The Top Black Friday Marketing Trends in the UK (2025 Edition)

Black Friday Has Changed — Have You?

Black Friday 2025 isn’t just a shopping day anymore, it’s a digital battlefield.
Every scroll, every swipe, and every “add to cart” moment is the result of a carefully crafted marketing strategy.

In the UK alone, shoppers are expected to spend over £9 billion this year. But what’s really changing isn’t just how much people spend, it’s how they shop.

From AI-driven personalisation to ethical shopping movements, the rules of engagement are evolving fast. If you’re planning your next campaign, here are the top Black Friday trends shaping the UK marketing landscape right now.

1. AI Is Running the Show (But Humans Still Win Hearts)

Artificial Intelligence is everywhere , from predicting what your audience wants to buy next, to writing product descriptions and running dynamic ads.

Brands are using AI to:

• Recommend products in real-time

• Adjust prices based on demand

• Personalise email offers for each customer

But here’s the catch: automation works best when it feels human.
Use AI tools for the heavy lifting, but don’t lose your voice. A warm, authentic message still beats a perfectly optimised one.

Pro tip: Combine AI-powered analytics with human storytelling. Let data guide your strategy, not define it.

2. Short-Form Video and Social Commerce Are Exploding

TikTok, Instagram Reels, and YouTube Shorts have turned “scrolling” into shopping.
This year, UK searches for “TikTok Black Friday deals” are at an all-time high.

People don’t just want ads — they want experiences.
Live shopping streams, behind-the-scenes videos, and honest reviews are driving real conversions.

Try this:
Post a countdown series, five days of quick, authentic videos showing what’s coming. Show your face, show your products, and share your excitement.

3. Black Friday Is Now a Season, Not a Day

“Black Friday Week” used to sound dramatic, now it’s the norm.
In 2025, major UK retailers are launching offers as early as mid-November.

Small businesses can use this to their advantage.
Instead of competing on one big day, create a series of micro-moments that build anticipation.

Strategy idea:

• Week 1: Announce what’s coming

• Week 2: Reward loyal customers with early access

• Week 3: Go public with your main offer

It’s less stressful and far more effective.

4. Transparency and Trust Trump Big Discounts

Consumers are getting smarter. They know not every “50% OFF” tag is real.
That’s why trust-based marketing is trending hard this year.

If your audience believes in your brand story, they’ll buy — even if your discounts are smaller.
Explain your pricing, share your journey, and let people know how their purchase supports a real business.

Example message:

“When you shop with us this Black Friday, you’re helping a local team create meaningful design, not just another flash sale.”

5. Sustainable Shopping Is in the Spotlight

“Green Friday,” “Buy Less, Buy Better,” and “Shop Small” are more than hashtags, they’re movements.
UK consumers are becoming more conscious of where their money goes, and that’s opening up space for brands with purpose.

If your business values sustainability, now is the time to show it.
Highlight your ethical sourcing, recyclable packaging, or small-batch production.

Pro tip:

Create a post that says, “This Black Friday, we’re offering quality that lasts — not just deals that disappear.”

6. Loyalty Is the New Currency

Here’s a secret the big brands already know:
Black Friday isn’t about the sale, it’s about what happens after.

The smartest businesses are using this season to collect data, grow their email lists, and build loyalty programs.

Action step:
Offer exclusive rewards or discounts for newsletter subscribers.
Then, keep engaging them after Black Friday, that’s how one sale becomes a long-term relationship.

Connection Always Beats Competition

Trends come and go, AI, video, algorithms, but one thing never changes: people buy from people.

If you remember that every sale starts with trust and every brand starts with a story, you’ll always stay ahead of the curve.

So this year, while the big players are shouting about discounts, whisper something real:

“We see you. We value you. We’re building something that lasts.”

Because Black Friday isn’t just about selling, it’s about standing out by staying human.

Want help designing your next marketing campaign?
Connect with AD.MD. Marketing Design and let’s build something that lasts !