Black Friday is no longer confined to the day after Thanksgiving, it’s become a weeks-long shopping event fueled by early-bird deals, mobile shopping, and heightened consumer awareness. While many brands still wait until November to launch their promotions, those who begin earlier are gaining a strategic advantage. At AVMDEVS, we’ve seen how early campaigns deliver stronger results, and we’ll outline why starting early matters and how to do it smartly.
1. Consumer Behavior Has Shifted, and So Must Your Timing
Studies show that many shoppers are ready to buy long before Black Friday hits. For example, a survey of 8,538 consumers found that 51% said the “ideal month” for holiday promotions was earlier than November.
Other reports show that nearly 32% of shoppers planned to start browsing between July and October.
What this means: if you wait until the “traditional” sale window, you might be arriving after many buyers have already committed. Starting early places your brand where your audience is already shopping.
2. Ad Costs and Competition Spike Closer to Peak
As Black Friday approaches, the ad marketplace becomes more crowded, and more expensive. One article noted that, because of intensified competition, ad costs (CPMs, CPCs) can rise significantly in mid-November.
By launching campaigns early, you can:
- Lock in lower ad costs before the bidding wars begin.
- Test creatives and targeting when noise is still low.
- Refine your approach without draining your budget at the top of the season.
3. Early Campaigns Build Momentum and Brand Visibility
Launching early isn’t just about discounting…it’s about positioning. According to marketing research, brands that begin awareness campaigns 4-6 weeks before Black Friday see better recall and higher conversion rates.
Another benefit: you get time to build anticipation, let your audience warm up, and ensure your brand is top-of-mind before the rush. prado.co
At AVMDEVS, we liken it to pre-heating an oven: you want your campaign cooking before the big day.
4. You Have Space to Test, Optimize, and Inventory Manage
One of the biggest risks of a late start: you’ll be flying blind. Waiting until the last minute leaves little time for testing, refining, or fixing issues with inventory, messaging, or funnel performance.
By starting earlier you can:
- Test which offers, creatives, and channels perform best.
- Optimize landing pages, checkout flow, and website speed ahead of peak traffic.
- Ensure inventory and fulfillment are aligned with real demand.
5. Early Access & Exclusive Deals Drive Loyalty
Offering early-bird access or exclusive previews before the main sale window helps you reward your loyal customers and attract high-intent shoppers. Early access campaigns are proven to increase conversion rates and boost average order values.
If a follower feels they’re getting a special opportunity, they’re more likely to buy early and buy more. It becomes less about deep discounting and more about creating value and loyalty.
How Brands Can Start Smart Actionable Steps
a) Launch “pre-season” teasers
Use email, social, and paid ads to create awareness 6–8 weeks ahead. Tease major deals, use countdowns, or offer a VIP waitlist.
b) Test quickly, escalate wisely
Run small budgets early to test creatives, targeting, messaging. Once you find what works, scale into your main event window.
c) Optimize EVERYTHING in advance
Ensure your website is mobile-first, checkout is seamless, pages load fast, and inventory is mapped to deals.
d) Create segmented offers
Reward loyal customers, engage cart-abandoners, attract new audiences with tailored messaging. Early campaigns give you time to build and refine these segments.
e) Plan your full campaign calendar
Don’t just think of one day. Plan teasers → early deals → main event → post-Black Friday follow-up. This extended timeline gives you multiple moments to engage.
Final Thoughts
Waiting until the last minute for Black Friday is no longer a winning strategy. The leading brands treat it as a season, not a solitary day. By starting earlier you gain more time, lower costs, better data, and stronger momentum. At AVMDEVS, we help brands build campaigns that don’t just show up, they stand out.
Want to get ahead of the rush? Let’s build what’s next…Together.
