Cyber Monday is Monday 30 November 2026, three days after Black Friday. Your Cyber Monday ads work best as the last chapter of Black Friday week, not as a new campaign. Here is what to change over the weekend and on the day.
What happens between Black Friday and Cyber Monday.
Measurement company Billy Grace tracked daily orders for its e-commerce advertisers through Black Friday week 2025. Indexed to the Monday before at 100, the median advertiser's orders ran like this:
| Day | Orders (Monday 24 November = 100) |
|---|---|
| Black Friday | 150 |
| Saturday | 102 |
| Sunday | 132 |
| Cyber Monday | 114 |
Two things stand out. Sunday was busier than Cyber Monday itself. And the cost of showing ads peaked on Black Friday and eased afterwards, so the weekend and Monday were cheaper to advertise in.
Those figures come from one vendor's data, so treat them as a guide. The lesson still holds: do not switch off after Friday.
Keep your Cyber Monday ads in the same campaigns.
It is tempting to launch a fresh Cyber Monday campaign. Don't. Every new campaign on Meta starts in the learning phase, and three days is not long enough for it to settle.
Keep the campaigns that ran through Black Friday, and change the ads inside them. Our guide to Facebook ad budgets explains why.
What to change for Cyber Monday.
- The message. Move from "Black Friday" to "last chance", with a clear end time.
- The offer. Keep your Black Friday offer, or add something small for Monday only, such as free delivery or a bundle. A deeper discount on top of Black Friday eats further into your margin. Our guide to what makes a good ROAS shows how a discount moves your break-even point.
- The creative. Switch to the last-chance version of your best ad. Our Black Friday ad creative guide covers how to build it.
- The budget. Keep budget up through Sunday and Monday. Raise it in steps behind what is working, and watch that daily budgets do not run out by mid-afternoon.
- Search and Shopping. People search for "[your brand] Cyber Monday". Make sure brand search is on and your product feed shows the sale price.
Retarget the people who looked on Black Friday.
The weekend is full of people who browsed on Friday and did not buy. They are your cheapest Cyber Monday sales.
- Product viewers and cart abandoners from the last seven days get the last-chance ad.
- People who already bought should be excluded from the sale ads, so you do not pay to reach them twice.
- New customers from Friday can see a cross-sell instead: the product that goes with what they just bought.
Cyber Monday or Cyber Week?
Many brands extend the sale to the end of the week. That can work, if you say so from the start.
What does not work is promising "last chance" on Monday and extending on Tuesday. It teaches customers to wait for the next sale.
Whichever you choose, schedule the ads to end when the offer ends. Then switch to your December gifting ads on Tuesday morning.
What this looks like in practice.
SICK!, the merchandise brand of rider Fabio Wibmer, timed its campaigns around product drops and Black Friday promotions. From 3 November to 9 December 2024, a window covering Black Friday and Cyber Monday, Meta returned 24.32× on €2.8K of spend and Google returned 85.43× on €1.8K.
The point is the run, not the single day. The campaigns kept going from November into December rather than stopping after Friday.
Your Cyber Monday checklist.
- Last-chance version of your best ad ready
- Cyber Monday offer priced against your margin
- Budgets kept up through Sunday and Monday
- Weekend browsers and cart abandoners retargeted
- Recent buyers excluded from sale ads
- Brand search on and sale prices showing in Shopping
- Ads scheduled to end when the offer ends
- December gifting ads ready for Tuesday
Your Black Friday ads plan covers the weeks before and after.
Common questions.
When is Cyber Monday 2026? Monday 30 November 2026, the Monday after Black Friday on 27 November.
Is it worth running separate Cyber Monday ads? Run new ads, not new campaigns. Swap the creative and message inside the campaigns that ran on Black Friday.
Should I offer a bigger discount on Cyber Monday? Usually not. A small extra, such as free delivery, gives people a reason to act without cutting your margin again.
Should I keep ads running after Cyber Monday? Yes, with a new message. December gifting starts on Tuesday 1 December.