Every BFCM someone asks what a good result looks like. The answers are spread across five press releases and none of them is about your inbox. This page puts the 2025 numbers that matter for email and SMS in one place, with each figure linked to where it came from. We sent 40M emails for our brands over BFCM 2025, so we have a stake in getting them right.
BFCM 2025 at a glance
| Measure | 2025 | Change vs 2024 | Source |
|---|---|---|---|
| US online spend, Cyber Week (Thanksgiving to Cyber Monday) | $44.2B | +7.7% | Adobe |
| Global Cyber Week spend, online and in store | $336.6B | +7% | Salesforce |
| Global order volume | Not published | +2% | Salesforce |
| Average selling price | Not published | +6% | Salesforce |
| Shopify merchant sales, BFCM weekend | $14.6B | +27% | Shopify |
| Shopify average cart | $114.70 | Not published | Shopify |
| Klaviyo-attributed revenue | $3.8B | +27% | Klaviyo |
| Messages sent by Klaviyo brands | 22.7B | +25% | Klaviyo |
| Revenue from repeat customers (Klaviyo brands) | Not published | +13.5% | Klaviyo |
The pattern: spending grew 7 to 11%, orders grew 1 to 2%, and messages grew 25%. Brands sent a lot more email and SMS to sell to roughly the same number of orders at higher prices.
Email and SMS share of revenue
| Measure | Value | Source |
|---|---|---|
| Email and text share of revenue, BFCM 2025 | 42% | Klaviyo |
| Same, on peak days | 43% | Klaviyo |
| Share of all US online dollars from a Klaviyo message | About 1 in 20 | Klaviyo |
| Text send volume | +34% vs 2024 | Klaviyo |
| Text revenue | +25% vs 2024 | Klaviyo |
| Email share of revenue, Sorted top clients | 35 to 40% | Sorted, 2025 client accounts |
Shoppers who got both email and text placed 11% more orders and added 34% more items to cart than single-channel shoppers, per Klaviyo. If your email and SMS share is under 25%, BFCM is where the gap shows most.
Results by industry
| Industry | Email sends | Text sends | Sales (GMV) | Repeat buyers share of GMV |
|---|---|---|---|---|
| Health and beauty | +24% | +32% | +13.7% | 55.4% |
| Apparel and accessories | +20% | +38% | +11.2% | 52.2% |
| Food and beverage | +21% | +10% | Not published | 70.2% |
| Sporting goods | +21% | +49% | +8.9% | 35.3% |
| Home and garden | +17% | +25% | +8.6% | 32.5% |
Food and beverage is a repeat business: 70% of its BFCM sales came from past buyers. Home and sporting goods are the opposite, with about two thirds from new buyers. Source: Klaviyo BFCM benchmark report.
Day by day
| Day | US online spend (Adobe) | Change | Klaviyo brands sales growth |
|---|---|---|---|
| Thanksgiving | $6.4B | +5.3% | Not published |
| Black Friday | $11.8B | +9.1% | +10% |
| Saturday and Sunday | $11.8B | +8.7% | Cyber Sunday nearly +14% |
| Cyber Monday | $14.25B | +7.1% | +11% |
Cyber Monday is still the biggest single day, but Cyber Sunday grew fastest. Most brands plan their sends around Friday and Monday and leave Sunday to a reminder. That is the day with room.
Discounts
Klaviyo reported discounts down 10% year on year, with daily averages never above 30%. Brands with the smallest discounts grew 14%, against 11% overall. Adobe measured peak Cyber Monday discounts by category:
| Category | Peak discount |
|---|---|
| Electronics | 31% |
| Toys | 28% |
| Apparel | 25% |
| Computers | 23% |
| Furniture | 19% |
| Sporting goods | 17% |
Mobile, social and AI traffic
| Measure | 2025 | Source |
|---|---|---|
| Mobile share of US online spend, Cyber Monday | 57.5% | Adobe |
| Mobile share of online orders, global | 70% | Salesforce |
| Social media share of retail site traffic, US | 16% | Salesforce |
| AI-assistant traffic to US retail sites, Cyber Monday | +670% vs 2024 | Adobe |
| Global orders influenced by AI and agents | 20% | Salesforce |
Most orders are placed on a phone. Check every email template and landing page at 375px wide before you schedule it.
What it means for BFCM 2026
- Segment before you add sends. Messages grew 25% and spend 11%. Extra volume only pays when it goes to engaged and recent buyers.
- Build the week around past buyers. Repeat-customer revenue grew 13.5%. Give them early access and their own offer.
- Do not chase the deepest discount. The smallest discounters grew fastest. Use bundles, gifts and tiers before a bigger percentage off.
- Add SMS where you have consent. Text sends grew 34%, and shoppers on both channels bought more.
- Plan a real Cyber Sunday send. It was the fastest-growing day of the weekend.
- Watch flows, not just campaigns. Browse and cart traffic peaks this week. Check that every flow is live and suppressing correctly a week before Black Friday.
Who this is not for
- Brands outside the US. Adobe and the Klaviyo dollar figures are US-weighted; Salesforce and Shopify are global.
- Anyone looking for open and click rate targets. None of these publishers released BFCM-specific open or click rates for 2025.
- B2B and wholesale stores. All of these numbers are consumer retail.
Want this applied to your store? See our BFCM email and SMS builds or get your growth plan.
Sources, read November 4, 2026: Klaviyo, BFCM 2025 newsroom release; Klaviyo, BFCM ecommerce benchmark report; Adobe, Cyber Monday hits record $14.25B; Shopify, record $14.6B in BFCM sales; Salesforce, Cyber Week record $336.6B.