INSIDE THE REPORT
From discounting decisions to customer behaviour and the sales that followed, explore five revealing patterns that shaped BFCM 2025.
-1%
Mid-range discounters didn't grow. Light and heavy discounters both did.
6 in 10
BFCM buyers had already shopped with the brand.
32%
Of Cyber Monday sales landed between 8pm and midnight.
2×
Sales grew twice as fast as ad spend.
-22%
Daily sales fell in the four weeks after the sale.
New for 2026
This year's report takes a closer look at what happens beyond the initial purchase, revealing how BFCM customers spend over time, which discount codes attract different buyers and what creator-led acquisition delivers.
BFCM chorts
2.4x
More new customers per day during BFCM
But BFCM-acquired customers spent less on repeat orders over the following year than customers acquired in October. The acquisition spike didn't necessarily translate into greater long-term value.
Discount codes
89%
Of welcome-code orders came from new customers
Welcome, loyalty and creator codes reached distinctly different audiences. Understanding who uses each code can help brands match incentives to the customers they want to reach.
Creators & loyalty
+37%
Higher average order value from TikTok-acquired customers
TikTok-acquired customers spent more per order but returned to purchase less often than customers from other major channels. A larger first order doesn't always mean greater lifetime value.
TRUSTED BY RETAILS BEST OPERATORS
Sam Reece
General Manager, Babyboo
FROM DATA TO DECISIONS
The complete picture of BFCM, from first click to final sale.
Explore how the sales surge unfolded, when shoppers bought and why performance varied across brands.
Understand how discount depth, product selection and promotional codes influenced sales and profitability.
Discover who shopped during BFCM, what those customers were worth and which channels drove lasting value.
See how advertising spend, marketing efficiency and rising acquisition costs shaped BFCM performance.
Explore what happens to sales and customer demand once the BFCM rush is over.
Understand the trends shaping retail in 2026, from early customer demand to AI-driven discovery.
BFCM DATA, UP CLOSE
Use real sales, customer and profitability data to guide your strategy, prioritise spend and protect your margins.
