Retail newsletters, every market · figures to 8 November
The figures as they stood in the week of 2 November. See the latest
Black Friday 2026, as it lands in inboxes
We read the newsletters brands in the UK, the US and elsewhere send their subscribers, every day. Here is how the Black Friday run-up is going: who has started, how early, and how deep the discounts go.
of the brands we follow have mentioned Black Friday so far.
+8 pts on last week
🚨Last Chance To Save 15% On All Rare Vinyl! Ends Tonight At Midnight!
This Sale Won't Last Forever
KALOGERAS APPROVED, SO THEY'RE ALMOST SOLD OUT
SECURE YOUR FIT | Our Final $99 Pant Sale Is Happening Now
Set the scene for Thanksgiving
30% OFF SITEWIDE | BLACK FRIDAY SALE IS HERE
Gifts for the new dad
Don't Miss our Black Friday Offers
Some People Just Have Good Taste
The Good Deals Look Good on You
Dyson Black Friday deals 🖤 & new festive colourways 🎄
🚨 Sale starts in 30 minutes 🚨This week in Black Friday
- 13% of the brands we follow have mentioned Black Friday in a newsletter, up from 5% a week ago.
- Baby & Toddler is furthest ahead at 31%; Charity & Non-Profit is furthest behind at 1%.
- The typical Black Friday headline is 40% off, and 40% of emails say “up to”.
- The emoji of the season so far is 🖤, in 5% of Black Friday subject lines.
The season’s records so far
Updated every hour. Each one is a real email.
Earliest start
9 OctBannerBuzz started 49 days before the day
“⏰ 24 Hours Left: 25% OFF Everything 📢”
Deepest discount
90%Field and Trek up to 90% off
“Sunday Savings | Up to 90% off”
Busiest this week
17Sur La Table sent 17 Black Friday emails in seven days
Latest: “Just-added deals from Breville and Cuisinart.”
Still holding out
125Goggles4u has sent 125 newsletters this season without a word about Black Friday
Clothing Accessories
Who has started
Share of the brands we follow in each sector that have mentioned Black Friday, and Christmas, in at least one newsletter this season. Pick a sector to see its own page.
| Sector | Black Friday | Christmas |
|---|---|---|
| Baby & Toddler+13 pts on last week | ||
| Luggage & Bags+23 pts on last week | ||
| Home & Living+17 pts on last week | ||
| Electronics+13 pts on last week | ||
| Vehicles & Parts+14 pts on last week | ||
| Adult & Relationships+12 pts on last week | ||
| Sports+12 pts on last week | ||
| Health & Beauty+11 pts on last week | ||
| Building & Trade Supplies+10 pts on last week | ||
| Toys & Games+11 pts on last week | ||
| Retail & Marketplaces+9 pts on last week | ||
| Clothing Accessories+12 pts on last week | ||
| Hobbies & Crafts+9 pts on last week | ||
| Manufacturing & Industrial+7 pts on last week | ||
| Clothing+9 pts on last week | ||
| Media+6 pts on last week | ||
| Business Services+4 pts on last week | ||
| Travel & Hospitality+5 pts on last week | ||
| Animals & Pet Supplies+6 pts on last week | ||
| Smoking & Vaping+7 pts on last week | ||
| Beverages+4 pts on last week | ||
| Software & Internet+5 pts on last week | ||
| Education | ||
| Gifts, Cards & Lifestyle+2 pts on last week | ||
| Entertainment+3 pts on last week | ||
| Food+3 pts on last week | ||
| Dining & Food Services+2 pts on last week | ||
| Leisure Attractions+1 pts on last week | ||
| Charity & Non-Profit |
Leisure Attractions is the clearest split: 1% have mentioned Black Friday, but 60% are already emailing about Christmas.
How the run-up is building
Week by week since the start of October, across every market. A lighter column is a week that isn’t over yet.
See the figures
| Week of | Brands started | Emails mentioning it |
|---|---|---|
| 28 Sep | 0% | 0% |
| 5 Oct | under 1% | under 1% |
| 12 Oct | under 1% | under 1% |
| 19 Oct | 1% | 1% |
| 26 Oct | 5% | 5% |
| 2 Nov | 13% | 12% |
How deep the discounts go
The biggest percentage off named in each Black Friday email.
The typical headline discount: half of Black Friday emails lead with more, half with less.
- Under 20%10%
- 20 to 29%20%
- 30 to 39%19%
- 40 to 49%10%
- 50% or more41%
- 40% say “up to”, so the headline figure is the best case, not the usual one
- 27% carry a discount code
- 38% offer free delivery
| Sector | Typical headline | Say “up to” | 50% or more |
|---|---|---|---|
| Business Services | 70% | 58% | 75% |
| Building & Trade Supplies | 50% | 50% | 55% |
| Hobbies & Crafts | 50% | 32% | 53% |
| Media | 50% | 18% | 55% |
| Retail & Marketplaces | 50% | 50% | 57% |
| Sports | 50% | 34% | 53% |
| Clothing | 40% | 43% | 50% |
| Clothing Accessories | 40% | 49% | 42% |
| Home & Living | 39% | 46% | 39% |
| Travel & Hospitality | 33% | 59% | 14% |
| Baby & Toddler | 30% | 34% | 14% |
| Beverages | 30% | 21% | 39% |
| Electronics | 30% | 40% | 32% |
| Health & Beauty | 30% | 34% | 28% |
| Vehicles & Parts | 30% | 30% | 29% |
| Manufacturing & Industrial | 25% | 27% | 27% |
What the subject lines say
Share of Black Friday emails whose subject line uses each word or phrase, and the emoji they reach for.
- “Early”
- “VIP”, “early access” or “members”
- “Ends”, “last chance” or “final hours”
- “Extended”
- 5%of subject lines use 🖤
- 4%of subject lines use 👀
- 3%of subject lines use 🚨
- 3%of subject lines use 🔥
- 2%of subject lines use 🎁
Using these figures
Share the infographic
One picture with this week’s figures: the share that have started, who is ahead, the typical discount and the emoji of the season. It is redrawn every hour, so it always matches this page.
Download the infographic (PNG)
Embed it in an article
<a href="https://pulsedaq.com/insights/black-friday-2026/global/week/2026-11-02"><img src="https://pulsedaq.com/insights/black-friday-2026/infographic.png?market=global" alt="13% of the brands we follow have mentioned Black Friday in a newsletter, up from 5% a week ago. Source: PulseDAQ" width="540" height="675"></a>
The picture links back to this page, so readers can see the latest figures.
Cite them
PulseDAQ, “Black Friday 2026 in retail newsletters”, figures to 8 November 2026, https://pulsedaq.com/insights/black-friday-2026/global/week/2026-11-02
The link is this week’s dated copy, so it keeps showing the figures you quoted.
Embed the live chart
<iframe src="https://pulsedaq.com/insights/black-friday-2026/embed/sectors?market=global" title="Black Friday 2026 in retail newsletters" width="100%" height="640" style="border:0"></iframe>
It updates itself every hour and links back here.
Writing about it?
We can send you the figures for a sector or market, or talk you through how we count. Get in touch.
Earlier weeks: 2 Nov
How we count
A brand counts as having mentioned Black Friday once one of its newsletters names it, in the subject line or the email itself. Shares are of the brands we follow that have sent us a newsletter since the start of October, and only sectors where we follow enough brands to say are shown. Discounts use the largest percentage off named in each email. The emails shown are real newsletters, as subscribers received them. The figures are worked out from every newsletter we receive, not a survey, and this page updates every hour until Christmas.
Last updated 8 November 2026, 23:10.