""The fact that we branded it as Black Friday, Cyber Monday, and now it's Black November for some brands is a little confusing," Kevin Simonson, CEO at performance marketing agency adMixt, told Marketing Brew."
""Instead of concentrating spend on that single weekend like we traditionally have, we're seeing clients stretch their investment along and across these longer windows," Stasia Fulginiti, director, paid search and YouTube at Rain the Growth Agency, said."
Holiday-timed sales have shifted earlier, with major brands launching preliminary promotions as early as late October. The sales window now spans nearly a month, so the traditional Black Friday and Cyber Monday weekend often arrives amid ongoing promotions. The extended window reduces the urgency and significance of the single-weekend event and encourages brands to spread advertising investment across longer periods. Brands gain flexibility to test creatives and strategies earlier, iterate on successful tactics, and potentially access lower CPMs compared with the traditional condensed window. Some brands embrace the shift by referencing the expanded timeframe in ads while marketers rework timing and pacing to optimize performance.
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