Black Friday 2026Field study Nº03 · Curtis Howland

68,245 Black Friday ads, taken apart before you build yours.

Lands Sunday, Nov 1. Last year, 7 in 8 brands hadn't launched by then.

Drops Sun, Nov 1 · 8am ET

Sponsored by Triple Whale

From the data: Last year, 7 in 8 brands hadn't launched by Nov 1. The biggest launch day wasn't Black Friday. 50% off was the default. Half the headlines said nothing but the sale. Only 1 in 8 brands made a separate Cyber Monday ad. 129 of last year's ads were still running this October.

Last year, 7 in 8 brands hadn't launched by Nov 1The biggest launch day wasn't Black Friday50% off was the defaultHalf the headlines said nothing but the saleOnly 1 in 8 brands made a separate Cyber Monday ad129 of last year's ads were still running this OctoberLast year, 7 in 8 brands hadn't launched by Nov 1The biggest launch day wasn't Black Friday50% off was the defaultHalf the headlines said nothing but the saleOnly 1 in 8 brands made a separate Cyber Monday ad129 of last year's ads were still running this October

What's inside.

01 · The calendar

1 in 8

brands had launched by Nov 1

02 · The discount

50% off

the number brands picked most

03 · The offer menu

66%

of ads led with percent off

04 · The ads that kept running

369 days

the longest-running Black Friday ad

The sale · 4 days

Longest ad · 369 days

Don't brief Black Friday blind.

68,245 ads. One email. Sunday, Nov 1.