Black Friday 2026 falls on Friday, November 27, and Cyber Monday on November 30. Thanksgiving is on November 26. The brands that win the long weekend start preparing about six weeks ahead, when ad costs are lower and there is still time to fix listings, build email lists and test offers.
Key takeaways
- Grow your audience and email list in October, when clicks are cheaper.
- Lock in offers, inventory and creative by early November.
- Raise budgets gradually so automated bidding can learn.
- Plan the week after Cyber Monday too: shipping deadlines and gift cards drive more sales.
Six weeks out (mid-October): plan and prepare
- Decide your offers by product, with margin limits. Sitewide discounts are simple, but bundles and gifts with purchase protect margin.
- Check inventory and marketplace deadlines. Amazon and other marketplaces set inbound cut-off dates for peak season.
- Refresh your best-selling listings: images, titles, bullets and enhanced content. Read our listing optimization techniques.
- Audit tracking so you can trust the numbers when they matter most.
Five weeks out: build your audience
- Run list-building campaigns: early access, wish lists or giveaways that collect email and SMS sign-ups.
- Start short-form video that shows products in use and as gifts.
- Warm up paid social and YouTube to build retargeting audiences.
Four weeks out: produce everything
- Create ad creative, email designs and landing pages for each offer.
- Write the email and SMS calendar: teaser, early access, launch, reminders, last chance, Cyber Monday and shipping deadlines.
- Prepare holiday gift guides on your site, which also rank in search and appear in AI shopping answers.
Three to two weeks out: test and warm up
- Test offers and creative on smaller budgets.
- Raise ad budgets gradually so automated bidding adjusts before the rush.
- Load promotions and coupons on each marketplace before their deadlines.
- Make sure your site can handle traffic peaks and your checkout works on every device.
Black Friday week: go live
- Give subscribers early access a day or two before the public launch.
- Watch spend, stock and conversion several times a day. Move budget to winning products and pause anything out of stock.
- Answer customer messages and reviews quickly.
After Cyber Monday: keep selling
- Run shipping-deadline campaigns for each carrier cut-off.
- Promote gift cards and digital products after the last shipping date.
- Send a thank-you and review request to every holiday buyer, then plan a January re-engagement series.
See our seasonal product marketing playbook, our e-commerce marketing services, or estimate the value of a better conversion rate with the growth calculator.
Frequently asked questions
When should holiday ads start?
Start building audiences in October and increase spend steadily through November. Starting from zero on Black Friday means paying peak prices while your campaigns are still learning.
Should I discount everything?
Not necessarily. Focus discounts on products with healthy margins or that bring in new customers, and use bundles, free shipping thresholds or gifts with purchase elsewhere.
Is it too late to start in November?
No. Focus on your best sellers, email and SMS to existing customers, retargeting and marketplace promotions. These bring the fastest returns.