What's the typical Black Friday marketing spend?

Question

As an e-commerce business owner preparing for Black Friday, I'm trying to understand how much budget I should allocate to marketing. I want to ensure I'm competitive but not overspending, and I need insights into typical marketing expenditures across different business sizes and industries. My goal is to create a strategic marketing approach that maximizes return on investment during this critical sales period without breaking the bank.

Muhammed Tüfekyapan · Accepted Answer

Typical Black Friday Marketing Spend Benchmarks
Marketing spend varies enormously by store stage. Spending too little means leaving revenue on the table; spending too much destroys margins.

Store StageMarketing % of RevenuePrimary Channels

Early stage (<$10K/mo)20-30%Meta ads, organic social
Growing ($10-50K/mo)15-20%Meta + Google + email
Established ($50K+/mo)10-15%Omnichannel + influencer

What's Included

- Paid ads (Meta, Google, TikTok)
- Influencer fees
- Email platform costs
- Creative production
- SMS marketing

Often Forgotten

- App subscriptions for BF tools
- Retargeting pixel setup costs
- A/B testing tool fees
- Photography/video for ads
- Copywriting if outsourced

What's the typical Black Friday marketing spend?

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Typical Black Friday Marketing Spend Benchmarks

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Store Stage	Marketing % of Revenue	Primary Channels
Early stage (<$10K/mo)	20-30%	Meta ads, organic social
Growing ($10-50K/mo)	15-20%	Meta + Google + email
Established ($50K+/mo)	10-15%	Omnichannel + influencer