PetLab Co.
Extended / last chance · 16 variations
“Three signs of yeast you should never ignore.”
Countdown & Scarcity
Single Video
55% off
BFCM 2026 · Creative intelligence · Pets
Pets Black Friday adswhat 34 brands ran, and why
40 distinct Black Friday and Cyber Monday creatives from 34 pets brands, sorted by format, angle, hook, offer and timing. Every quote is verbatim from the ad. Use it to plan your 2026 sale.
34
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 pets BFCM mix
How the 40 creatives split by format.
Single Video 18 (45%)Static Image 15 (38%)Carousel 1 (3%)Dynamic Creative 6 (15%)
Read this first
In pets, the Black Friday ad is often an evergreen ad with a Black Friday caption. Eight of the 18 videos here have a usable transcript. All eight open on a pet problem or an owner testimonial: yeast and paw licking (PetLab Co.), wet food spoiling (Petlibro), indoor peeing (PuppyPad), supermarket kibble (Pet Food Australia), dogs that pull (Joyride Harness), litter-box smell (UahPet, PetSnowy) and pet hair (The Magic Brush). None of the eight voiceovers says "Black Friday". The offer sits in the headline and caption, and it is deep: among the 31 ads that state a number, the median is 50%, and 7 of the 40 go to 60% or more.
How pets differs from other industries
- The pet's health problem sells the supplements and food. Itch, yeast, allergies and gut health frame the offer for PetLab Co., Healthy Petz, WolfRoots, Tratez, Pet Food Australia and Pacagen, and several pair it with a 90-day risk-free promise rather than more discount.
- Pet tech gives dollar amounts, not percentages: "$299 Black Friday Price" and "$100 OFF" (UahPet), "Save up to $400!" (PetSnowy), "Normally $59.99 → TODAY ONLY $22.99" (Shaped Paws). That is why 7 of 40 ads fall in the "% not stated" band.
- The copy talks to the owner about the animal ("your pup", "fur baby", "furry bestie"). Nurturance averages 7.2 of 10 across the 40 ads, second only to urgency at 8.4.
Compared against all 10 industries in the BFCM 2026 report.
Filter 02 / By format
By format
Which formats pets brands used for the sale. Open a row to see the ads.
1
Single Video
One finished video, one message.
18ADS · 45%
View adsHide
PetLab Co.
Zesty Paws
Cyber Monday · 2 variations
“Cyber Monday Sale — Don't miss your chance to save big on functional supplements for your furry bestie! ✨”
Straight Discount
Single Video
20% off
Reggie
Cyber Monday · 3 variations
“Better behavior. Shinier coats. Calmer days. 🐶”
Countdown & Scarcity
Single Video
40% off
UahPet
Black Friday · 2 variations
“I switched my cat to the Stainless Steel Smart Litter Box and it's miles better than the old plastic one.”
Creator / UGC Voice
Single Video
UahPet
Extended / last chance · 2 variations
“💰 Black Friday: $100 OFF + Free Gifts! 🎉”
Gift With Purchase
Single Video
Petlibro
Black Friday
“Wet food at room temperature spoils in just two hours.”
Product-First
Single Video
40% off
PuppyPad
Black Friday · 13 variations
“I was cleaning pee every day until i found out what rescue shelters use to stop indoor peeing.”
Value Stack
Single Video
20% off
Fable Pets
Extended / last chance
“🏠 Extended Black Friday Sale 20% OFF 🚨”
Product-First
Single Video
20% off
Persona: home owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Oneisall_Official
Black Friday
“Black Friday starts now! 🧡
22% OFF sitewide!”
Straight Discount
Single Video
22% off
EzyDog
Extended / last chance · 4 variations
“FINAL HOURS ⏱️ Save up to 60% OFF beds, harnesses, leashes, collars and MORE 🐶”
Countdown & Scarcity
Single Video
60% off
PetSnowy
Black Friday · 4 variations
“The best purchase I've ever made as a cat parent.”
Creator / UGC Voice
Single Video
Stylish Hound
Extended / last chance
“𝗙𝗥𝗘𝗘 𝗚𝗜𝗙𝗧𝗦 𝗧𝗛𝗜𝗦 𝗪𝗘𝗘𝗞𝗘𝗡𝗗 🎁”
Gift With Purchase
Single Video
60% off
FUNNYFUZZY
Black Friday · 8 variations
“Keep your sofa spotless & stylish this Black Friday.”
Product-First
Single Video
Pet Food Australia
Black Friday
“Stop giving your dog supermarket kibble.”
Founder & Brand Story
Single Video
30% off
Joyride Harness
Black Friday · 2 variations
“Dog trainers are going to hate me for saying this, but not every dog that pulls has a training problem.”
Creator / UGC Voice
Single Video
20% off
The Magic Brush
Black Friday · 3 variations
“I wasn't expecting much from a brush to be honest, but the magic brush totally proved me wrong.”
Creator / UGC Voice
Single Video
Kavee
Cyber Monday
“🚨 30% OFF sitewide is LIVE for Cyber Monday!”
Straight Discount
Single Video
30% off
Persona: guinea pig owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Just Food For Dogs
Cyber Monday
“💥 Cyber Monday Special: 50% Off Fresh Dog Food 💥”
Straight Discount
Single Video
50% off
2
Static Image
A still image carrying the entire offer.
15ADS · 38%
View adsHide
PetLab Co.
Black Friday · 21 variations
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
Straight Discount
Static Image
50% off
Zesty Paws
Black Friday · 2 variations
“Me: I don’t need anything just because it’s Black Friday”
Creator / UGC Voice
Static Image
No discount
Pet Circle
Extended / last chance · 2 variations
“🔥 Missed Black Friday? We've extended the sale just for you 🐾”
Straight Discount
Static Image
50% off
Healthy Petz
Cyber Monday
“⭐⭐⭐⭐⭐ "Cooper was on Apoquel for 18 months. It worked at first, then stopped.”
Countdown & Scarcity
Static Image
No discount
Persona: pet owners (gender: both)
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
Perro Collection
Cyber Monday
“🖤 Final hours… ⏳ Today only — 30% OFF.”
Countdown & Scarcity
Static Image
30% off
Team K9
Black Friday
“🚨 ENDS SOON - BLACK FRIDAY SALE!”
Countdown & Scarcity
Static Image
75% off
BullyBillows
Cyber Monday · 5 variations
“🐾 Cyber deals are HERE!”
Straight Discount
Static Image
70% off
Prepaw
Black Friday · 6 variations
“The Black Friday Sale is Live! Save up to 60% today.”
Straight Discount
Static Image
60% off
Shop Sunny Tails
Black Friday · 3 variations
“Our Black Friday sale is live!”
Product-First
Static Image
32% off
Blink Cat Food
Black Friday
“Black Friday: 40% off your first 3 Blink boxes – our best deal ever for new subscribers.”
Straight Discount
Static Image
40% off
Vancatuk
Black Friday
“We’ve been overwhelmed by how many of you have already shopped our big Black Friday accessories sale! 🙀🙀🙀”
Countdown & Scarcity
Static Image
RuffRover
Cyber Monday · 4 variations
“🚨 Cyber Monday Starts Now — 56% OFF + FREE Dog Bed!”
Gift With Purchase
Static Image
56% off
Shaped Paws
Cyber Monday · 9 variations
“🎁 Our CYBER MONDAY SALE has BEGUN...”
Straight Discount
Static Image
70% off
WolfRoots
Black Friday
“🎁 BLACK FRIDAY EXCLUSIVE – Limited Time Only! 🎁”
Value Stack
Static Image
57% off
Persona: dog owners (gender: both)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Tratez
Black Friday · 2 variations
“✨ BLACK FRIDAY OFFER ✨”
Product-First
Static Image
50% off
3
Dynamic Creative
Meta assembles variants from supplied assets — a live experiment.
6ADS · 15%
View adsHide
Zesty Paws
Black Friday
“Ready, Set, Save! Black Furr-day is here!”
Gift With Purchase
Dynamic Creative
20% off
Reggie
Cyber Monday · 3 variations
“It’s the final hours of calm. 💚”
Countdown & Scarcity
Dynamic Creative
40% off
Open Farm
Extended / last chance · 5 variations
“Still thinking about Open Farm? Cyber Week is EXTENDED!”
Gift With Purchase
Dynamic Creative
Petlibro
Extended / last chance · 4 variations
“⏳ Don't miss up to 50% off for Black Friday.”
Countdown & Scarcity
Dynamic Creative
50% off
Native Pet
Cyber Monday · 10 variations
“Final hours! Our biggest sale of the year ends at midnight.”
Countdown & Scarcity
Dynamic Creative
30% off
Pacagen
Black Friday
“BLACK FRIDAY DEAL ALERT!
Get our ENTIRE catalog of cat allergen solutions for 56% OFF!”
Value Stack
Dynamic Creative
56% off
4
Carousel
Several cards, usually several products or offers.
1ADS · 3%
View adsHide
Ruff & Tumble Dog Drying Coats
Black Friday
“Up to 60% OFF Black Friday SALE”
Straight Discount
Carousel
60% 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
PetLab Co.
Black Friday · 21 variations
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
Straight Discount
Static Image
50% off
Zesty Paws
Cyber Monday · 2 variations
“Cyber Monday Sale — Don't miss your chance to save big on functional supplements for your furry bestie! ✨”
Straight Discount
Single Video
20% off
Pet Circle
Extended / last chance · 2 variations
“🔥 Missed Black Friday? We've extended the sale just for you 🐾”
Straight Discount
Static Image
50% off
Oneisall_Official
Black Friday
“Black Friday starts now! 🧡
22% OFF sitewide!”
Straight Discount
Single Video
22% off
BullyBillows
Cyber Monday · 5 variations
“🐾 Cyber deals are HERE!”
Straight Discount
Static Image
70% off
Prepaw
Black Friday · 6 variations
“The Black Friday Sale is Live! Save up to 60% today.”
Straight Discount
Static Image
60% off
Blink Cat Food
Black Friday
“Black Friday: 40% off your first 3 Blink boxes – our best deal ever for new subscribers.”
Straight Discount
Static Image
40% off
Ruff & Tumble Dog Drying Coats
Black Friday
“Up to 60% OFF Black Friday SALE”
Straight Discount
Carousel
60% off
Kavee
Cyber Monday
“🚨 30% OFF sitewide is LIVE for Cyber Monday!”
Straight Discount
Single Video
30% off
Persona: guinea pig owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Shaped Paws
Cyber Monday · 9 variations
“🎁 Our CYBER MONDAY SALE has BEGUN...”
Straight Discount
Static Image
70% off
Just Food For Dogs
Cyber Monday
“💥 Cyber Monday Special: 50% Off Fresh Dog Food 💥”
Straight Discount
Single Video
50% off
E
Countdown & Scarcity
Deadlines, limited stock and last-chance urgency.
10ADS · 25%
View adsHide
PetLab Co.
Extended / last chance · 16 variations
“Three signs of yeast you should never ignore.”
Countdown & Scarcity
Single Video
55% off
Reggie
Cyber Monday · 3 variations
“Better behavior. Shinier coats. Calmer days. 🐶”
Countdown & Scarcity
Single Video
40% off
Reggie
Cyber Monday · 3 variations
“It’s the final hours of calm. 💚”
Countdown & Scarcity
Dynamic Creative
40% off
Petlibro
Extended / last chance · 4 variations
“⏳ Don't miss up to 50% off for Black Friday.”
Countdown & Scarcity
Dynamic Creative
50% off
Healthy Petz
Cyber Monday
“⭐⭐⭐⭐⭐ "Cooper was on Apoquel for 18 months. It worked at first, then stopped.”
Countdown & Scarcity
Static Image
No discount
Persona: pet owners (gender: both)
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
Perro Collection
Cyber Monday
“🖤 Final hours… ⏳ Today only — 30% OFF.”
Countdown & Scarcity
Static Image
30% off
Team K9
Black Friday
“🚨 ENDS SOON - BLACK FRIDAY SALE!”
Countdown & Scarcity
Static Image
75% off
Native Pet
Cyber Monday · 10 variations
“Final hours! Our biggest sale of the year ends at midnight.”
Countdown & Scarcity
Dynamic Creative
30% off
EzyDog
Extended / last chance · 4 variations
“FINAL HOURS ⏱️ Save up to 60% OFF beds, harnesses, leashes, collars and MORE 🐶”
Countdown & Scarcity
Single Video
60% off
Vancatuk
Black Friday
“We’ve been overwhelmed by how many of you have already shopped our big Black Friday accessories sale! 🙀🙀🙀”
Countdown & Scarcity
Static Image
C
Gift With Purchase
A free product, sample or extra rides along with the order.
5ADS · 13%
View adsHide
Zesty Paws
Black Friday
“Ready, Set, Save! Black Furr-day is here!”
Gift With Purchase
Dynamic Creative
20% off
Open Farm
Extended / last chance · 5 variations
“Still thinking about Open Farm? Cyber Week is EXTENDED!”
Gift With Purchase
Dynamic Creative
UahPet
Extended / last chance · 2 variations
“💰 Black Friday: $100 OFF + Free Gifts! 🎉”
Gift With Purchase
Single Video
Stylish Hound
Extended / last chance
“𝗙𝗥𝗘𝗘 𝗚𝗜𝗙𝗧𝗦 𝗧𝗛𝗜𝗦 𝗪𝗘𝗘𝗞𝗘𝗡𝗗 🎁”
Gift With Purchase
Single Video
60% off
RuffRover
Cyber Monday · 4 variations
“🚨 Cyber Monday Starts Now — 56% OFF + FREE Dog Bed!”
Gift With Purchase
Static Image
56% off
G
Creator / UGC Voice
A person talks to camera; the brand doesn't.
5ADS · 13%
View adsHide
Zesty Paws
Black Friday · 2 variations
“Me: I don’t need anything just because it’s Black Friday”
Creator / UGC Voice
Static Image
No discount
UahPet
Black Friday · 2 variations
“I switched my cat to the Stainless Steel Smart Litter Box and it's miles better than the old plastic one.”
Creator / UGC Voice
Single Video
PetSnowy
Black Friday · 4 variations
“The best purchase I've ever made as a cat parent.”
Creator / UGC Voice
Single Video
Joyride Harness
Black Friday · 2 variations
“Dog trainers are going to hate me for saying this, but not every dog that pulls has a training problem.”
Creator / UGC Voice
Single Video
20% off
The Magic Brush
Black Friday · 3 variations
“I wasn't expecting much from a brush to be honest, but the magic brush totally proved me wrong.”
Creator / UGC Voice
Single Video
H
Product-First
The product and its benefit lead; Black Friday is the tag.
5ADS · 13%
View adsHide
Petlibro
Black Friday
“Wet food at room temperature spoils in just two hours.”
Product-First
Single Video
40% off
Fable Pets
Extended / last chance
“🏠 Extended Black Friday Sale 20% OFF 🚨”
Product-First
Single Video
20% off
Persona: home owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
FUNNYFUZZY
Black Friday · 8 variations
“Keep your sofa spotless & stylish this Black Friday.”
Product-First
Single Video
Shop Sunny Tails
Black Friday · 3 variations
“Our Black Friday sale is live!”
Product-First
Static Image
32% off
Tratez
Black Friday · 2 variations
“✨ BLACK FRIDAY OFFER ✨”
Product-First
Static Image
50% off
B
Value Stack
Bundles, spend tiers and bundle maths: more for the money.
3ADS · 8%
View adsHide
PuppyPad
Black Friday · 13 variations
“I was cleaning pee every day until i found out what rescue shelters use to stop indoor peeing.”
Value Stack
Single Video
20% off
Pacagen
Black Friday
“BLACK FRIDAY DEAL ALERT!
Get our ENTIRE catalog of cat allergen solutions for 56% OFF!”
Value Stack
Dynamic Creative
56% off
WolfRoots
Black Friday
“🎁 BLACK FRIDAY EXCLUSIVE – Limited Time Only! 🎁”
Value Stack
Static Image
57% off
Persona: dog owners (gender: both)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
F
Founder & Brand Story
A founder or the brand's story carries the sale.
1ADS · 3%
View adsHide
Pet Food Australia
Black Friday
“Stop giving your dog supermarket kibble.”
Founder & Brand Story
Single Video
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
PetLab Co.
Black Friday · 21 variations
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
Straight Discount
Static Image
50% off
Zesty Paws
Cyber Monday · 2 variations
“Cyber Monday Sale — Don't miss your chance to save big on functional supplements for your furry bestie! ✨”
Straight Discount
Single Video
20% off
Zesty Paws
Black Friday
“Ready, Set, Save! Black Furr-day is here!”
Gift With Purchase
Dynamic Creative
20% off
UahPet
Extended / last chance · 2 variations
“💰 Black Friday: $100 OFF + Free Gifts! 🎉”
Gift With Purchase
Single Video
Fable Pets
Extended / last chance
“🏠 Extended Black Friday Sale 20% OFF 🚨”
Product-First
Single Video
20% off
Persona: home owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Oneisall_Official
Black Friday
“Black Friday starts now! 🧡
22% OFF sitewide!”
Straight Discount
Single Video
22% off
Pacagen
Black Friday
“BLACK FRIDAY DEAL ALERT!
Get our ENTIRE catalog of cat allergen solutions for 56% OFF!”
Value Stack
Dynamic Creative
56% off
BullyBillows
Cyber Monday · 5 variations
“🐾 Cyber deals are HERE!”
Straight Discount
Static Image
70% off
Prepaw
Black Friday · 6 variations
“The Black Friday Sale is Live! Save up to 60% today.”
Straight Discount
Static Image
60% off
Shop Sunny Tails
Black Friday · 3 variations
“Our Black Friday sale is live!”
Product-First
Static Image
32% off
Blink Cat Food
Black Friday
“Black Friday: 40% off your first 3 Blink boxes – our best deal ever for new subscribers.”
Straight Discount
Static Image
40% off
Ruff & Tumble Dog Drying Coats
Black Friday
“Up to 60% OFF Black Friday SALE”
Straight Discount
Carousel
60% off
RuffRover
Cyber Monday · 4 variations
“🚨 Cyber Monday Starts Now — 56% OFF + FREE Dog Bed!”
Gift With Purchase
Static Image
56% off
Kavee
Cyber Monday
“🚨 30% OFF sitewide is LIVE for Cyber Monday!”
Straight Discount
Single Video
30% off
Persona: guinea pig owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Just Food For Dogs
Cyber Monday
“💥 Cyber Monday Special: 50% Off Fresh Dog Food 💥”
Straight Discount
Single Video
50% off
2
Countdown
A deadline or time-left line up front.
9ADS · 23%
View adsHide
Reggie
Cyber Monday · 3 variations
“Better behavior. Shinier coats. Calmer days. 🐶”
Countdown & Scarcity
Single Video
40% off
Reggie
Cyber Monday · 3 variations
“It’s the final hours of calm. 💚”
Countdown & Scarcity
Dynamic Creative
40% off
Petlibro
Extended / last chance · 4 variations
“⏳ Don't miss up to 50% off for Black Friday.”
Countdown & Scarcity
Dynamic Creative
50% off
Perro Collection
Cyber Monday
“🖤 Final hours… ⏳ Today only — 30% OFF.”
Countdown & Scarcity
Static Image
30% off
Team K9
Black Friday
“🚨 ENDS SOON - BLACK FRIDAY SALE!”
Countdown & Scarcity
Static Image
75% off
Native Pet
Cyber Monday · 10 variations
“Final hours! Our biggest sale of the year ends at midnight.”
Countdown & Scarcity
Dynamic Creative
30% off
EzyDog
Extended / last chance · 4 variations
“FINAL HOURS ⏱️ Save up to 60% OFF beds, harnesses, leashes, collars and MORE 🐶”
Countdown & Scarcity
Single Video
60% off
Stylish Hound
Extended / last chance
“𝗙𝗥𝗘𝗘 𝗚𝗜𝗙𝗧𝗦 𝗧𝗛𝗜𝗦 𝗪𝗘𝗘𝗞𝗘𝗡𝗗 🎁”
Gift With Purchase
Single Video
60% off
Shaped Paws
Cyber Monday · 9 variations
“🎁 Our CYBER MONDAY SALE has BEGUN...”
Straight Discount
Static Image
70% off
3
Problem callout
Names the viewer's problem before the offer.
8ADS · 20%
View adsHide
PetLab Co.
Extended / last chance · 16 variations
“Three signs of yeast you should never ignore.”
Countdown & Scarcity
Single Video
55% off
Zesty Paws
Black Friday · 2 variations
“Me: I don’t need anything just because it’s Black Friday”
Creator / UGC Voice
Static Image
No discount
Petlibro
Black Friday
“Wet food at room temperature spoils in just two hours.”
Product-First
Single Video
40% off
PuppyPad
Black Friday · 13 variations
“I was cleaning pee every day until i found out what rescue shelters use to stop indoor peeing.”
Value Stack
Single Video
20% off
FUNNYFUZZY
Black Friday · 8 variations
“Keep your sofa spotless & stylish this Black Friday.”
Product-First
Single Video
Pet Food Australia
Black Friday
“Stop giving your dog supermarket kibble.”
Founder & Brand Story
Single Video
30% off
Joyride Harness
Black Friday · 2 variations
“Dog trainers are going to hate me for saying this, but not every dog that pulls has a training problem.”
Creator / UGC Voice
Single Video
20% off
WolfRoots
Black Friday
“🎁 BLACK FRIDAY EXCLUSIVE – Limited Time Only! 🎁”
Value Stack
Static Image
57% off
Persona: dog owners (gender: both)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
4
Social proof
Reviews, customer counts or bestseller status first.
5ADS · 13%
View adsHide
UahPet
Black Friday · 2 variations
“I switched my cat to the Stainless Steel Smart Litter Box and it's miles better than the old plastic one.”
Creator / UGC Voice
Single Video
Healthy Petz
Cyber Monday
“⭐⭐⭐⭐⭐ "Cooper was on Apoquel for 18 months. It worked at first, then stopped.”
Countdown & Scarcity
Static Image
No discount
Persona: pet owners (gender: both)
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
PetSnowy
Black Friday · 4 variations
“The best purchase I've ever made as a cat parent.”
Creator / UGC Voice
Single Video
The Magic Brush
Black Friday · 3 variations
“I wasn't expecting much from a brush to be honest, but the magic brush totally proved me wrong.”
Creator / UGC Voice
Single Video
Vancatuk
Black Friday
“We’ve been overwhelmed by how many of you have already shopped our big Black Friday accessories sale! 🙀🙀🙀”
Countdown & Scarcity
Static Image
5
Question
Opens on a question to the viewer.
2ADS · 5%
View adsHide
Open Farm
Extended / last chance · 5 variations
“Still thinking about Open Farm? Cyber Week is EXTENDED!”
Gift With Purchase
Dynamic Creative
Pet Circle
Extended / last chance · 2 variations
“🔥 Missed Black Friday? We've extended the sale just for you 🐾”
Straight Discount
Static Image
50% off
6
Mystery deal
Teases a deal without saying what it is.
1ADS · 3%
View adsHide
Tratez
Black Friday · 2 variations
“✨ BLACK FRIDAY OFFER ✨”
Product-First
Static Image
50% off
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 pets brands priced the sale
Offer mechanics and discount depth, as stated in the ads.
33/34
brands ran at least one ad with an explicit discount.
1/34
ran no discount at all in this sample: Healthy Petz.
Where an ad named a percentage, the median was 50% and the deepest was 75%.
Discount depth
Offer mechanics
An ad can use more than one.
1 Product-specific % 20ADS · 50% View adsHide
PetLab Co.
Black Friday · 21 variations
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
Straight Discount
Static Image
50% off
PetLab Co.
Extended / last chance · 16 variations
“Three signs of yeast you should never ignore.”
Countdown & Scarcity
Single Video
55% off
Reggie
Cyber Monday · 3 variations
“Better behavior. Shinier coats. Calmer days. 🐶”
Countdown & Scarcity
Single Video
40% off
Reggie
Cyber Monday · 3 variations
“It’s the final hours of calm. 💚”
Countdown & Scarcity
Dynamic Creative
40% off
Pet Circle
Extended / last chance · 2 variations
“🔥 Missed Black Friday? We've extended the sale just for you 🐾”
Straight Discount
Static Image
50% off
Petlibro
Extended / last chance · 4 variations
“⏳ Don't miss up to 50% off for Black Friday.”
Countdown & Scarcity
Dynamic Creative
50% off
PuppyPad
Black Friday · 13 variations
“I was cleaning pee every day until i found out what rescue shelters use to stop indoor peeing.”
Value Stack
Single Video
20% off
Perro Collection
Cyber Monday
“🖤 Final hours… ⏳ Today only — 30% OFF.”
Countdown & Scarcity
Static Image
30% off
Team K9
Black Friday
“🚨 ENDS SOON - BLACK FRIDAY SALE!”
Countdown & Scarcity
Static Image
75% off
Fable Pets
Extended / last chance
“🏠 Extended Black Friday Sale 20% OFF 🚨”
Product-First
Single Video
20% off
Persona: home owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
EzyDog
Extended / last chance · 4 variations
“FINAL HOURS ⏱️ Save up to 60% OFF beds, harnesses, leashes, collars and MORE 🐶”
Countdown & Scarcity
Single Video
60% off
BullyBillows
Cyber Monday · 5 variations
“🐾 Cyber deals are HERE!”
Straight Discount
Static Image
70% off
Prepaw
Black Friday · 6 variations
“The Black Friday Sale is Live! Save up to 60% today.”
Straight Discount
Static Image
60% off
Pet Food Australia
Black Friday
“Stop giving your dog supermarket kibble.”
Founder & Brand Story
Single Video
30% off
Ruff & Tumble Dog Drying Coats
Black Friday
“Up to 60% OFF Black Friday SALE”
Straight Discount
Carousel
60% off
RuffRover
Cyber Monday · 4 variations
“🚨 Cyber Monday Starts Now — 56% OFF + FREE Dog Bed!”
Gift With Purchase
Static Image
56% off
Shaped Paws
Cyber Monday · 9 variations
“🎁 Our CYBER MONDAY SALE has BEGUN...”
Straight Discount
Static Image
70% off
Just Food For Dogs
Cyber Monday
“💥 Cyber Monday Special: 50% Off Fresh Dog Food 💥”
Straight Discount
Single Video
50% off
WolfRoots
Black Friday
“🎁 BLACK FRIDAY EXCLUSIVE – Limited Time Only! 🎁”
Value Stack
Static Image
57% off
Persona: dog owners (gender: both)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Tratez
Black Friday · 2 variations
“✨ BLACK FRIDAY OFFER ✨”
Product-First
Static Image
50% off
2 Sitewide % 10ADS · 25% View adsHide
Zesty Paws
Cyber Monday · 2 variations
“Cyber Monday Sale — Don't miss your chance to save big on functional supplements for your furry bestie! ✨”
Straight Discount
Single Video
20% off
Zesty Paws
Black Friday
“Ready, Set, Save! Black Furr-day is here!”
Gift With Purchase
Dynamic Creative
20% off
Petlibro
Black Friday
“Wet food at room temperature spoils in just two hours.”
Product-First
Single Video
40% off
Native Pet
Cyber Monday · 10 variations
“Final hours! Our biggest sale of the year ends at midnight.”
Countdown & Scarcity
Dynamic Creative
30% off
Oneisall_Official
Black Friday
“Black Friday starts now! 🧡
22% OFF sitewide!”
Straight Discount
Single Video
22% off
Pacagen
Black Friday
“BLACK FRIDAY DEAL ALERT!
Get our ENTIRE catalog of cat allergen solutions for 56% OFF!”
Value Stack
Dynamic Creative
56% off
Stylish Hound
Extended / last chance
“𝗙𝗥𝗘𝗘 𝗚𝗜𝗙𝗧𝗦 𝗧𝗛𝗜𝗦 𝗪𝗘𝗘𝗞𝗘𝗡𝗗 🎁”
Gift With Purchase
Single Video
60% off
Joyride Harness
Black Friday · 2 variations
“Dog trainers are going to hate me for saying this, but not every dog that pulls has a training problem.”
Creator / UGC Voice
Single Video
20% off
Shop Sunny Tails
Black Friday · 3 variations
“Our Black Friday sale is live!”
Product-First
Static Image
32% off
Kavee
Cyber Monday
“🚨 30% OFF sitewide is LIVE for Cyber Monday!”
Straight Discount
Single Video
30% off
Persona: guinea pig owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
3 Free gift 10ADS · 25% View adsHide
Zesty Paws
Black Friday
“Ready, Set, Save! Black Furr-day is here!”
Gift With Purchase
Dynamic Creative
20% off
Open Farm
Extended / last chance · 5 variations
“Still thinking about Open Farm? Cyber Week is EXTENDED!”
Gift With Purchase
Dynamic Creative
UahPet
Extended / last chance · 2 variations
“💰 Black Friday: $100 OFF + Free Gifts! 🎉”
Gift With Purchase
Single Video
PuppyPad
Black Friday · 13 variations
“I was cleaning pee every day until i found out what rescue shelters use to stop indoor peeing.”
Value Stack
Single Video
20% off
Native Pet
Cyber Monday · 10 variations
“Final hours! Our biggest sale of the year ends at midnight.”
Countdown & Scarcity
Dynamic Creative
30% off
Pacagen
Black Friday
“BLACK FRIDAY DEAL ALERT!
Get our ENTIRE catalog of cat allergen solutions for 56% OFF!”
Value Stack
Dynamic Creative
56% off
Stylish Hound
Extended / last chance
“𝗙𝗥𝗘𝗘 𝗚𝗜𝗙𝗧𝗦 𝗧𝗛𝗜𝗦 𝗪𝗘𝗘𝗞𝗘𝗡𝗗 🎁”
Gift With Purchase
Single Video
60% off
Joyride Harness
Black Friday · 2 variations
“Dog trainers are going to hate me for saying this, but not every dog that pulls has a training problem.”
Creator / UGC Voice
Single Video
20% off
RuffRover
Cyber Monday · 4 variations
“🚨 Cyber Monday Starts Now — 56% OFF + FREE Dog Bed!”
Gift With Purchase
Static Image
56% off
WolfRoots
Black Friday
“🎁 BLACK FRIDAY EXCLUSIVE – Limited Time Only! 🎁”
Value Stack
Static Image
57% off
Persona: dog owners (gender: both)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
4 Free shipping 5ADS · 13% View adsHide
PetLab Co.
Black Friday · 21 variations
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
Straight Discount
Static Image
50% off
PetLab Co.
Extended / last chance · 16 variations
“Three signs of yeast you should never ignore.”
Countdown & Scarcity
Single Video
55% off
PuppyPad
Black Friday · 13 variations
“I was cleaning pee every day until i found out what rescue shelters use to stop indoor peeing.”
Value Stack
Single Video
20% off
PetSnowy
Black Friday · 4 variations
“The best purchase I've ever made as a cat parent.”
Creator / UGC Voice
Single Video
Shaped Paws
Cyber Monday · 9 variations
“🎁 Our CYBER MONDAY SALE has BEGUN...”
Straight Discount
Static Image
70% off
5 Code-gated 4ADS · 10% View adsHide
Open Farm
Extended / last chance · 5 variations
“Still thinking about Open Farm? Cyber Week is EXTENDED!”
Gift With Purchase
Dynamic Creative
Oneisall_Official
Black Friday
“Black Friday starts now! 🧡
22% OFF sitewide!”
Straight Discount
Single Video
22% off
Joyride Harness
Black Friday · 2 variations
“Dog trainers are going to hate me for saying this, but not every dog that pulls has a training problem.”
Creator / UGC Voice
Single Video
20% off
Kavee
Cyber Monday
“🚨 30% OFF sitewide is LIVE for Cyber Monday!”
Straight Discount
Single Video
30% off
Persona: guinea pig owners (gender: both)
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
Hook: Price-first · Emotion: Nurturance
View in Meta Ad Library →
6 Bundle / kit 3ADS · 8% View adsHide
Pacagen
Black Friday
“BLACK FRIDAY DEAL ALERT!
Get our ENTIRE catalog of cat allergen solutions for 56% OFF!”
Value Stack
Dynamic Creative
56% off
WolfRoots
Black Friday
“🎁 BLACK FRIDAY EXCLUSIVE – Limited Time Only! 🎁”
Value Stack
Static Image
57% off
Persona: dog owners (gender: both)
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Hook: Problem callout · Emotion: Nurturance
View in Meta Ad Library →
Tratez
Black Friday · 2 variations
“✨ BLACK FRIDAY OFFER ✨”
Product-First
Static Image
50% off
7 Subscribe & save 2ADS · 5% View adsHide
PetLab Co.
Black Friday · 21 variations
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
Straight Discount
Static Image
50% off
Blink Cat Food
Black Friday
“Black Friday: 40% off your first 3 Blink boxes – our best deal ever for new subscribers.”
Straight Discount
Static Image
40% off
8 No offer stated 2ADS · 5% View adsHide
Zesty Paws
Black Friday · 2 variations
“Me: I don’t need anything just because it’s Black Friday”
Creator / UGC Voice
Static Image
No discount
Healthy Petz
Cyber Monday
“⭐⭐⭐⭐⭐ "Cooper was on Apoquel for 18 months. It worked at first, then stopped.”
Countdown & Scarcity
Static Image
No discount
Persona: pet owners (gender: both)
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
Hook: Social proof · Emotion: Nurturance
View in Meta Ad Library →
9 Spend-tiered 1ADS · 3% View adsHide
Zesty Paws
Black Friday
“Ready, Set, Save! Black Furr-day is here!”
Gift With Purchase
Dynamic Creative
20% off
10 Buy one, get one 1ADS · 3% View adsHide
The Magic Brush
Black Friday · 3 variations
“I wasn't expecting much from a brush to be honest, but the magic brush totally proved me wrong.”
Creator / UGC Voice
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
0
0% · "Coming soon", sign-up to be first.
Early access
0
0% · Sale live for a list before the public.
Black Friday
21
53% · The main sale.
Cyber Monday
11
28% · Cyber Monday or the weekend extension.
Extended / last chance
8
20% · Extensions and final-hours pushes.
08 / Swipe file
Every hook line, verbatim
The opening line of each ad, grouped by brand.
Blink Cat Food · Price-first
“Black Friday: 40% off your first 3 Blink boxes – our best deal ever for new subscribers.”
BullyBillows · Price-first
“🐾 Cyber deals are HERE!”
EzyDog · Countdown
“FINAL HOURS ⏱️ Save up to 60% OFF beds, harnesses, leashes, collars and MORE 🐶”
Fable Pets · Price-first
“🏠 Extended Black Friday Sale 20% OFF 🚨”
FUNNYFUZZY · Problem callout
“Keep your sofa spotless & stylish this Black Friday.”
Healthy Petz · Social proof
“⭐⭐⭐⭐⭐ "Cooper was on Apoquel for 18 months. It worked at first, then stopped.”
Joyride Harness · Problem callout
“Dog trainers are going to hate me for saying this, but not every dog that pulls has a training problem.”
Just Food For Dogs · Price-first
“💥 Cyber Monday Special: 50% Off Fresh Dog Food 💥”
Kavee · Price-first
“🚨 30% OFF sitewide is LIVE for Cyber Monday!”
Native Pet · Countdown
“Final hours! Our biggest sale of the year ends at midnight.”
Oneisall_Official · Price-first
“Black Friday starts now! 🧡
22% OFF sitewide!”
Open Farm · Question
“Still thinking about Open Farm? Cyber Week is EXTENDED!”
Pacagen · Price-first
“BLACK FRIDAY DEAL ALERT!
Get our ENTIRE catalog of cat allergen solutions for 56% OFF!”
Perro Collection · Countdown
“🖤 Final hours… ⏳ Today only — 30% OFF.”
Pet Circle · Question
“🔥 Missed Black Friday? We've extended the sale just for you 🐾”
Pet Food Australia · Problem callout
“Stop giving your dog supermarket kibble.”
PetLab Co. · Price-first
“Grab America’s #1 Dental Powder for Dogs - ProBright Advanced Powder at the best price possible now with our limited-time Black Friday Sale! ⚫”
PetLab Co. · Problem callout
“Three signs of yeast you should never ignore.”
Petlibro · Problem callout
“Wet food at room temperature spoils in just two hours.”
Petlibro · Countdown
“⏳ Don't miss up to 50% off for Black Friday.”
PetSnowy · Social proof
“The best purchase I've ever made as a cat parent.”
Prepaw · Price-first
“The Black Friday Sale is Live! Save up to 60% today.”
PuppyPad · Problem callout
“I was cleaning pee every day until i found out what rescue shelters use to stop indoor peeing.”
Reggie · Countdown
“Better behavior. Shinier coats. Calmer days. 🐶”
Reggie · Countdown
“It’s the final hours of calm. 💚”
Ruff & Tumble Dog Drying Coats · Price-first
“Up to 60% OFF Black Friday SALE”
RuffRover · Price-first
“🚨 Cyber Monday Starts Now — 56% OFF + FREE Dog Bed!”
Shaped Paws · Countdown
“🎁 Our CYBER MONDAY SALE has BEGUN...”
Shop Sunny Tails · Price-first
“Our Black Friday sale is live!”
Stylish Hound · Countdown
“𝗙𝗥𝗘𝗘 𝗚𝗜𝗙𝗧𝗦 𝗧𝗛𝗜𝗦 𝗪𝗘𝗘𝗞𝗘𝗡𝗗 🎁”
Team K9 · Countdown
“🚨 ENDS SOON - BLACK FRIDAY SALE!”
The Magic Brush · Social proof
“I wasn't expecting much from a brush to be honest, but the magic brush totally proved me wrong.”
Tratez · Mystery deal
“✨ BLACK FRIDAY OFFER ✨”
UahPet · Social proof
“I switched my cat to the Stainless Steel Smart Litter Box and it's miles better than the old plastic one.”
UahPet · Price-first
“💰 Black Friday: $100 OFF + Free Gifts! 🎉”
Vancatuk · Social proof
“We’ve been overwhelmed by how many of you have already shopped our big Black Friday accessories sale! 🙀🙀🙀”
WolfRoots · Problem callout
“🎁 BLACK FRIDAY EXCLUSIVE – Limited Time Only! 🎁”
Zesty Paws · Problem callout
“Me: I don’t need anything just because it’s Black Friday”
Zesty Paws · Price-first
“Cyber Monday Sale — Don't miss your chance to save big on functional supplements for your furry bestie! ✨”
Zesty Paws · Price-first
“Ready, Set, Save! Black Furr-day is here!”
09 / Playbook
Patterns worth stealing for BFCM 2026
What we'd take from these ads into a pets brand's 2026 sale.
01
Keep the problem hook and put the sale in the caption
PetLab Co., Petlibro, Joyride Harness and Pet Food Australia ran videos whose spoken opener is about the dog or cat ("Three signs of yeast you should never ignore.", "Stop giving your dog supermarket kibble."). The Black Friday percentage lives only in the headline and caption. A proven product video can carry the sale without a new edit.
02
Add a free extra to the percentage
10 of the 40 ads add a free gift on top of the discount: a free dog bed (RuffRover), 3 free PuppyPads plus 3 free gifts (PuppyPad), up to 3 free gifts (Open Farm), and a free extra jar with gifts worth $48 (WolfRoots). Zesty Paws gates its gift behind a $60 spend.
03
Make a separate final-hours creative
Reggie, Native Pet, EzyDog, Perro Collection and Petlibro each ran ads that do nothing but count down: "Final hours! Our biggest sale of the year ends at midnight.", "Ends Today 23:59 CET", "only until 12/2". 9 of the 40 open on a countdown hook.
04
Say you extended the sale
Pet Circle ("Missed Black Friday? We've extended the sale just for you"), Open Farm ("Cyber Week is EXTENDED!") and Fable Pets ("Extended Black Friday Sale") turned the extension into the headline. 8 of the 40 ads sit in the extended phase.
05
Give hardware a dollar figure and a trial
For litter boxes and fountains, UahPet and PetSnowy quote a price or dollar saving and pair it with risk reducers such as "30-Day Home Trial & Free Shipping". A testimonial voiceover ("The best purchase I've ever made as a cat parent.") replaces the founder or brand pitch.
06
Lead health products with a review, not the discount
Healthy Petz opens on a 5-star customer quote about stopping a medication and states no percentage at all. It relies on "For First 100 Customers ONLY" and a 90-day risk-free trial. WolfRoots and Pacagen also add 90-day guarantees to their Black Friday offers.
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 pets ads in the library
FAQ
What kind of Black Friday ads do pets brands run?
In this sample of 40 distinct creatives from 34 brands, the most common angle was Straight Discount (28% of ads) and the most common format was Single Video (45%).
How big are pets Black Friday discounts?
Where an ad stated a percentage, the median was 50% and the highest was 75%. 33 of 34 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.