News
Black Friday 2025: Standout Client Wins
Josh Chipperton
Junior Digital Experience Designer
10/12/2025
Find out how effective planning, smart optimisation and refined channel strategies can drive meaningful performance during peak trading periods. It highlights the value of coordinated activity across paid, organic and marketplace channels, while demonstrating how focused execution can lead to stronger returns, greater efficiency and scalable growth opportunities.
Black Friday 2025 delivered exceptional performance across our client portfolio. With strategic planning, data-driven optimisation and clear channel focus, B2 helped brands achieve strong uplifts in revenue, efficiency and return on investment. Here is a round-up of some of the best results across our key service areas.
PPC Performance Highlights
Our clients saw major gains from paid search this Black Friday, driven by refined audience targeting, creative optimisation and an emphasis on conversion efficiency.
TJ Hughes
- Sales up 167.24%
- Revenue up 231.36%
- ROAS up 77.59%
DCO
- Sales up 28.35%
- Revenue up 42.83%
These results reflect strong alignment between product demand, keyword strategy and campaign structure, supported by real time testing and flexible budget management.
Paid Social Success Stories
Paid social delivered improved cost efficiency and incremental revenue for brands aiming to scale performance during peak trading.
Housefuel
- Spend down 20%
- Purchases up 40%
- Revenue up 30%
- ROAS up 63%
Reducing spend while driving higher purchase volumes and stronger returns shows the impact of improved audience refinement, creative testing and offer-led campaign planning.
Amazon Growth Across Key Brands
Amazon performed strongly across key categories during Black Friday 2025, with Amazon devices, Home and Kitchen products and leading Beauty brands driving high sales volumes. Own brand devices such as the Fire TV Stick and Echo Dot topped the charts, while Ninja, Shark and Medicube also saw strong demand.
Against this backdrop, our Amazon clients achieved impressive year on year gains, through the strategic use of Amazon Advertising campaigns, brand tailored promotions, and Subscribe & Save discounts.
Dalgety Teas
- Revenue up 69% YoY
- ROAS up 24% YoY
Chia Charge
- Revenue up 26% YoY
- ROAS up 39% YoY
These gains were driven by strategically deployed Sponsored Products, Sponsored Brands, and Sponsored Display campaigns, combined with bid, placement, and audience optimisations, alongside brand-tailored promotions and Subscribe & Save discounts.
SEO Wins Throughout November and Black Friday Weekend
Early preparation, refined content strategy and technical enhancements delivered significant year-on-year performance lifts for SEO clients.
Silver UK
- Revenue up 73.0% YoY across November
- Revenue up 65.6% over Black Friday Weekend
Posh Totty
- Revenue up 10.9% YoY across November
- Revenue up 13.4% over Black Friday Weekend
These results show how improved rankings, optimised landing pages and a strong focus on user intent can drive meaningful revenue growth during key retail periods.
Looking Ahead to 2026
This year’s Black Friday results highlight the impact of strategic planning, channel expertise and consistent optimisation across our client portfolio. The gains achieved across PPC, Paid Social, SEO and Amazon show how targeted, data-led work can deliver measurable commercial results during the most competitive trading periods.
As we move into 2026, our focus is on building on this momentum. We will continue to refine performance strategies, strengthen cross channel alignment and uncover new opportunities for scalable growth throughout the year.
If you are looking to achieve similar results for your business, speak to our team.
