How to Win Black Friday 2025 With OOH Advertising

Table of Contents

Introduction

Black Friday is no longer just a day of deals – it’s a season of opportunity. In 2025, UK shoppers are expected to spend big again, but standing out in a crowded market requires more than slashed prices.

If your brand wants to cut through the noise, Out-of-Home (OOH) advertising could be your most powerful asset.

Cleens OOH advertiisng campaign for Black Friday

OOH Is Where Buyers Are – In the Real World

Despite the rise of online shopping, 63% of UK shoppers plan to buy in-store this Black Friday. Even more, 69% visit stores for inspiration before purchasing online, blending physical and digital journeys (PwC).

πŸ“OOH media placed in high-footfall retail zones gives your brand visibility at critical decision points – just before the moment of purchase.

An example of taxi advertising for a shampoo brand, targeting specific retailers e.g. Boots in the UK.

While digital ads often disappear into the scroll, OOH lives where people are actually making buying decisions – on the high street, near retail parks, at train stations, or in shopping centres. These touchpoints are often the last moment of influence before purchase, making OOH uniquely positioned to capture intent and convert it into action.

Black Friday 2025: What Shoppers Want

According to recent data (Statista):

πŸ›οΈ Β£7.1 billion was spent during Black Friday 2024

πŸ‘€ 76% of UK adults intend to shop the event in 2025

The top product categories are:

πŸ‘Ÿ Clothing & Footwear (84%)

πŸ”ŒΒ Electronics (82%)

πŸ’„ Beauty & Fragrance (75%)

These categories over-index in physical shopping, making OOH placements near relevant retailers highly effective.

Why Timing (and Visibility) Matter

Shoppers don’t wait for Black Friday itselfβ€”they plan ahead:

πŸ“…Β 54% plan electronics purchases weeks in advance

πŸ‘—Β 38% consider clothing buys just a week before

That means brands must build mental availability early. OOH does this better than almost any other channel by placing your message into shoppers’ everyday environments.

Example of an advert in Westfield Shopping Centre London

The lead-up to Black Friday is crowded with messaging – email, social, paid search, influencers. But most of that lives in a private feed or inbox. OOH earns visibility in the shared public space, building mental availability with scale and repetition across daily routines

OOH Delivers Massive Reach & Real Results

OOH advertising reaches 95% of UK adults weekly (IPA TouchPoints). It’s:

πŸ›‘ Unskippable and unblockable – ideal in a world of digital fatigue

βœ… Proven to drive action – especially when placed near point of sale

🧠 Key to reaching light buyers – a driver of long-term brand growth (WARC)

OOH’s trust factor also plays a role: research shows consumers perceive brands on public display- like billboards – as more credible and established. In an era of ad fatigue and fake reviews, being visible in the real world brings a psychological edge that digital often can’t replicate.

Add to this the rise of programmatic DOOH, which allows brands to trigger content based on time, weather, footfall, or even sports scoresβ€”and suddenly OOH isn’t just big, it’s smart.

Know Your Shopper. Meet Them in the Moment

Black Friday shoppers fall into key personas:

PersonaWhat They NeedWhere OOH Wins
🎁 Gift GurusPlan early, shop thoughtfullyTarget beauty/fashion zones
πŸ’Έ Big SpendersBuy big-ticket techDigital billboards near retail parks
πŸ•’ Last-Minute LegendsSeek inspiration lateHigh-traffic city centre formats
πŸ›οΈ Aisle ExplorersBrowse before buyingPosters near shopping districts

With smart planning, you can use OOH to tailor messaging by audience, location, and timing.

Pairing audience personas with location-based insight can unlock smarter planning. For example, if Gift Gurus are planning early, start with early-week placements in commuter corridors. If Last-Minute Legends are more active on Friday itself, invest in retail proximity media during the final 48 hours.

An example of advertising on Oxford St London during black Friday.

Ready to Win Black Friday 2025?

Brands that win this Black Friday will think beyond the screen – and back to the street. OOH puts your campaign where it matters most: in front of people, at the right place, and at the right time.

All Enquiries

Ready For An Exciting Campaign?

Contact The OOH Specialists Today

Ready to plan your OOH campaign?
Fill in our form and one of our team will be in touch to help you get started.

[email protected]Β |Β 020 4576 2064

71-75 Shelton Street,Β Covent Garden, London, WC2H 9JQ

Related Posts & Insights

Piccadilly Lights: History, Case Studies & Costs

Piccadilly Lights is one of the most iconic advertising sites in the world. Learn more about the history of this location, case studies and how much it costs. β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž β€Ž

Read more >