Thanksgiving is one of the biggest shopping moments of the year — but also one of the most competitive. Scroll through social media that week and you’ll see a tidal wave of ads. Most look the same. Many sound the same. A few will win.
If you're running paid ads during Thanksgiving, you need more than just a nice headline or some fall colors. You need a strategy built around timing, copywriting, and creative that’s tailored for this chaotic (and high-potential) week.
Let’s break it down — with a few unexpected tips you probably haven’t tried yet.
When to Launch Your Thanksgiving Campaigns (With Strategy, Not Hype)
You already know timing matters. But let’s go deeper than “start early.”
Here’s a breakdown of not just when, but why and how to time your ads for better performance:
Phase 1: Pre-Thanksgiving Warm-Up (Nov 1–18)
Your audience isn’t ready to buy — yet. Use this time to build custom audiences by running:
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Short-form videos that introduce your offer (even without a CTA).
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Behind-the-scenes content on how your holiday bundles or offers are being prepped.
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Gratitude-based posts that collect engagement (ideal for retargeting).
Example: a skincare brand runs a “holiday lab tour” video, showing how their gift sets are made. It builds emotional connection and feeds warm audiences into retargeting pools.
Pro tip: use 2% lookalike audiences from last year’s Black Friday buyers, and push them into the top of funnel here. Not sure which audience type to use? Here’s a helpful breakdown on Custom vs Lookalike Audiences.
Phase 2: Prime-Time Launch (Nov 19–22)
This is when the decision-makers are starting to shop, especially if your product is a gift.
Run your core Thanksgiving campaign now, focusing on:
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Urgent messaging: limited quantity, early bird deals, gift shipping cutoff.
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Benefit-led copy: not just discounts, but why someone should care.
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Testing creative formats: carousels, reels, TikToks.
Example: a coffee subscription brand launches a 3-day “Friendsgiving Box” ad with a timer. The ad emphasizes, “Shipping closes before Thanksgiving — order now and gift early.”
Not sure what campaign type to choose? Brush up on Meta Ad Campaign Objectives so you don’t waste budget on the wrong setup.
Phase 3: Thanksgiving Day Retargeting (Nov 23)
Most brands forget this window. People are on their phones — before or after dinner.
Use retargeting ads that:
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Remind cart abandoners of their items.
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Highlight “last call” for Thanksgiving-only bonuses.
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Use lighter, more emotional copy like “Enjoy the moment — your deal’s still waiting.”
And if you’re running into issues with delivery or seeing the “Ad Set May Get Zero” warning, you’ll want to review why that happens and how to fix it.
Copy That Converts (Beyond Just Saying 'Thank You')
Thanksgiving gives you a unique emotional angle. But that doesn’t mean you should sound like a Hallmark card.
Here’s how to write ads that actually perform — with nuance.
Be specific about gratitude
Generic “we’re thankful” copy is invisible. Instead, show who you're thankful for:
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“We're thankful for the 14,214 customers who supported our small biz this year.”
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“To our first 100 subscribers from 2018 — your loyalty means everything. Here’s 30% off.”
Why it works: it makes people feel seen, and it doesn’t feel like a mass broadcast.
Write your copy like a conversation
Skip buzzwords like “exclusive promotion” or “doorbuster deals.” Instead, write like you're texting a friend.
Example:
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Not this: “Take advantage of our Thanksgiving savings event.”
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Try this: “Quick heads-up — our holiday sale just dropped. 25% off sitewide, today only.”
For more help shaping your tone, this guide on crafting Facebook ads copy that converts is packed with examples.
Use psychological anchoring
Show the value beyond the discount. Anchor the price to the experience.
Example: “You could spend $90 on a random gift box — or $59 for our chef-curated bundle delivered by Thanksgiving.”
Another angle: instead of “20% off,” say “Save $32 on the same dinnerware set your sister paid full price for last week.”
It’s playful, it’s clear, and it gives shoppers a story.
Creative That Stands Out in a Busy Feed
If your ad looks like everyone else’s — it won’t even register.
Here’s how to design Thanksgiving ad creative that doesn’t disappear in the noise.
Use rich, real imagery
Stock fall photos feel fake. Instead:
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Shoot real products on textured backgrounds: linen napkins, wooden tables, warm lighting.
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Show products in motion — pouring coffee, unboxing a gift, passing plates.
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Avoid orange overload. Try rich browns, deep greens, cranberry reds.
Example: a jewelry brand films hands tying a gold bracelet around a wrist during a family toast. One clean shot. Text overlay: “Thankful for little moments.”
Test creative formats that don't scream 'ad'
Try these less-used formats:
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Poll ads on Instagram Stories: “Are you hosting or guesting this year?”
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Reels with trending Thanksgiving audio that ties into your offer.
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Before/after images that show product impact in a seasonal setting.
Need help streamlining visuals? These AI-powered text and image generators can help you produce creative variations quickly.
Advanced Retargeting: Segment Smarter Than the Rest
Most advertisers retarget all visitors the same way. But if you dig just slightly deeper, you’ll gain an edge.
Here’s how to segment retargeting during Thanksgiving week:
Viewed but didn’t add to cart?
Remind them with social proof:
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“Over 4,000 holiday planners grabbed this bundle — ready to try it too?”
Abandoned cart in last 24 hours?
Add urgency, not pressure:
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“Your Thanksgiving offer’s still waiting — it disappears tonight.”
Engaged with your brand on Instagram but didn’t click?
Use creative-only retargeting with zero sales pitch.
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Post a feel-good video and caption it: “Wishing you warmth, joy, and a full plate.”
Why it works: it keeps your brand top-of-mind without exhausting the audience.
To go deeper into behavioral segmentation, this guide on behavior-based Facebook targeting is a must-read.
Closing Thoughts: Think Beyond the Sale
Thanksgiving is about gratitude. That gives your brand a rare chance to be more human — even in a performance-focused ad campaign.
So yes, drive sales. Optimize for ROAS. But also show you understand the moment your audience is in. That’s what makes people stop scrolling, click, and remember you.
You don’t need to shout louder. You need to connect smarter.
