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.
£388
Average basket value during the peak weekend.
5.3
Average number of touchpoints before a high-ticket purchase.
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
30 Oct to 5 Nov
Event kick off. Demand peaks here.
Window 2
6 Nov to 12 Nov
Build familiarity as they compare.
Window 4
20 Nov to 26 Nov
Intent sharpens.
Window 3
13 Nov to 19 Nov
Consideration deepens.
Window 5 - Peak
27 Nov to 30 Nov
Four days. Black Friday and Cyber Monday. Goes first.
What you can book
Placement
Above the fold on desktop, mobile and app.
Stage
REACH
Scale & availability
800k to 1M visitors per week
Investment from
£10,000 per week
Placement
The event page, where deal intent is highest.
Stage
REACH
Scale & availability
125k engaged visitors per week
Investment from
£6,000 per week
Placement
New for 2026. Promotional SKUs only.
Stage
CONVERT
Scale & availability
One slot per category
Investment
£5,000 per week
Placement
Category and search, at the digital shelf edge.
Stage
CONSIDER
Scale & availability
Category & search targeting
Investment from
£8,000 per week
Placement
Weekly trading email, plus marketplace seller placements.
Stage
REACH
Scale & availability
3m B&Q send, 720k TradePoint
Investment
From £3,000
Placement
Google, Meta, Pinterest and TikTok, using B&Q data.
Stage
MIXED
Scale & availability Three week campaigns
Investement
From £12,000
Placement
Category aisle, car park bollards and self checkout.
Stage
CONVERT
Scale & availability
300 stores, 4 weeks plus BF weekend
Investment from
£30,000 / £50,000
What good looks like
991%
Client ROAS, seasonal category
503%
Sponsored product ROAS
1.75%
Sponsored product CVR
4x to 6x
Paid search ROAS
0.82%
Banner X CTR
0.57%
Homepage banner CTR