Business
In this episode of E-coffee with Experts, our host Austin sits down with Gints Gailis, Head of Marketing at Confect, a design-focused ad tech platform, to unpack what really works during Black Friday.
With access to 44.3 billion impressions and over 2,000 advertisers across 73 countries, Gints breaks down what makes Black Friday ads convert, why consumer behavior shifts so dramatically in Q4, and why most brand rules get thrown out the window.
They explore everything from price anchoring, discount thresholds, and why black design dominates social feeds in November, to creative tactics like showing prices upfront, bundling offers, and making use of novelty to drive impulse purchases. Gints also explains how smaller advertisers can outsmart big-budget brands during high-competition weeks.
If you're running E-commerce ads or preparing for year-end sales, this is the data-backed strategy guide you’ve been waiting for.
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In this episode, we discuss:
00:00 - 00:40: Introduction
00:40 - 01:20: What Black Friday Means for Marketers
01:20 - 02:10: Why Black Friday Starts Earlier Every Year
02:10 - 03:00: How Consumer Behavior Is Changing
03:00 - 04:30: Turning Ads “Black” – What It Really Means
04:30 - 06:00: Why Black Design Works So Well
06:00 - 07:30: What Type of Ads Perform Best
07:30 - 09:00: Inside Confect’s Data – 44 Billion Impressions!
09:00 - 10:40: How Brands Spend During Black Friday
10:40 - 12:00: The Real Cost of Black Friday Ads
12:00 - 13:40: Are Higher Ad Prices Worth It?
13:40 - 15:00: What Discounts Work Best (and Why)
15:00 - 17:00: Creative Offers That Sell More
17:00 - 18:30: Best Regions and Countries for Black Friday Sales
18:30 - 20:00: Can Small Brands Still Compete?
20:00 - 21:30: What Happens After Black Friday Ends
21:30 - 23:00: Switching to Christmas Ads Overnight
23:00 - 24:00: What Consumers Look for in December
24:00 - 25:30: Why “Shipping Info” Doesn’t Always Help
25:30 - 27:00: What Data Surprised Gints the Most
27:00 - 29:00: 3 Things That Boost Ad Results
29:00 - 30:10: Advice for Marketers
30:10 - 30:49: Final Thoughts
Connect with Gints Gailis
https://www.linkedin.com/in/gintsgailis/
https://confect.io/learn/black-friday-2025
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LinkedIn: https://www.linkedin.com/company/digital-web-solutions./