Black Friday Cyber Monday 2026 · updated September 23, 2026
In 2025, the median makeup brand put its first Black Friday ad live 8 days before Black Friday, and the deepest discount it named was 40% 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 8 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 | 4% |
| 4 to 6 weeks before | 4 | 9% |
| 2 to 4 weeks before | 11 | 24% |
| 1 to 2 weeks before | 8 | 18% |
| The final week | 13 | 29% |
| Black Friday to Cyber Monday | 6 | 13% |
| After Cyber Monday | 1 | 2% |
67% of brands put a percentage in their Black Friday ads. Among them, the median deepest discount was 40% off.
Offer mechanics, share of ads
video led at 50% of Black Friday creative, and "Shop now" carried 89% of the calls to action. The median ad ran 13 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 |
|---|---|---|---|
| ColourPop | Nov 25, 2025 (3d before) | 50% off | 3 |
| tarte cosmetics | Oct 15, 2025 (44d before) | 40% off | 2 |
| IL MAKIAGE | Nov 1, 2025 (27d before) | — | 2 |
| Trinny London | Nov 28, 2025 | 40% off | 1 |
| Kaleidos Makeup | Nov 20, 2025 (8d before) | 20% off | 5 |
| Flower Knows Cosmetics | Nov 27, 2025 (1d before) | — | 1 |
| City Beauty | Nov 13, 2025 (15d before) | — | 1 |
| MoxieLash | Nov 22, 2025 (6d before) | 70% off | 1 |
| Prime Prometics | Oct 21, 2025 (38d before) | 30% off | 13 |
| Smooche | Nov 30, 2025 | 80% off | 1 |
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.