Black Friday 2025 vs 2026

Black Friday started early this year. Here are the ads.

Seven DTC brands already have Black Friday ads live, a month before the day. Here they are, with last year's to compare. Tap any ad to save it to your swipe file.

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Already live for 2026

Every Black Friday and holiday gift ad these brands had running on Oct 25.

Blissy Black Friday ad — **Blissy**55% offLive since Oct 22, 2026Calls it Early Black Friday and puts the full 55% in the headline.

HexClad Black Friday ad — **HexClad**Live since Oct 21, 2026No discount yet. The only ask is your email and phone.

Cuts Black Friday ad — **Cuts**30% offLive since Oct 23, 2026"Black Friday really did start early." Turns the early start into the hook.

Vuori Black Friday ad — **Vuori**Live since Oct 7, 2026A gift guide with no price on it, live since Oct 7.

Native Pet Black Friday ad — **Native Pet**40% offLive since Oct 5, 2026BOGO for a supplement brand, framed as friends and family.

Boll & Branch Black Friday ad — **Boll & Branch**Live since Oct 24, 2026Dollars off with a code, sold as a gift for the host.

Quince Black Friday ad — **Quince**Live since Oct 25, 2026Quality and price, no number at all.

What changed since last year

We tracked the ads of 44 DTC brands, this season and last. Seven are already live. Of last year's Black Friday ads, not one had started by this point.

7 of 44: DTC brands already running Black Friday or holiday gift ads, 33 days out
0: 2025 Black Friday ads still in the Library that had started by the same point last year
Oct 22: When Blissy opened its 55% sale this year. Last year it opened Nov 4.
40% to 50%: Dossier's 2025 discount, raised in four steps between Nov 1 and Cyber Monday

Six plays, with ads from both years

What these brands lead with, grouped by the move. The caption shows how many days before Black Friday each ad started.

Call it Early Black Friday and show the full number

The brands that started early did not tease a smaller discount. AG1 opened at 50% on Oct 31 last year. Blissy opened at its full 55% on Oct 22 this year.

AG1 by Athletic Greens Black Friday ad — **AG1 by Athletic Greens**50% offStarted 28 days before"Access early" at 50% off the welcome kit.

Raise the discount in steps

Dossier did not run one Black Friday price. It went 40%, then 40% plus a free perfume, then 45%, then 50% with a code. Each step gave lapsed browsers a new reason to come back.

Dossier Black Friday ad — **Dossier**40% offStarted 27 days beforeNov 1: up to 40%.

Collect the list before the sale

HexClad's first 2026 ads have no discount in them. They ask for an email and phone number so the sale can open to a warm list.

Sell the gift before you sell the discount

Vuori and Boll & Branch are running gift ads with no percentage at all. Blissy calls its pillowcase the #1 gift of the year in both seasons.

One offer, many openers

Blissy has 70 Black Friday and holiday ads live, and 68 of them are the same 55% off. What changes is the first line: payday, sold out last year, cheaper than Amazon, better than Black Friday.

Close with a deadline

In 2025 the ads that started after Black Friday were about the end. HexClad and Blissy ran "ends soon" sets, and Dossier carried its code into Cyber Monday.

2,900+ Black Friday ads in Swipe

This page has 40. Swipe has over 2,900 Black Friday, Cyber Monday and early access ads from DTC brands, searchable by offer, hook and format. Save the ones you want to borrow from before your own sale goes live.

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Black Friday ads Early access ads Holiday gift ads Cyber Monday ads

Same brand, 2025 vs 2026

Last year's side is mostly these brands' European ads, the only ones Meta keeps public once they end. Swipe keeps all of them.

Blissy

Same 55% both years. Last year it opened Nov 4 on a Love Island collab. This year it opened Oct 22 and just calls it Early Black Friday.

HexClad

Last year the first ad was the sale itself, live Nov 13. This year it started Oct 21, three weeks earlier, with no discount: sign up for first access.

What to do with this

Running Early Black Friday? Show the real number. Blissy and AG1 opened at the full discount, not a teaser.
No discount ready yet? Run the list ad now. HexClad is collecting emails a month out, so the sale opens to a warm audience.
Plan a ladder, not a price. Dossier's four steps from 40% to 50% gave people a reason to look again each week.
Gift ads can run before any sale. Vuori's gift guide has been live since Oct 7 with no percentage in it.
Write many openers for one offer. 68 of Blissy's 70 live ads are the same 55% off. Only the first line changes.

Barsha, BrandMov

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