This is the ninth installment of our 2025 Black Friday/Cyber Monday series.

Cyber Week may only last five days, but its impact stretches across the entire year. The sales you make are important—but the insights you collect may be even more valuable.

In 2024, Cyber Week saw record participation, with 197 million people shopping in-store and online. But here’s the real question: how many of those shoppers will still be with you in 2025? The answer lies in the data.

Why analysis after Cyber Week matters

Customer acquisition during Cyber Week is expensive. Rising ad costs and fierce competition drive acquisition costs up by double digits. In Europe, CAC rose by 15% year over year in 2024. In Australia, conversion rates average just 3%, meaning you have to work hard for every purchase.

Retention, however, is far cheaper. Studies show it costs up to five times less to retain a customer than to acquire a new one. That means the true ROI of Cyber Week comes from what you learn and how you act on it.

The takeaway: Cyber Week sales are a starting point. The insights you extract determine long-term growth.

The metrics that matter most

Post-Cyber Week analysis shouldn’t just focus on revenue totals. The smartest retailers dig into metrics that reveal customer quality and potential.

• Customer lifetime value (LTV): Which customers are worth the most over time?

• Acquisition cost (CAC): How much did it cost to win them?

• Repeat purchase rate: How many Cyber Week shoppers come back?

• Channel ROI: Which campaigns delivered profitable growth versus one-time sales?

When one US-based retailer compared LTV across acquisition channels, they found that customers acquired via loyalty program promotions during Cyber Week were worth 40% more over the next year than those acquired through discount-only campaigns.

The takeaway: measuring the right KPIs unlocks the path to sustainable growth.

Regional benchmarks and differences

In the United States, Cyber Week shoppers tend to skew toward higher order values but lower loyalty—many are deal hunters. In Europe, strict return rights and higher shipping costs impact profitability, making LTV analysis essential. In Australia, return rates in some categories run as high as 30%, so understanding net margin by customer segment is key.

These differences highlight why benchmarks should be localized. A 20% repeat purchase rate might be strong in one region and weak in another.

The takeaway: compare performance globally, but make decisions locally.

Turning insights into action

Data is only valuable if it drives change. The best retailers use post-Cyber Week insights to refine strategies for the next year. That could mean shifting ad spend toward channels that deliver higher LTV customers, redesigning campaigns for mobile-first shoppers, or launching loyalty initiatives tailored to your strongest segments.

One Australian retailer analyzed Cyber Week data and found that customers who engaged with SMS campaigns had a 30% higher repeat purchase rate. The insight led them to double their SMS investment in 2025, driving measurable growth.

The takeaway: insights fuel strategy. Without action, they’re just numbers on a dashboard.

How Maropost helps retailers turn data into growth

Maropost makes post-Cyber Week analysis straightforward and actionable:

• Unified data connects ecommerce, POS, and marketing activity in one platform.

• Real-time dashboards track LTV, CAC, repeat purchase, and channel ROI.

• Segmentation tools identify your most valuable customers for targeted campaigns.

• Reporting highlights regional differences so you can tailor strategies market by market.

• Predictive insights help retailers plan 2025 and beyond with confidence.

With Maropost, mid-market retailers don’t just survive Cyber Week—they learn from it. By acting on the right insights, they set themselves up for stronger, more sustainable growth in 2026 and beyond.