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Expert answer · 1 min read

What's the typical Black Friday marketing spend?

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

Muhammed Tüfekyapan

Founder & CEO, Growth Suite ·

The short answer

Typical Black Friday marketing spend is 10-25% of expected BFCM revenue. Established stores with strong email lists spend on the lower end; newer stores acquiring cold traffic spend closer to 25%.

In depth

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

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