BFCM 2025 – The Numbers Behind the Biggest Shopping Period of the Year

Black Friday and Cyber Monday are officially in the books. We’ve made it past the BFCM period, or what we marketers often call “Turkey 5”. This year’s BFCM didn’t just meet expectations; it shattered them.

This year's Black Friday and Cyber Monday were officially recorded as the highest-selling days online in history. According to Adobe Analytics, Black Friday delivered a record $11.8 billion in online sales (up 9.1% year-over-year), while Cyber Monday brought in an even more impressive $14.25 billion (up 7.1% YoY). In total, the entire BFCM period (the 5-day period from Thanksgiving to Cyber Monday) generated $44.2 billion online, a 7.7% increase from last year. Leading the charge were electronics, clothing and apparel, home and furniture, toys and games, and sporting goods.

For our Amazon clients at Podean specifically, the momentum was just as strong. Across the BFCM period, we saw notable gains in traffic, sales, and media efficiency:

• Traffic: Global traffic rose 16.4% YoY, highlighting the continued expansion of online shopping. The US saw 9% growth, while Australia surged 109%.

• Sales performance: Sales dollars grew 33% YoY, with unit volume up 18%. Markets seeing the strongest momentum included Australia, up 133% in sales dollars and 103% in units, and Brazil, up 118% in sales dollars and 145% in units.

• Average Sales Price (ASP): Globally, ASP increased 13% YoY, helping explain why sales dollars growth outpaced unit volume in some regions.

• Media efficiency: Globally, media spend increased 28%, while media-attributed sales jumped 34%, showing that investment translated into strong performance.

Beyond traditional shopping behavior, one trend stood out above all: AI-assisted shopping continues its meteoric rise. Adobe Analytics reports that AI-driven traffic to retail sites jumped 670% on Cyber Monday alone, with particularly strong adoption in electronics, video games, and appliances. This signals a fundamental shift in how consumers are discovering and purchasing products. Given AI's recent boom over the past year across all industries, it shouldn’t come as a surprise if it becomes an even bigger factor in online shopping over the next 12 months.

What’s Next

While BFCM may be behind us, there are still a few crucial weeks left in this busy holiday shopping season. Now is the time to analyze what worked, optimize what didn't, and finish Q4 strong.

Ready to take the next step? Podean is here to help. Whether it’s optimizing media strategies, uncovering emerging consumer behaviors, or leveraging AI-driven insights, we provide the data and expertise brands need to make informed decisions and maximize results this holiday season—and beyond.