Monday, December 1

🌟 Today’s Highlights:

• Google expanded custom segments for restricted Display Campaigns

• NY state has a new law for personalized pricing

• My favorite BFCM deal: Get 50% off 2k+ ready-to-use-templates for high-converting ads, emails & landing pages

• 📊 Stat of the Day: 60% of consumers continue shopping after Christmas. (Source: Snapchat)

• 💡 Today’s Insight: Black Friday 2025’s stats are in

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⚡️ Today’s Headlines ⚡️

🤔 Google is expanding Custom Segments for restricted Display Campaigns. The quiet (and vague) update could unlock new targeting options for advertisers previously restricted under the Personalized Ads policy.

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🗽 New York is making a state law for personalized pricing. If you’re a NY-based business that uses personal data to set different prices for different shoppers, you’re now required to disclose this to customers.

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🗓️ You can now schedule Google Posts for Business Profiles. The update, which also adds multi-location publishing, aims to make it easier for businesses to manage Google Posts and create more consistency with posting.

💡 Today’s Insight 💡

Black Friday 2025’s stats are in

🗞 TL;DR - And it looks a little different than previous years. U.S. sales on Friday broke records with $11.8 billion (Adobe) or $18 billion (Salesforce) in sales, depending on who you ask. But without data in from today’s Cyber Monday holiday, it’s hard to gauge the full impact just yet. Keep scrolling for some of the highs and lows of Friday’s sales holiday…

💡 Insight - The winners of Black Friday 2025:

🦾 AI traffic to U.S. retail websites grew 805% compared to Black Friday 2024. According to Adobe, shoppers who landed on a U.S. retail site from an AI service were 38% more likely to convert to a sale, versus coming from a non-AI traffic source. Salesforce data found that traffic from third-party AI agent channels increased 300% in the first half of Black Friday compared to last year and drove $3 billion in U.S. online sales.

🎁 Retailers who offered exclusive gifts and freebies in-store. Target was one of the stores busy early in the wee hours of Black Friday thanks to its free limited-edition tote bag filled with giveaways to the first 100 guests in line at stores. Creating incentives may help consumers come to your brand versus your competitor.

The losers of Black Friday 2025:

🛍️ Online order volume dropped 1% year-over-year while average selling prices increased 7%. The drop shows that U.S. shoppers are feeling the challenge of inflation and rising costs. Additionally, units per transaction dropped 2% year over year according to Salesforce.

😐 Online discounts remained flat compared to 2024. Salesforce found average discount rates peaking at 28% in the U.S. and 27% globally. Gartner added that, “Most of the affordable specialty apparel retailers offered the same large percentage off deals for the 2025 Black Friday weekend as they did in 2024.” So, not really much incentive for consumers there.

💸 Buy now pay later usage (kinda). BNPL usage was up 8.9% year over year, driving $747.5 million in online spend, according to Adobe Analytics. The financing option was most utilized when shopping on mobile devices, driving an 80.7% share usage versus desktop. While those numbers may sound strong, it can have consequences if consumers struggle to make those payments later – a problem deferred to 2026.

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