Quora Insights

Black Friday Shopping & Advertising Trends 2023

Black Friday, the annual shopping extravaganza following Thanksgiving, presents a unique and compelling opportunity for advertisers. As the holiday season kicks off, consumer interest and engagement surge, making Black Friday trends a pivotal focus for businesses looking to maximize their advertising impact.

Black Friday outlook & statistics

Black Friday is a significant shopping event for both consumers and retailers, with billions of dollars being spent both online and offline. According to the National Retail Federation, Black Friday was the biggest day for in-store shopping in the US in 2022, with 72.9 million consumers, a 15% increase from the previous year. Meanwhile, online sales grew 3.5% to $65.3 billion globally, per Salesforce.


Average spent on Black Friday in 2022

87.2 million

US consumers shopped online during Black Friday in 2022


average discount rate online in the US in 2022


of Gen Z planned to shop during Black Friday in 2022

Black Friday trends for 2023

As holiday spending returns to pre-pandemic levels, 2023 is shaping up to be the biggest Black Friday yet, projected to surpass last year’s record-setting $9.12 billion for online retailers, according to Adobe Analytics.

Retailers are increasingly offering early bird deals and loyalty programs to entice shoppers before Black Friday. By providing exclusive discounts or limited-time offers in advance, retailers can capture the attention of eager buyers and secure a share of their spending.

Although Black Friday is still somewhat omnichannel, retailers can expect up to a 3x increase in traffic compared to a normal day in October, according to Shopbox AI. Additionally, consumers are increasingly using their phones to purchase—not just browse. Last year, Shopify reported 73% of Cyber Week sales were made on mobile devices, compared to 27% on desktops. M-commerce will likely to continue this growth in 2023 so make sure your web presence is robust and mobile friendly.

Finally, as consumers come to expect more flexibility from retailers, multiple payment options, free shipping, and simple returns will be critical to running compelling seasonal promotions.

Black Friday advertising on Quora

Beyond retailers’ own websites, Black Friday sellers can gain additional visibility for their promotions on our platform of over 400 million monthly unique visitors engaging in organic discussions about Black Friday, shopping hacks, and related subjects on Quora.

Quora users share their personal experiences, recommendations, and insights regarding the deals and discounts provided by various retailers during Black Friday and similar shopping events. Quora presents advertisers with a distinctive chance to connect with influential consumers as they explore holiday shopping choices and finalize their purchasing decisions.

Quora’s high-intent audience is on the platform conducting research for their holiday shopping plans. They like to gather information and make informed decisions before buying.

I research a product online before buying it
I trust what online reviews say about products / services 

Hot Black Friday and retail topics on Quora

Black Friday


Black Friday Sales




Deals and Promotions




How people research holiday purchases on Quora

Quora users show high purchase intent around the holidays—and they do their research early on, starting in September every year. They ask different types of questions depending on how ready they are to buy. 

Advertisers can meet this audience wherever they are in the purchase journey by matching ads to intent.

Their questions often fall into one of the following categories: 

  • Figuring out what type of gifts to buy
  • Comparing and selecting the best product
  • Avoid scams and bad products
  • Getting the best deals

How people research Black Friday on Quora

Quora users start researching and asking about Black Friday in September every year, with content views peaking in November.

Black Friday related content views

Popular Black Friday questions on Quora

Top Black Friday gift categories on Quora

Health & Fitness







Apparel & Footwear







Consumer Electronics







Beauty or Personal Care







Home Products







What people on Quora are saying about Black Friday

 “It is a great time for people to buy more for less and for retailers to clear their stocks while keeping the money flowing and the business going.”

– Diana Guta, Content Marketing Specialist

 “This year, like has been the case in the past few years, retailers will offer some of the year’s best online sales and deals.

– Abhishek Ambad, Growth Marketer

“Shopping on Black Friday and Cyber Monday can be quite overwhelming, with so many deals and promotions to choose from. But with the right strategy, you can make the most out of these marketing events and score some great deals.”

– Zara Smith

2023 Quora Holiday Guide

Looking to boost your business for the holidays? Get on the nice list with our 2023 Holiday Guide for seasonal marketing using Quora Ads. This guide includes holiday checklists and timelines, sample ad templates, and case studies showcasing how other brands have achieved success on Quora. Discover how to attract new customers and rack up holiday cheer this season.

How to run a successful Black Friday ad campaign

Here is a sample Quora Ad campaign you could run to give your Black Friday promotion an extra boost. We recommend running one campaign in two phases.

Phase 1 – Awareness 

To build brand and product awareness in the lead-up to Black Friday, we recommend running a Traffic campaign using Broad Targeting. This configuration will promote your ads widely across Quora to get maximum impressions.

Format: Image Ad

Objective: Traffic

Audience: All genders, United States

Additional Targeting: Broad targeting, all placements, mobile + desktop

Timeline: November 1 – 22

Pro-Tip: Make sure your message makes sense without the image. Certain placements on Quora are text-only, so Image Ads that win these placements will automatically convert to Text Ads.

Phase 2 – Black Friday Promo

On Thanksgiving, swap out your creative for messaging that showcases your special promotion. We recommend changing the creative—rather than setting up a new campaign—because Quora’s machine learning algorithm has already started optimizing the existing campaign over the last month.

Timeline: November 23-24

Black Friday campaign best practices on Quora

Here are some key creative and targeting considerations to maximize your impact on Black Friday and beyond.

Creative Best Practices

Phrase your headline as a question.

Most of Quora’s content is in the form of questions and answers. As a result, headline sentences with question marks tend to have higher CTRs, especially in feed and digest placements.

Overlay your logo or CTA.

Including a logo or CTA in your image generally improves CTR. This applies to Image Ads used in both prospecting and remarketing campaigns.

Have a clear value proposition.

Your ad creative and form headline should tell users why they should share their information with you and what they would get out of it.

Run A/B tests.

Have a test and learn mindset when starting a new platform. On Quora, we recommend testing at least four different visuals simultaneously to optimize your campaign.

Adopt ad to landing page congruence.

Repeated imagery throughout a funnel builds user trust in your brand, reduces friction, and subconsciously reminds the user about the ad-to-site connection.

Focus your Black Friday campaign on what matters to Quora users

These are some of the most influential factors driving Quora’s audience to make online purchases:




Easy online purchase process


Quick delivery


Commitment to sustainability


Supporting a cause

Make Quora a part of your marketing plan

Including Quora in your Black Friday marketing plans can expose your brand to a massive audience discussing and sharing their experiences, recommendations, and insights about these special sales events. This valuable user-generated content can help you understand customer preferences, gather feedback, and tailor your marketing strategies to better meet their needs, ultimately driving engagement and sales during the holiday season and beyond.

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