Black Friday 2025

How our favorite brands have done Black Friday in the past and our predictions for this year

Written by Libby Taylor

If you’re a shopaholic like me, Black Friday is basically my superbowl. I always keep my eyes out for the best sales and which sales are actually worth keeping up with each year. Last year, three of my top Black Friday sales contenders were: ASOS, H&M, and Urban Outfitters – all different vibes with the best sales.

ASOS: Styles Galore

ASOS is that girl when it comes to shopping for any outfit. From sequin covered mini dresses to trendy blazers – ASOS has it all. Last year, they went big on Black Friday with their up to 80% sale across so many categories – dresses, coats, boots, and basics. I scrolled endlessly through their sales all day and night. To make shopping easier for customers they included a, “Fashion Team’s Top Picks: Black Friday Edition,” to narrow down the search. Plus, ASOS is one of the only retailers that includes a huge variety of sizes like, petite, plus, short, and tall making them one of the most inclusive options.

This year, I see ASOS tapping into TikTok to increase their sales and to showcase ways to style different outfits this season. Incorporating livestreams into their holiday marketing would drive sales and encourage customers to bundle outfits to buy together. ASOS would kill it this Black Friday by tapping into the digital market.

H&M: Basics Elevated

H&M was definitely more tame last Black Friday than years past. Instead of their classic “80% off,” they leaned into member-only discounts and under $40 basics. They had hundreds of timeless cozy knits, trendy trousers, and huge puffer coats for amazing prices and are absolute staples for the Winter season. They also included a lot of membership perks which encouraged customers to join their member program.

H&M played it very safe this Black Friday, but I see them pushing boundaries this upcoming year. For a brand as big as H&M I see them taking a risk and rebranding their Black Friday. Gen Z has stated their perspective on fast-fashion and I think H&M will attempt to highlight their sustainable styles.

Urban Outfitters: The Ultimate “Cool Girl” Sale

Everyone knows Urban Outfitters always has the best sale section. During Black Friday season, Urban usually runs a very discounted sale. Last year, Urban gave UO rewards members early access to deals (40%-50% off) and then extended it through Cyber Monday. One thing I love about Urban’s Black Friday sale is that it isn’t just clothes on sale – it is their home decor too. Urban has the perfect aesthetic for every aspect of your life.

This year, I think Urban will tap into social media marketing and will announce “flash drops” every day the week leading up to Black Friday. I also see them creating limited-edition items for Black Friday to encourage customers to buy with the exclusivity aspect.