Black Friday ad copy: message examples and writing decisions
Black Friday ad copy needs more than a sale announcement. We look at how these 2025 examples handle price, product value and timing, then help you write a clear offer of your own. The pictured offers are historical.
Compare the creative choices
A price-led message on a text card
Jones Road leads with Our Makeup Is Not Cheap, then interrupts it with a contrasting sale line. The smaller Black Friday wording specifies up to 25% off.
A value message in bold display type
OGEE puts the sale message over a group of products and asks people to shop before they sell out. Use the relationship between the words and products as the reference. The popularity claim comes from the advertiser.
A timing prompt above boxed sets
Sol de Janeiro places Now's the Moment above boxed gift sets. Smaller wording asks viewers to get the sets before they sell out. The scarcity message is advertiser wording, with no visible percentage.
Product value beside the promotion
ILIA leads with This Is It and a smaller announcement that Black Friday deals are live. The product appears below, without a visible percentage.
A date, an offer and a reason to use it
MERIT puts Coming November 24 above 20% off everything, then adds Invest in things you’ll use every day. The three lines answer different questions: when the event starts, what the offer is and how the advertiser frames the purchase. Keep the broad offer wording separate from the everyday-use message when drafting your own copy.
What to look for: Which words identify the product, value and available action?
Try this: Write 1 product fact you can support, then place the confirmed offer beside it.
Give the headline a job beyond naming the sale
Jones Road opens with Our Makeup Is Not Cheap before introducing the sale. OGEE asks people to shop before products sell out. ILIA says the deals are live. Each gives the headline a different job. Choose the reason someone should pay attention to your offer before adding another sale phrase.
Distinguish a product statement from an offer statement
Write down what you're saying about the product and what you're offering. Size and included items describe the product. A discount, code or end time describes the promotion. Sol de Janeiro puts Now's the Moment beside gift sets. For your own copy, use the products and terms available now, rather than repeating a historical offer.
Use urgency only when the underlying fact exists
Use the reason to act that you can support. A real end time gives you a deadline. Subscriber access gives you an eligibility message. Low stock needs an inventory check. If you don't know that products are running out, explain the offer without adding a sell-out line.
Check the ad and landing page together
Read the headline, ad text, image and landing page together. They should describe the same products and discount rules. Then read the draft aloud and check it on a phone. Cut repeated sale language if it makes the product or an important condition harder to understand.
Use the desk-lamp brief to write the product line before the sale line. Ask the product team for the base dimensions and an on-desk photo, then check whether A small footprint for your evening workspace fits what they supplied. The planned 20% offer belongs beside its own terms. Give the writer both pieces together so the headline doesn't promise more than the image shows. At review, put the ad beside the lamp's landing page and compare the model, dimensions and promotion. Leave eye-strain or energy-saving claims out of this exercise. If the lamp still looks too large for the desk in the photo, revisit the product line rather than making the discount louder.
Use the worksheet
The completed example separates what we can see in the ads from our own plan. Use the blank worksheet for your product details, supporting sources and the people reviewing the work.
Start with the blank worksheet, or read the filled-in example to see how to use it. You can copy either one.