The best Black Friday social media posts combine eye-catching visuals, clear discounts, engaging captions, and strong CTAs. A successful Black Friday social media campaign starts with early teasers, Instagram countdowns, TikTok videos, influencer collaborations, and limited-time offers. Brands can also use exclusive deals, user-generated content, and targeted ads to drive engagement. For Cyber Monday, focus on restocks, online-only bundles, and last-chance promotions.
Black Friday lands on November 27, 2026, with Cyber Monday on November 30. If last year's Black Friday statistics are any guide, many of those sales will start on social.
During Cyber Week 2025, social media drove 16% of US traffic to retail sites, and TikTok Shop passed $500 million in US sales over the four-day weekend.
That's why I always keep a list of the best Black Friday social media campaigns every year. Below are 12 of my favorites and why they worked. I also researched the best Instagram and TikTok post ideas and the Cyber Monday social media posts I'd plan for 2026.
12 Best Black Friday Social Media Campaign Examples
#1 Cards Against Humanity's Diamond Potato
Cards Against Humanity skipped discounts entirely. For Black Friday 2024, it launched a diamond-studded potato instead.
It's absurd, and that's the point. The post mocks Black Friday mania in the brand's usual voice, and the limited-edition potato still sold out.
#2 Poppi's Multi-Platform Black Friday Post
Prebiotic soda brand Poppi promoted its 2024 Black Friday sale, 33% off 12-packs, across TikTok, Instagram, and Threads.
The offer stayed the same everywhere, but Poppi adjusted the caption length and visuals for each platform, down to a text-only Threads post.
#3 GoPro’s Black Friday Social Media Post
GoPro’s Black Friday social media campaign uses a funny video of a dog driving a car to promote its discounted cameras.
We loved this Black Friday campaign because nothing grabs attention faster than a dog driving a car.
The post includes a clear call to action, highlighting the special Black Friday deals, including discounts, free shipping, and bundled offers, making it a fun and effective way to engage shoppers during the BFCM season.
#4 Verve Coffee’s Multiple Discounts for Cyber Monday
This Cyber Monday campaign from Verve Coffee effectively combines multiple enticing discount offers in a single post, including discounts on select coffees, first-time subscription shipments, and prepaid gift subscriptions.
The carousel post leverages urgency with phrases like “limited supply” and “offer ends tonight,” encouraging customers to act fast and take advantage of these exclusive deals.
#5 Blume’s Human Approach to Black Friday Campaign
In this engaging Black Friday campaign, Team Blume displays their employees' favourite Blume products by showcasing a fun behind-the-scenes look at their own shopping lists.
The post encourages interaction by offering a chance to win an item from a user's Black Friday shopping list, making it both a promotional and community-building effort.
#6 Typo Shop’s Early Bird Offer for BFCM Season
This Instagram campaign from Typo Shop targets loyal customers with an exclusive early bird offer, providing early access to Black Friday deals.
Promoting a 30% discount for loyal members, it emphasizes the value of being part of the brand’s loyalty program. This drives early conversions for the brands during the pre-season of BFCM mania.
#7 Bath and Body Works’ Unique BOGO Approach
This Black Friday social media campaign from Bath & Body Works takes a unique approach to the familiar BOGO. Instead of one, they added a "Buy 3, Get 3 Free" sale.
The caption humorously contrasts the excitement of the deal with keeping it “lowkey,” adding a relatable touch for shoppers. The vibrant image of their colorful products and the clear sale message encourage the audience to take advantage of the amazing Black Friday deal.
#8 Fashion Nova’s Black Friday Teaser
Fashion Nova's Black Friday campaign uses a high-energy teaser to build anticipation for its upcoming sale.
The video is accompanied by a catchy Black Friday caption. This type of content taps into the excitement of the holiday shopping season, urging followers to stay tuned for what’s coming next.
Teasers are always the best Black Friday social media campaigns to ignite excitement during the pre-Black Friday season.
#9 Glossier’s Customer SM Posts
Who doesn’t like memes? Glossier taps into meme culture and Black Friday anticipation to engage their audience.
Their Black Friday social media campaign features customer posts that depict a relatable moment of eagerly waiting for a sale.
By leveraging a popular internet meme and its fans' real-life posts, Glossier effectively connects with its followers. This creates anticipation and drives interest in its upcoming sale.
#10 REI’s Unique Approach to Black Friday Campaigns
This is one of the best Black Friday social media campaigns I've seen, because it runs on an anti-Black Friday message.
REI's #OptOutside campaign asks people to spend Black Friday outdoors instead of shopping. This post also asked followers to back the Outdoors for All Act, which became law in January 2025 as part of the EXPLORE Act.
In 2025, REI ran Opt Outside for the 10th year, closing all 195 stores on Thanksgiving and Black Friday. It proves a brand can own Black Friday without offering a single discount.
#11 Oodie’s Unique Approach to Black Friday Campaigns
This campaign from The Oodie looks back at its £1 drop, a limited batch of Oodies that sold out within minutes.
Showing how fast last year's stock went is a clever way to build a waitlist. The brand ran it again in 2025, releasing 1,000 Grey Oodie Originals at £1 on November 20.
#12 Gymshark’s BFCM Campaign with Influencers
Influencer marketing has always been successful when it comes to social media.
Gymshark, one of the biggest Shopify stores, leverages fitness influencers, offering followers an exclusive discount with the use of a promo code.
The influencer highlights the ongoing sale, adding further value by promoting an extra discount. It’s a great example of how combining discounts with influencer partnerships can drive engagement and boost sales.
Nothing beats social media when it comes to connecting with your customers. Let’s look at the benefits of social media campaigns during the Black Friday season.
Why Social Media Campaigns are a Must for Black Friday?
I've watched Shopify stores lean harder on social every BFCM. Merchants did a record $14.6 billion over BFCM 2025, led by cosmetics, clothing, activewear, and fitness, all categories that sell well on Reels and TikTok.
Real-time Connection
Social media puts your brand in front of shoppers while they're hunting for deals and lets you answer questions in comments and DMs.
Builds Excitement
Instagram, Facebook, and TikTok are perfect for building buzz weeks before the big day, so shoppers already know your offer at launch.
Increased Engagement
Creative Black Friday Cyber Monday social media posts and witty captions drive higher engagement during the busiest shopping days of the year.
Precise Targeting
Paid social lets you reach past buyers, cart abandoners, and lookalikes of your best customers at the right time.
Promotion Versatility
One campaign can tease deals, open early access, push flash sales, and run a last-call countdown.
Sales From Simple, Everyday Posts
I saw this firsthand during one Black Friday season, working with a small Shopify store that sells handmade candles.
The plan was polished ads, but the post that sold the most was a simple Reel of the founder packing orders at her kitchen table, paired with a countdown sticker in Stories.
By Thanksgiving night, her DMs were full of people asking when the sale started and whether their favorite scent was included.
I spent that evening replying to every message with the launch time and a direct product link, and many of those followers placed the first orders the next morning.
Since then, I tell every merchant the same thing: a real face, a clear countdown, and fast replies beat a perfect ad.
But here's something else I always tell merchants: getting people to click is only half the job.
If your Black Friday offer is hard to find, your mobile store is frustrating to navigate, or your checkout creates unnecessary friction, even a great social campaign can lose sales.
That's why, at Identixweb, we're offering a Free BFCM Store Review to help you spot potential issues before the holiday rush. We'll look at your Shopify store's shopping experience and identify areas worth improving before your Black Friday traffic arrives.
Creative Black Friday Social Media Post Ideas for Instagram and TikTok
As we discussed earlier, the power of TikTok during the BFCM weekend is undeniable. Here are the Black Friday social media content ideas I'd plan first.
- First, connect Shopify to Instagram so product tags pull from your catalog.
- Trial Reels teasers: Post two or three teaser hooks as Trial Reels in early November. They reach non-followers first, then you publish the winner.
- Countdown sticker Stories: Followers who tap "Remind me" get notified at launch, which flags who's ready to buy.
- Gift guide carousels: Tag products in a "gifts under $50" carousel, then reorder slides after publishing as items sell out.
- Collab posts: A Collab post appears on your profile, and the creator's at once.
TikTok
Selling in-app? Set up the TikTok Shopify integration first.
- Go LIVE: TikTok says livestream sales grew 84% during BFCM 2025. Pin your hero product, demo it, and drop a viewer-only deal.
- Creator affiliates: Creators posted nearly 10 million shoppable videos during TikTok Shop's 2025 campaign (November 12 to December 1). Ship samples by early November.
- Low-polish skits: A "POV: your cart at midnight on Black Friday" clip or a packing time-lapse feels native.
- Searchable captions: Shoppers search phrases like "black friday skincare deals," so use that wording in your on-screen text.
Cyber Monday Social Media Posts to Plan for November 30
Cyber Monday is still the biggest online shopping day of the year. US shoppers spent $14.25 billion online on Cyber Monday 2025, per Adobe, yet many brands go quiet after Friday. What I'd post:
- A Saturday preview of your Cyber Monday deals.
- A restock post for Black Friday sellouts.
- An online-only bundle or gift card offer, like Verve Coffee's carousel above.
- A final-hours Story with the exact end time.
Wrapping up: Use Social Media to Your Nenefit
Black Friday 2026 is close. Pick two or three campaigns from this list that fit your brand, adapt them for Instagram and TikTok, and test them before feeds get crowded.
Plan the rest of your BFCM with my other guides:
- Black Friday Statistics
- Black Friday Ideas for Small Businesses
- Black Friday Email Campaign Examples
- Black Friday Landing Page Examples
Best Black Friday Social Media Campaigns FAQs
1. When to start social media campaigns to have a successful BFCM?
If you want to run a successful Black Friday Cyber Monday (BFCM) social media campaign, plan out your strategy 6 to 8 weeks before BFCM weekend. Your campaigns should be live a month before BFCM every year.
2. How does social media help brands during Black Friday?
Social media helps brands build excitement and drive traffic by engaging customers with creative posts, exclusive offers, and influencer collaborations. It also allows for precise targeting, ensuring deals reach the right audience at the right time.
3. What are some of the best Black Friday social media campaign examples?
Brands like Gymshark used influencer partnerships to create buzz, while Oodie’s £1 giveaway generated massive engagement across Instagram and TikTok. Research more brands to cutomize your Black Friday social media campaign.
4. Which is the best social media platform to promote Black Friday deals?
Instagram and TikTok are the best platforms for promoting Black Friday deals. They allow you to showcase products visually and engage users with targeted ads.
5. How to promote Black Friday deals on social media?
To promote Black Friday deals, use eye-catching visuals, countdowns, and interactive posts to build anticipation. Partner with influencers, run exclusive offers, and utilize paid ads to target specific audiences for maximum impact.
6. What are some creative black friday social media post ideas for Instagram and TikTok?
On Instagram, try Trial Reels teasers, countdown sticker Stories, and gift guide carousels. On TikTok, go LIVE on Black Friday, seed creator affiliates early, and post low-polish "POV" skits.
About the author
Vineet Nair
Vineet is an experienced content strategist with expertise in the ecommerce domain and a keen interest in Shopify. He aims to help Shopify merchants thrive in this competitive environment with technical solutions and thoughtfully structured content.