Every fall, businesses face the same question: how much to discount, and on which products. It’s a valid question. However, it focuses on just one factor—price—at a time when everyone is adjusting it in the same direction.
In 2026, Black Friday falls on Friday, November 27, with Black Week starting on Monday, November 23, and Cyber Monday on Monday, November 30.
Those who are planning now face a second question, one that is more useful than the first: Who will present the proposal, and with what level of credibility?
Data from the most recent Black Friday show that this factor is becoming increasingly important, and that influencer marketing is one of the most effective tools for a Black Friday strategy that extends beyond the weekend.
Why Does Influencer Marketing Work During Black Friday?
During Black Friday, advertising pressure is at its peak, and attention to individual ads is at its lowest.
A carefully selected creator speaks to a community that follows him by choice, and provides a hands-on review just as people are comparing similar offers.
A discount can be copied in a day; trust built over time remains a unique advantage.
When everyone raises their voice, the one with credibility wins
During Black Friday week, advertisers compete for the same ad spaces with similar messages, and each banner has to stand out among dozens of others.
A creator’s content, on the other hand, appears in the feed that the person has chosen to follow, from a source they trust.
It works like advice from a knowledgeable friend in a crowded store: the window display catches your eye, and the advice helps you make a choice.
Discounts can be copied, but trust must be built
According to estimatesfrom the Netcomm–Politecnico di Milano B2C e-commerce observatory, on Black Friday 2025, the average discount offered by Italian retailers was 25%, and 64% of companies offered discounts on a selection of products.
When almost everyone uses the same leverage to the same extent, price ceases to distinguish one offer from another.
At that point, what matters is who vouches for the product. A creator who uses, tests, or wears it reduces the perceived risk of making that choice far more than a percentage printed in large letters.
What Do the Black Friday 2025 Data Show?
United States: Third-Party Channels Are Growing Faster Than the Market
According to Adobe Analytics, Black Friday 2025 generated $11.8 billion in online spending in the United States, up 9.1% from 2024. Some channels grew more than the average:
- Affiliates and partners—a category that includes creators and influencers—accounted for 21.9% of online revenue, with an 11.7% increase;
- Traffic from social media generated 3.4% of online sales, representing a 54.5% increase over the past year, while mobile accounted for 55.2% of online spending.
For the sake of transparency: “affiliates and partners” also includes review sites and affiliate programs, so the figure reflects a general trend rather than the influence of creators alone.
The trend, however, is clear: an increasing share of sales is coming from sources other than the brand itself.
Italy: Estimated 2.2 billion between Black Friday and Cyber Monday
For Italy, the reference is the estimate bythe Netcomm Observatory – Milan Polytechnic from November 2025:
- approximately 2.2 billion euros in online spending during the days between Black Friday and Cyber Monday,
- 7% more than in 2024,
- with 34.9 million Italians participating in the purchases.
The most important categories are:
- clothing
- food & groceries
- Beauty & Healthcare.
These are industries where working with creators has a strong tradition; that’s why we focus on Food & Beverage and fashion.
The forecasts for 2026 will be released in the coming weeks: we will update this page in early December with the final figures.
What promotion are we proposing instead of a price war?
We believe in transparency, and so we are taking a stand.
When the discount becomes the only message, customers learn to wait for the next sale, and the full price loses its value in their eyes.
We’re offering a promotion that adds something to our relationship with the customer, rather than taking something away from the price.
Transparency is already the rule—both in terms of price and content
Effective July 1, 2023, Article 17-bis of the Consumer Code stipulates that any advertisement for a price reduction must reference the lowest price charged in the preceding thirty days.
This rule protects consumers and reputable brands: the creator presents a genuine offer that anyone can verify.
Similarly, any content resulting from a commercial collaboration must be clearly disclosed, in accordance with the Digital Chart of the Institute for Advertising Self-Regulation.
For larger accounts, AGCOM’s rules on influencers also apply, treating creators with audiences above certain thresholds as full-fledged publishers.
A disclosed partnership makes the recommendation more credible and protects both the creator and the company.
Four Alternatives to the “Loudly Advertised” Discount
- Early access for loyal customers. According to Netcomm, 31% of Italian retailers are already using it. The community feels chosen, rather than pursued.
- A special edition or bundle. As told by the creator, it adds value while keeping the price list unchanged.
- Service as a gift. Shipping, customization, consulting, and extended support: customers get more, and the price stays the same.
- A shared cause. A portion of the proceeds goes to a local project, with full transparency.
How to Build a Black Friday Campaign with Creators
We use the FARO method —Focus, Architect, Implement, Optimize, and Amplify.
A Black Friday campaign is a process that lasts about eight weeks: if you start in early October, you still have plenty of time.
Focus and Design: Goal, Audience, Creator
First, you decide on your goal: new customers, reactivating dormant customers, a specific product line, or new leads. Each goal requires different creators, content, and metrics.
Then you build your mix. Profiles with a large audience help you get noticed quickly; micro- and nano-creators foster trust and more personal conversations.
UGC creators produce authentic content that the company uses on its own channels and in its ads.
Our work in creator marketing andUGC marketing always starts with the creator’s actual audience, rather than the number of their followers.
Carry out in three stages: waiting, event, and follow-up
The most effective campaigns spread creators’ work across three phases:
- Lead-up: three to four weeks in advance—the creator introduces the theme, describes the product, and builds anticipation without revealing prices.
- Event during Black Week: more direct content, stories, live streams, special promo codes, and a countdown.
- Follow-up, the following week: guidance on using the product, reviews, and an invitation to those who have been watching from the sidelines.
It is the same three-phase structure used in the campaign for the Old Wild West anniversary in Ancona:
- preview stories leading up to the event,
- live commentary throughout the day,
- A highlight reel, with additional clips added in the days that followed.
More than 40% of the profiles reached were outside the creator’s follower base.
Optimize and Amplify: Reuse and Measurement
A creator’s content is worth more than a single post; this is reflected in:
- advertising campaigns,
- product sheets
- countdown email marketing messages,
multiplying the value of the investment.
The metrics are prepared before the campaign begins: a code and a tracked link for each creator, a comparison of sales generated versus the discount offered, and the percentage of new customers. Then, in December, decisions are made based on the data.
Food & Beverage and Fashion: Two Different Ways to Use Creators
Food & Beverage: From Menu to Experience
In the food industry, you understand a product by tasting it, and many products have a shelf life of only a few days.
So these experiences really work: a tasting, a holiday gift box, a night out at a venue, a recipe created together with the creator.
This is where local influencer marketing really shines.
As part of the Pizzikotto campaign in Bologna, Verona, and Lecco, five local micro-creators shared their experiences from inside the restaurants, reaching an audience that was, on average, 59.1% outside their existing follower base.
For Black Friday in the restaurant industry, this is a valuable model: fewer discounts, more reasons to come and try it out. Other examples can be found in the Food & Beverage marketing articles.
Fashion and Luxury: Value Without Compromise
Clothing is one of the most popular categories on Black Friday.
However, every deep discount teaches the customer that the full price is negotiable, and for a high-end brand, the cost often exceeds the weekend’s profits.
Exclusive access to the new collection, a limited-edition capsule collection, and a dedicated styling service work best. The creator becomes a style consultant rather than just a mouthpiece for the brand’s offerings.
In the luxury sector, the most consistent approach is often to emphasize time, attention to detail, and service, leaving the price point to others.
In-depth analyses and case studies can be found in the articles on fashion and luxury marketing.
How do you choose a partner for Black Friday influencer marketing?
You choose by looking at the methodology listed before the list of creators: written objectives, selection based on the actual audience, a three-phase schedule, clearly stated collaborations, and measurement using tracking codes and links.
A good partner also clearly explains when a brand would be better off using a different marketing strategy than Black Friday.
The Criteria That Matter
- A measurable goal agreed upon before selecting the creators.
- A selection of profiles based on audience data: age, city, interests, and the quality of interactions.
- A schedule that begins at least six weeks in advance.
- Clear contracts regarding content usage rights and a statement of collaboration.
- A shared metrics system, with a report that breaks down sales, new customers, and reusable content.
These are the criteria that guide our influencer marketing campaigns throughout the year.
The Most Common Mistakes—and How to Avoid Them
- Departing in November: The creator selection process closes by mid-October.
- Choose based on the number of followers: this gives you an idea of the actual audience and the quality of the comments.
- One-time collaborations: We work with creators who are already active throughout the year.
- Measuring only likes: Every creator links to codes, links, and sales.
Frequently asked questions
It’s best to start six to eight weeks in advance to select the creators, develop content for the lead-up period, and prepare tracking codes and links. For November 27, 2026, the selection process must be completed by mid-October.
A mix works best: profiles with a large audience to gain visibility, micro and nano creators to build trust and drive conversions, and UGC creators for ad content. The proportions depend on the objective and industry.
Each creator is assigned a code and a tracking link, and then the sales generated, new customers acquired, and discounts granted are compared. The value of content reused in subsequent months is also added.
It depends on the number and size of the creators, the amount of content required, the usage rights for the ads, the promotion budget, and the duration of the campaign. The investment is determined on a project-by-project basis, starting with the sales target and the available margin.
On proximity: local or niche creators, service and personalization, a well-defined community. While big brands buy visibility, SMEs build relationships.
Deep discounts that devalue the full price, creators whose styles are far removed from the brand’s aesthetic, and last-minute collaborations right before the event. Exclusive access, dedicated capsule collections, and creators who are familiar with the product work best.
By using them as a tool for measuring and recognizing the community: the code can provide early access, a service, a free gift, or a special edition, while leaving the price list unchanged.
Yes. By partnering with local creators, you can drive traffic to the store through experiences, events, geolocation, and codes to be scanned at the register—with measurable results.
Let’s talk about it before November
Black Friday 2026 will be decided in the coming weeks.
If you want to incorporate creators into your Black Friday strategy using a transparent and measurable approach, the Factory Communication team is available for an initial consultation.
Sources:
- Adobe Analytics, U.S. Black Friday 2025 data, reported by Digital Commerce 360 (November 29, 2025);
- Netcomm B2C e-Commerce Observatory – School of Management at the Politecnico di Milano, Black Friday 2025 Italy Estimates (November 2025);
- Consumer Code, Art. 17-bis.