DEFEND YOUR GROUND.
OR TAKE MORE OF IT.
Twelve million people came to diy.com during the last Black Friday event. Across five weeks, from 30 October to 30 November, a year of category switching happens in public. Rivals will raise their spend into it, so a flat budget is a falling share of voice.
Black Friday 2026 · Retail Media for Home Improvement Brands
6.9%
Increase in seasonal category traffic year-on-year.
5.3
Average number of touchpoints before a high-ticket purchase.
£388
Average basket value during the peak weekend.
7 in 10
Consumers who start tracking prices by early October.
DEFEND
HOLD THE CATEGORY YOU LEAD
Protect your core market share by maintaining visibility in your primary categories and ensuring loyal customers don't drift to competitors during the discounting frenzy.
EXPAND
TAKE THE CATEGORY NEXT DOOR
Capture new audiences by targeting cross-category interests and aggressively bidding for placement in high-growth home improvement segments to win new customers.
The five selling windows
Window 1
Sep 1 - Sep 30
Planning
Initial awareness and early research phase.
Window 2
Oct 1 - Oct 31
Consideration
Active comparison and price tracking.
Window 3
Nov 1 - Nov 15
Anticipation
Building lists and checking availability.
Book your window
Name