Black Friday Cyber Monday 2026 · updated September 23, 2026
In 2025, the median luggage brand put its first Black Friday ad live 16 days before Black Friday, and the deepest discount it named was 50% off. Black Friday 2026 is Nov 27, 2026. Below: the ads themselves, when they started, and what they offered.
The median brand’s first Black Friday ad went live 16 days before Black Friday 2025. Counting each brand once, by its earliest ad:
| First Black Friday ad | Brands | Share |
|---|---|---|
| More than 6 weeks before | 2 | 5% |
| 4 to 6 weeks before | 2 | 5% |
| 2 to 4 weeks before | 17 | 46% |
| 1 to 2 weeks before | 6 | 16% |
| The final week | 8 | 22% |
| Black Friday to Cyber Monday | 0 | 0% |
| After Cyber Monday | 2 | 5% |
89% of brands put a percentage in their Black Friday ads. Among them, the median deepest discount was 50% off.
Offer mechanics, share of ads
video led at 40% of Black Friday creative, and "Shop now" carried 77% of the calls to action. The median ad ran 20 days. The ones below stayed up longest, which in a two-week season is the clearest public sign an ad was working.
Every creative, with its copy, format and run length
When each brand’s first Black Friday ad went live, the deepest discount it named, and how many Black Friday creatives it ran.
| Brand | First Black Friday ad | Deepest discount | Ads |
|---|---|---|---|
| Jenni Bag | Nov 9, 2025 (19d before) | 50% off | 1 |
| Bellroy | Nov 13, 2025 (15d before) | 25% off | 2 |
| House of Flynn : Camera Bags | Nov 26, 2025 (2d before) | 20% off | 1 |
| Nordace | Nov 12, 2025 (16d before) | 66% off | 1 |
| GARBELLE | Oct 22, 2025 (37d before) | — | 1 |
| Tropicfeel | Oct 31, 2025 (28d before) | 40% off | 1 |
| Classy Leather | Nov 19, 2025 (9d before) | 20% off | 2 |
| Emmafy | Nov 27, 2025 (1d before) | — | 2 |
| Culbia | Nov 3, 2025 (25d before) | 50% off | 1 |
| Simplify Living | Oct 25, 2025 (34d before) | 60% off | 2 |
4,182 Black Friday ads on Facebook and Instagram.
665 Black Friday ads on Google.
658 Black Friday ads on LinkedIn.
2026 is the first Black Friday with ads inside ChatGPT: formats, budgets and a plan for the weekend. Real cards are in the ChatGPT ads library.
The BFCM 2026 plan: when brands start, how deep they discount, and what to do through Cyber Monday.
All platforms and industries in one place.