How the UK's biggest ecommerce brands do Black Friday
Track how 143 UK ecommerce brands approach Black Friday: when promotions go live, which offers they use and how advertising activity changes.
15days to Black Friday
ALL 143 BRANDS
How many brands have a live Black Friday promotion?
Percentage of tracked brands with a live Black Friday promotion
Live BFCM promotionBFCM messaging, including teasers
Black Friday promotions live - by vertical
Percentage of tracked brands in each vertical with a live Black Friday promotion
What offers are brands using?
Breakdown of different types of offer mechanisms used by tracked brands
How is the market framing its offers?
What are brands calling their promotions?
How deep are brands’ headline discounts?
Advertised percentage discounts on live Black Friday promotions
Based on advertised headline discounts. Most are “up to” offers on selected products, rather than savings across the whole store.
Where do the offers apply?
Offer scope across live Black Friday promotions
Does Black Friday mean more ads?
Percentage change in volume of ads used by tracked brands on Meta Ads compared to 28th October 2026
Which verticals are creating more ads?
Percentage change in volume of ads for tracked brands on Meta Ads at a vertical level compared to 28th October 2026
VERTICAL / COVERAGE
−30%0%+30%
CHANGE
Electronics & tech14/14 brands · 1,385 vs 1,066 ads
+29.9%vs 28 Oct
DIY, garden & auto9/10 brands · 1,804 vs 1,465 ads
+23.1%vs 28 Oct
Home & furniture17/17 brands · 5,253 vs 4,361 ads
+20.5%vs 28 Oct
Pets, jewellery & other10/11 brands · 3,166 vs 2,948 ads
+7.4%vs 28 Oct
Beauty & health30/30 brands · 13,074 vs 12,189 ads
+7.3%vs 28 Oct
Fashion20/20 brands · 4,007 vs 3,768 ads
+6.3%vs 28 Oct
Marketplaces & department stores11/11 brands · 1,754 vs 1,724 ads
+1.7%vs 28 Oct
Grocery, food & drink13/13 brands · 3,940 vs 3,936 ads
+0.1%vs 28 Oct
Toys, games & gifting6/6 brands · 1,057 vs 1,062 ads
-0.5%vs 28 Oct
Sports & footwear11/11 brands · 1,669 vs 1,950 ads
-14.4%vs 28 Oct
Each vertical compares the same brands on both dates. Missing counts are excluded. Bar lengths share a common scale; left of zero means fewer ads, right means more.
Inside the market
Current offer by brand. Select a brand to explore its history.