Top Black Friday Campaigns That Drove Massive Sales

Black Friday—the high-stakes shopping event where brands battle for attention, and customers are on the lookout for the best deals of the year. But with everyone offering discounts and promotions, only a few campaigns truly break through the noise and drive results that set them apart. So, what’s the magic formula? It’s a blend of creativity, timing, and strategic precision that captures attention, sparks urgency, and turns casual browsers into devoted buyers.

In this article, we’ll explore some of the most successful Black Friday campaigns in recent history—campaigns that didn’t just offer discounts but delivered memorable experiences and innovative approaches to drive massive sales. From viral social media moments to exclusive deals and eye-catching storytelling, each campaign holds valuable insights on how to stand out when competition is at its peak.

These campaigns prove that with the right mix of strategy and creativity, Black Friday can be more than just a sales day—it can be a brand-defining moment.

16 Black Friday Campaigns to Inspire Your Next Big Sale

Fashion Nova’s Social Media Blitz and Flash Sales

Strategies Used: Aggressive social media marketing, influencer collaborations, limited-time flash sales.

Fashion Nova made serious waves on Black Friday by turning up the heat on social media, leveraging influencers like Cardi B and Kylie Jenner to promote discounts as steep as 90%. They kept things fresh with hourly flash sales announced on Instagram Stories, creating a sense of “blink, and you’ll miss it” urgency that kept followers coming back for more. This approach didn’t just drive traffic—it practically stampeded it, positioning Fashion Nova as one of the most-searched fashion brands of the Black Friday season.

The campaign was a major win, reportedly raking in over $50 million in revenue during Black Friday weekend, underscoring the power of strategic influencer marketing and well-timed urgency.

What We Can Learn:

• Influencer Power: Celeb endorsements are a reach amplifier, taking brand exposure to another level.
• Flash Sales for Repeat Engagement: Hourly deals fuel urgency, keeping customers hooked.
• Real-Time FOMO: Consistent updates make followers feel like they’re part of an exclusive, don’t-miss-a-beat event.

ASOS’s Social Media Countdown and App-Exclusive Deals

Strategies Used: App marketing, push notifications, social media engagement.

ASOS played the countdown game on social media, building Black Friday hype while nudging customers toward their mobile app with exclusive app-only discounts. With a mix of well-timed push notifications, social media teasers, and email promos, they crafted a seamless shopping experience that took customers from casual scrollers to committed buyers. These app-exclusive deals not only incentivized downloads but kept users coming back for more, adding an edge of exclusivity to the app shopping experience.

This approach drove a substantial increase in app downloads and online sales, helping ASOS achieve impressive year-over-year growth in Black Friday revenue, significantly impacting their annual sales numbers.

What We Can Learn:

• Engage with App-Only Perks: Exclusive app deals can boost downloads and loyalty.
• Maximize Reach with Multi-Channel Promotion: Consistent messaging across social media, emails, and push notifications keeps deals top-of-mind.
• Create Urgency Through Exclusivity: Unique app discounts create a sense of VIP access that drives engagement and conversions.

Chubbies’ “7 Days of Black Friday” Themed Promotions

Strategies Used: Email marketing, social media engagement, experiential events.

Chubbies took Black Friday up a notch by turning it into “7 Days of Black Friday,” where each day featured a new, themed promotion. From “Freebie Friday,” offering bonus items, to “Surprise Saturday,” with mystery discounts, the week-long event kept customers on their toes and engaged. Leaning into their fun, lighthearted brand voice, Chubbies rolled out daily emails and social posts that were consistent, humorous, and true to their community-driven approach. This strategy kept customers eagerly returning each day to see the latest deal, turning Black Friday into an extended, interactive experience.

The campaign led to impressive daily engagement, with customers revisiting for theme-specific deals. This approach sustained website traffic all week, resulting in one of Chubbies’ most successful sales periods, boosting both brand awareness and loyalty.

What We Can Learn:

• Extend Black Friday for Ongoing Hype: A week of promotions means multiple touchpoints to re-engage customers.
• Daily Themes Build Curiosity: Unique daily themes add excitement and keep followers checking back.
• Consistency with Brand Voice: Chubbies’ playful tone helped reinforce loyalty and made each promo feel authentic.

Allbirds’ Eco-Friendly Campaign and Charitable Giving

Strategies Used: Social media, experiential events, email marketing.

Allbirds redefined Black Friday by prioritizing purpose over profit. Instead of discounts, they raised prices by $1 and pledged to match each dollar for donations to environmental causes. This resonated deeply with their eco-conscious audience, aligning seamlessly with Allbirds’ commitment to sustainability. Promoted across social media and email, the campaign was framed as a way for customers to directly support environmental action, fostering loyalty and reinforcing Allbirds as a socially responsible brand.

The campaign attracted positive media coverage and drew strong support from eco-conscious consumers. By choosing environmental impact over traditional sales, Allbirds boosted brand visibility, engagement, and loyalty, underscoring their dedication to environmental values.

What We Can Learn:

• Stand for Bigger Causes: By tying Black Friday to environmental support, Allbirds created a lasting connection with customers who share their values.
• Appeal to Core Values: Allbirds tapped into their eco-friendly audience’s priorities, showing they respect and align with customer beliefs.
• Reinforce Brand Identity: The campaign highlighted Allbirds’ commitment to sustainability, reinforcing their reputation as an ethical, purpose-driven brand.

Warby Parker’s Virtual Try-On and Social Media Engagement

Strategies Used: Experiential events, social media, email marketing.

Warby Parker used Black Friday to spotlight their virtual try-on tool, letting customers see how glasses would look on them without leaving home. This tool addressed a major challenge in online eyewear shopping, providing a personalized and interactive experience. Warby Parker promoted this feature by encouraging customers to share their virtual try-on photos on social media, building excitement and community around the brand.

Targeted emails further highlighted the tool, directly reaching potential customers and emphasizing the convenience of trying on glasses virtually.

The campaign successfully boosted engagement, with increased traffic to both the app and website. The virtual try-on tool was well-received, driving user-generated social media content that heightened brand visibility and supported sales growth.

What We Can Learn:

• Replicate In-Store Experiences Online: Tools like virtual try-ons make online shopping feel personal and bridge the gap for customers who want to see products before buying.
• Foster Community Through UGC: Encouraging users to share their experiences adds authenticity, creating social proof and spreading brand awareness.
• Enhance the Customer Journey: Virtual tools enhance the shopping experience, making it memorable and increasing the likelihood of conversion.

Cards Against Humanity’s Unconventional Anti-Sale

Strategies Used: Experiential marketing, social media virality.

On Black Friday, Cards Against Humanity challenged the norm by raising prices or selling absurd items like “literal boxes of nonsense.” With an anti-consumerist stance, they used humor to critique Black Friday’s commercialization, transforming the day into an ironic statement that resonated with their audience. This unconventional tactic attracted substantial media coverage and generated a social media buzz, with customers sharing the brand’s rebellious approach.

The campaign was a surprising success, raising over $70,000 through 11,000 purchases of “nothing.” This anti-sale boosted website traffic, increased brand visibility, and reinforced Cards Against Humanity’s unique, irreverent brand appeal.

What We Can Learn:

• Embrace Authenticity and Humor: By staying true to their identity, Cards Against Humanity created a cultural moment that resonated with their humor-driven audience.
• Use Shock Value to Drive Virality: Their unexpected approach encouraged organic social sharing, expanding reach with minimal spending.
• Challenge Norms to Stand Out: Going against traditional Black Friday strategies proved attention-grabbing, demonstrating that unconventional ideas can be as impactful as discounts.

Nike’s Member-Exclusive Deals and Personalized Notifications

Strategies Used: Email marketing, personalized discounts, app notifications.

Nike’s Black Friday approach focused on loyalty by offering exclusive deals to NikePlus members. Using data-driven insights, Nike personalized offers based on members’ past purchases and preferences, delivering these curated deals through app notifications and email. This strategy made members feel valued with relevant, exclusive discounts, encouraging them to engage with the app and make purchases that felt tailored to them. By integrating personalization with the sense of exclusivity, Nike effectively increased engagement and conversions.

The campaign boosted app engagement significantly and drove a noticeable increase in Black Friday revenue. It also spurred new sign-ups and app downloads, strengthening NikePlus and sustaining engagement beyond Black Friday.

What We Can Learn:

• Reward Loyalty: Offering exclusive deals to members reinforces the value of loyalty programs and rewards repeat customers.
• Leverage Personalization for Conversions: Data-driven notifications ensure that customers see deals relevant to their interests, making them more likely to purchase.
• Optimize Multi-Channel Visibility: Engaging customers across both email and app notifications maximizes reach, keeping offers front-of-mind.

Brooklinen’s Tiered Discounts and Email Exclusives

Strategies Used: Email marketing, personalized discounts, limited-time offers.

Brooklinen’s Black Friday campaign centered on a tiered discount system to boost cart value, offering incentives like $20 off $100 or $50 off $250. This encouraged customers to add more items to their carts to unlock higher discounts, effectively raising the average order value. Loyal subscribers received personalized emails with early access and exclusive deals, creating a sense of privilege and motivating higher engagement. This combination of tiered savings and email exclusives kept subscribers checking their inboxes and drove significant traffic to the site.

The strategy yielded a notable sales increase, making Black Friday one of Brooklinen’s peak sales periods. The campaign resonated with customers, thanks to its engaging email and social media promotions, and resulted in a substantial uplift in engagement and conversions.

What We Can Learn:

• Incentivize Higher Spending: Tiered discounts motivate customers to spend more to unlock better deals, effectively increasing order value.
• Value Loyal Subscribers: Offering early access and exclusives to email subscribers reinforces loyalty and encourages repeat business.
• Capitalize on Urgency: Limited-time offers combined with early access drive conversions by creating FOMO, prompting customers to act quickly.

MeUndies’ Mystery Packs and Subscription Incentives

Strategies Used: Limited-time offers, email marketing, social media promotion.

MeUndies added a playful twist to Black Friday with mystery packs at a discounted rate, surprising customers with a mix of popular underwear and loungewear. The element of surprise intrigued customers, encouraging impulse buys and creating a fun, memorable experience. Promoted through engaging emails and social media posts, the campaign effectively drove traffic and built excitement across platforms.

The mystery packs sold out quickly, leading to one of MeUndies’ top sales days. The campaign also boosted their subscription base, as many customers signed up for recurring shipments, adding long-term value beyond immediate sales.

What We Can Learn:

• Use Surprise to Drive Engagement: Mystery packs add excitement, encouraging immediate purchases and sparking customer interest.
• Enhance Reach with Multi-Channel Promotion: A combined push through email and social media drives traffic and creates buzz.
• Convert Short-Term to Long-Term Sales: High-performing limited offers can help convert one-time buyers into loyal subscribers, boosting future revenue.

Rothy’s Limited-Edition Releases and Free Shipping

Strategies Used: Limited-time offers, email marketing, social media engagement.

For Black Friday, Rothy’s added an exclusive twist with limited-edition shoe colors, creating a sense of urgency and scarcity. The exclusive colors attracted attention and encouraged swift purchases, knowing they wouldn’t last long. To sweeten the deal, Rothy’s offered free shipping, reducing a common purchase barrier and enhancing customer appeal. This campaign was visually driven, with vibrant emails and social media posts showcasing the unique colors and inviting customers to act quickly on the limited-time offer.

Although specific revenue details weren’t disclosed, the campaign achieved high online engagement and strong sales, with the limited-edition products effectively creating a sense of exclusivity and urgency among customers.

What We Can Learn:

• Create Urgency with Limited Editions: Exclusive, short-supply items drive quicker purchasing decisions and add an appeal of uniqueness.
• Reduce Friction with Free Shipping: Free shipping removes a barrier, motivating customers to complete their purchases during high-volume events.
• Use Visuals to Enhance Engagement: Visually appealing campaigns that highlight exclusivity can attract eager buyers and increase conversion rates.

Chewy’s Personalized Pet Product Discounts

Strategies Used: Personalized email marketing, social media engagement, limited-time offers.

Chewy elevated their Black Friday approach with personalized discounts tailored to pet owners’ preferences. By analyzing past purchases, they offered deals on items like favorite food brands, toys, or health products. These targeted emails provided customers with deals that felt uniquely crafted for them, driving engagement. Chewy also shared pet photos from customers on social media, creating a warm, community-centered campaign. This relatable approach not only highlighted limited-time Black Friday offers but also fostered a strong connection with pet lovers, reinforcing Chewy’s customer-first ethos.

The strategy boosted both sales and website traffic, with Chewy reporting strong year-over-year growth in sales and customer retention. The tailored approach cemented Chewy’s role as a preferred retailer for pet owners during the holiday shopping season.

What We Can Learn:

• Leverage Personalization for Conversion: Targeted discounts increase conversion by aligning offers with specific customer needs.
• Build Community with User Content: Featuring customer pet photos strengthens brand loyalty and adds a relatable touch.
• Combine Exclusivity with Social Proof: Socially-driven content paired with exclusive deals creates a warm, engaging shopping experience, enhancing organic sales.

Patagonia’s “Don’t Buy This Jacket” Campaign

Strategies Used: Value-based messaging, social media engagement, experiential marketing.

Patagonia challenged Black Friday norms with its “Don’t Buy This Jacket” campaign, encouraging customers to reconsider unnecessary purchases for the sake of the environment. Instead of discounts, they urged customers to repair, reuse, or simply refrain from buying new. Promoted widely on their website and social media, this anti-consumerist message resonated with Patagonia’s sustainability-focused audience. By positioning Black Friday as an opportunity to reflect on consumption rather than rush to buy, Patagonia sparked conversations about environmental responsibility and stood out among brands chasing sales.

This bold move attracted eco-conscious consumers, boosting brand loyalty and driving significant engagement. Despite the unconventional approach, Patagonia still saw increased revenue and market share, reinforcing its reputation as a purpose-driven brand that values sustainability over profit.

What We Can Learn:

• Lead with Core Values: Aligning marketing with environmental values builds trust and loyalty with like-minded consumers.
• Break the Mold for Visibility: An anti-consumerism stance captured media attention and engaged audiences in meaningful conversations.
• Foster Long-Term Loyalty: Focusing on sustainability reinforced relationships with customers who prioritize responsible consumption.

Overstock’s Gamified Black Friday Discounts

Strategies Used: Deep discounts, gamification, interactive promotions.

During Black Friday, Overstock maximized engagement by offering deep discounts across various product categories. They added a gamified “spin-the-wheel” feature, where customers could unlock exclusive discounts through an interactive experience. This combination of substantial savings and fun promotional elements encouraged users to shop across different categories, adding excitement to the typical Black Friday sale.

The strategy was a success, with Overstock reporting a 31% increase in Black Friday weekend sales compared to the previous year. This uplift highlighted how discounts paired with interactive elements can effectively drive customer engagement and boost conversions.

What We Can Learn:

• Combine Discounts with Gamification: Interactive features like “spin-the-wheel” promotions create a fun and engaging experience, motivating customers to make additional purchases.
• Encourage Cross-Category Engagement: Offering deals across multiple categories broadens appeal, catering to diverse interests and maximizing sales.

HelloFresh’s Influencer-Powered Black Friday Drives

Strategies Used: Influencer collaborations, targeted social media ads, substantial discounts.

Campaign Details: In Black Friday 2017, HelloFresh turned up the heat on its meal kits with a deal too good to pass up. With enticing discounts on subscriptions, HelloFresh aimed to pull in a wave of new customers ready to dive into the convenience of meal kits. The strategy didn’t stop there; they smartly tapped into influencer power, partnering with trusted voices to reach a “hungry” audience. Coupled with targeted social ads that found people wherever they scrolled, HelloFresh effectively cast a wide net across social media, reaching audiences who might not have otherwise considered a subscription.

The results? A stunning 90% year-over-year revenue growth in Q4 2017, with Black Friday promotions leading the way in customer acquisition. This success shows just how impactful discounts paired with social influence can be in grabbing—and keeping—attention.

What We Can Learn:

• Big Discounts Attract Big Numbers: Generous savings on subscriptions bring in fresh interest, especially during peak shopping times.
• Influencers Drive Reach and Trust: Partnerships with influencers expand visibility and credibility.
• Precision Targeting Works: Well-placed social ads turn browsers into buyers.

Sephora’s Black Friday  $15 and Under Deals

Strategies Used: Limited-time pricing, exclusive day-only offers, online promotions.

On Black Friday, Sephora ran exclusive deals with a $15 and under price tag, creating an easy entry to premium beauty products. This approach appealed to budget-conscious shoppers and encouraged quick purchasing decisions. With the added exclusivity of being available only for the day, the deals attracted high traffic both online and in-store. Social media posts and targeted emails boosted awareness and drove even more customers to the sale.

Sephora’s strategy was a hit—items sold out quickly due to high demand, and online traffic saw a significant surge as shoppers flocked to take advantage of the limited-time deals. The accessible price points, combined with limited availability, effectively drove up sales and online engagement.

What We Can Learn:

• Drive Urgency with Price Points: Affordable, day-only deals on premium products create instant appeal, encouraging immediate purchases.
• Create Exclusivity with Time-Limited Offers: One-day-only discounts foster a sense of FOMO, pushing customers to act fast.
• Boost Reach with Online Promotion: Using digital channels for affordable, exclusive deals can capture high traffic during Black Friday.

Shein’s Massive Black Friday Sales in 2021 and 2022

Strategies Used: Deep discounts, influencer partnerships, social media marketing, app gamification.

For Black Friday, Shein rolled out discounts of up to 80%, coupled with flash sales and limited-time offers. The campaign took a multi-channel approach, leveraging influencer partnerships, aggressive social media marketing, and interactive app features to keep users engaged and drive conversions. Gamification elements within Shein’s app further encouraged repeat visits and customer retention, adding excitement to the Black Friday shopping experience.

Shein’s efforts paid off handsomely. In 2021, it became the most downloaded shopping app during Black Friday weekend, showcasing the strength of its digital engagement strategy. By 2022, Shein’s Black Friday sales reportedly exceeded $1.5 billion, marking a record high for the brand.

What We Can Learn:

• Maximize Reach with Multi-Channel Marketing: Combining influencers, social media, and app engagement broadens audience appeal and reach.
• Drive Engagement with Gamification: App-based interactive features encourage customers to return and make more purchases.
• Leverage Deep Discounts for High Volume: Significant discounts attract cost-conscious shoppers, boosting sales volume during peak shopping events.

Conclusion

These standout Black Friday campaigns show that driving massive sales isn’t just about slashing prices; it’s about crafting an experience that resonates with customers. From using gamification and personalization to creating urgency with limited-time offers, brands like Shein, Nike, and Brooklinen have found unique ways to capture customer attention and turn it into loyalty.

For some, it’s leveraging influencer power or creating a sense of community, while others tap into values, as Patagonia did, challenging conventional consumerism with an eco-conscious twist.

The takeaway? Successful Black Friday campaigns blend strategic planning, creativity, and a deep understanding of customer behavior. Whether it’s a playful approach or a high-impact digital experience, these brands offer inspiration on how to make Black Friday a brand-defining moment.

By staying true to your brand, aligning with your customers’ values, and creating a seamless shopping experience, you can make this annual shopping holiday a standout success.

Shopping addiction and girl math were truly having a field day!