Black Friday 2025: The Exact Strategy Behind £45M in Revenue

Aug 28, 2025

Dive into the intricacies of Black Friday with insights on achieving staggering sales from optimized strategies. Discover the key to setting achievable goals and the power of urgency and exclusivity in promotional tactics. Learn how to effectively utilize creative iteration over new assets and the importance of lead generation before Q4. Explore innovative gifting angles and TikTok Shop predictions that could redefine your sales approach. This is a comprehensive playbook to maximize your revenue potential!

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ADVICE

Anchor Strategy With Clear Goals

Set Black Friday goals first and reverse-engineer daily pacing and unit targets using historical data.
Use those targets to decide funnel splits, offers, and spend so you can react in real time.

ADVICE

Prioritise Simple, Profitable Offers

Keep front-end offers simple, high-perceived-value, and built around margins and LTV.
Test offers in September/October on cold traffic to validate conversion before peak.

ADVICE

Build Lists Early With Incentivised Lead Gen

Run lead-gen campaigns in Sept–Oct with strong incentives like early access, exclusives, or giveaways.
Keep sign-ups frictionless and use the list to lower CPMs and warm audiences before November.

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Black Friday isn’t just another sales weekend, for some DTC brands, it makes up 90% of yearly revenue.

In this episode of D2C Diaries, Olly and Loukas break down the exact playbook that drove £45M in sales from £11.5M in Meta ad spend during Black Friday 2024 and reveal how they’ve evolved the strategy for 2025.

You’ll learn:
- The proven goal-setting framework to anchor your BFCM strategy
- Offer strategies that actually convert without overcomplicating
- Why creative iteration beats “net new” assets every time
- Lead generation tactics to fill your funnel before Q4
- How gifting angles and TikTok Shop are reshaping 2025 BFCM

🔥 Exclusive Giveaways:

Comment “peak” to get Week 1 of our Ultimate BFCM Series, including the Black Friday Master Sheet to set your goals and targets.

Comment “offer designs” to unlock 30 Canva templates for static ad creatives you can plug straight into your campaigns.

This is your 2025 Black Friday playbook. Don’t leave 90% of your revenue to chance.

0:00 Sharing our learnings from £45M in BFCM revenue
03:30 Unit economics with our master sheet
9:30 Crafting a great Black Friday offer
14:20 Forecasting, pacing, and daily revenue tracking
16:00 Lead generation in Q4 success
19:30 How to execute top-of-funnel lead gen campaigns
21:30 Lead gen case studies
22:30 Urgency, exclusivity & scarcity as lead gen drivers
25:00 Gamification & referral mechanics that work
27:30 Looking at past data
30:30 Funnel splits for creative and reusing top performers
34:00 Static vs video performance in BFCM
36:30 Obscure hooks
37:50 Q4 consumer psychology
42:00 Middle and bottom of funnel
48:10 Hook frameworks
54:25 How to scale creative volume without burning out
57:20 TikTok Shop predictions for Q4 2025
59:30 Reactive CRM plays
1:00:30 Wrap-up + future deep dives

Follow Loukas on socials:
LinkedIn: https://shorturl.at/TRI8B
Twitter: https://x.com/LoukasHambi

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
Twitter: https://x.com/oliverwhudson

Follow D2C Diaries on socials
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