High-converting BFCM ads for fashion brands

Black Friday is noisy. The brands that win aren’t the ones shouting the loudest, they’re the ones that show up looking sharp, sounding intentional, and getting in front of the right audience at the right time.

For fashion brands, ads aren’t just about reach. They’re about resonance.

A well-targeted, product-led campaign can turn scrolls into sales, build brand recognition, and promote your Black Friday collection.

And with Tapstitch, you’ve already got the building blocks:

• Fashion-first blanks
• On-demand production
• Seamless fulfillment

That means you can advertise custom apparel that looks premium, ships fast, and is built to convert, with zero inventory risk. All that’s left is getting it seen.

Expert insights from Samuel, Tapstitch’s ads specialist

Samuel leads all things paid media at Tapstitch. In this guide, he shares how to build a Black Friday ads strategy that’s visual, product-first, and built to drive serious sales.

Set a clear goal before you launch

Before you build your campaign, you need to get specific about what success looks like.

Your Black Friday ad strategy starts with one simple question: What are you trying to achieve?

A single, focused goal will shape everything. Your campaign structure, your creative direction, your budget, even which customer segments you target.

Some goals to consider:

• Drive sales – Promote a specific product, Black Friday drop, or limited-time offer
• Grow your list – Collect email signups with a discount or early access incentive
• Build hype – Run a teaser campaign to boost visibility and warm up your audience

Don’t try to do everything at once. One clear objective will make your Black Friday marketing strategy sharper and more effective.

“Trying to run ads for Black Friday without a goal is impossible. Start with the outcome you want, and the strategy follows.”

Choose the right channels for your Black Friday campaign

Where you run your Black Friday ads matters just as much as how you run them.

Different platforms support different goals. For fashion brands, your visuals, tone, and targeting should shift depending on where you’re showing up. Black Friday originated as a brick and mortar store event, but now online businesses and online stores play a crucial role in driving sales. You don’t need to be everywhere, but you do need to show up where your target audience is already scrolling, searching, or shopping.

Here’s a breakdown of the best-performing ad types and platforms for fashion brands during Black Friday and Cyber Monday campaigns.

“Start with one or two platforms that match your audience. Fashion brands often see the best performance from Instagram, but combining that with retargeting on Meta or Google and using multiple channels can significantly boost conversions.”

Instagram & TikTok ads

Best for: Brand awareness, urgency-based drops, retargeting shoppers

These visual-first platforms are made for fashion. Use Reels or Stories for short-form video, or carousel ads to show multiple pieces in one campaign. Target based on engagement, location, or lookalike audiences.

Try this ad format:

• Limited drop countdown
• “Early Access starts now” Story ad
• Restock announcement for returning shoppers

“Use Tapstitch mockups to showcase your products in a high-end, editorial style. Video drives lower CPCs on Instagram and TikTok. A simple styling clip or unboxing video shot on your phone can outperform polished graphics, especially during Black Friday when feeds are crowded.”

Google Shopping Ads

Best for: High-intent buyers, specific product searches

People using Google during Black Friday weekend often know what they want as they’re actively shopping. These ads appear right in search results and are great for products with strong photography, pricing, and copy.

Try this ad format:

• Showcase specific styles or bestsellers
• Use product titles like “Black Friday Hoodie Deal” or “Custom Graphic Tee - Holiday Drop”

Display Ads (Google or Pinterest)

Best for: Broader brand awareness and holiday shopping inspiration

These visual ads show up on websites and apps, not just in search or social. They’re ideal for reminding people who’ve already visited your site, or showing up while they’re browsing gift guides, blogs, or other shopping content.

Try this ad format:

• Product images of their recently visited pages
• Gift-focused creative, highlighting holiday gifts and holiday sales as key themes
• Collection highlight with a clean, seasonal aesthetic

Use display ads to attract customers and engage customers by offering incentives or showcasing limited-time offers. Encourage customers to explore your holiday collections and take advantage of special promotions.

“If someone added a product to cart and didn’t check out, show them that exact product again. But don’t stop there... add urgency. A simple ‘Almost gone’ or ‘Your size won’t last’ can double your CTR.”

How to Build a High-Converting Black Friday Ads Campaign

Once you’ve set your goal, it’s time to build a campaign that does more than just drive clicks, it should convert.

A great Black Friday marketing strategy isn’t about throwing up a few ads and hoping for the best. It’s about building an experience that feels premium, intentional, and built around your brand. From your visuals to your targeting, every element should work together to turn browsers into buyers.

Whether you’re targeting new customers with a standout product or retargeting loyal fans with exclusive deals, your ads should feel as curated as the collection behind them.

Here’s how to build a campaign that supports your Black Friday promotions, aligns with your pricing, and speaks to the right customer segments, while keeping your creative on-brand and fashion-first.

Lead with your product

The most effective Black Friday ads don’t start with price, they start with the product.

Instead of shouting about Black Friday deals or slashing prices, focus on showcasing what makes your collection special. Whether it’s the fabric, the fit, or the limited nature of the design, strong visuals and product-first messaging help your brand feel premium, not promotional.

Use Tapstitch’s built-in mockup tools or real lifestyle shots to show off your garments in a way that stops the scroll. When your ad feels like a fashion editorial, your audience is more likely to click and convert.

Don’t just promote a discount. Promote something they’ll actually want to wear.

Read: How to Choose the Right Black Friday Products.

Write clean, on-brand copy

The best Black Friday marketing ideas don’t rely on noise, they rely on clarity.

Keep your copy short, sharp, and focused. Each ad should communicate one key message: the product, the offer, or the urgency. Trying to say everything often results in saying nothing at all.

Here’s what strong, product-first ad copy looks like:

• “The hoodie you’ll wear all winter.”
• “Black Friday. Limited drop.”
• “Early Access ends at midnight.”

These lines create intrigue, communicate value, and create urgency without sounding spammy or off-brand.

Write the way your audience talks. Keep it natural, fashion-forward, and direct. If it wouldn’t sound right on your website or socials, it won’t land in your ads either.

Retarget your most engaged shoppers

Not every customer buys the first time they see your product, but the right ad can bring them back.

Set up retargeting audiences based on behavior across your online store and social platforms. Focus on:

• People who viewed a product page
• Visitors who added to cart but didn’t complete checkout (abandoned carts)
• Followers who engaged with your content on Instagram or TikTok

These are your potential customers. They already know your brand, they just need a nudge to convert.

Use Dynamic Product Ads to automatically show them the exact product they interacted with, and pair it with time-sensitive copy like:

• “Still thinking about it? Your size is selling fast.”
• “Black Friday price ends tonight.”
• “Don’t miss out on your cart.”

Retargeting these high-intent segments helps you recover missed revenue, especially during a high-traffic weekend like Black Friday.

Match ad strategy to product pricing

Your ad approach should reflect what you’re selling and how much it costs.

If you’re promoting low-cost styles or running flash sales, lean into urgency, volume, and instant gratification. Keep the copy snappy and CTA-driven. Think:

• “Under $15, but only for Black Friday”
• “Fast. Affordable. Almost gone.”

If your campaign features premium pieces with a higher average order value, slow it down. Use polished visuals, minimal copy, and storytelling that builds perceived value. Focus on fabric, fit, and exclusivity to attract brand-loyal buyers looking for something elevated.

Highlight your brand's core values, such as sustainability or ethical sourcing, to connect with different customer segments. For small businesses, differentiating through authentic storytelling and sharing your unique journey is a way to set you apart from bigger brands.

Tapstitch’s catalog makes it easy to tailor your strategy either way, with styles and pricing built to support both high-volume sales and high-impact branding.

“Your product price sets the tone for your creative. Premium pieces need a little storytelling: think fabric, fit, feel. Don’t rush it with a ‘50% OFF’ banner if that’s not how your brand normally talks.”

Optimize for mobile

Most Black Friday shopping journeys start on mobile, so your ads (and your online store) need to perform there first.

Here’s how to make it seamless:

• Use short-form videos or bold, high-contrast images that stop the scroll
• Make sure your CTA is tap-friendly and leads directly to the featured product
• Check that your online store loads quickly and clearly displays price, size, and availability

A slow site or clunky layout can kill online sales, especially when urgency is high. Test your mobile experience end-to-end before your campaign goes live.

Analyze mid-campaign + post-sale

Even during the rush, your Black Friday ads shouldn’t be “set and forget.”

Check performance daily to stay agile and drive sales efficiently:

• Pause underperformers early
• Boost high-CTR creatives to maximize return
• Track metrics that matter: CTR, ROAS, and average order value, not just impressions

Strong ads don’t stop working after the sale. Repurpose your top-performing visuals and copy in future marketing efforts, or rework them into organic posts to keep your brand top-of-mind.

And if a campaign brings in high-value customers? Double down, you’re growing your customer lifetime value with every smart ad decision.

After the sale: retarget for gifting or restocks

Just because Black Friday ends doesn’t mean your ads should.

Now’s the perfect time to turn repeat customers into brand loyalists and drive additional holiday shopping with low-effort retargeting.

Create follow-up campaigns that speak directly to recent buyers:

• “Finish the set” – Show complementary items they didn’t buy
• “Back in stock” – Restock alerts for popular sizes or colors
• “New drop coming soon” – Build anticipation for the next collection

Keep your brand top-of-mind as customers shift into gifting mode. A smart retargeting push now can turn one sale into two... or more.

Ads that drive real growth

Black Friday ads aren’t about the deepest discounts. They’re about relevance, timing, and knowing your audience.

With the right strategy, your ads can do more than just drive a quick spike in sales. They can grow your brand, build loyalty, and bring in high-value customers who stick around.

Tapstitch gives you everything you need to make that happen.

• Fashion-first blanks that elevate your offer
• High-quality mockups to help your ads stand out
• On-demand production and global fulfillment, so you only pay when you sell

Whether you’re running retargeting campaigns, launching a limited drop, or scaling a bestseller, Tapstitch helps your ad spend go further, without the stock risk.