The Challenge

Wiltex sells wholesale. Ahead of Black Friday, the client wanted to skip this period because, as they put it, there are never any sales on Black Friday. The data confirmed this: in 2023 and 2024, sales dropped significantly on Black Friday and remained lower throughout the entire weekend.

The reason was simple: during this time, there was no special offer or communication, and customers were waiting for deals elsewhere.

What We Did

• We prepared the biggest promotion of the year, covering the entire product range rather than individual categories as throughout the rest of the year.

• We discounted some products more heavily than in other campaigns.

• The promotional message was distributed across all channels: Google Ads, Meta Ads, TikTok Ads, organic social media, and email marketing.

• The campaign ran for three days, covering the entire Black Weekend 2025.

The Result

For the first time in the company's history, the Black Friday period did not bring a decline, but a distinct increase. Sales during Black Weekend were more than twice as high as in 2024 and 70% higher than in 2023.

Takeaways

Black Friday is a time when everyone expects promotions, including in B2B. It pays to adapt communication and offers to the moments that the market is already waiting for.