Companies increase their investment in advertising and marketing in the run-up to Black Friday


Every year, Black Friday consolidates as one of the most relevant dates in the world of commerce and sales; not only in the United States but globally.

However, its significance is not only limited to increased sales and attractive offers for discount-hungry consumers. Behind this day lies a dizzying investment in advertising and marketing that companies make in order to stand out from the competition and capture the attention of consumers.

In 2022, U.S. companies allocated a sum of $11.6 billion to Black Friday-related advertising campaigns. This is evidence of the exponential growth in advertising spending on this date compared to previous years. With a 12% increase over the previous year, companies see Black Friday as a golden opportunity to attract consumers.

Although the advertising landscape has evolved, traditional advertising channels such as television, radio, print, and digital media continue to be relevant. However, one of the most noticeable changes has been the growing presence of social media marketing as part of the advertising strategy. Platforms such as Facebook, Instagram, and Twitter have assumed a crucial role in reaching the audience and offering deals and discounts.

Black Friday in Spain

In Spain, brands and companies have also taken advantage of the Black Friday boom. During 2022, €1.2 billion was spent on advertising campaigns linked to Black Friday and Cyber Monday, which represented a 10% increase compared to the previous year. The fervor for these dates has crossed the Atlantic and has found its place in the hearts of Spanish consumers.

According to the forecasts of the Black Friday and Cyber Monday 2023 report by Webloyalty, for this year it is estimated that spending on marketing and advertising will reach 1.44 billion euros in Spain. This is a significant increase compared to previous years and shows the continued growth of advertising spending at this time of year.

Black Friday is a great opportunity for brands and companies to stand out in an increasingly competitive market. Investment in advertising and marketing represents an important challenge to capture the attention of consumers and achieve a higher share of sales during this season. Advertising strategies and creative campaigns become key tools to stand out amidst the noise and capture the attention of an increasingly demanding public.

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Source: Brands, companies, and advertisers are upping the ante by investing much more in advertising and marketing for Black Friday


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