Black Friday remains one of the most important sales events for retailers across Canada. As the holiday shopping season ramps up, businesses face rising ad costs, margin pressures, and a crowded digital marketplace.

Here’s how to answer the five most important questions for a successful Black Friday 2025 campaign.

📅 It’s already October 23rd — is it too late?

Absolutely not — but now’s the time to act fast.

More consumers are starting their holiday shopping early. According to Salesforce, 40% begin their holiday purchases before mid-November.

✅ Here’s what you can do right now:

• Launch “sneak peek” teasers to build hype 
• Create a VIP early access list for exclusive deals 
• Pre-schedule automations (emails, SMS, banners) 
• Test different creatives and CTAs with small segments 

🕐 Even with a mid-October start, a successful campaign is possible — just prioritize speed and strategic planning.

🛍️ With high shipping costs, taxes, and price-sensitive consumers, how do you run strong offers without killing profitability?

💡 High-impact strategies that protect margins:

🎁 Add perceived value instead of deep discounts:

• Free shipping over a minimum 
• Gift with purchase 
• Discounts on future orders 
• Free gift wrapping 

📦 Create product bundles:

Increase AOV and reduce discount dilution.

🧾 Be transparent:

Show all-in prices, clear return/shipping policies, and realistic delivery timelines.

👥 Pro tip: Promote your brand values (ethics, sustainability, Canadian-made) as differentiators. These matter — especially during the holidays.

🌊 Everyone runs discounts. How do I cut through the noise?

🔥 Strategies to differentiate:

1. VIP campaigns:

Offer exclusive early access to subscribers or loyal customers.

2. Creative teasers:

• New promo every hour 
• Mystery discounts 
• Countdown-based offers 

3. Smart partnerships:

Team up with complementary brands or local creators.

4. On-brand visuals:

Give your site a festive makeover — countdowns, animations, themes.

5. Personalized offers:

Customize deals based on customer history, purchase value, or location.

🎯 Don’t compete on price alone — compete on creativity, experience, and connection.

🤖 Which platforms or AI solutions should I use to automate and personalize at scale?

⚙️ Core tech to consider:

1. Email & SMS automation:

Automate cart abandonment, post-purchase flows, and VIP campaigns.

• Tools: Klaviyo, Omnisend, Brevo, Mailchimp 

2. AI chatbots:

Answer FAQs, suggest products, handle tracking

• Tools: Tidio, Crisp, Intercom 

3. Personalization engines:

Serve dynamic content based on behavior

• Tools: LimeSpot, Nosto 

4. Predictive analytics:

Use AI to segment, test, and optimize

• Tools: Adobe Sensei, Google Ads AI 

5. Real-time shipping platforms:

Optimize fulfillment and inventory

• Tools: ShipStation, ClickShip, Ordoro 

🚀 Automate the repetitive. Personalize the strategic.

💸 Ad costs spike during Q4 — how do I maximize ROAS without overspending?

🎯 Smart optimizations:

1. Tight geographic targeting:

Focus on areas where you can deliver efficiently.

2. Remove waste:

Exclude underperforming placements and audiences.

3. Test early:

Start testing creatives and formats now to scale what works.

4. Use Google Performance Max:

Let the AI optimize across Search, Display, YouTube, and more.

5. Strategic retargeting:

Reach shoppers who visited your site but didn’t convert.

6. Leverage deal aggregator platforms:

Consider Canadian deal listing sites to get targeted traffic at a lower cost than PPC.

7. Think mobile-first:

Ensure your website is fast and conversion-friendly on phones.

📌 Set daily ad caps and monitor daily. Adjust based on results, not guesswork.

It’s not too late to build a powerful Black Friday 2025 campaign — but it’s time to act.

• Focus on value, not just discounts 
• Build excitement early 
• Use automation and personalization smartly 
• Spend your ad dollars precisely 

🎯 Black Friday isn’t just a sale — it’s a moment to connect, convert, and retain.