Swipe file BFCM 2025 Meta ads Static creative

Some Meta ad inspo from BFCM 2025

I went through dozens of brands' Meta ad libraries from Black Friday and Cyber Monday 2025 and saved the top static ads from each one into a single Figma board. I'm sharing the whole swipe file with everyone as inspo for BFCM 2026.

Amais Bajwa Amais Bajwa Fractional growth lead 2 Oct 2026 24 brands ~240 ads

What's on the board

24 brands made the cut, with around 240 ads between them. Each brand has its own labelled stack and a link to its site. Under many of the ads I kept the primary text and the page the ad pointed to, so you can see the offer and where the click landed, not only the picture.

It isn't only beauty. The mix runs across four groups:

Beauty & body care

Saltair, Eadem, Drunk Elephant, Merit, Rhode, Tower 28, ILIA, Saie, Truly Beauty, Salt & Stone, Native

Wellness & supplements

Moon Juice, AG1, Ritual, Arrae, Four Sigmatic, Bloom Nutrition, Liquid I.V.

Drinks

Liquid Death, Olipop, Poppi

Apparel & grooming

Gymshark, Dr. Squatch, Manscaped

The board is right below. Underneath it are a few notes on how I'd use it and what stood out to me.

The board · scroll and zoom inside the frame Open full screen in Figma ↗

How I'd use it

  1. Read the offer before the design. For each ad, note the discount, the gift, the spend threshold and the deadline. That's the part your own offer has to compete with.
  2. Look at a brand that is nothing like yours. Start with the ones near your category and price point, then open a soda or a supplement brand. The layout ideas travel better than you'd expect.
  3. Brief the structure, not the ad. Screenshot what you like and describe it as a layout: where the offer sits, how big the product is, how much text is on the image. Then build it in your own brand.

A few things that stood out

  • A discount plus a gift over a spend threshold is the default. Saltair ran 20% off with a free travel-size body wash at $65+. Drunk Elephant ran 30% off with a hand cream at $110+. ILIA, Liquid I.V. and Salt & Stone all used the same shape.
  • "Our only sale of the year" does a lot of work. Merit says it outright. Tower 28 puts its 28% off behind "just once a year".
  • Subscriptions get the deeper discount. Moon Juice offered 25% sitewide and 40% when you subscribe. AG1 put 26% off the first subscription order.
  • The same sale gets re-cut by phase. Saltair's copy moves from "Our Biggest Sale Ever" to "Biggest sale ends soon" to "Last Chance", with the offer unchanged underneath.
  • Not everyone leads with a discount. Rhode's copy is product only ("meet strawberry glaze"). Saie pushes gift sets from its holiday collection with no percent-off in the copy at all.

One caveat. An ad library shows what a brand ran, not how it performed. Use the board for ideas on offers, hooks and layouts, then let your own account decide what stays.

Pass it on

If this saved you an afternoon in the ad library, send it to whoever is building your BFCM creative this year.