Winning Strategies for Black Friday CRO and PPC (from brightonSEO & MeasureFest October 2025)

This video was first recorded at brightonSEO and Measurefest October 2025

Black Friday is no longer just a day. It has become a month-long funnel, and many brands are still playing catch-up.

in 2024, UK shoppers spent £1.12 billion online in just 24 hours during Black Friday. That was a 7.2% year-on-year increase, even with more people holding out until Cyber Weekend to actually buy.

In total UK shoppers spent big online during the 2024 holiday season, reaching £25.8 billion between November 1st and December 31st, a notable 5.9% jump from last year, and £1.4 billion more than 2023!

The opportunity is still huge, but only if your campaigns reflect how people shop in 2025 and you are visible throughout November.

At BrightonSEO October 25, our head of search Christian highlighted the key themes for winning strategies for Black Friday CRO and PPC, sharing 16 practical, tried-and-tested tips all packed into a 20-minute session!

This is a highlight reel of the full session.