Agenda-setting intelligence, analysis and advice for the global fashion community.

Black Friday Beauty Goes Beyond the Discount

This weekend beauty brands and retailers will need to use every tool at their disposal — from AI to TikTok Shop to ‘buy now, pay later’ — to get the biggest return.

Product displays inside an Ulta Beauty store. — Beauty is one of the three main categories expecting to cash in alongside clothing and electronics this weekend, analysts said. (Richard Cadan/Ulta Beauty)

Rachael Griffiths

25 November 2025

BoF PROFESSIONAL

Even as global consumer sentiment has plummeted toward record lows in the latter half of 2025, shoppers are still planning to spend more than ever this Black Friday weekend. Per Adobe, the five days spanning Thanksgiving, Black Friday and Cyber Monday are set to generate $43.7 billion in the US alone, 17 percent of spend for the entire holiday season and a 6.3 percent increase year-on-year (down from 8.2 percent last year).

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About the author

Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

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