Black Friday discounts in real Meta ads: a median of 48%.
By Denzel Geng · Published October 2026 · A chapter of the BFCM 2025 Meta ads study
In ViralMojo's BFCM 2025 dataset, 9 of the 22 verified campaigns carried a percentage discount we could verify in the ad copy itself. Their peak discounts ran from a flat 23% to 70%, with a median of 48% (sorted: 23, 25, 30, 40, 48, 50, 50, 70, 70). Three campaigns escalated the discount across waves, and at least five layered a gift-with-purchase on top of, or instead of, a percentage. Every campaign was checked against the brand's official Page in Meta's Ad Library.
9 campaigns, median 48%
| Signal | Value |
|---|---|
| Campaigns with a verifiable % in ad copy | 9 of 22 |
| Range of peak discounts | flat −23% to 70% |
| Median peak discount | 48% |
| Escalating multi-wave discounts | 3 campaigns (20→25%, 25→70%, four-wave from 70%) |
| Gift-with-purchase layers | at least 5 campaigns |
Campaign by campaign: the advertised peak
The nine campaigns behind the median, lowest peak first. The offer is the dataset’s wording, not a rewrite; each row links to the brand’s official Page in Meta’s Ad Library, filtered the way we checked it.
| Brand | Peak % | Offer in the ad copy | Flight (2025) | Verify |
|---|---|---|---|---|
| Deciem / The Ordinary | 23% | flat −23%, 4-tier GWP ladder | Nov 1 – Dec 14 | Ad Library ↗ |
| WHOSEthatbag | 25% | 20% → 25% escalation | Nov 16 – Dec 3 | Ad Library ↗ |
| Glossier | 30% | up to 30% + staggered gifts at £100+ | Nov 20 – Dec 4 | Ad Library ↗ |
| Tropicfeel | 40% | 40% "Private Sale" early access | Oct 31 – Dec 5 | Ad Library ↗ |
| HexClad | 48% | 13-pc set £1,148 → £599 (~48% off) | Nov 13 – Dec 3 | Ad Library ↗ |
| Gymshark | 50% | up to 50% off everything | Nov 22 – Dec 1 | Ad Library ↗ |
| Jaded LDN | 50% | up to 50% | Nov 21/22 – Dec 2/3 | Ad Library ↗ |
| True Classic | 70% | 25% → 70% across waves | Oct 31 – Nov 29 | Ad Library ↗ |
| Beautiful Earth Boutique | 70% | 4 waves: 70% → B1G2 → $10 Cyber Week → 70% | Oct 29 – Nov 26 | Ad Library ↗ |
Escalation: the discount that grows by wave
Three of the 22 verified campaigns raised the offer as the sale went on. True Classic opened with a 25% early-bird wave (October 31 – November 6) and climbed to 70% off for the main sale. WHOSEthatbag moved from 20% to 25%. Beautiful Earth Boutique ran four waves that opened at 70% off, swapped to buy-one-get-two, then a $10 Cyber Week batch, then a year-end 70%.
Both 70s in the set were the loudest wave of a multi-wave structure, not a static offer held for the whole flight.
Low on purpose: the 23% “Slowvember”
The lowest peak in the set was deliberate. The Ordinary held a flat −23% “Slowvember” for six weeks with no escalation, positioned against Black Friday urgency itself — its 7th consecutive year, per its own creator ads. It layered a four-tier gift-with-purchase ladder on top instead of raising the percentage.
When there’s no percentage: gifts and price caps
The other 13 verified campaigns either had no percentage in the copy or led with something else, and at least five layered a gift-with-purchase on top of, or instead of, a discount: Dylan Oaks’ per-letter alphabet gifts, Apple’s gift card worth up to €200 with qualifying devices, LEGO’s themed gift with purchase, The Ordinary’s four spend tiers, and Glossier’s staggered gifts at £100+.
Hismile skipped percentages altogether: everything capped at $10, and a $59 electric toothbrush for $1 if you solved the day’s riddle. None of these count toward the 48% median.
How we measured (and what it isn’t)
We counted only percentages written in the ad copy itself, on each brand’s official Page in Meta’s Ad Library, checked in September 2026. Each figure is a campaign’s peak advertised discount, not its average checkout discount. Nine campaigns from an editorial selection of brands is a sample, not an industry average. The full method and its limits are in the study’s methodology.
Common questions.
In ViralMojo's BFCM 2025 dataset, the 9 verified campaigns with a percentage in the ad copy peaked between a flat 23% and 70% off, with a median of 48%. The other 13 of the 22 verified campaigns either carried no percentage at all or led with a gift, a price cap or a fixed amount off.
Sometimes. Three of the 22 verified campaigns escalated by wave: WHOSEthatbag went from 20% to 25%, True Classic from a 25% early-bird to 70%, and Beautiful Earth Boutique ran four waves that opened at 70% off. The rest held a single offer for the whole flight.
No. 48% is the median of the peak discounts written into 9 verified Meta ads from BFCM 2025, an editorial selection of brands. It is not an average checkout discount across retail, and it is not a recommendation for your own offer.