BFCM Email Benchmarks 2025: What the Numbers Mean for 2026
Email and text drove 42% of revenue for Klaviyo brands over BFCM 2025, discounts fell 10%, and repeat buyers grew 13.5%. Here is every key number, sourced, and our read for 2026.
Sorted Agency·October 6, 2026·8 min read
BFCM email benchmarks for 2025 point one way: owned channels carried the weekend. Across Klaviyo brands, email and text drove 42% of revenue over the five days, 43% on peak days. Messages sent rose 25%, discount rates fell 10%, and repeat-customer revenue grew 13.5%. Below is every number, sourced, then our read for 2026.
The 2025 BFCM weekend ran from Thanksgiving, Thu Nov 27, to Cyber Monday, Mon Dec 1. In 2026 it runs Thu Nov 26 to Mon Nov 30. Same shape, one day earlier.
What were Klaviyo's BFCM 2025 results?
Klaviyo published its numbers on Dec 2, 2025. The window is the five days from Thanksgiving through Cyber Monday. All figures below come from Klaviyo's BFCM 2025 release.
Metric
BFCM 2025
Change YoY
Klaviyo attributed value (KAV)
$3.8B
+27%
Messages delivered
22.7B
+25%
Text send volume
n/a
+34%
Text revenue
n/a
+25%
Share of revenue from email and text
42% (43% on peak days)
n/a
Revenue from repeat customers
n/a
+13.5%
Discount rates
n/a
down 10%
Growth for brands with the smallest discounts
n/a
+14%
Average selling price
n/a
+4.8%
Cyber Monday sales
n/a
+11%
Black Friday sales
n/a
+10%
Cyber Sunday sales
n/a
nearly +14%
Health and beauty sales
n/a
+14%
Apparel sales
n/a
+11%
Brands with their best sales day ever
nearly 20,000
n/a
Klaviyo also reported that 1 in 20 dollars of US online BFCM spend came from Klaviyo-delivered messages. Daily average discounts never went above 30% across its brands.
How much did US shoppers spend online over Cyber Week 2025?
Adobe Analytics tracks US online spend. Its numbers set the size of the pie your emails compete for. All figures from Adobe's Cyber Monday 2025 release.
Day or period
US online spend
Change YoY
Thanksgiving
$6.4B
+5.3%
Black Friday
$11.8B
+9.1%
Weekend (Nov 29 and 30)
$11.8B
+8.7%
Cyber Monday
$14.25B
+7.1%
Cyber Week, 5 days
$44.2B
+7.7%
Season to date (Nov 1 to Dec 1)
$137.4B
+7.2%
Three more Adobe data points matter for email. Mobile was 57.5% of Cyber Monday sales. Peak spend hit $16M per minute between 8pm and 10pm. Buy now, pay later drove $1.03B on Cyber Monday alone.
What did Shopify and Salesforce report for BFCM 2025?
Shopify reports sales across its merchants worldwide. Salesforce reports Cyber Week across its commerce clients. Both are useful cross-checks on the Klaviyo and Adobe figures.
Note the gap between Adobe ($14.25B) and Salesforce ($13.6B) for US Cyber Monday. They track different retailers with different methods. Compare growth rates within one source, not dollar figures across sources. Shopify also flags its own data as approximate and unaudited.
What are normal email open, click and order rates outside BFCM?
Klaviyo's page also states that flows generate nearly 41% of email revenue from 5.3% of sends. Placed order rates are published by industry only. Pull the row for your vertical from that page before you set BFCM targets. For how these baselines compare with what D2C brands should expect from email overall, see our D2C email revenue benchmarks.
What do the 2025 BFCM numbers mean for 2026?
Everything in this section is Sorted's interpretation of the data above. It is our view, not a finding from any of the sources.
2025 signal
Our read
What we recommend for 2026
Messages +25%, KAV +27%
Volume grew and revenue kept pace
Send the full calendar if your list is warm; do not cut sends out of fear
Discounts down 10%; smallest discounters grew 14%
Depth of discount mattered less than the offer
Test a smaller sitewide discount plus a perk
Repeat-customer revenue +13.5%
Existing buyers carried growth
Give past buyers early access before Black Friday
Cyber Sunday nearly +14%
The quiet day is no longer quiet
Treat Sun Nov 29 as a real send, not a filler
Peak spend 8pm to 10pm on Cyber Monday
Late evening converts
Schedule the last call for early evening, not 11pm
Text sends +34%
More brands added SMS
Coordinate email and text so one person gets one message per moment
Should you send more emails over BFCM 2026?
Our view: yes, if your list health supports it. Klaviyo's messages grew 25% while attributed value grew 27%. That does not prove more sends cause more revenue. It does show that brands sending more in 2025 did not see revenue fall behind volume.
The bigger risk is deliverability. Warm your sending volume in early November. Suppress unengaged profiles before Black Friday. Klaviyo's Smart Sending defaults to 16 hours for email and 24 for SMS, and you can change the window in Settings. For BFCM, decide on purpose whether a profile should get both the morning and evening email on Black Friday and Cyber Monday.
Our view: test it. Klaviyo's 2025 data shows discount rates fell 10% and the brands with the smallest discounts grew fastest, at 14%. Average selling price rose 4.8% in Klaviyo's data and 6% in Salesforce's. Shoppers paid more per item and still bought.
That is a correlation across thousands of brands, not a rule for yours. A brand that runs 40% off every BFCM has trained its list to wait for it. Cutting to 15% overnight is a risk. A safer move: keep last year's headline discount for VIPs and early access, and test a smaller discount plus free shipping or a gift with purchase for everyone else.
Track two numbers, not one. Revenue on the day, and margin per order. A smaller discount that loses 5% of orders but keeps 10 points of margin is a win.
Which days should get the most attention in 2026?
Black Friday and Cyber Monday still lead on dollars. Adobe put Cyber Monday 2025 at $14.25B and Black Friday at $11.8B. But growth is spreading out. Klaviyo's fastest-growing weekend day was Cyber Sunday, up nearly 14%.
Our view: plan real content for Sat Nov 28 and Sun Nov 29, 2026. Send #6 (shipping, returns, reviews) and send #7 (last weekend day, Cyber Monday tease) exist for that reason. Then time your Cyber Monday evening email before the 8pm to 10pm peak Adobe recorded, so it lands while people are already shopping.
If you build these emails in Figma, Sorted Studio plans and builds all 13 calendar sends in your brand, with one email free to try.
What should you measure during BFCM 2026?
Set your benchmarks before Nov 18, not after. We recommend tracking these for each send:
Metric
Compare against
Open rate
Your own 90-day campaign average, then Klaviyo's 31% campaign average
Click rate
Your 90-day average, then Klaviyo's 1.69%
Placed order rate
Klaviyo's rate for your industry
Revenue per recipient
Your BFCM 2025 sends, same send type
Unsubscribe and spam rate
Your 90-day average; pause sends if either doubles
Share of revenue from email and text
Klaviyo's 42% across its brands in 2025
Compare like for like. Your Cyber Monday last call should be measured against last year's last call, not against a November newsletter.
Build these emails in Figma
Sorted Studio plans, writes and designs every BFCM email in your brand. First email free, $29 for all of BFCM 2026.
Klaviyo does not publish a BFCM-specific open rate. Its general benchmark is 31% for campaigns and 45.1% for the top 10%. We recommend judging BFCM sends mainly on click rate and revenue per recipient, compared with your own sends from the same days in 2025, because those track buying more closely than opens.
How much revenue does email drive over BFCM?
For Klaviyo brands in 2025, email and text together drove 42% of total revenue across the five days, rising to 43% on peak days. Klaviyo attributed $3.8B in value to its messages, up 27% year over year. Your share will depend on list size, offer and how much paid traffic you run.
Did discounts go up or down for BFCM 2025?
Down. Klaviyo reported discount rates fell 10% year over year, and daily average discounts never went above 30% across its brands. Brands offering the smallest discounts saw the highest growth, at 14%. Adobe's category discounts peaked at 31% for electronics and 25% for apparel.
Which day was bigger in 2025, Black Friday or Cyber Monday?
Cyber Monday. Adobe measured $14.25B in US online spend on Cyber Monday versus $11.8B on Black Friday. In Klaviyo's data, Cyber Monday sales grew 11% year over year against 10% for Black Friday. Cyber Sunday grew fastest of the weekend days, at nearly 14%.
When are the BFCM 2026 dates?
Thanksgiving is Thu Nov 26, 2026. Black Friday is Fri Nov 27, Small Business Saturday is Nov 28, Cyber Monday is Mon Nov 30, and Giving Tuesday is Tue Dec 1. The calendar sits one day earlier than 2025, when Cyber Monday fell on Dec 1.
