Black Friday Landing Page Examples: 10 Pages Worth Copying
The Black Friday pages people still talk about years later didn't win on the biggest percentage. They sold one offer and told you why the deal existed. Here are 10 of them, and what to steal.
Most Black Friday pages are a coupon wearing a costume.
A black banner. A red percentage. A grid of 48 products, each with a "25% OFF" badge. I've built pages like that for my own brands. They felt like work. They weren't selling anything. They were announcing a price.
So here's the short answer. The best black friday landing page examples do two things the grid never does. They sell one hero offer, and they tell the shopper why the deal exists. Salt & Stone called its sale the only one of the year. Apple gave a gift card instead of a lower price. IKEA paid people for their old furniture. Patagonia gave the whole day's sales away. None of them won by shouting a bigger number than the store next door.
Below: 10 pages and campaigns, the patterns that repeat, and the math on what the grid costs you.
What makes a Black Friday landing page worth copying?
Three tests. Every page below gets run through them.
- One offer above the fold. If you need to scroll to find out what the deal is, it failed.
- A reason for the deal. Rarity, a cause, a gift, a trade. Something a shopper can repeat to a friend.
- The product still sells itself. The discount (if there is one) sits on top of a page that could sell at full price.
A percentage tells the shopper what it costs. A reason tells them why today.
Which Black Friday landing page examples sell one hero offer?
1. Salt & Stone: "Our only sale of the year"
The archived Salt & Stone homepage from 29 November 2025 leads with "Our only sale of the year," 20% off everything, and a free Santal hand cream on orders over $80. Founder Nima Jalali told Shopify the brand runs its only annual sale during BFCM.
What to steal: rarity is a reason. If you discount once a year, say so in the headline. That sentence does more work than the percentage.
2. Ridge: the $99 anchor inside the sale
Ridge ran a big sitewide event ("up to 47% off"), but the archived Ridge homepage from 29 November 2025 didn't let the percentage do all the talking. One line anchored the whole page: 24K Gold wallets for $99, plus select styles at $69. A free Holiday Bag kicked in on wallet or tech orders over $100.
What to steal: even inside a sitewide sale, name one product and one price. Shoppers remember "$99 gold wallet." Nobody remembers "up to 47%."
3. Apple: a gift card instead of a lower price
Apple's 2025 Black Friday Shopping Event ran 28 November to 1 December. Per 9to5Mac's breakdown, buyers got an Apple Gift Card worth up to $250 with eligible products, the card couldn't reduce the price at checkout, and the newest flagships (iPhone 17, the M5 MacBook Pro) were left out entirely.
What to steal: protect your hero's price. Give value back as a gift or credit toward the next order, and keep your newest product off the sale.
Which brands gave shoppers a reason instead of a bigger number?
4. The Ordinary: a slower sale
DECIEM's Slowvember FAQ spells it out: 23% off The Ordinary, NIOD and LOoPHA from 1 November to 7 December 2025, and on Black Friday itself the websites and stores took no orders at all. The stated reason is giving customers time to shop without the pressure of a traditional Black Friday sale.
What to steal: a longer window with a reason attached beats a 24-hour panic. The Ordinary turned "we're not doing Black Friday" into the offer.
5. Allbirds: the year prices went up
In 2020, Allbirds raised prices by $1 across its collections on Black Friday, matched every dollar, and sent the money to Fridays for Future. The Women's Tree Runners went from $95 to $96.
Now watch this. The archived Allbirds homepage from 28 November 2025 reads "Up to 50% Off Everything." Same brand. You can guess which page people still write about.
6. Everlane: the Black Friday Fund
In 2015, Everlane skipped Black Friday prices and pledged its Black Friday profits to its Los Angeles factory workers, as retail trade press reported at the time. Everlane has kept the idea going since under the name Black Friday Fund.
What to steal: attach the day to a cause, and give it a name shoppers can find next November.
7. IKEA: Buy Back Friday
IKEA flipped the transaction. From 24 November to 3 December 2020, across 27 countries, it bought back used furniture for up to 50% of the original price, paid in store vouchers, as France 24 reported. The stated reason: give furniture a second life instead of an impulse buy.
What to steal: a trade-in is a discount with a story, and the voucher brings the shopper back.
The Black Friday pages that got remembered never competed on the percentage. They competed on the sentence.
What about the brands that refused to discount at all?
8. Patagonia: every dollar to the planet
For Black Friday 2016, Patagonia pledged 100% of global retail and online sales to grassroots environmental groups. Its own press release says it expected $2 million and brought in $10 million. Five years earlier it ran a full-page ad on Black Friday titled "Don't Buy This Jacket."
9. REI: closed on purpose
REI has closed its stores on Black Friday since 2015 and pays employees to #OptOutside. In 2022 it made the closure permanent. Online orders still come in, but fulfillment waits until the next day.
10. Cards Against Humanity: the anti-sale
Cards Against Humanity has spent Black Friday mocking Black Friday. Fortune lists the run: a $5 price increase in 2013, a 2015 page asking people to send $5 for nothing (over 11,000 did), and in 2016 a "Holiday Hole" that raised $100,000 to dig a hole.
You're not Patagonia, and I'm not telling you to close on 27 November. But all three gave people a story to repeat. A $30,000-a-month candle brand can borrow that mechanic.
What patterns repeat across the best BFCM landing pages?
Here's the pattern table. I've added Brooklinen as the control: its archived 2025 homepage ran the default "Biggest Sale of the Year Just Got Bigger, 25% off sitewide" format.
| Brand | Year | The offer | Reason for the deal | Discount? | What to steal |
|---|---|---|---|---|---|
| Salt & Stone | 2025 | 20% off + free hand cream over $80 | Only sale of the year | Yes | Say how rare it is |
| Ridge | 2025 | $99 gold wallet anchor | Biggest sale, one hero price | Yes | Name one product, one price |
| Apple | 2025 | Gift card up to $250 | Value back, price protected | No | Give credit, not markdowns |
| The Ordinary | 2025 | 23% off for 5 weeks | Shop without pressure | Yes | Stretch the window, explain why |
| Allbirds | 2020 | Prices up $1, matched | Climate donation | No | Flip the expected move |
| Everlane | 2015 | Profits to factory workers | Named fund | No | Name the cause, repeat it yearly |
| IKEA | 2020 | Buyback up to 50% in vouchers | Second life for furniture | Credit | Turn a trade-in into the deal |
| Patagonia | 2016 | 100% of sales donated | Environmental groups | No | Make the purchase the cause |
| REI | 2015 to now | Stores closed | Go outside | No | Own the day by leaving it |
| Cards Against Humanity | 2013 to 2016 | Price up, pay for nothing | The joke is the brand | No | Let your brand voice run the page |
| Brooklinen (control) | 2025 | 25% off sitewide | Biggest sale of the year | Yes | The default everyone else runs |
Seven of the ten never led with a markdown. The three that did discount paired it with rarity, a named hero price, or a stretched window.
How much does the sitewide grid cost you?
Here's the math. Run it on a store like this (a hypothetical): a $120 hero product that costs $40 to land, 10,000 Black Friday visitors.
Grid page, 25% off sitewide. Price drops to $90. Conversion rate 3.0%, average order value $90, so revenue per visitor is $2.70. That's $27,000 in revenue and 300 orders at $50 gross profit each: $15,000.
Hero offer page. Full $120 price plus a free gift that costs you $9. Conversion rate 2.6%, average order value $120, so revenue per visitor is $3.12. That's $31,200 in revenue and 260 orders at $71 gross profit each: $18,460.
Fewer orders. More money kept.
Grid: 300 orders x $50 margin. Hero offer: 260 orders x $71 margin.
And the page under the offer matters more than the offer. A bedding brand we rebuilt went from a 1.0% conversion rate and $125 average order value ($1.25 per visitor, $12,500 on 10,000 visitors) to 3.5% and $231 ($8.10 per visitor, $81,000 on the same traffic). See the full case study numbers. Real client numbers, not typical results, and not a promise of what your store will do. That lift came from the page, not a coupon.
A discount pays the shopper to overlook a weak page. A hero offer needs a page strong enough to carry it.
How is AI changing the way you build a holiday sale landing page?
Two things changed since last November.
First, the shoppers. Adobe's 2025 holiday report says traffic to retail sites from generative AI tools rose 693.4% year over year, on a still-modest base, and Black Friday online spend hit $11.8 billion. More visitors now arrive after an AI assistant summarized the deal. My take: a page that states its offer and its reason in one plain sentence is the page that survives being summarized. A 48-tile grid doesn't summarize.
Second, the build. A hero page used to take a copywriter and a designer weeks. RevenueFlows AI takes a product URL, writes the copy, designs the images and builds the page in less than 15 minutes. So in October you can build three hero-offer versions, test them on warm email traffic, and keep the winner. Our guide to AI product pages walks through the build.
Black Friday landing page questions founders ask
Is a sitewide discount or a single hero offer better?
For most brands doing $10K to $100K a month, the hero offer wins on profit. Need more room in the offer? Pair it with Black Friday bundle ideas that protect your margin.
When should I build my BFCM landing page?
Now. You have about 60 days. Build in October, then follow the rules on what to test and what to freeze during Black Friday.
Should it be a separate page or my homepage?
Separate. Your Black Friday email campaign should land on a page that repeats its exact promise. Keep the URL live all year.
What to do next
Open last year's Black Friday page. Read the first screen out loud. If you can't say the offer and the reason for it in one sentence, that's this week's job: pick one hero product, write that sentence, and build the page around it.
Book Your Profit Audit
Before you pour Black Friday ad money into a page, find out what each visitor on it is worth today. We'll run the numbers on your hero product and show you how to rebuild a high-converting product sales page in less than 15 minutes.
Or go here to check it out → revenueflows.ai
P.S. Every store will shout a percentage on 27 November. The one shoppers remember will give them a reason.
Frequently asked questions
What should a Black Friday landing page include?
One hero offer above the fold, one sentence explaining why the deal exists, the product proof that sells it at full price, and one button. Everything else, the category grid, the second promo, the extra popup, competes with the offer you actually want people to take.
Is a sitewide discount or a single hero offer better for Black Friday?
For most Shopify brands doing $10K to $100K a month, a hero offer wins on profit. A sitewide percentage trains shoppers to wait for your sale and discounts products that would have sold anyway. A hero offer with a gift or bundle protects margin and gives the page one clear thing to sell.
When should I build my Black Friday landing page?
Now. Black Friday 2026 falls on 27 November, so late September gives you about 60 days to write the page, test it on warm traffic in October, and freeze it before the ad budget goes up. A page you're still editing on Thanksgiving is a page you never tested.
Should my BFCM landing page be a separate page or my homepage?
A separate page. Your ads and emails should land on a page that repeats their exact promise, and a homepage has too many jobs to do that. Keep the URL live year round and swap the offer each November so it keeps its search history.
Do I need a countdown timer on a holiday sale landing page?
Only if the deadline is true. One timer tied to the actual end of the offer is fine. A timer that resets on reload teaches the shopper that nothing on your page can be trusted, including the price.