Every year, Black Friday and Cyber Monday mark the most critical period for e-commerce sellers to compete for both traffic and sales. With major platforms now releasing their 2025 promotional schedules, the competition has already begun. This year’s campaigns are starting earlier, lasting longer, and showing a clear trend of cross-platform coordination.
This article outlines the 2025 promotion calendar for major platforms, analyzes the key challenges multi-platform sellers may face, and shares strategies to help you optimize your operations and capture more high-value traffic during the peak season.
I. 2025 Black Friday & Cyber Monday Schedules
1. Amazon
November 20 – December 1
Submission deadline: October 28.
Products must arrive at fulfillment centers by October 30.
2. Temu
Temu’s promotion period is notably long this year—spanning 51 days.
Pre-heat phase: October 9 – November 1
Main campaign: October 31 – November 29
3. TikTok Shop
Exact dates have not been officially confirmed yet, but based on previous years, the campaign typically runs from late October to early December. Sellers should start preparing in advance.
4. AliExpress
Main sale: November 20 – December 3
Warm-up period begins on November 8.
Other platforms such as Walmart and eBay have not released their official dates yet, but their schedules are expected to align closely with previous years’ timelines.
Overall, the 2025 Black Friday and Cyber Monday campaigns are starting earlier and lasting longer. Many platforms will overlap, meaning multi-platform sellers must prepare simultaneously and coordinate across multiple sales channels.
II. Challenges Multi-Platform Sellers May Face
1. Balancing Inventory and Pricing
Different platforms operate on slightly different promotional cycles, making inventory management complex. Without unified warehousing systems, one platform might sell out while another is left with excess stock.
2. Account and Traffic Restrictions
Some platforms, such as Amazon and TikTok Shop, have strict login and IP policies. Frequent switching or operating multiple accounts from the same device can trigger security checks, leading to account freezes or traffic restrictions.
3. Intensified Advertising Competition
During Black Friday, advertising costs surge and exposure becomes unstable. New or smaller sellers with limited budgets may struggle to compete for visibility.
4. Disorganized Marketing Rhythm
With each platform following different promotion schedules, sellers who fail to plan consistent content and discount strategies risk losing momentum and conversion efficiency.
III. Practical Strategies for Sellers
1. Plan Inventory and Pricing Early
Use data analysis tools to forecast demand and identify top-selling SKUs. Prioritize stock for high-conversion products and apply tiered discounts (e.g., 20% off during pre-heat, 30% off during peak), avoiding a single steep markdown that cuts into profit margins.
2. Align Multi-Platform Operations
Create a unified promotional calendar to visualize timelines and help teams coordinate. Since TikTok Shop and Temu begin earlier, sellers should have ad creatives, discount codes, and logistics ready by mid-November.
3. Keep Accounts Stable and Secure
During the busy promotion period, it’s easy for sellers managing multiple stores to make operational mistakes. Even minor login or IP inconsistencies can cause serious account issues.
To reduce risks, it’s recommended to use IPFoxy + Anti-detect browser to isolate account environments. This setup can simulate local market conditions, strengthen account security, and improve ad approval and algorithmic matching rates.
4. Stage Your Marketing Campaigns
Start pre-promotion content and email campaigns two weeks early. Concentrate ad spend during the main event, then extend momentum with post-Cyber Monday “comeback deals.” Use TikTok videos, livestreams, and UGC to boost organic visibility.
5. Combine On-Platform and Off-Platform Traffic
Drive external traffic from Facebook, Google Ads, or KOL collaborations to your key product pages, forming a multi-channel conversion loop.
For Shopify sellers, remarketing is essential to increase ROI and recapture users who didn’t convert initially.
IV. Conclusion
Black Friday and Cyber Monday offer sellers an exceptional window of opportunity for both traffic and conversions. In 2025, these events are no longer just a price war — they’re a comprehensive test of a seller’s planning, execution, and adaptability.
By preparing early, optimizing multi-platform strategies, and securing stable account environments, sellers can fully leverage this extended promotional period. Tools like proxy solutions and Anti-detect browser have become invisible allies, helping sellers stay compliant, stable, and efficient amid intense global competition.
