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An image from Tweakers’ special Black Friday campaign.
First Tweakers, then shopping
November 2025 was a record month for Tweakers. During the Black Friday period, the tech community guided consumers towards a purchase at affiliated webshops 3.5 million times. What started as a platform for dedicated tech enthusiasts has since grown into an indispensable resource for a broad audience.
Wouter de Rijk
(41), team lead Conversion and Proposition Marketing at Tweakers
Black Friday originated in the United States, where it takes place on the day after Thanksgiving. Most Americans are off work and can benefit from major discounts on their first Christmas purchases in stores. “It’s also the most important period of the year for us,” says Wouter de Rijk, team lead Conversion and Proposition Marketing at Tweakers. “We deliberately call it a period, because Black Friday keeps getting longer and now spans almost the entire month of November.”
During that month, Tweakers primarily focuses on driving click-outs to webshops via Pricewatch, the community’s own independent price comparison tool, which includes more than 1 million products across 190 categories. When you click on a product on the website, you’re directed to a webshop that sells that product. “For most webshops, we already receive a fee at that point. For some, we only receive it once the product has actually been purchased.”
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Sylvia Cools, editor-in-chief of the Stentor, sees the pop-up editorial team as a great way to get in direct contact with the readership. “It is important to be where our readers are, not only digitally but also physically. Especially to engage in conversation, to know what is happening and alive in a community. We do this by making our reporters as visible and approachable as possible. The pop-up editorial team is an example of that, we really engage with our audience. By going to people, we remove a barrier to sharing stories, tips, or solutions with us.”
3.5 million click-outs
In November 2025, Tweakers generated a total of 3.5 million click-outs to webshops – an increase of 11% compared with the previous year. On Black Friday itself, Friday 28 November, there were more than 300,000 click-outs, also a record. The strongest growth was seen in the preceding weeks. On some days in November, growth reached nearly 50%.
During those weeks, Tweakers was highly visible in the media with an original advertising campaign. A girl walks out of a shop with a new gaming desktop and hears: “Congratulations Amy, you paid 110 euros too much!” Below that, more subtly: “Did you know that 45% of Black Friday deals were cheaper before Black Friday? First Tweakers, then shopping.”
TOP 5
The most popular products during Black Friday
- Smartphones
- Televisions
- Laptops
- Monitors
- Tablets
(based on click-outs)
100% independent
With this campaign, Tweakers responded to the flood of deals and discounts consumers are exposed to in November. In many cases, these aren’t the best deals available. Tweakers can substantiate this, because Pricewatch tracks all product prices. “Pricewatch is incredibly valuable,” says De Rijk. “To help you choose the right product, we also provide information and advice, including very extensive Best Buy Guides. These are produced by our editorial team and are 100% independent and reliable. That is our greatest strength. More and more people are finding their way directly to Pricewatch. As a result, Tweakers is becoming increasingly visible to a broad audience.”
Can Tweakers do without Black Friday? “Yes and no,” De Rijk replies. “Yes, because throughout the year you can find the right product at the best price with us. And no, because it represents a significant share of revenue and brings a lot of positive energy to the Tweakers team. Every year, we build up to this peak moment, and for that reason alone we wouldn’t want to miss Black Friday.”
