Ecommerce Playbook: Numbers, Struggles & Growth BFCM 2025 Results: What Really Happened This Weekend
Dec 3, 2025
BFCM 2025 showcased intriguing trends, with a +7% revenue uptick and a surprising Saturday surge, where orders increased by 20%. AppLovin surpassed expectations by over 100%, while media delivery from Meta presented a new set of challenges. Despite fewer overall orders, higher average order value indicated changing consumer behavior, especially among younger shoppers utilizing BNPL. Tactical pivots, like adjusting discounts, proved essential for revenue recovery, prompting discussions on what these insights imply for 2026 planning.
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Weekend Beat Expectations
- BFCM 2025 delivered roughly +7% revenue and +10% new-customer revenue versus expectations.
- Contribution margin rose ~13% while spend stayed flat, showing efficient scaling.
AppLovin Scaled Fast
- AppLovin (AppLovin spelled in transcript) showed breakout performance, surpassing expectations by 100%+.
- It now sits as a top-3 channel behind Google and Meta, with YouTube close and TikTok trailing.
Saturday Was The Surprise Driver
- Saturday outperformed as an unusual BFCM driver with new customer revenue and orders spiking.
- Cyber Monday was softer comparatively, shifting weekend distribution.