Sleep · Problem callout
“Back pain used to be a lifestyle. Now I just press a button.”
Nolan Interior · Early unlock
“Don't wait for Friday, Black Friday pricing is live NOW.”
Outer · Problem callout
“You can see that in outdoor furniture it comes in all kinds of price points and there are a lot of brands that only thing they're trying to do is hit the price point”
Plank Hardware · Countdown
“Final Hours ⏳ Get 25% off nearly all lines for limited time only.”
Pura · Price-first
“By the way, right now you can get 30% off curated sets and bundles.”
Puracy · Problem callout
“The holidays can feel a little chaotic, so caring for your surroundings matters more than ever.”
Purple · Countdown
“Black Friday Ends Soon”
Quickfit Blinds & Curtains · Price-first
“Black Friday ON NOW - and it’s kicking the door down with 30–70% OFF EVERYTHING.”
RJ Living · Countdown
“Black Friday Extended – 20–40% Off!”
Silentnight · New launch
“Receive a FREE winter warmer electric blanket with any mattress!”
Silksilky_us · Early unlock
“Silk Lovers’ Early Access: Up to 60% OFF”
SimplyNursery · Countdown
“It’s your last chance to save on our best-selling Nursery Kits.”
Snooze · Price-first
“Cyber Week Sale is on now!”
Swoon · Countdown
“Our biggest sale is nearly over.”
Swoon · Price-first
“With Black Friday up to 50% off everything ending soon we’re giving you an extra 5% off with code: EXTRA5 today only.”
Swyft · Price-first
“Up to 50% off EVERYTHING”
UBlockout · Price-first
“BLACKOUT FRIDAY: 30% OFF + FREE GIFTS”
Waterdrop Filter · Price-first
“Save up to $400 on advanced RO water filtration systems.”
09 / Playbook
Patterns worth stealing for BFCM 2026
What we'd take from these ads into a home & living brand's 2026 sale.
01
Plan a second wave for the extension
Eight of these creatives exist only to extend or close the sale: RJ Living's "Black Friday Extended – 20–40% Off!", Plank Hardware's "Final Hours", Castlery's "Last chance. Ends Dec 7." Brief the extension creative before the sale starts so it is ready the day the main offer ends.
02
Print the end date in the copy
Ten ads put a real date in the copy (Maison Corbeil's "Until December 7", MasayaCo's "Ends December 4th", Artika's "Valid Nov 28 – Dec 2, 2025"). A specific date gives the countdown angle, the most-used angle here, something concrete to count down to.
03
Quote dollars on big-ticket items
Castlery ("up to $550 off storewide"), SimplyNursery ("Save Up to $189") and Waterdrop ("Save up to $400") lead with a dollar amount rather than a percentage. Where a modest percentage translates into a large dollar saving, test the dollar version in the headline.
04
Stack one extra on top of the headline discount
Swoon adds "an extra 5% off with code: EXTRA5 today only", Herman Miller adds 5% with CYBER5, Lifely adds a "mystery discount revealed at checkout" and Outer adds a complimentary furniture piece. A small stacked extra gives a returning shopper a reason to buy now without reworking the main offer.
05
Give sleep ads a problem or a voice
Nectar opens on back pain, Home & Garden Trend on a customer's fibromyalgia quote, Koala on a one-line review, and Leesa's video starts as a creator's bedroom makeover before the 30% offer appears. Sleep creatives in this set mostly lead with the sleeper rather than the price.
06
Use a free gift where the percent is modest
Silentnight gives a "FREE winter warmer electric blanket with any mattress" with no percentage, and UBlockout pairs 30% off with "$200+ Gifts for FREE". A gift that belongs with the main product (a blanket with a mattress, a night light with a blackout shade) can carry an offer without a deeper cut.
Run this report 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
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 home & living ads in the library
FAQ
What kind of Black Friday ads do home & living brands run?
In this sample of 39 distinct creatives from 36 brands, the most common angle was Straight Discount (31% of ads) and the most common format was Single Video (36%).
How big are home & living Black Friday discounts?
Where an ad stated a percentage, the median was 50% and the highest was 70%. 34 of 36 brands ran at least one ad with an explicit discount; 2 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.