Black Friday has become one of the biggest moments in the retail calendar, a day (or more accurately, a month) that marks the unofficial start to Christmas shopping. What once began as an American tradition is now a global shopping event that transforms the high street in the UK, sets beauty lovers into deal-hunting mode, and shapes how many of us plan our festive gifting.
But how did we get here, and why does Black Friday have such a significant impact on the beauty sector setting the tone for holiday trading? Black Friday’s roots are firmly planted in the United States. Traditionally held the day after Thanksgiving, it was known to draw in crowds to stores to ignite their holiday shopping. The term “Black Friday” was coined by Philadelphia police in the 1960s, referring to the heavy traffic and bustling crowds that flooded the city. Retailers later adopted the name, rebranding it as the day their accounts moved “into the black,” meaning they became profitable.
By the early 2000s, the phenomenon exploded worldwide. With online shopping on the rise, both the UK and European retailers embraced the trend, led heavily by major e-commerce players. What started as a single day slowly expanded to Black Friday Weekend, Cyber Monday, and eventually “Black November,” where offers roll out earlier and earlier each year.
How Black Friday Transformed the Beauty Industry
Few sectors have embraced Black Friday quite like the beauty sector. What used to be a quiet lead-up to Christmas has now become a major movement for the industry. Beauty brands quickly recognised that the combination of early gifting, indulgent self-care treats, and exclusive offers made this shopping period unmissable.
Today, consumers expect – early access deals. Week-long (or month-long) savings, special edition gift sets and loyalty perks and online exclusives. Social media has amplified the hype, with influencers showcasing their “must-grab” deals, skincare restocks, and limited-edition finds. It’s no surprise beauty lovers wait until November to top up their favourites or try something new at a fraction of the price. Black Friday has seamlessly merged with the start of Christmas shopping. The timing is ideal: it’s close enough to Christmas to spark gifting inspiration, and early enough for shoppers to secure big savings.
Beauty gift sets, advent calendars, skincare bundles, and stocking fillers often launch around this time, many of which sell out quickly due to their value-driven pricing and exclusivity. It’s no longer just about discounts, it’s about an entire festive gifting experience.
Not every beauty brand participates in Black Friday for ethical reasons – Lush doesn’t believe in the shopping event and Deciem, the company behind The Ordinary, instead runs a month-long sale called ‘Slowvember’ during which they offer 23% off all products from November 1st to December 6th.
Black Friday is no longer just a shopping day; it’s an event that signals the start of the festive season. For the beauty industry in particular, it has become a powerful blend of indulgence, gifting, and savvy sales planning, shaping how and when consumers purchase. As deals stretch longer and expectations grow higher, Black Friday will continue to define the rhythm of Christmas shopping.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – to develop and grow their brands across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
