Black Friday isn’t just a shopping day anymore, it’s a cultural moment. In 2025, shoppers are more strategic than ever, planning weeks ahead, scrolling social media for deals and trusting creators to guide their purchase decisions. That’s why influencer marketing is key to cut through the noise and drive conversion during Black Friday.
We’ve analyzed the trends, strategies and content formats that will define this year’s most competitive shopping season.
Why Influencer Marketing matters on Black Friday
Shoppers no longer rely solely on ads. Instead, the look to creators as storefronts, trusted voices that turn browsing into buying.
- 55% of consumers use social or video platforms to find deals in advance.
- 67% of Gen Z and 69% of Millennials are motivated primarily by discounts and savings.
- In 2024, 40% of Black Friday shoppers planned purchases as gifts for others – or themselves.
5 winning influencer marketing strategies for Black Friday 2025
Plan early, win big
Lock in creators before November. Campaigns that start early avoid competition and map out momentum in phases: tease in October, hype in November, and convert during Black Friday weekend.
Create scarcity and exclusivity
Shoppers act fast when they feel privileged. Use influencers to push limited-time drops, VIP codes and early bird deals.
Position Influencers as storefronts
Blend macro influencers for reach and micro influencers for trust and conversions. Their content is the digital shop window where consumers make real purchase decisions.
Leverage UGC
User Generated Content outperforms polished ads. Authentic creator content feels real, converts better and can be repurposed across ads, email and product pages.
Boost with paid amplification
Don’t rely only on organic reach. Use paid media to amplify top-performing influencer content, targeting high-intent shoppers when it matters most.
Creative Black Friday ideas to spark action
- Gift guides: “Top 5 under €50” or “Best self-care gifts”
- Creator favorites: Authentic “Black Friday picks” from trusted voices.
- Behind the deal: Storytelling that explains why the offer is unique.
- Early access: Exclusive 24h codes to build loyalty.
- Offline meets online: Pip-ups, mystery boxes or IRL activations that fuel social buzz.