Observed Signal · Nov 27, 2025 · Industry Analysis · Source: ExchangeWire · Impact: 3/5 · Sentiment: Neutral
Black Friday 2025: Embracing Data-Driven Shopping Strategies
Industry experts assess Black Friday 2025 in the UK and beyond, noting a longer, more complex shopping window and a continuing shift toward data‑driven, audience‑first strategies. The UK is forecast to spend £9.52 billion across four days, with more than half of that online, as brands balance cost pressures with the opportunity of retail media growth. Marketers are moving from broad awareness to performance‑driven campaigns, leveraging contextual targeting, cross‑device activation, and AI‑assisted creative testing. The extended window, higher acquisition costs, and evolving privacy rules are accelerating interest in identity solutions and premium open web placements that work in both ID‑available and ID‑less environments. Practical tactics highlighted include dynamic creative optimization, programmatic DOOH, and CTV, as well as real‑time measurement to prove ROI beyond the peak holiday period. Executives emphasize focusing on long‑term relationships, not just peak‑season discounts.
Broad industry insights with strategic implications for ad tech and retail media; not tied to a specific platform event or earnings release
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Key Takeaways & Evidence Grounding
- UK shoppers are expected to spend £9.52bn over the four-day Black Friday weekend, with over half online.
- 66% of consumers plan purchases in the three days before Black Friday; 25% on the day itself.
- 89% of consumers plan to shop online during Black Friday.
- Over 90% of CTV ad spend is transacted programmatically.
- US online Black Friday 2024 sales reached USD 10.8bn (£8.2bn), up about 10.2% year-on-year.
Connected Companies & Entities
7 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Black Friday Transforms into Two-Week Shopping Extravaganza!
Experian and Reward analysis of over 1.4 billion anonymised card transactions across 4,000+ brands shows Black Friday has shifted from a single-day peak to a season-long shopping period. The broader trading window for 2024 rose by more than 10% versus 2023, with October and December outperforming November. The research also highlights growth in travel spend (8.3% in Q4 2024; +3.1% year-to-date in 2025) and increasing emphasis on wellbeing, experiences, and value-led purchases. Wellness-related categories rose, including gym/fitness (+9.4% YTD) and health/beauty (+2.2% YTD), with nutrition up 5.6%. Value-driven retail (+42% YoY), resale marketplaces (+21%), and social shopping channels (+23.6% YoY) are thriving, and the 65+ segment accounts for 14% of total online spend. Advertisers are urged to move beyond discounts, leveraging real-time data for pricing and delivering consistent, rewarded experiences across channels. Colin Grieves of Experian Marketing Services comments on evolving consumer habits.
Black Friday Peak Trading Moves to October
Black Friday remains a key conversion moment, but the peak trading window is shifting earlier. Analysis from Experian and Reward, based on 1.4bn UK transactions, shows the 2024 peak window grew by over 10%, with October and December outperforming November. IMRG reports that 60% of tracked retailers launched Black Friday campaigns earlier in 2025, and half ran longer campaigns. Consumers are also starting earlier: Barclays found 60% of UK Black Friday shoppers began searching in October, while 68% were skeptical about deal value. Major retailers like Amazon and Currys have moved promotions into October. The article argues brands should use October to build audiences, test creative, and capture first-party data, rather than waiting for November's peak auction prices.
Netflix Ads Expands in Europe, Higgsfield Nears $1B Run Rate
This week's industry news covers several key developments. Netflix held its first UK Upfront, announcing the expansion of its advertising tier to nine new European markets in March, and is enhancing its ad tech with programmatic pause ads and new targeting capabilities. Higgsfield, an AI video startup, is on track to exceed $1 billion in annualized revenue, following a $400 million Series B round. YouTube revealed that TV screens now account for over half of UK viewing time, and launched YouTube Creator Shows. Other notable items include Meta's legal challenge against Ofcom, AGF's integration of HbbTV data, Spotify's Partner Program expansion, Scope3's rebranding to Apostra, Nexxen's TV Home Screen launch, Mediaocean's new AI investment arm, and multiple product launches from Azerion, 51Degrees, On Device, DAIVID, and others.
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