Black Friday and Cyber Monday no longer represent a weekend—they anchor a multi-week, AI-driven, mobile-first commerce season. And while 2025 will showcase this shift in full force, the real opportunity for marketers is to prepare now to dominate Black Friday Week 2026. 

Below, find your 2026 playbook built on real, verifiable industry data combined with Blue Chip’s agency perspective.  

1. AI is becoming a primary gateway to holiday shopping 

Traffic from generative-AI tools to retail sites surged: 

• 1,300% YoY during Holiday 2024 

• 1,950% YoY on Cyber Monday alone 

Source: Adobe Digital Insights 

Why it matters for 2026:  Shoppers aren’t just browsing less—they’re delegating decisions to AI. That means the first moment of truth is increasingly happening inside ChatGPT, Gemini, Perplexity or retailer AI assistants. And because AI models optimize for clarity, structure and relevance, your product data will now determine your discoverability. 

Your 2026 playbook: 

• Build AI-readable product pages with clear attributes 

• Add structured FAQs and value messages AI can surface 

• Audit your brand’s presence in top AI assistants 

2. Mobile is the default shopping channel 

Smartphones drove ~54.5% of all U.S. online holiday purchases in 2024. 

Source: Adobe / RetailCustomerExperience 

Why it matters for 2026:  Mobile isn’t just another channel—it’s the primary storefront for today’s shopper. And because shoppers expect speed and simplicity, your mobile performance now directly determines your revenue. 

Your 2026 playbook: 

• Deliver <2-second mobile load times 

• Prioritize reels, stories, shorts and thumb-friendly formats  

• Offer mobile-only bundles or QR-triggered offers 

3. BNPL is reshaping holiday shopping behavior 

Buy Now, Pay Later spending during the 2024 holiday season grew 14% YoY, reaching $16.6B. 

Source: Insider Intelligence 

Why it matters for 2026:  BNPL encourages bigger baskets, stock-up behavior and premium purchasing—even in CPG. As BNPL adoption expands, brands that integrate it seamlessly into the shopper journey will capture demand. 

Your 2026 playbook: 

• Use BNPL messaging for larger bundles & premium SKUs 

• Integrate BNPL into PDPs and seasonal landing pages 

• Segment BNPL users for retargeting and subscription offers 

4. AI agents are quietly influencing nearly 1 in 5 purchases 

Salesforce reports that ~19% of online holiday orders in 2024 were influenced by AI-driven recommendations and personalization. 

Source: Salesforce Holiday Dataset 

Why it matters for 2026:  AI doesn’t just drive discovery—it actively shapes consideration and conversion. And shoppers are expecting AI-driven guidance throughout their journey—not just at the point of purchase. 

Your 2026 playbook: 

• Enable AI chat for guidance, pairing and product education 

• Use predictive analytics to trigger targeted offers 

• Create AI-powered “gift finder” or guided holiday experiences 

5. Sustainability is a growing purchase driver for Gen Z 

Sustainability isn’t a differentiator anymore—it’s a baseline expectation for Gen Z. Two authoritative sources confirm this shift: 

Kadence Research (2020–2024) 

• Gen Z believes brands should lead on sustainability 

• 73% are willing to pay more for sustainable products 

• Eco-friendly packaging is a major decision factor 

Source: Kadence – Why Gen Z Values Sustainability 

McKinsey’s “True Gen” Report 

• Gen Z places heightened importance on brand values, ethics and sustainability 

• Sustainability is a meaningful driver of brand choice 

Source: McKinsey – True Gen 

Why it matters for 2026:  Gen Z will represent a larger share of Cyber Week shoppers—especially in categories like beauty, personal care, beverages and household goods. Clear sustainability signals from brands will increasingly determine who gets considered and who gets filtered out. 

Your 2026 playbook: 

• Make sustainability a visible value prop—not a side note 

• Use recognizable eco labels & packaging callouts on PDPs 

• Launch limited-edition eco-friendly holiday packaging or refillables 

6. Creator content outperforms traditional paid social 

Influencer Marketing Hub reports that creator-led content consistently drives higher engagement, trust and conversion efficiency than standard paid ads. 

Source: Influencer Marketing Hub ROI Report 

Why it matters for 2026:  Creators now shape taste, trust, product discovery and trial—especially during high-intent holiday windows. Brands that integrate creators into content will outperform those relying solely on standard paid ads. 

Your 2026 playbook: 

• Activate creators early to build momentum before Cyber Week 

• Repurpose UGC into retail media, PDP videos and paid social 

• Use performance-based creator programs (affiliates, revenue share) 

7. Real-time social media optimization is now essential 

During Black Friday and Cyber Monday weeks, social platforms behave like living markets where: 

• TikTok trends shift hourly 

• Retail media prices fluctuate dynamically 

• Creators surge into virality overnight 

• Platform algorithms prioritize fresh content over legacy campaigns 

Why it matters for 2026:  On social, trends shift hourly and algorithms reward the newest, highest-performing content. Static plans fall behind quickly. Optimizing in real time will capitalize on momentum as it happens. 

Your 2026 playbook: 

• Build a “social command center” (lightweight or virtual) 

• Pre-produce rapid-response creative variations  

• Monitor trending audio, formats and creators hourly 

• Shift budget instantly toward high-performing assets 

• Refresh creative daily to keep pace with platform velocity 

Winning Black Friday + Cyber Monday 2026 starts now 

To win in 2026, marketers must build strategies centered on: 

• AI-first discovery & recommendation 

• Mobile-native experiences 

• Buy Now, Pay Later-driven basket expansion 

• AI-powered shopping guidance  

• Sustainability-forward brand positioning 

• Creator-driven influence & conversion 

• Real-time social media optimization 

Black Friday + Cyber Monday are no longer just a moment—they’re a system.    And the brands that prepare today will dominate 2026.