DTC Podcast Bonus: How Nearly 50,000 Brands Spent $607M This BFCM – Insights from Triple Whale
Dec 4, 2025
Join Anthony DelPizzo, Director of Product Marketing at Triple Whale, as he shares pivotal insights from nearly $3B in Black Friday/Cyber Monday sales. Discover how new customers accounted for 48% of overall revenue and the rising significance of TikTok, with a 28% increase in ROAS. Anthony reveals the impact of real-time data during BFCM, the effectiveness of Mobi AI for brands, and the nuances of ad spend across platforms like Meta and Google. Perfect for DTC marketers seeking to refine their strategies for 2026!
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New Customers Dominated BFCM Revenue
- Nearly $3B in sales from Triple Whale users showed new customers drove ~$1.4B of that revenue during BFCM.
- This shift creates a major retention opportunity for brands heading into late Q4 and early Q1.
Diversify Acquisition Channels
- Test and diversify acquisition across platforms like TikTok, AppLovin, Pinterest, and Amazon to find new audiences.
- Pair acquisition efforts with email and SMS to convert and retain those new customers.
Major Platforms Show Cost Pressure
- Meta still captured 67.6% of BFCM ad spend but CPMs rose ~8% and ROAS only improved ~3% year-over-year.
- Google saw steeper cost increases with CPMs up ~11% and CPAs up ~34%, pushing brands to diversify.