UGC for Black Friday, Cyber Monday & EOFY Sales
Sales events are won in the feed. The brands that convert use creator content that feels urgent, authentic, and impossible to scroll past.
The Sales Event Calendar
Black Friday
Late November
Cyber Monday
Late November
Boxing Day
December 26
New Year Sales
January
Easter Sales
March / April
EOFY Sales
June
Click Frenzy
Various dates
Why UGC Outperforms During Sales Events
2-3x Higher CTR
UGC ads see 2-3x higher click-through rates during peak sales periods compared to traditional creative.
79% More Likely
Consumers are 79% more likely to purchase when they see user-generated content alongside a sale.
Lower Ad Fatigue
UGC creative combats ad fatigue, which is critical when every brand is competing for attention simultaneously.
Content Types That Convert During Sales
"Is It Worth It?" Review
Honest product review with a sale-price hook
TikTokHaul / "What I Got"
"What I got for $X" during the sale
ReelsCountdown / Urgency Hook
"Only 24 hours left" time-pressure content
TikTokSide-by-Side Comparison
Your product vs the competitor at sale price
TikTok + ReelsTestimonial + Discount Code
Social proof with a discount overlay for ads
Meta AdsThe 4-Week Sales Event Playbook
Week 1 (4 weeks out)
Brief creators, ship products
Week 2 (3 weeks out)
Content production
Week 3 (2 weeks out)
Review, approve, schedule organic posts
Week 4 (Sale week)
Launch paid ads, boost top organic performers, retarget with testimonial UGC
EOFY-Specific Tips
EOFY is unique to Australia. Less competition from US brands means cheaper ad inventory and higher share of voice.
Frame UGC around tax deductions and "treat yourself before June 30" messaging. It resonates because it feels timely and justified.
B2B brands can use UGC here too. "Tools I'm buying before EOFY" format works on LinkedIn and in email campaigns.
Book your sales event content early
The best-performing brands lock in their creator pipeline weeks before the sale goes live.