- What are Black Friday Trends for 2025?
- What is Shaping The Retail and E-commerce Market?
- Unlock Better Results with Precise Black Friday Audience
- Black Friday Segments overview
- Timing, Channels & Strategy for Black Friday for 2025
- Final Thoughts
Black Friday is no longer just one day; it’s a tactical battleground for brands, marketers, and agencies that set up campaigns weeks before the final day comes.
With so many competing offers on the market, capturing the attention of the right targeting data is what makes or breaks campaign success.
Black Friday Audiences
What are Black Friday Trends for 2025?
Black Friday continues to stand out as a peak moment for consumer engagement and a critical opportunity for brands to reach buyers with precision.
In 2024, U.S. online sales alone reached $10.8 billion, this season it is expected to reach $11.7 billion. Globally, online spending during Black Friday hit $74.4 billion. eMarketer notes 73% of people shopping during the Black Friday season make purchases via smartphones.
The growing trend of the “buy now, pay later” option offered by retailers fuels spending, especially among younger consumers.
As online users browse and compare products across different channels, using precise audience data helps brands deliver ads that truly resonate. Those that identify and activate the right segments early see stronger engagement and higher returns throughout the Black Friday season.
Reach your key audiences this Black Friday
What is Shaping The Retail and E-commerce Market?
Shoppers are spending more time researching before they buy, jumping between apps, websites, and social feeds to find the best deals. In fact, in 2025 the retail sales will grow from 2.7% to 3.7% to $5.48 trillion. In the U.S. in 2024, online sales alone reached $10.8 billion marking a 10.2% year-to-year increase. The trend is going upward, as in 2024 on Black Friday 87.3 million Americans made a purchase online compared to 81.7 million in-store.
The numbers show that online shopping is going to accelerate in the next few years. That growth means it is becoming harder to cut through the noise and reach audiences who actually intend to buy. For marketers, using precise audience data is now essential to connect with real shoppers and drive measurable results.
Unlock Better Results with Precise Black Friday Audience
When you know who to talk to and when is half the battle. With precise audience segments by OnAudience based on demography, purchase intentions, interests and events, you can connect seamlessly with users using various devices such as desktop/ PC, mobile and CTV/ OTT. Using the proper targeting data impacts your campaign success and results, make sure to:
- Avoid wasted spend on uninterested groups
- Serve messaging that resonates at purchase intent
- Improve cross-channel strategy by matching segments with the proper message on the right device.
Brands, marketers, and agencies should lean into Black Friday audience segments for advertising targeting to precisely reach high-value shoppers and maximize ROI.
Increase Black Friday sales with OnAudience audiences
Black Friday Segments overview
Check out our Black Friday Segments overview to understand better the categories of segments:
Deal Seekers & Holiday Planners
A broad group of value-driven shoppers who start early and chase the best offers across categories. They actively look for discounts, bundle promotions, and early-access deals, making them ideal for time-sensitive campaigns.
Lifestyle, Fashion & Beauty
Style-conscious consumers who use Black Friday to refresh wardrobes, stock up on beauty favorites, and explore premium or luxury brands. They’re highly influenced by social media, trends, and influencer recommendations.
Home, Family & Everyday Essentials
Practical shoppers focused on upgrading their homes or finding affordable family essentials. They look for savings on furniture, appliances, children’s gifts, and bulk household items.
Travel & Experiences
Deal hunters planning vacations or getaways for the months ahead. This group looks for discounted flights, hotels, and holiday packages and tends to convert quickly when presented with time-limited travel offers.
Tech, Fitness & Entertainment
Digitally savvy and lifestyle-driven buyers shopping for gadgets, audio devices, and sports equipment. They’re motivated by innovation, convenience, and the excitement of upgrading to the latest tech or gear.
Want to explore specific Black Friday audience segments?
Timing, Channels & Strategy for Black Friday for 2025
Understanding when your audience is most active can make or break your campaign. Timing your message to match buyer intent is the key to driving conversions.
When to Engage
- Early planners (e.g. premium buyers) often start in early to mid-November.
- Impulse & last-minute buyers make moves in the final 1–3 days.
- Stretch campaigns beyond “Black Friday day”, leverage “Cyber Week”, extended deals, and early access promos.
Channel Matchmaking
Choosing the right channels ensures your message is spread where shoppers are most engaged, from mobile-first discovery to immersive video and CTV experiences.
- Mobile & social channels dominate for younger, deal-driven segments.
- Programmatic display & video work well to reinforce awareness before key deal windows.
- CTV / streaming ads are effective for high-spend or brand-conscious segments.
Winning Black Friday campaigns balance data precision with creativity. OnAudience’s high-quality audience data, brands can achieve that precision, reaching the right shoppers at the right moment across every channel.
Final Thoughts
Black Friday 2025 will demand more than just deep discounts. Brands and agencies that win will be those that know their audience, match timing to intent, and optimize media mix smartly.
Creative visuals capture attention, but it’s precise audience data that turns that attention into measurable results.
Interested in exploring the Black Friday data?
