Cyber Week 2021 was in full swing when I created this marketing campaign round-up. I knew that in 2022 many business owners would want to look for inspiration in last year’s BFCM campaigns, so this collection goes out to them—and anyone who simply enjoys looking at campaign visuals and language.
So let’s take a look at what 100 of the world’s leading fashion brands were up to during the most exciting shopping event of the year. I saw it all—from fast fashion brands to luxury fashion houses, and indie brands to industry titans.
Scroll through these Black Friday promos one by one or click straight to the brand that interests you the most!
Learn More: How to Develop an Effective Marketing Strategy
This slow fashion brand greeted visitors with a promo code and a sitewide sale.
Alternative Apparel sells “fashion basics for a sustainable future.” During Cyber Weekend 2021, the brand avoided discounts and promoted its new leisure collection instead.
Source: Alternative Apparel
This popular clothing retailer welcomed shoppers with an adorable animated banner, and a sitewide sale.
The tech giant kept things classy with stylish visuals featuring Apple products. The deal advertised was an Apple gift card that the shoppers would get for purchasing eligible items. The offer was valid for 4 days, starting from Black Friday.
Armani went for a sophisticated color combo and invited visitors to browse the website for holiday gifts.
Asos welcomed shoppers with bold colors and didn’t hold back in terms of their offer.
The retailer stuck to classic winter holiday visuals and invited shoppers to mix and match the whole store, offering a “buy 3 products, get 3 free” deal.
Source: Bath & Body Works
Benefit looked pretty in pink and hosted a site-wide sale with a cheerful promo code.
The skin and makeup brand’s website popped with a bold red banner offering a sitewide sale as well as a free gift for spending more than a certain amount.
Source: Bobbi Brown
Boden made Black Friday its own by calling it Technicolor Friday Event. The offer was a sitewide sale with a promo code.
The fashion retailer went into party mode with neon lights and bold typography. Boohoo offered a generous sitewide sale, and put a special emphasis on £1 product offers.
The luxury brand encouraged visitors to explore festive outfits and look for holiday gifts on its website.
This oldie-but-goodie brand kept things simple with clearly stated discounts and buttons leading to each of the product categories.
Source: Calvin Klein
The luxury brand greeted visitors with a futuristic video reel and promoted extended returns.
The skincare brand went for a classy single-color banner and offered a sitewide discount for the entire Cyber Week period.
Just like the majority of other luxury brands you’ll see on this list, Chanel didn’t offer price reductions. Instead, visitors were invited to discover the holiday collection and gift lists.
The Converse ad featured Chucks, their staple product, and offered a discount on selected styles with a promo code.
Deciem, the umbrella company for beauty brands like The Ordinary, Hylamide, and NIOD, repeated what it did last year and closed their website and offline stores “for a moment of nothingness.” Although Deciem urged people to shop slowly, the brand didn’t leave customers without a deal—the discounts were available for the whole month of November.
Nothing black about this Black Friday campaign. The brand used a beaming color scheme and offered a sitewide discount. It offered free shipping and promoted holiday gift kits.
Source: Drunk Elephant
This clothing brand offered no price reductions or special deals. Instead, the whole homepage was dedicated to curated gift selections for every taste. Eileen Fisher also promoted extended holiday returns.
Source: Eileen Fisher
The reusable water bottle brand went for a green design with an eco-conscious message, and offered a bundle deal with free shipping.
The luxury brand featured a model wearing a chic black outfit and offered a voucher code for selected items.
The skincare brand opted for a festive red-and-gold look to its visuals and kept things simple with a sitewide sale and a themed voucher code.
Source: Estée Lauder
Everlane—a fashion brand known for its sustainable wardrobe staples and pay-what-you-want sales—skipped Cyber Weekend. The website promoted seasonal must-haves and first-order discounts.
The luxury brand didn’t advertise any discounts on its page, but invited visitors to browse the holiday gift guide.
Fenty Beauty by Rihanna went for sparkly animated visuals to promote a sitewide sale. Free gifts were also available with certain purchases throughout Cyber Week.
The cult sportswear brand offered a discount on selected products, advertised in small print.
Instead of launching a sale, Fjällräven promoted their fall/winter collection and put a special emphasis on product customization.
The Los Angeles fashion brand launched a sitewide sale. It’s also the first one on this list to use a countdown timer to build urgency.
Source: For Love & Lemons
This boho clothing brand invited visitors to make a “purchase with a purpose” and pledge to donate proceeds to a non-profit organization.
Source: Free People
The retail fashion brand offered a sitewide sale, free shipping on certain orders, free returns, and a chance to win back your Black Friday spending.
Source: French Connection
This personalized hair, body, and skincare brand used neon colors in its ad and offered a sitewide discount.
Source: Function of Beauty
The luxury fashion house invited shoppers to discover Versace’s holiday gift guide and offered complimentary shipping and returns.
Source: House of Versace
The clothing and accessories retailer offered free shipping for some orders, free returns, and a generous sitewide sale.
Gen Z’s beloved makeup brand launched its “only sale of the year” and stuck with the color black for the ad.
No price reductions were offered. The brand promoted bags as the ultimate gift for the 2021 holiday season and doubled down on the campaign with a recognizable brand visual.
Gymshark’s ad celebrated life in motion and offered shoppers generous discounts in addition to curated gift guides.
Hermès’ video reel created a winter fairyland starring the brand’s products.
The retail giant kept things simple, offering a sitewide discount on the website and in offline stores, plus free shipping on certain orders.
Hugo Boss used shades of gray and black in its Black Friday Event visuals, and promoted extended returns and free shipping.
Source: Hugo Boss
The vegan beauty makeup brand steered away from their signature dark and deep color palette and invited shoppers with a vibrant ad, a sitewide discount, and free gifts for certain purchases.
Source: Kat Von D
The luxury handbag brand greeted the holiday shoppers with a classy black banner over a confetti-sprinkled background that pushed a daily deal on top of a sitewide sale.
Source: Kate Spade
The skincare brand showcased their Black Friday deal with vibrant colors and offered a sitewide discount.
Kosas offered three levels of discounts for different order minimums and was the only brand among the 100 listed here to use emojis on their website.
Lancôme offered discounts and gifts for various purchase minimums, nudging shoppers to sign up in order to receive all the perks available.
Levi’s was yet another brand to rename Black Friday. Their “Indigo Friday” event offered half off hundreds of styles.
The luxury brand sought to elevate shoppers’ spirits and surrounded the holiday campaign around the “journey home.”
Source: Louis Vuitton
The athletic apparel retailer decorated its promo visuals with festive gold foil lettering.
Marc Jacobs offered no markdowns and promoted a gift selection with a fun confetti-filled product video.
Source: Marc Jacobs
Home goods and fashion retailer M&S brought all the holiday vibes with wintery visuals and snowflake decals. The brand invited visitors to explore a variety of offers in different product categories.
Source: Marks & Spencer
Morphe Cosmetics went for a simple (but impressive) discount for select items and added free shipping for a variety of orders as the cherry on top.
Moschino knew what most shoppers are after and went for a classic Black Friday ad + an offer without any fluff combo.
The skincare brand offered a sitewide discount with a free gift for orders that met a purchase minimum.
Nasty Gal went all in with a generous discount on most popular product categories, an additional discount for app users, and a selection of daily deals.
Source: Nasty Gal
The sportswear and athleisure giant went for neon lights and the inspo: “outshine your excuses.” Notice how Nike reminds shoppers to place orders asap to receive them in time for gift wrapping.
The skincare brand offered a sitewide discount, free shipping, free samples for certain purchases, and wrapped the offer up with a gold bow.
The department store displayed a happy Thanksgiving message at the very top of its website, and then went on to promote a 50% off sale.
The North Face ran a 4-day discount campaign and added a sense of urgency by mentioning “while supplies last” throughout the website.
Source: The North Face
The clothing and accessories retailer offered half off online purchases, free shipping on certain orders, and special in-store deals.
Source: Old Navy
The skincare brand launched “the juiciest Cyber Week ever” with a sitewide sale.
Source: Ole Henriksen
& Other Stories offered shoppers the option to pre-select their shopping bag, which is a great way to hook their attention, and give customers time to browse the catalog. On Black Friday, the brand launched a sitewide sale to seal the deal.
Source: & Other Stories
The sustainable clothing brand Pact ran a sitewide sale and promoted sustainable gift giving.
Instead of launching a sale, the brand urged shoppers to “give a damn”—shop responsibly, repair existing clothing pieces, and donate to good causes.
The skincare brand greeted visitors with juicy colors and an eye-catching product display as well as a sitewide sale with a promo code.
This sustainable clothing brand was yet another one to rename Black Friday. People Tree’s Fair Friday offered a sitewide discount and showed examples of eco-friendly gift wrapping.
Source: People Tree
Pixi Cosmetics welcomed visitors with a buy-one-get-one deal, a timer to motivate shoppers to seize that deal, and an on-brand color scheme.
Source: Pixi Cosmetics
Prada dressed in black and showcased its holiday gift catalog.
The fashion retailer renamed the biggest sales event of the year to Pink Friday and offered a curated selection of “steals”—items under £8.
Source: Pretty Little Thing
Puma wass the only brand on this list to specify the exact discount range.
The luxury brand gave a nod to the holiday season with a pine tree background, and promoted a single deal to all shoppers.
Source: Ralph Lauren
Ray Ban combined a generous sitewide sale with the brand’s sustainability message, stating: “When you buy a timeless original you love it forever, not just because it was on sale.”
Source: Ray Ban
The sustainable clothing brand offered a sitewide sale, free shipping, and reminded visitors to shop responsibly.
Similar to other eco-conscious brands, REI shut the door on Black Friday and invited visitors to #OptOutside instead of going on an online shopping spree during Cyber weekend.
The fashion brand stuck to black and offered impressive discounts that followed a generous pre-sale.
The fashion retailer didn’t experiment with colors and made its ad clear and to the point.
Source: River Island
The tech giant offered a selection of 6 Black Friday deals that were valid exclusively during Cyber Weekend.
Sephora went for black with a splatter of color and offered shoppers a discount on selected products, a promo code, and free shipping.
Kim Kardashian’s brand renamed their Black Friday sale to “Bi-Annual sale” and offered savings on their best-selling collections, plus free shipping for orders over a certain amount.
The company designed its Black Friday ad in the brand’s signature style and promoted a sitewide discount with a promo code. Steve Madden was also among the brands to promote afterpay.
Source: Steve Madden
Swatch skipped Black Friday altogether and highlighted its versatile product customization features instead.
Tarte Cosmetics promoted Feel-Good Friday with the help of a sitewide sale, an additional sale on selected items, and—best of all—a cozy mug of hot chocolate and fluffy slippers.
The Japanese skincare brand invited shoppers to look for gifts for themselves and others with a sitewide sale and a promo code.
This sustainable brand offered a deal that would warm most shoppers’ hearts—Thought Clothing donated 50% of Thoughtful Friday proceeds to charity.
Source: Thought Clothing
Tiffany & Co. joined many other luxury brands in avoiding the Black Friday shopping craze. No special deals were advertised. The brand invited shoppers to explore gift selections and offered complimentary shipping.
Source: Tiffany & Co.
The clothing brand ran no promotions at all and only promoted holiday gifts.
Source: Tom Ford
Another brand that avoided any mention of Black Friday, yet still offered sitewide discounts. Tommy Hilfiger introduced a “Happy Thanksgiving” campaign during Cyber Weekend and offered a promo code to all shoppers.
Source: Tommy Hilfiger
TOMS welcomed shoppers with “the merry everything Black Friday sale” that was sitewide.
Bedazzled from head to toe, the Too Faced ad offered a sitewide sale and free shipping. Plus, it promised a new deal every day.
Source: Too Faced
The beauty store gave customers a heads up to keep their eye out for deals, and offered free shipping on orders over a certain amount.
Source: Ulta Beauty
The sportswear and athleisure brand chose a red and black color scheme and didn’t beat around the bush in their offer description.
Source: Under Armour
United Colors of Benetton greeted customers with a sitewide discount, vivid colors, free shipping, and extended returns.
Source: United Colors of Benetton
The makeup brand featured their iconic eyeshadow palette in their Black Friday ad, and offered a sitewide discount with no promo code needed.
Source: Urban Decay
The fashion retailer welcomed shoppers with a one-day-only discount and went on to promote gifts in its signature boho photography style.
Source: Urban Outfitters
Luxury brand Valentino invited visitors with a stylish illustration and guided them to the holiday product catalog.
Victoria’s Secret used every opportunity to promote its loyalty program by offering members-only access to special deals and promo codes.
Source: Victoria’s Secret
Yankee Candle went for a sitewide Buy 3, Get 3 Free deal.
Source: Yankee Candle
The fashion retailer favored by Gen Zers offered three levels of discounts for different purchase minimums, a promo code, and a giveaway.
Zara dressed in black for the occasion and offered a discount on selected items.
The reusable ziplock bag brand went for the classic hues of black and red and offered a sitewide sale with free shipping for orders over a certain amount.
Which Black Friday promo stood out to you? What are your takeaways from these BFCM campaigns? Share in the comments!
Aleksandra is the editor of the Printful Blog. Coming from a background in communication studies, she's passionate about all things marketing. In her spare time, she runs her own print-on-demand business.