Now that Black Friday and Cyber Monday deals have passed, it’s time to look at how those sales went. Platforms like Shopify and TikTok Shop saw record sales during Cyber 5 (Thanksgiving through Cyber Monday), but is the same true for all businesses this year?
I recently found some interesting insights suggesting that BFCM wasn’t as big of a hit as in previous years, which I shared in my monthly newsletter to help brands learn from trends. Let’s take a look at the highlights.
I've been slacking on the content grind since summer.
— Jonathan Snow, DMD (@drsnow) December 16, 2025
BUT, I'm back with my 2025 Cyber 5 post-mortem.
How did DTC brands fare?
How did media mix shake out?
Has BFCM lost its cachet?
All covered in my latest newsletter that just dropped:https://t.co/OF9F6Mk8cz
2025 vs Previous Years
While some platforms got more attention this Black Friday than previous years, 2025 BFCM was overall just okay. While 2024 wasn’t an amazing sales year overall, there was a significant spike in sales around BFCM. Unfortunately, that same growth didn’t happen for 2025.
2024 had a bit of an advantage since there were fewer days between Thanksgiving and Christmas. Plus, many people went on a spending spree after the election. Even though 2025 didn’t have these benefits, it’s still important to see how it compares.
November 2025 ended up being the worst Consumer Sentiment Index month since June 2022. Since consumers aren’t spending as freely as they used to, Black Friday and Cyber Monday deals aren’t as effective as they once were.
Where are Brands Spending?
The disappointing results of 2025’s BFCM wasn’t because of a lack of trying. Many brands spent more than usual on ads, even though it resulted in reduced performance.
Here’s how 2025 BFCM spending was divided up among platforms:
- Meta: 58%
- Google: 22%
- AppLovin Axon: 10%
- TikTok: 6%
- Snap: 4%
While Meta continued to be the most popular for ads by a long shot, a lot of newer advertising methods like Axon, TikTok, and Snap are growing. There are more viable paid ad platforms than ever before. Black Friday might not have been the perfect time to advertise, but brands should still take advantage of all these platforms as they enter 2026.
An Interesting New Approach for Some Brands
The big question many businesses ask is if Black Friday has the same power it used to. Signs point to no. Not only are there less BFCM earnings in 2025 than in previous years, but some companies are shifting away from that time of year and trying other tactics.
I found that the brand Free People launched their biggest sale on November 14th rather than closer to Thanksgiving. Then, they didn’t even have a sale on Black Friday. On Cyber Monday, they launched a sale, but it wasn’t nearly as big as their promotion earlier in the month.
While it might be an odd approach, Free People could be onto something. During Black Friday sales, lots of brands are competing, making it hard to get noticed. Also, Black Friday might not be as important to people as it used to be. Rather than waiting around for Black Friday deals, some people might accept deals whenever they’re available, even if that’s well before Thanksgiving.
Implementing New Strategies to Help Your Brand Succeed
If your BFCM sales weren’t as successful as you hoped, there are always more opportunities for growth. These details about Black Friday can help brands consider what to do next year. Is focusing on BFCM in 2026 still important? Or are there better ways to approach sales?
Working with a marketing agency can help you determine the best strategies for your brand’s unique needs. Contact Avenue Z to see how our expert team can find new ways for your brand to stand out in the crowded market.
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