Black Friday brings a surge in app installs, and during peak season, everything changes fast. What you do during that week, and with your new users once it's over, matters as much as acquiring them.
On Black Friday 2025, apps working with Rocket Lab recorded 302,088 installs, a 98% increase compared to the daily average during the first week of November, according to data from Space, Rocket Lab's proprietary platform.
Ad impressions grew by just 9% and CPMs rose by about 20%. Each impression cost more, but users were far more ready to download and act than on a regular day.
A new promotion goes live, audiences get tired of the same ad, or a channel that was working suddenly costs more. Results depend on how quickly you can read what's happening and adjust.
In this Rocket Reel, Candelaria Gonzalez Videla explains how we prepare the season with our clients and why a partner who already knows your app helps you decide faster.
Not every user acquired during Black Friday buys right away. With a retargeting strategy through Programmatic Ads, you can reconnect with those users, encourage first purchases and bring customers back to your app.
Peak season brings new users into your app. The weeks after are when you keep generating value from them.
Let's plan what comes next for your app.
No. While early planning helps advertisers test campaigns and identify high-performing audiences, November still offers opportunities. Brands can focus on existing performance data, proven channels, and clear business goals to make the most of Black Friday and the weeks that follow.
Mobile apps can use retargeting campaigns to reconnect with users acquired during Black Friday, encourage first purchases, and increase repeat transactions. A strong post-Black Friday strategy focuses on turning new installs into long-term engagement and business results.
Not every user who installs an app during Black Friday makes a purchase immediately. Retargeting helps brands reconnect with users who browsed products or abandoned a purchase, encouraging them to return and complete valuable in-app actions.
Candelaria Gonzalez Videla, Sales Manager LATAM at Rocket Lab. Rocket Lab is an App Growth Hub that integrates multiple solutions to help companies and their apps achieve their business goals through attraction, acquisition, and engagement strategies. Its solutions include Apple Ads, OEM advertising, programmatic media, and ad networks, supporting brands across the entire app lifecycle.
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