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class="bottom-margin _15px"><div class="listrak-services">Listrak Services</div></div><div class="bottom-margin _15"><p class="paragraph-nav">Listrak’s client services are designed to accelerate growth, maximize ROI, and support your unique goals.</p></div><a href="/services" class="black-outline-button platform-nav w-button">Learn More</a></div></div></nav></div><div data-delay="0" data-hover="true" data-w-id="53b4a5c2-6168-7358-dec1-9b9c27e9e9ca" class="nav-dropdown w-dropdown"><div class="nav-link w-dropdown-toggle"><div class="nav-link-block"><div class="nav-dropdown-icon w-icon-dropdown-toggle"></div><div class="mobile-text-only">Clients</div><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262413/68c363e32ff31c6f0d6a01cf_arrow%20nav.svg" loading="lazy" alt="" class="nav-arrow"/><div class="nav-link-desktop"><div>Clients</div></div></div></div><nav class="dropdown w-dropdown-list"><div class="w-layout-grid nav-grid"><div id="w-node-_53b4a5c2-6168-7358-dec1-9b9c27e9e9d5-0c9e759d" class="nav-grid-div with-divider hide-mobile"><h4 class="dropdown-header">Clients</h4><div class="bottom-margin _1rem"><p class="paragraph-nav">Listrak’s Customer Engagement Platform orchestrates cross-channel campaigns for Leading Retailers and Brands.</p></div><a href="/clients" class="black-outline-button platform-nav w-button">Learn More</a></div><div id="w-node-_53b4a5c2-6168-7358-dec1-9b9c27e9e9da-0c9e759d" class="nav-grid-div _1col"><a href="/clients" class="nav-dropdown-link-vert w-inline-block"><div><strong>Success Stories</strong></div><div class="page-dscr">Listrak’s robust feature set and best-in-class service help clients accelerate their growth.</div></a><a href="https://www.listrak.com/#G2" class="nav-dropdown-link-vert w-inline-block"><div><strong>G2 Recognition & Reviews</strong></div><div class="page-dscr">Real client ratings have continually earned us accolades from G2.</div></a></div><div id="w-node-_53b4a5c2-6168-7358-dec1-9b9c27e9e9e7-0c9e759d" class="nav-grid-div bonus-section"><a data-w-id="53b4a5c2-6168-7358-dec1-9b9c27e9e9e8" href="/success-stories/peter-thomas-roth" class="client-feature-block-nav w-inline-block"><div class="nav-image-feature"><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262413/691f35abe7aabb3d81c1fd9f_Navigation-Feature-530x240%20(3)%20(1).avif" loading="lazy" alt="" class="client-top-image-nav"/></div><div class="client-wrapper-nav"><p class="paragraph-nav-white">Peter Thomas Roth Clinical Skincare saw exponential results from better activating their Shopify data with Listrak.</p></div></a></div><div></div></div></nav></div><div data-delay="0" data-hover="true" data-w-id="53b4a5c2-6168-7358-dec1-9b9c27e9e9ef" class="nav-dropdown w-dropdown"><div class="nav-link w-dropdown-toggle"><div class="nav-link-block"><div class="nav-dropdown-icon w-icon-dropdown-toggle"></div><div class="mobile-text-only">Company</div><img 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src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262413/67fe82ad348d0c8178e8b18b_Asset%201hamburger.svg" loading="lazy" alt="" class="burger-icon"/><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262413/67fe7516846be772f61d49be_Asset%2054icon-2025.svg" loading="lazy" alt="an X icon" class="nav-x-ixon"/></a></div></div></div></div><div id="INTRO" class="dots-2-rows"></div><div class="page-wrapper"><div class="new-section-2025 blog"><div class="container-2025"><div class="post-info _850-max"><h1 class="post-heading blog-post-heading">BFCM in Review: Exclusive Data from Listrak</h1><h1 class="post-heading no-padding w-condition-invisible w-dyn-bind-empty"></h1><h1 class="post-heading no-top-padding w-condition-invisible w-dyn-bind-empty"></h1><h1 class="post-heading small-sub w-dyn-bind-empty"></h1><div class="blog-subheader w-condition-invisible w-dyn-bind-empty w-richtext"></div><div class="post-info-bottom hide"><div class="w-hidden-tiny">Posted on </div><div class="w-hidden-tiny">Dec 4, 2025</div><div class="w-hidden-tiny"> by</div><a href="#" class="post-card-author-link w-inline-block"><img src="" alt="" class="post-card-v1-avatar w-dyn-bind-empty"/><div class="w-dyn-bind-empty"></div></a></div></div><div class="custom-sub-header w-condition-invisible w-dyn-bind-empty"></div><div class="post-image w-condition-invisible w-dyn-bind-empty w-video w-embed"></div><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262457/6931b747b33d308417bdb588_2400x740-BlogHeader.jpg" loading="lazy" alt="" sizes="100vw" srcset="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262457/6931b747b33d308417bdb588_2400x740-BlogHeader-p-500.jpg 500w, https://cdn.prod.website-files.com/67c9dc06e27a49c72d262457/6931b747b33d308417bdb588_2400x740-BlogHeader-p-800.jpg 800w, https://cdn.prod.website-files.com/67c9dc06e27a49c72d262457/6931b747b33d308417bdb588_2400x740-BlogHeader-p-1080.jpg 1080w, https://cdn.prod.website-files.com/67c9dc06e27a49c72d262457/6931b747b33d308417bdb588_2400x740-BlogHeader-p-1600.jpg 1600w, https://cdn.prod.website-files.com/67c9dc06e27a49c72d262457/6931b747b33d308417bdb588_2400x740-BlogHeader.jpg 2400w" class="blog-post-image"/><div class="cms-content-wrapper"><div class="blog w-richtext"><p>Retail’s biggest weekend of the year is behind us. Now it’s time to dive into the data. </p><p>For retail marketers, Black Friday and Cyber Monday are more than a moment. They are a signal. These performance patterns reveal how consumers are adapting to economic pressure, how channels are evolving, and what strategies will matter most through the rest of the holiday season and into 2026.</p><p>Below are the key takeaways from Listrak’s exclusive BFCM data.</p><h3><strong>What Listrak’s BFCM Data is Saying</strong></h3><h4><strong>BFCM at a Glance</strong></h4><p>Our exclusive data revealed some critical insights that reflect the state of the economy and how these trends might continue. Despite economic headwinds, marketers leaned in and customers responded.</p><ul role="list"><li><strong>Volume and Engagement on the Rise</strong>: Listrak clients made the most of BFCM with a <strong>4.2%</strong> increase in sends, building on last year’s record volume. Consumers responded favorably, with email and SMS clickthrough rates (CTRs) up <strong>8.4%</strong> from 2024.</li><li><strong>Optimal Send Timing Emerged:</strong> <br/><ul role="list"><li><strong>Email:</strong> 7:00 AM was the most common send time on both Black Friday and Cyber Monday.</li><li><strong>SMS:</strong> Respecting quiet hours, peak send times landed at <strong>12:00 PM on Black Friday</strong> and <strong>10:00 AM on Cyber Monday</strong>.<br/></li></ul></li></ul><h4><strong>Economic Impacts on BFCM Results</strong></h4><p>Consumers continued to shop, but with greater intention.</p><ul role="list"><li><strong>AOV Up, Conversions Down: </strong>Average order value climbed 18% YOY, while orders declined 16%. Higher prices, driven in part by tariffs, likely pushed shoppers to buy less frequently while spending more per order.</li><li><strong>Revenue Steady for Listrak Clients</strong>: Despite lower conversion volume, increased engagement and higher AOV helped stabilize revenue for Listrak clients.</li><li><strong>Savings Compressed:</strong> A further impact of inflation is that sitewide discounts averaged <strong>30%</strong>, the same as last year – meaning consumers saved less YOY. We also saw fewer brands offering free shipping with no minimum, declining from 27% of retailers in 2024 to <strong>22%</strong> in 2025, with most free shipping thresholds set at $80 or more.<br/></li></ul><h4><strong>Cyber Week Insights by Date</strong></h4><p>The shift of BFCM from discrete days to a “deals week” period encompassing Thanksgiving and the weekend continued, with both marketers and customers placed increased importance on the days surrounding Black Friday.</p><ul role="list"><li><strong>Earlier Sends and Earlier Engagement:</strong> <br/><ul role="list"><li>Sends increased <strong>3% YOY on Thanksgiving</strong> and <strong>15% on Black Friday</strong>, as brands moved earlier.</li><li>CTRs rose <strong>18% YOY over the weekend</strong>, while <strong>Cyber Monday engagement softened</strong>, signaling reduced willingness to wait.</li></ul></li><li><strong>Weekend-Long Discounts: </strong> <br/><ul role="list"><li><strong>63% </strong>of retailers held the same offer from Black Friday through Cyber Monday.</li><li>Only <strong>29%</strong> increased discounts on Cyber Monday.</li></ul></li><li><strong>Revenue Distribution Followed Engagement:</strong> <br/><ul role="list"><li>Thanksgiving Day generated <strong>16% of total revenue</strong>, up 3% YOY.</li><li>The weekend captured <strong>33% of revenue</strong>, up 2.5% YOY.<br/></li></ul></li></ul><p> </p><figure style="max-width:1742pxpx" class="w-richtext-align-fullwidth w-richtext-figure-type-image"><div><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262457/6931d187738dbe42cee1e4ec_Screenshot%202025-12-04%20at%201.22.21%E2%80%AFPM.png" loading="lazy" alt=""/></div></figure><h3><strong>BFCM Channel Performance: Mobile Takes Center Stage</strong></h3><p>As we have noted for several years in a row, mobile continues to grow in importance and effectiveness as a BFCM marketing channel.</p><ul role="list"><li><strong>SMS Volume Surged</strong>: SMS sends were up <strong>20%</strong> YOY. </li><li><strong>Increased Revenue Share</strong>: SMS revenue rose <strong>10%</strong> YOY, driving revenue share up 9% YOY to <strong>16%</strong> of total BFCM revenue.</li><li><strong>Conversion Rate Match</strong>: For the first time, conversion rates were virtually equal across email and SMS (<strong>6.93%</strong> for Email and <strong>6.95%</strong> for SMS), further confirming increased consumer adoption of the SMS channel. <ul role="list"><li>AOV was still lower in SMS than email, as shoppers potentially save larger purchases for other devices: $184 for email vs. $151 for SMS.</li></ul></li><li><strong>Cyber Monday Favored SMS</strong>: SMS stole the show on Cyber Monday. While sends were flat YOY, conversion rate increased <strong>16%,</strong> and revenue increased <strong>22%</strong> accordingly.<br/></li></ul><h4><strong>BFCM Vertical Performance Highlights</strong></h4><p>Individual retail verticals saw some differing results that reflect the unique conditions of their markets.</p><ul role="list"><li><strong>Value-Driven Categories Outperformed: </strong>Food and Beverage, Children and Babies, and Health saw higher conversion rates, reflecting increased focus on essentials and more affordable gift options.<br/></li></ul><h4><strong>BFCM Campaigns That Drove Growth</strong></h4><p>Smarter automation delivered measurable impact.</p><ul role="list"><li><strong>Triggered Campaigns Get Results</strong>: Brands worked smarter, not harder with triggered campaigns that drove <strong>+15.2%</strong> in revenue YOY. <ul role="list"><li><strong>Price Drop</strong> campaigns delivered <strong>24%</strong> revenue growth with conversion rates up <strong>9%.</strong></li><li><strong>Back in Stock and Low Inventory</strong> alerts outperformed year over year.</li><li><strong>Cart Abandonment</strong> revenue increased<strong> 14% YOY</strong>.</li><li><strong>Browse Abandonment</strong> revenue increased <strong>8% YOY</strong>.</li></ul></li></ul><p>These results reinforce the value of timely, behavior-driven messaging in a value conscious market.<br/></p><h3><strong>What’s Next for Holiday 2025</strong></h3><p>After crunching the data, Listrak experts predict that retailers will see a shift in the holiday shopping timeline this year: Conversion pressure may continue later into the season as shoppers delay purchase decisions.<br/></p><h4><strong>Strategies to Finish 2025 Strong:</strong></h4><ul role="list"><li>Build a robust late-season promotional plan.</li><li>Re engage high-intent, non-purchasing holiday browsers with personalized offers and recommendations while educating them on shipping cutoffs.</li><li>Promote Buy Now, Pay Later options prominently. 12% of Cyber Monday shoppers reportedly used BNPL.</li><li>Highlight quizzes, gift guides, and curated collections to help those who have not shopped yet but have in previous years.<br/></li></ul><p>For more predictions, tailored strategies, and what 2025’s BFCM data means for your business, contact your Listrak Account Manager.</p></div><div class="tiny-text w-condition-invisible w-dyn-bind-empty w-richtext"></div><div class="social-images w-dyn-list"><script type="text/x-wf-template" 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for="Yes-please-keep-me-updated-on-Listrak-news-events-and-content" class="checkbox-label smaller w-form-label">I'd like to receive information on the latest products, content and events from Listrak<br/></span></label><input id="Ecomm-Submit" type="submit" data-wait="Please wait..." class="button-8 full w-button" value="Submit"/></div></form><div class="success-message-2 w-form-done"><div class="text-block-31">Thank you! 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href="/platform" class="black-outline-button platform-nav w-button">Learn More</a></div><div id="w-node-_9fa8c44c-4ddf-dcdd-b0d9-d63a42872d09-b58e5e5a" class="nav-grid-div _2col"><div class="div-block-130"><div class="nav-header-link"><a href="/platform" class="w-inline-block"><div class="nav-header white">Person-First Marketing Platform</div></a></div><a href="/platform/data-platform" class="nav-dropdown-link-v2 white w-inline-block"><div>Listrak Data Platform</div></a><a href="/platform/listrak-intelligence" class="nav-dropdown-link-v2 white w-inline-block"><div>Listrak Intelligence</div></a><a href="/platform/journey-orchestration" class="nav-dropdown-link-v2 white w-inline-block"><div>Journey Orchestration</div></a><a href="/platform/experience-builder" class="nav-dropdown-link-v2 white w-inline-block"><div>Experience Builder</div></a><a href="/platform/reporting-analytics" class="nav-dropdown-link-v2 white w-inline-block"><div>Reporting & Analytics</div></a><a href="/platform/integrations" class="nav-dropdown-link-v2 white w-inline-block"><div>Integrations</div></a></div><div><div id="w-node-_9fa8c44c-4ddf-dcdd-b0d9-d63a42872d22-b58e5e5a" class="nav-header-link"><div class="nav-header white">Cross-Channel Messaging</div></div><a href="/platform/email-marketing" class="nav-dropdown-link-v2 white w-inline-block"><div>Email Marketing</div></a><a href="/platform/mobile-marketing" class="nav-dropdown-link-v2 white w-inline-block"><div>Mobile Marketing</div></a><a href="/platform/push-notifications" class="nav-dropdown-link-v2 white w-inline-block"><div>Push Notifications</div></a><a href="/platform/listrak-intelligence#product-recommendations" class="nav-dropdown-link-v2 white w-inline-block"><div>Product Recommendations</div></a><a href="/platform/experience-builder#Onsite-Popups-Personalization" class="nav-dropdown-link-v2 white w-inline-block"><div>Onsite Popups & Personalization</div></a><a href="/platform/paid-media-social-audiences" class="nav-dropdown-link-v2 white w-inline-block"><div>Paid Media & Social Audiences</div></a></div></div><div id="w-node-_9fa8c44c-4ddf-dcdd-b0d9-d63a42872d37-b58e5e5a" class="nav-grid-div service-nav white"><div class="bottom-margin _15px"><a href="/services" class="w-inline-block"><div class="listrak-services white">Expert Services & Strategic Partnership</div></a></div></div></div></nav></div><div data-delay="0" data-hover="true" data-w-id="9fa8c44c-4ddf-dcdd-b0d9-d63a42872d3c" class="nav-dropdown w-dropdown"><div class="nav-link white w-dropdown-toggle"><div class="nav-link-block"><div class="nav-dropdown-icon w-icon-dropdown-toggle"></div><div class="mobile-text-only white">Clients</div><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262413/68c428ce55dc1d7290ac4918_white%20arrow.svg" loading="lazy" alt="" class="nav-arrow"/><div class="nav-link-desktop"><div>Clients</div></div></div></div><nav class="dropdown mobile-footer w-dropdown-list"><div class="w-layout-grid nav-grid"><div id="w-node-_9fa8c44c-4ddf-dcdd-b0d9-d63a42872d47-b58e5e5a" class="nav-grid-div with-divider hide-mobile"><h4 class="dropdown-header">Clients</h4><div class="bottom-margin _1rem"><p class="paragraph-nav">Listrak’s Customer Engagement Platform orchestrates cross-channel campaigns for Leading Retailers and Brands.</p></div><a href="/clients" class="black-outline-button platform-nav w-button">Learn More</a></div><div id="w-node-_9fa8c44c-4ddf-dcdd-b0d9-d63a42872d4f-b58e5e5a" class="nav-grid-div _1col"><a href="/clients" class="nav-dropdown-link-vert white w-inline-block"><div><strong>Success Stories</strong></div><div class="page-dscr">Listrak’s robust feature set and best-in-class service help clients accelerate their growth.</div></a><a href="https://www.listrak.com/#G2" class="nav-dropdown-link-vert white w-inline-block"><div><strong>G2 Recognition & Reviews</strong></div><div class="page-dscr">Real client ratings have continually earned us accolades from G2.</div></a></div></div></nav></div><div data-delay="0" data-hover="true" data-w-id="9fa8c44c-4ddf-dcdd-b0d9-d63a42872d5c" class="nav-dropdown w-dropdown"><div class="nav-link white w-dropdown-toggle"><div class="nav-link-block"><div class="nav-dropdown-icon w-icon-dropdown-toggle"></div><div class="mobile-text-only white">Company</div><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262413/68c428ce55dc1d7290ac4918_white%20arrow.svg" loading="lazy" alt="" class="nav-arrow"/><div class="nav-link-desktop"><div>Company</div></div></div></div><nav class="dropdown mobile-footer w-dropdown-list"><div class="w-layout-grid nav-grid company"><div id="w-node-_9fa8c44c-4ddf-dcdd-b0d9-d63a42872d67-b58e5e5a" class="nav-grid-div with-divider-copy hide-mobile"><h4 class="dropdown-header"><strong>Behind the Brand</strong></h4><p class="paragraph-nav">Explore the latest news, events, and company updates—or get in touch. See how Listrak is making an impact across the industry.<br/></p></div><div id="w-node-_9fa8c44c-4ddf-dcdd-b0d9-d63a42872d6e-b58e5e5a" class="nav-grid-div _1col"><a href="/company/news-and-events" class="nav-dropdown-link-v2 white w-inline-block"><div class="page-dscr">News & Events</div></a><a href="/company/contact" class="nav-dropdown-link-v2 white w-inline-block"><div class="page-dscr">Contact</div></a><a href="/company/careers" class="nav-dropdown-link-v2 white w-inline-block"><div class="page-dscr">Careers</div></a></div></div></nav></div><div data-delay="0" data-hover="true" data-w-id="9fa8c44c-4ddf-dcdd-b0d9-d63a42872d78" class="nav-dropdown w-dropdown"><div class="nav-link white w-dropdown-toggle"><div class="nav-link-block"><div class="nav-dropdown-icon w-icon-dropdown-toggle"></div><div class="mobile-text-only white">Resources</div><img src="https://cdn.prod.website-files.com/67c9dc06e27a49c72d262413/68c428ce55dc1d7290ac4918_white%20arrow.svg" loading="lazy" alt="" 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addUTMFieldsToFormsFromCookies(); // Add UTM fields to forms using UTM parameters from cookies
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</script>
<script>
document.addEventListener('DOMContentLoaded', function () {
const buttonId = 'login-btn';
const timeoutDuration = 10000;
window.loginClicked = false;
document.body.addEventListener('mousedown', function (e) {
const button = e.target.closest(`#${buttonId}`);
if (button) {
window.loginClicked = true;
console.log('✅ Delegated MOUSEDOWN detected on login button.');
}
});
setTimeout(function () {
if (!window.loginClicked) {
console.log('⚠️ Login button NOT clicked in 10 seconds.');
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: 'buttonNotClicked',
buttonId: buttonId,
message: 'User did not click the button within 10 seconds.'
});
}
}, timeoutDuration);
});
</script>
<script>
document.querySelectorAll('.faq_component-header-wrapper').forEach(el => {
el.addEventListener('click', function(e) {
e.preventDefault(); // Stop the # from being added
});
});
</script>
</body></html>