1.8–2.8×

Black Friday week 2025 spend per advertiser versus a normal September week. That one week took 10–13% of the season’s ad budget.

16–41%

higher CPMs than in September by Black Friday week, depending on sector.

56–79%

of Black Friday week spend was kept in Cyber Monday week: a second peak.

11–17%

lower typical cost per click in Christmas week than in September, in every sector, 2025.

Finish testing in October, budget Black Friday and Cyber Monday weeks separately, and keep some budget for Christmas week.

Source: Supermetrics, $675M in Meta ad spend from 5,000+ retail advertisers (Sep–Dec 2025, plus Aug 31–Oct 4, 2026).

Who it's for

Paid social and performance marketers

Set your Meta budgets before the auction gets crowded.

Heads of marketing and ecommerce

Know what peak week will cost before you sign off Q4 budgets.

Agency media buyers

Check your retail clients against sector benchmarks.

What's inside

  1. 2025 in numbers. Six findings on spend, costs, and strategy, from Black Friday week's 1.8–2.8× spend to the cheapest week of the season, after the peak.
  2. What we're seeing in 2026. Sep 2026 typical CPC runs $0.17 (Electronics & Gaming) to $0.28 (Home & Kitchen).
  3. What to do between now and Black Friday. Five moves for every retailer, then a plan for Apparel & Accessories, Home & Kitchen, Toys & Hobbies, Beauty & Personal Care, and Electronics & Gaming.
  4. Peak-week scorecard. Sector reference points to check your costs against during Black Friday and Cyber Monday weeks.
  5. How Supermetrics helps retailers prepare. Track pacing and ask questions of your own data in Claude and ChatGPT during the peak.

Findings by sector

Black Friday 2025, and where costs stand today. $675M in Meta ad spend from 5,000+ retail advertisers (Sep–Dec 2025, plus Aug 31–Oct 4, 2026).

Sector

Black Friday week spend vs. September, 2025

Typical cost per click, Sep 2026

The 2025 move to know

Apparel & Accessories

2.8×

$0.22

Costs rose first (from Nov 3). The top of the CPM range rose 57%.

Home & Kitchen

2.7×

$0.28

Sales campaigns went from 83% to 93% of spend. Costs stayed flat until Nov 17.

Beauty & Personal Care

1.8×

$0.24

Smallest spike. BF week was only 9.6% of season spend, and CM week kept 75%.

Toys & Hobbies

2.7×

$0.19

Spend stayed about 2× September into mid-December. CPM is up 29% in the latest week of 2026. Small sample, so treat as directional.

Electronics & Gaming

2.2×

$0.17

Short CPM spike in the week of Nov 10 (+26%), then eased. CM week was 56%, the lowest of any sector.

13.4%

of Apparel & Accessories' September-to-December ad spend went into Black Friday week alone.

Source: Supermetrics, 5,000+ retail advertisers, Meta ads data, 2025.

Frequently asked questions


Plan Black Friday on real data before November 27

Week-by-week costs, sector plans, and a timeline to Christmas.

Get the playbook