How to Maximise Black Friday Sales for Health & Wellbeing Brands

In December 2025, the consumer intelligence giant Nielsen IQ published a report exploring how the UK cost-of-living crisis impacted Black Friday sales.

But even in that context, their research shows that wellbeing sales increased by 90% during the Black Friday period – the biggest boost of any industry.

Even when consumers are forced to tighten their purse strings, they still prioritise their health. And there’s nothing sweeter than a Black Friday bargain to get people spending again.

That doesn’t mean you can just sit back and expect the buyers to flood in, though.

During this time, people are more cautious about finding the right discounts and deals from brands they trust. So you need to be smarter and more strategic about your Black Friday marketing campaigns to make the most of your limited window for peak sales.

At Fueld, we help health and wellbeing brands make the most of Black Friday year after year, generating the revenue to keep on growing. And we’ve consistently seen 3 strategies in particular have the biggest influence over sales figures and average order value.

Read on to discover our 3 secrets to Black Friday success, or get in touch now to discuss your campaign strategy.

 1) Offer clear, simple discounts

Black Friday creates an incredibly competitive online shopping environment.

Hundreds of companies are selling similar products. So customers are free to compare offers and get the best deals.

But when multiple offers are competing for consumer attention, the clearest and simplest stand out.

So forget ‘buy two get one free on all items under £30 (offer applied to lowest value item)’.

Instead, just hit them with the good old ‘33% off’.

Complicated promotions create friction at exactly the wrong point in the buying journey. That’s because multiple discount tiers, exclusions and codes make customers work to understand whether they’re actually getting a good deal. Customers are more likely to give up and navigate away, meaning you miss out on the sale.

Simple sitewide promotions, on the other hand, are extremely effective because they make your proposition obvious at a glance. Customers can clearly see, understand and recall what they’ll save. And that helps them make faster, more confident buying decisions.

Be careful to keep your core proposition the same across the customer journey. If someone’s deep into your full-funnel paid media net, you don’t want them to lose trust and start questioning the legitimacy of your offer.

2) Email marketing warmup

Black Friday performance isn’t determined by what happens on the day itself. How you build anticipation during the preceding weeks has a big impact on your ecommerce sales.

And brands that get their audiences excited ahead of time always see the best results.

You should, of course, bring in new and lapsed customers with paid media. But that also involves winning increasingly competitive ad space with a strategic bidding and budgeting strategy.

Email marketing, however, is much more cost effective. And while Google Ads delivers 200% ROI on average, email marketing can offer up to £36 for every £1 spent.

Use the run-up to Black Friday to grow your email list while other brands are focused on the event itself. And rather than just asking ‘subscribe to our newsletter’, consider offering exclusive early-access benefits that give new subscribers relevant discounts on popular products. This helps create anticipation without diluting the impact of your upcoming promotions for every customer.

Rather than push the same deals to every person, it also helps to segment your email audiences into:

• Past buyers
• Frequent buyers
• Lapsed customers
• Subscribers who haven’t made their first purchase

This will help you deliver bespoke messaging for each group, complete with your most compelling product recommendations.

 3) Strategic timings

Black Friday has expanded into a 4-day shopping extravaganza, spreading through the weekend and into Cyber Monday.

But starting your promotions earlier to account for the longer event doesn’t necessarily generate more revenue.

Black Friday carries unusually high purchase intent because customers recognise it as a specific buying event. And starting your main discount several weeks early can remove the urgency that makes that event so powerful.

When people have plenty of time to buy at the same price, there’s less reason to complete the purchase immediately. And by the time Black Friday actually rolls around and time is running out, they might have already forgotten about you.

However, there’s a big difference between starting your discounts early and starting your marketing early.

Rather than run your promotions for longer, use the weeks before Black Friday to build awareness, tease promotions and build remarketing audiences without making your full offer available.

Messaging around limited-time offers to promote a short, concentrated buying window gives real meaning to ideas of scarcity and deadlines. That way, people don’t put their purchase in a mental ‘do later’ pile. Your brand and offer stays front of mind because, if it doesn’t, they might miss it until next year.

Early marketing also gives you the time you need to deal with any problems. For example, if Google keeps disapproving your supplement ads, a forward-thinking strategy gives you time to resolve any issues that could interrupt sales.

Be sure to check out our guide to UK health and wellbeing paid media compliance to ensure your ads run smoothly.

Build a memorable, profitable Black Friday marketing strategy with Fueld

Black Friday sales give health and wellbeing brands the revenue they need to drive growth into the following year.

But stronger consumer demand also brings greater competition. And only the brands with clear, consistent and well-targeted marketing strategies will come out on top.

Fueld can review your existing strategy ahead of Black Friday, ensuring your campaign structures, budgets and customer journeys set you up for success. And we’ll produce bespoke campaigns tailored to your business and audiences to bring you the greatest possible revenue.

Get in touch with us before Black Friday to make sure your digital marketing strategy is ready to make the most of peak demand.