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Sensor Tower · Sensor Tower · February 2025
Retail Media Monthly: Boots UK’s Biggest Ever Black Friday
When Boots UK promised their “Biggest Ever Black Friday,” they delivered in a big way. Join us as we unpack the standout advertisers, the top creatives, and the leading channels behind the campaign’s successful strategy.
Boots UK Launched Their “Biggest Ever” Black Friday Event
This November, Boots, a leading UK health and beauty retailer, launched its “Biggest Ever Black Friday” promotion. The large-scale campaign delivered 89M impressions and showcased 70 products from 44 different advertisers. Creative was highly consistent across all brands and channels, featuring a celebratory black and gold theme, while promising over 20,000 price cuts and up to 30% off premium beauty and fragrance.
Cosmetics Took Center Stage for Black Friday
While the Boots UK Black Friday campaign featured products from 22 different categories, none earned more impressions than Cosmetics (31M). As we’ll explore below, the Cosmetics category was led by Estée Lauder. Within Personal Care, Liz Earle was the top advertiser with a 25% off Black Friday deal.
Estée Lauder Stole the Spotlight at Boots UK
Among all 44 participating advertisers, Estée Lauder emerged as the star of the show, earning a leading 14M impressions. While Boots’ Black Friday ads often featured multiple products from different advertisers, Estée Lauder secured prominent features in many of the campaign’s top creatives. For Coty, the runner-up, activity was led by fragrance ads promising “Up to 20% Off.”
Nearly Half of All Black Friday Impressions Ran on Facebook
To promote their “Biggest Ever Black Friday,” Boots UK leveraged six different digital channels in November. Nearly half of all impressions ran on Facebook (46%), where ads promoted various deals, such as a SAVE20 promo code. On TikTok, UGC video ads brought us into the store as shoppers tested out new fragrances.
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