There’s a misconception that Black Friday (or any big sales period) is just about discounts, flashy ads, and last-minute pushes. In reality, the brands that win are the ones who think bigger, plan smarter, and show up consistently across every touchpoint.
In 2025, working with Adriatic Furniture, we grabbed the bull by the horns to see what it really takes to make a sales period work. Our mantra became ‘connection’, allowing creative, media, and data to work together, rather than in silos.
Keeping the website fresh was key. The homepage banner evolved as the sale progressed, giving visitors new reasons to stay curious without overwhelming them. Paid social was expanded to match the new website and guide people naturally from awareness to action. It wasn’t about more posts—it was about posts that made sense, felt native, and spoke to the customer journey.
Mid-week activity became a subtle but powerful tool. Extra eDMs and organic posts tied into Black Friday, keeping momentum going and speaking to a social-first audience, while Fridays remained the major focus. Small nudges throughout the week helped build anticipation, reinforce messaging, and make the sale feel like a story rather than just a discount.
Weekends were all about creating reward moments for customers. Additional incentives online gave shoppers a sense of extra value, while in-store teams ensured the experience was consistent and seamless. Every touchpoint worked together to make the campaign feel effortless, even if it wasn’t behind the scenes.
Finally, it reinforced something we already know: preparation is everything. A new website or a compelling sale offering is only as effective as the strategy that supports it.
Some highlights? Website sales were up 19.5%, paid online revenue grew 11% YoY, and 68% of online revenue in November came from paid digital campaigns. Those numbers aren’t just digits, they’re proof that a full funnel, omnichannel strategy works when every element is intentional, timely, and built around the customer journey.
