Black Friday 2025: Another Great Year for Tambo — Key Takeaways

For many brands, Black Friday is a crucial period in which a significant portion of annual revenue is generated. Having the right strategy, budget, and partners in place is essential for maximising performance. At Tambo, we primarily operate within the luxury and essential category sectors. Below, we share our year-on-year performance highlights across core EU markets.

UK Market – Essentials

CPCs up +1% YoY:
Day 1 saw a sharp reduction of –34%, while Day 5 saw the largest increase at +20%. The day prior to Black Friday rose +15%. No other major shifts were recorded.

Paid ROAS up +48% YoY:
Days 1–3 saw the strongest increases, averaging +80%. Black Friday delivered a +64% uplift.

Total AOV down –9% YoY:
The largest decreases occurred on Day 2 (“Fake Friday”), Black Friday, and the day after:

• Day 2: –13%

• Black Friday: –12%

• Day after: –15%

UK Market – Luxury

CPCs up +39% YoY:
Black Friday saw the largest increase at +69%, followed by the day after Black Friday at +65%. Day 1 was the third highest at +42%.

Paid ROAS down –26% YoY:
The biggest decrease occurred on Black Friday (–42%), followed by the day before (–41%). Early in the deal period we saw uplifts such as Day 1 at +8%.

Total AOV up +11% YoY:
Day 2 (“Fake Friday”) saw the biggest uplift of +14%. As the deal period progressed, this gradually tapered to +10% by Cyber Monday.

DE Market – Luxury

CPCs down –11% YoY:
The first four days showed an average increase of +35%. Beyond this, CPCs mostly declined, with Day 11 (–48%) and Cyber Monday (–25%) showing the largest drops.

ROAS down –9% YoY:
The biggest decreases were during the first four days, averaging –41%. However, Black Friday delivered a positive +38% YoY ROAS increase.

AOV up +4% YoY:
Notable uplifts occurred during the Black Friday weekend, averaging +15%. Across the lead-up period, YoY changes were minimal.

FR Market – Luxury

CPCs up +1% YoY:
Days 1–2 showed the highest increases, averaging +27%. Black Friday rose +25%.

Paid ROAS down –14% YoY:
The first four days saw the largest drops (average –33%). Day 7 and Day 8 delivered positive uplifts of +46% and +10% respectively.

Total AOV up +14% YoY:
Performance was steady throughout. The biggest uplifts occurred the day before Black Friday (+18%) and on Black Friday itself (+21%).

ES Market – Luxury

CPCs flat YoY:
The biggest increases came on Black Friday (+13%) and the Saturday following (+11%).

ROAS up +9% YoY:
Days 1–2 drove the strongest improvements, averaging +34%. Black Friday delivered +10%.

Total AOV up +19% YoY:
The first five days saw the strongest uplifts (+22%). Performance tapered off through the deal period except for Black Friday, which achieved +19%.

IT Market – Luxury

CPCs down –15% YoY:
The day before Black Friday showed a significant drop (–37%). No other major changes were observed.

Paid ROAS up +21% YoY:
Days 1–2 averaged +31%. Black Friday weekend delivered outstanding performance with an average +45%, and Black Friday itself reached +53%.

Total AOV up +9% YoY:
The only notable uplift was on Day 2 (“Fake Friday”), which saw +13%.

New Launches & Updates We Noticed During the Event

Amazon continued to test and roll out new initiatives during the period. Two of the most notable were:

1. Sponsored Brands Creative Updates

• Lifestyle images were removed and replaced with messaging call-outs.

• Product images were more prominently enhanced, allowing shoppers to see products without clicking through.

• Sponsored Brand ads dynamically updated based on Best Seller Rank, potentially incentivising conversions when shoppers weren’t browsing top deals or bestseller pages.

2. Expanded AMC Audiences

New audience types available included:

• Brand Store visitors who did not purchase — ideal for re-engagement with deal ASINs.

• Amazon Live viewers — audiences exposed to your brand’s live content can now be retargeted.

Our Key Takeaways from Black Friday 2025

1. The early deal period is just as important as Black Friday weekend.

Across our portfolio, intent was strong during the early days (“Fake Friday”), with lower CPCs compared to Black Friday itself.

2. UK luxury CPCs were the highest YoY (+39%).

With cost-of-living pressures impacting consumer behaviour, strong deal selection and clear education (via video, imagery, and content) are essential for premium brands.

3. AMC insights show unique visitors decline over Black Friday weekend.

Shoppers generally know what they want by this point. Build strong upper-funnel momentum early so you can retarget effectively when CPCs peak.

4. For brands not on deal, reduce CPCs by 30–50%.

Conversion rates are weaker, and protected profitability is key.
Focus on promoting lower-priced items and pause higher-ticket products.
During this period, consumers expect deals — ensure advertised products are competitively priced.