Black Friday hits your inbox like a tidal wave. Every brand screaming “sale,” “50% off,” “doorbusters,” etc. If your subject line doesn’t grab attention, your Black Friday email ends up ignored, deleted, or worse, marked as spam.
But here’s the good news: the Black Friday email subject line is one of the lowest-hanging fruits you can optimise. It’s the first thing your subscriber sees. Get that right, and open rates go up. More opens → more clicks → more sales during your holiday campaign.
In this article, we’ll walk through six categories of subject lines that tend to work for ecommerce shops during Black Friday & Cyber Monday (BFCM). You’ll get 100+ subject line ideas you can adapt. Plus, best practices so your subject lines don’t flop.
Let’s dive in.
Key Topics
How to Use This Article
- Read the six categories to decide what tone matches your brand and campaign (e.g. urgency vs. playful vs. personalised)
- Scroll to the category that fits your current email campaign.
- Steal the examples. Tweak to include your brand voice, the actual discount or product, and maybe the customer’s name or segment.
- Always A/B test subject lines. What works for one list might flop with another.
- Keep the subject lines mobile-friendly: short, punchy, front-load the value or discount.
Categories of Black Friday Email Subject Lines
Here are the six categories of subject lines (5 you asked + 1 bonus). For each: what makes them effective, best practices, and 15‑20 example subject lines you can adapt.
1. Urgency & FOMO‑Driven Subject Lines
Why This Works
When people sense scarcity or time running out, their impulse takes over. In the sea of Black Friday emails, a subject line that hints “last chance,” “limited stock,” or “clock is ticking” helps bump up open rates. Anxiety + desire = action. Use sparingly though, as overuse can cause fatigue or distrust.
Best Practices
- Use words like last, only, ends tonight, final hours, closing soon
- Combine with a clear benefit (“50% off,” “free delivery”)
- Keep it short (especially before the holiday sales peak, when inboxes are full)
- Make sure what you promise is true, don’t mislead (that kills trust)
Example Subject Lines
- Last chance: Black Friday deals end at midnight
- Hurry! Your Black Friday discount is vanishing
- Final hours: 70% off everything
- Today only: Black Friday doorbusters
- Only a few left: Black Friday bestsellers
- Tick‑tock! Black Friday sale ends soon
- Ends tonight: free shipping on all orders
- Closing soon: Deals you don’t want to miss
- Last call: Up to 80% off storewide
- Black Friday’s almost gone, grab your favourites
- Don’t wait, items flying off the shelves
- Countdown: Black Friday ends in X hours
- Your favourites are selling out fast
- Just hours left: Black Friday blowout
- Last chance: special pricing disappears soon
2. Teasers, Mystery & Pre‑Black Friday Subject Lines
Why This Works
Before the chaos of the actual Black Friday day, building anticipation helps. Pre-Black Friday teaser subject lines let you warm up your list. Tease something big, hint at surprises, drop little clues. Curiosity motivates an email open because people want to be “in-the-know.”
Best Practices
- Don’t reveal everything, leave something to discover
- Use words like sneak peek, preview, early access, coming soon
- Use for segmenting: VIPs, loyalty members, subscribers who open often
- Pair with pre‑headers that add value or clarity
Example Subject Lines
- Black Friday preview featuring deals you’ll love
- Something big is coming this Black Friday…
- Early access: VIP Black Friday launch tonight
- Sneak peek: Your Black Friday wish list just dropped
- Pre-Black Friday deals start now (for insiders)
- It’s almost here: Black Friday preview
- Early birds save more (Black Friday starts soon)
- Doors open early: your Black Friday head start
- The countdown begins: Black Friday is near
- Black Friday’s secret deal revealed tomorrow
- Heads up: your early Black Friday pass
- Get ready: biggest Black Friday deals ahead
- Sneaky deals you’ll see only before Black Friday
- Prepare now: Black Friday line-up is live
- Shh… early Black Friday offers for loyal customers
3. Clear Value & Discount‑Based Subject Lines
Why This Works
Some shoppers are deal-hunters. They don’t want fluff, they want to know how much they can save. When your Black Friday subject line clearly states “50% off,” “free delivery,” “BOGO,” etc., you reduce friction. The value is immediately obvious, so more people open.
Best Practices
- Always specify discount percent or amount if possible
- Use “free delivery” when that’s part of the deal, it’s powerful during holiday season
- Don’t hide the value in pre-headers; put it up front
- Make sure your email content delivers what the subject line promises
Example Subject Lines
- 50% off storewide! Black Friday deal is on
- Free shipping + 30% off everything today
- Buy one, get one free: Black Friday special
- $20 off your Black Friday order
- Half‑price on bestsellers this Friday
- Black Friday flash sale: up to 70% off
- Save more: Black Friday discounts uncovered
- Your wish list is 40% off this Black Friday
- Best brands, lowest prices: Black Friday sale
- Deals under $25, Black Friday steals
- Bundle & save: Black Friday deals inside
- Massive markdowns: Black Friday only
- 3‑for‑2 on everything: Black Friday edition
- Black Friday prices you’ll want in your cart
- Deep discounts + free returns this Black Friday
4. Personalized & Customer‑Focused Subject Lines
Why This Works
People like to feel seen. A generic email subject line doesn’t say “you,” but one that mentions your name, your interests, your past behaviour feels warm. That intimate touch often improves open and click rates, especially in competitive holiday send-volume.
Best Practices
- Use customer attributes: name, past purchases, wish list, geography
- Segment your audience: VIPs, frequent buyers, cart abandoners
- Use “you/your” language
- Balance personalisation with broad appeal (because not everyone opens)
Example Subject Lines
- Mary, your Black Friday picks are ready
- We saved these Black Friday deals just for you
- Your wish list items are on sale now
- For VIPs only: early Black Friday access, [Name]
- Flash sale on things you’ve been eyeing
- Hey [Name], Black Friday deals in your size
- Your favourite brands just dropped prices
- Because you liked [Product], we thought you’d love this
- Handpicked Black Friday deals for your basket
- You deserve this: Black Friday bonus inside
- Loyalty pays: Black Friday discounts just for you
- Hey [Name], free delivery on your next order
5. Playful, On‑Brand & Funny Subject Lines
Why This Works
During holiday sales, everyone’s shouting. Humour or personality that aligns with your brand can break through the noise. If you can make someone smile (or chuckle), that email subject line stands out. And when people open because they’re curious or amused, you build brand affinity too.
Best Practices
- Know your audience, what level of humour or quirk works for them
- Keep it appropriate for your brand and products
- Pair humour with value or urgency so the joke doesn’t overshadow the sale
- Be careful not to confuse or mislead; clarity still matters
Example Subject Lines
- Your wallet called. It’s ready for Black Friday!
- Black Friday calories don’t count, right?
- Deals hotter than your holiday turkey
- Shop ’til your trousers need elastic
- Warning: your basket is about to feel heavy
- Black Friday addiction starts here
- It’s raining discounts out there
- Black Friday: retail therapy required
- Our prices dropped so you don’t have to
- Brace yourself: deals are incoming
- Who needs sleep when Black Friday deals are live
- Your coffee + Black Friday deals = best combo
6. (Bonus) Post‑Black Friday / Extended & Reminder Subject Lines
Why Include this Bonus Category
Black Friday isn’t just one day. There’s pre-Black Friday build-up, the day itself, afterwards (sales extension, Cyber Monday), and even follow-ups. Reminders, “did you miss this,” and “extended deal” emails can pull in extra revenue and reach people who didn’t act earlier.
Best Practices
- Send reminders as the sale winds down, but don’t over-bomb customers
- Use “extended” or “Encore” language if you’re continuing deals
- Reuse value messages (discounts, free delivery) in reminders
- Segment: those who didn’t open earlier, cart abandoners, high-potential customers
Example Subject Lines
- Black Friday Extended: Deals still live
- You missed it? Sorry we held on for you
- Cyber Monday & beyond: more deals inside
- Encore! Black Friday steals extended
- Last chance for Black Friday pricing
- Missed Black Friday? Here’s another shot
- Final hours of Black Friday & Cyber Monday
- Still thinking? Your basket awaits
- Bonus day: Black Friday deals continue
- Reminder: Black Friday deals end tonight
- We kept the best deals for one more day
- Your second chance: Black Friday flash offers
Best Practices for Crafting Black Friday Subject Lines That Actually Convert
Now that you’ve got lots of ideas, here are the proven practices for crafting Black Friday email subject lines that help push your campaigns over the finish line.
- Front-load the offer: If your discount or free delivery is strong, put that early in the subject line. People skim quickly.
- Be concise & mobile-aware: Many people view emails on their phones. Awkward truncation kills impact. Under ~35–50 characters is safer. Nudge the “action” or value early.
- Use clear, actionable language: Words like save, shop, hurry, grab, now move people to act. Avoid too much jargon or brand-insider terms.
- Segment & personalise: Use the data you have including past purchases, wish list, geography, loyalty. Subject lines that seem personally relevant get higher open rates.
- Create FOMO, but don’t trick: Scarcity and urgency are powerful, but overpromising or misleading = less trust + more unsubscribes.
- Use pre-headers smartly: They’re like back-up subject lines. Use them to expand on what the subject line promises, or to add detail/value.
- A/B test subject lines in advance: Test tone (urgent vs. playful), length, inclusion of discount vs. offer, personalised vs. generic. What works for one audience might not for another.
- Avoid spammy patterns: Too many capitals, too many exclamation marks, misleading promises (“FREE EVERYTHING!!”) can hurt deliverability.
- Align the subject line with the email content: If you say “50% off sitewide” in the subject line, make sure that’s true or clearly qualified inside the email. Mismatch frustrates people.
What to Test for Your Best Black Friday Subject Lines
To get the maximum impact, test different subject line elements. Here are the variables you can experiment with:
| Element to Test | Why It Matters |
|---|---|
| Discount vs. Free shipping vs. Bonus | Some customers react stronger to “free shipping” than to “20% off” depending on product category or average order size. |
| Length (short vs. descriptive) | Short lines catch attention but longer ones allow more detail. |
| Personalisation (name, behaviour, segment) | Helps increase relevance. People are more likely to open when they feel the email is for them. |
| Urgency / scarcity words vs. playful tone | Some audiences respond to fear of missing out; others respond better to humour. |
| Use of emojis vs. plain text | Can stand out in inbox, but overuse can look unprofessional depending on your brand. |
| Timing / day of send | Pre-Black Friday vs. Black Friday day vs. last-hours vs. post-sales can have different open & click dynamics. |
Putting It All Together: Sample Email Calendar Using Subject Lines
Here’s an example flow for a Black Friday email campaign with 5‑6 sends, showing how you might use subject lines from different categories in sequence:
| Day | Campaign Email | Example Subject Line Type |
|---|---|---|
| 1 (Pre Black Friday, VIP) | Early access teaser | "Sneak peek: Your Black Friday wishlist just dropped" |
| 2 (Pre Black Friday) | Main teaser to full audience | "Black Friday preview: deals you’ll love" |
| Black Friday Morning | Launch email with discount | "50% off sitewide: Black Friday deal is on" |
| Black Friday Afternoon | Reminders + free delivery push | "Free delivery + 30% off everything today" |
| Black Friday Evening / Last Call | Urgency / final hours | "Last chance: Black Friday deals end at midnight" |
| Post Black Friday / Monday / Extended Sale | Extended & reminder | "Encore! Black Friday steals extended" |
Examples from Real Campaigns & Stats
- Personalisation (“VIP,” “your picks,” etc.) has been shown to increase open rates significantly. In some recent data, emails with personalised subject lines had as much as ~29% higher open rates.
- Subject lines with clear numbers & discounts tend to outperform vague offers. Value upfront helps cut through the noise.
- Teaser/pre‑Black Friday emails boost engagement and set the stage, so your main Black Friday email sees better open and click rates.
From strategy and copy to automation and testing, we craft data-driven email campaigns that build sales growth and scale your brand faster.
100+ Black Friday Subject Line Ideas You Can Steal & Adapt
Here’s a bonus compilation, 100+ subject lines drawn from the categories above + new ones so you’ve got plenty of fuel. Pick a dozen, tweak them for your brand + offer, test, iterate.
Urgency & FOMO
1. Final hours: Black Friday deal ends soon
2. Don’t miss out! Deals vanish at midnight
3. Last chance: up to 60% off everything
4. Hurry ‑ Black Friday steals running out
5. Only a few left: your deal ends soon
6. Black Friday ends in X hours
7. Act now or regret later
8. Deals disappearing fast
9. Time’s up: Black Friday savings vanish
10. Last call: grab your favourites
Teasers & Pre‑Black Friday
11. Big save is coming… ready?
12. Sneak peek: what’s dropping this Black Friday
13. Early access: shop before the crowd
14. Black Friday preview, be the first
15. Don’t wait: pre-Black Friday sales inside
16. Get your early Black Friday pass
17. Something huge is about to happen
18. Preview deals just for insiders
19. Doors open early for you
20. Countdown to Black Friday begins
Clear Value / Discount
21. 50% off sitewide! Black Friday begins
22. Free delivery + 40% off, today only
23. Black Friday: buy one get one free
24. Save £30 when you spend £100
25. Half off on all bestsellers
26. Flash deals: up to 70% off
27. All shoes 30% off this Black Friday
28. Deep discounts on top brands
29. Black Friday price drop, shop now
30. Mega sale: deals too good to miss
Personalized & Customer‑Focused
31. Emma, these Black Friday deals are for you
32. Your wish list just got cheaper
33. We picked these just for you
34. VIP Access: Black Friday deals you’ll love
35. Your favourite items are on sale
36. Because you shopped with us before…
37. Hey [Name], your basket misses you
38. For our top customers: exclusive Black Friday offers
39. [City] Black Friday deals just for you
40. Your Black Friday upgrade is here
Playful / Brand Voice / Funny
41. Wallets at the ready
42. Black Friday + sofa + you = perfect combo
43. Shop ’til your basket cries
44. Retail therapy starts now
45.Your wallet deserves a treat
46. Warning: prices about to drop hard
47. Black Friday fever = our best deals
48. Stocked up on coffee? You’ll need it
49. Deals so good you’ll do a double take
50. Unwrap joy (and discounts) this Friday
Post‑Black Friday / Extended & Reminder
51. Didn’t get what you wanted? Try this
52. Missed Black Friday? It’s not over yet
53. Encore sale: Black Friday continues
54. Final hours: extended Black Friday deals
55. One more chance at those deals
56. Cyber Monday + Black Friday mash-up
57. Don’t let the savings slip away
58. You snoozed, you saved: deals back
59. Last call: Black Friday reprised
60. Extended for you: Black Friday steals
(Feel free to mix & match, e.g. a playful tone + urgency + personalisation. Just test what your audience likes.)
Final Thoughts
Black Friday doesn’t care if you’ve had coffee, if your inbox is full, or if your subject line is “pretty good.” It’s competitive. It’s noisy. And it moves fast.
That’s why getting your Black Friday email subject line right isn’t optional. It’s mission-critical. The success of your Black Friday campaign often hinges on whether people even open your email or scroll past it.
With the 100+ examples and strategies you’ve seen here, you’ve got the tools to craft compelling, curiosity-driven, and high-converting subject lines, whether you’re prepping for pre-Black Friday, Cyber Monday, or the full holiday sales push.
But if your team’s stretched thin, or if you’d rather not be writing email templates at midnight the week before Christmas shopping season…
Work with us at Webfuel Digital.
We help e-commerce brands launch effective Black Friday campaigns with subject lines that stand out, strategies that convert, and email sequences that don’t just “look nice”, they drive results.
Let’s make this your best Black Friday yet.
Drop us a message. We’ll bring the coffee and the strategy.
