What’s Converting This Black Friday: 2025 Vertical Breakdown
This guide covers what’s working in 2025 so far — based on Q2–Q3 trends and early season activity.
Not every niche holds up under Q4 pressure. The best-performing verticals during Black Friday are the ones that don’t just get traffic — they convert, scale fast, and don’t collapse under volume.
This guide covers what’s working in 2025 so far — based on Q2–Q3 trends and early season activity — and what to focus on when building out campaigns for peak season.
1. Health & Wellness
According to Statista, online sales in health-related categories — especially supplements, fitness, and wellness — continued growing steadily through early 2025. The conversion patterns stay strong going into Black Friday.
What’s converting:
- Supplements with single-use benefits (e.g. sleep, stress, immunity)
- Subscription offers with flexible cancellation
- Bundled offers with real price drops (not inflated)
- Localized checkout + clean mobile UX
Avoid the overpromised, under-delivered funnel setups — the best campaigns lean on clarity, speed, and easy exits.
2. Tech & Smart Devices
Smart home products, wearables, and utility tech (WiFi boosters, trackers, portable security) spike every Q4, and 2025 looks no different.
What matters now:
- Focus on utility: “saves you time” beats “cool gadget”
- Tech that appeals to gift-buyers (not just enthusiasts)
- Discounts that feel clean — flat price cuts over bundles with filler
- Creatives that show use cases, not just specs
Stick to products with stable supply chains and reliable delivery windows — otherwise you’ll lose post-click.
3. Education & Digital Tools
Black Friday isn’t just for stuff. Digital products — especially self-paced courses, career upskilling, and creator tools — are holding strong.
According to Thinkific’s 2024 trends report, demand for short-form learning formats and creator-centric platforms is rising, with conversion spikes around Q4 deal periods.
What’s working:
- One-time purchases over high-commitment subscriptions
- Creator-backed products (not faceless brands)
- Clean onboarding UX + upfront previews
Great vertical if you’re targeting an audience that’s looking to invest in themselves before year-end.
4. Home, Decor & DIY
Q4 historically boosts categories tied to home improvement and seasonal refresh. In 2025, there's been consistent demand across smart cleaning tools, modular furniture, and decor tied to "reset" energy.
High performers in this space:
- Simple utility: “cleans better” outperforms “minimalist design”
- Modular kits that require low setup
- Discounts stacked with free shipping or upsells
Be cautious with vendors who haven’t scaled during Q4 before — delivery delays kill margins fast.
5. Fashion & Accessories
This one’s Q4-dependent — conversions hinge on timing, urgency, and deal quality. But fashion still drives massive revenue, especially in under-$100 accessories, seasonal pieces, and influencer-picked kits.
What works:
- Time-limited collections or restocks
- Influencer angles with high-trust audiences
- One-click upsells during checkout
- Simple return policies and visible reviews
Avoid over-stocking high-variation SKUs or non-essentials — focus on repeatable bestsellers with real inventory clarity.
6. Software & SaaS
B2B decision-makers often close deals before budget resets, which makes Q4 a prime time for affiliate campaigns focused on productivity, AI tools, and marketing software.
Converting setups include:
- Free trials that don't require a credit card
- Clear ROI messaging (e.g. “Save 10 hours/week”)
- Vertical-specific use cases (e.g. SaaS for real estate, creators, ecommerce)
Make sure pricing is straightforward — surprise fees are conversion killers.
Final thoughts
The best vertical is the one that scales clean and converts without babysitting. Ahead of Black Friday 2025, focus on products and verticals that don’t just promise volume, but deliver it without surprises.
Use early-season performance to guide your bets. Filter out anything with fuzzy terms, inconsistent payouts, or vague promo timelines. And remember — offers break. Verticals don’t.
