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TL;DR

Black Friday and Cyber Monday campaigns need more than discounts—they need behavioral data to inform smarter media buying. Insights from the Lotame Data Exchange reveal which audiences are truly active, where they shop, and how to earn their trust when attention is tight.

Key data insights:

  • 🎁 Shoppers during this period are 2x more likely to be buying gifts 
  • 👶 Parents shopping baby & toddler gear are 13.8x more likely to browse during the Black Friday / Cyber Monday window.
  • 🎙️These shoppers are 3.7x more likely to listen to podcasts and 3.3x more likely to consume personal finance content

Black Friday and Cyber Monday—the gladiator arena of retail. Everyone’s slashing prices and praying for conversions. But here’s the thing: shoppers aren’t easily fooled. They’re not hypnotized by neon SALE signs anymore.

If you want to win in 2025, you’ll need more than 80%-off headlines and free shipping. Successful media buying needs real, behavioral data that shows how people actually shop, plan, and buy. The Lotame Data Exchange has done the homework, so you don’t have to guess who wants what (or why).

Ready to ditch the guesswork and focus on what actually converts?

1. Make Gifting the Heart of Your Strategy

Data Insight: Black Friday/Cyber Monday shoppers are 2x more likely to be buying gifts.

People aren’t impulse-buying for themselves—they’re under pressure to get the “right” gift, at the “right” price, before time runs out. If your marketing doesn’t help them solve that problem, it’s easy to ignore.

Your Move:

  • Build dedicated gifting landing pages with clear categories.
  • Use dynamic creative to personalize recommendations.
  • Test bundled deals to increase AOV.
  • Add urgency: countdown timers, low-stock notices, last-shipping-date reminders.

Pro Tip: Audit your on-site experience. How many clicks does it take to find a gift for a 10-year-old nephew? Reduce it.

2. Go After High-Intent Niches

Data Insight: Parents shopping baby & toddler gear are 13.8x more likely to be browsing during Black Friday and Cyber Monday.

Black Friday isn’t just flat-screens and gaming consoles. High-ticket, niche categories see serious deal-hunting traffic. Don’t waste budget on broad audiences that won’t convert.

Your Move:

  • Segment by product category and buyer persona.
  • Use contextual ads in relevant media (parenting, hobbies, home improvement).
  • Highlight features that make the purchase feel smart, not splurge-y.
  • Build urgency with time-limited or quantity-limited offers.

Ask Yourself: Are you treating everyone the same in your ad sets? If so, you’re burning money.

Data insight: Parents shopping baby & toddler gear are 13.8x more likely to be browsing during Black Friday and Cyber Monday.

3. Build Actual Trust with Content

Data Insights:

  • Black Friday & Cyber Monday Shoppers are 3.7x more likely to listen to podcasts.
  • They are also 3.3x more likely to read about personal finance.

Shoppers are wary of hype. They want to hear from trusted sources, do their research, and feel in control of their budget.

Your Move:

  • Partner with publishers for native ads that read like advice, not sales copy.
  • Sponsor podcasts your customers already trust.
  • Produce your own buying guides and comparison content.
  • Lean into transparency: price-matching policies, user reviews, clear return info.

Advanced Tip: Map your content to funnel stages. Not everyone’s ready to buy on the first click.

4. Don’t Ignore Experience Shoppers

Data Insights:

  • Black Friday shoppers are 3.3x more likely to book discounted hotels or motels.
  • These shoppers are also 3.2x more likely to look up places to eat and drink.

Not every Black Friday purchase fits in a box. Experiences sell because they’re personal, memorable, and often feel like “smart” splurges.

Your Move:

  • Use geo-targeted and geo-fenced ads to promote local experiences.
  • Offer limited-time pricing to create urgency.
  • Emphasize flexibility and stress-free booking.
  • Make it easy to “gift” the experience (printable vouchers, digital delivery).

Ask Yourself: Does your creative show the feeling of the experience—or just the price?

5. Don’t Sleep on Home & Lifestyle Upgrades

Data Insight: Black Friday & Cyber Day Monday shoppers are 3.2x more likely to buy home and garden improvements.

Even while buying gifts, people want to upgrade their own spaces. The “holiday-ready home” is a huge sales motivator.

Data Insight: Black Friday & Cyber Day Monday shoppers are 3.2x more likely to buy home and garden improvements.

Your Move:

  • Highlight seasonal relevance—entertaining guests, holiday décor, winter prep.
  • Target known home-improvement intenders.
  • Use social proof (customer photos, before/after shots).
  • Suggest complementary purchases to increase order value.

Pro Tip: Feature easy financing or installment options for big-ticket items.

6. Bonus: Measure What Matters

Selling more isn’t just about creatives and targeting—it’s about knowing what works. Most marketers skip this part.

Your Move:

  • Define clear success metrics for each campaign (conversions, AOV, ROAS).
  • Use pixel tracking and offline conversion data to close the loop.
  • Test creatives systematically—don’t just pick what “looks cool.”
  • Leverage Lotame’s audience insights to refine targeting in real time.

Ask Yourself: Can you prove this campaign worked—or just that you ran it?

Audience and shopping behaviors on Black Friday vs. Cyber Monday

Black Friday and Cyber Monday may fall within the same long weekend, but the audiences they attract behave in noticeably different ways. Black Friday still blends online and in-store shopping, with millions heading out for doorbusters and exclusive promotions, while Cyber Monday is almost entirely digital, drawing convenience-driven shoppers who wait for the best tech and electronics deals. These differences extend beyond shopping channels to product categories, and even the times of day people prefer to shop—making it essential for marketers to tailor strategies for each event rather than treating them as interchangeable.

Product Categories & Purchase Behavior

  • Cyber Monday dominates overall online spending. In 2024, Cyber Monday raked in $13.3 billion, while Black Friday trailed at $10.8 billion 
  • Cyber Monday tends to attract electronics-heavy purchases. High-ticket items like tech and smartphones are more frequently snapped up
  • Black Friday retains its appeal for in-person traffic. Retailers still leverage doorbusters and exclusive in-store promos to drive foot traffic
  • Black Friday remains a mixed arena. In 2024, 87.3 million shopped online vs 81.7 million in-store  —showing strong dual-channel activity
  • Cyber Monday flips the script online. Online-only shopping surges, with 64.4 million shoppers in 2024, and Cyber Monday beats Black Friday in online sales
  • Strategic in-store incentives still matter. Retailers such as Target and Kohl’s are doubling down with exclusives like merch and sweepstakes to lure bargain hunters back into stores

Shopping Timing & Behavior

  • Cyber Monday has that late-night edge. Peak buying hours—typically between 8 PM and 10 PM—yield mind-blowing spends, like $15.8 million per minute  .
  • Black Friday’s behavior is more spread out, balancing between in-store early risers and steady online traffic throughout the day.

Side by Side Overview

Side-by-Side Overview Black Friday Cyber Monday Online Sales ~$10.8 B (2024) ~$13.3 B (2024) In-Store Shopping ~81.7 M shoppers in-store Very limited; focus is online Popular Categories Mixed; frequent electronics, apparel, promotions Stronger appeal for tech/electronics Peak Shopping Hours Throughout the day; in-person surges early Evening digital spikes, e.g., 8–10 PM Shopping Modes Hybrid (online + in-store) Almost exclusively online

Summary Takeaways

  • Cyber Monday wins in pure e-commerce performance, especially for tech-related purchases.
  • Black Friday still drives value, especially for retailers using in-store exclusives to supplement online efforts.
  • Timing strategies differ. Cyber Monday success often hinges on optimizing for late-night traffic, while Black Friday benefits from 24-hour, multi-channel coverage.

Frequently Asked Questions

What are the most effective Black Friday marketing strategies in 2025?

The short version: data beats guesswork. Use behavioral insights to target high-intent shoppers, focus on niche product categories, and align your messaging with how people actually shop—gifting, experiences, and home upgrades are major drivers. Trust-building content and real-time targeting are also non-negotiable.

How early should I start my Black Friday campaign?

Earlier than you think. Smart brands start teasing offers in late October and launch full campaigns by early November. Why? Because today’s shoppers research before they spend. If you’re waiting until Thanksgiving week, you’re showing up to the race after the starting gun.

What’s better: email, social, or paid ads?

All of the above—if you’re using them strategically. Email still converts, but only if it’s personalized and timely. Paid ads give you scale and precision targeting (especially when paired with Lotame data). And social? Great for brand awareness, but not your only workhorse.

How do I stand out when everyone’s discounting?

Don’t just shout louder—say something smarter. Highlight value beyond price: quality, convenience, urgency, and trust. Gift guides, exclusive bundles, and experience-based messaging go further than just slapping “30% off” on everything.

What kind of data should I be using to guide my campaign?

First-party data is great, but you’ll need more than what’s in your CRM. Behavioral data from platforms like the Lotame Data Exchange helps you understand what shoppers are actually doing right now—not what they did last year.

How can media buyers identify the most valuable audiences during Black Friday?

Not every shopper behaves the same way during the holiday rush. For example, parents shopping in the baby and toddler category are nearly 14 times more likely to make purchases during Black Friday. When media buying, looking at high-intent segments like this can help prioritize spend toward audiences most likely to convert.

What role does personalized creative play in holiday campaigns?

Black Friday ads compete in a crowded space, and generic messaging often gets ignored. Using dynamic creative that adapts based on browsing behavior or purchase intent allows advertisers to serve tailored recommendations. This is especially important when shoppers are comparing multiple deals across categories.

Which channels or formats tend to perform better during Black Friday?

Holiday shoppers don’t just use retail sites; they also lean into content that influences spending decisions. For instance, people are more than three times as likely to consume podcasts or personal finance content during the Black Friday period. Media buyers can use this insight to diversify placements beyond standard display or social.

Is location-based targeting worth considering for Black Friday campaigns?

Yes, especially for categories tied to experiences like dining, hotels, or travel. These types of purchases are over three times more likely during the season, making geo-targeted ads a smart way to capture intent in specific markets. Localized offers or last-minute promotions can benefit most from this approach.

Should media strategies differ for shoppers upgrading their homes versus those buying gifts?

Absolutely. Black Friday isn’t just about gift-giving—home and lifestyle upgrades are more than three times as likely during this time. Messaging, offers, and even bidding strategies should reflect whether you’re speaking to someone shopping for décor and appliances versus someone looking for toys or electronics.

Which performance metrics should advertisers focus on during the holiday rush?

Clicks and impressions matter less when every dollar is on the line. Instead, marketers should monitor conversions, return on ad spend, and average order value. These KPIs provide a clearer picture of which channels and audiences are actually driving revenue in a short, competitive window.

What should media buyers consider when evaluating the data they use?

It’s not just about having access to audience data, but knowing whether it’s timely and scalable. During Black Friday, campaigns often need to launch or shift quickly. Buyers should ask whether their data segments can be activated across channels and if the coverage is broad enough to meet aggressive holiday goals.

Final Word: Sell Smarter, Not Louder

Black Friday and Cyber Monday shoppers are motivated, but they’re not gullible. Winning means understanding who they are, what they want, and where they’re paying attention.

Want to go beyond lazy discount spam? Check out Lotame’s addressable audiences and see how real-time behavioral data can transform your holiday campaigns into conversions instead of wishful thinking.

About the Author

Katie Chapa

Katie Chapa

Senior Marketing Manager, Demand Generation

Katie Chapa drives pipeline growth and brand visibility at Lotame through SEO, paid media, social strategy, and content.

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