The 2025 BFCM landscape: what mid-market retailers need to know

Black Friday and Cyber Monday aren’t just shopping days anymore—they’re global retail moments reshaping how consumers buy in the United States, Europe, and Australia.

In 2024, Cyber Monday alone drove a record $13.3 billion in online sales—the biggest single-day ecommerce total ever. Across the Cyber Week period (the days leading up to and including Black Friday through Cyber Monday), spending hit $41.1 billion, an 8.2% year-over-year increase.

For mid-market retailers, the opportunity is massive—but so is the pressure. To win, you’ll need to cut through crowded channels, deliver seamless omnichannel experiences, and scale operations without compromise.

BFCM is no longer just a weekend

The promotional window continues to stretch. In the US and Europe, many retailers launched “Black November” campaigns. In Australia, events like Click Frenzy pushed holiday promotions even earlier, training consumers to expect deals long before Black Friday itself.

The takeaway: launching late means losing ground. The winners start earlier with teaser campaigns, VIP early-access events, and creative pre-BFCM offers that build momentum.

Omnichannel is the new baseline

Today’s shoppers don’t think in channels. They move fluidly—discovering a deal on Instagram, browsing on mobile, buying online, and collecting in-store.

• In the US, Black Friday 2024 saw about 87 million people shopping online and 81.7 million in stores—the biggest in-store turnout since 2019.
• In Europe, ecommerce revenue during BFCM rose by more than 10% year over year, driven by mobile shopping surges.
• In Australia, omnichannel activity spiked as shoppers blended online ordering with in-store pickup around Click Frenzy and Black Friday.

The takeaway: if your in-store and online systems aren’t synced—inventory, pricing, fulfillment—you risk missed sales and customer frustration.

Attention is the most competitive currency

Inbox overload, endless feeds, nonstop notifications—BFCM is noisy everywhere. The only way to stand out is by being relevant and perfectly timed.

• On Cyber Monday 2024, 57% of spending in the US came from mobile devices, totaling $7.6 billion, up 13.3% year over year.
• European shoppers showed a similar tilt to mobile, with smartphones accounting for more than 60% of BFCM ecommerce traffic.

The takeaway: personalization and segmentation aren’t optional. They’re the difference between being seen and being ignored.

Operations can make or break the moment

Traffic spikes, inventory mismatches, and shipping delays—BFCM puts every part of retail operations under a microscope. One slip can mean lost customers.

• Stripe alone processed over 465 million transactions, worth $31 billion, during Cyber Week 2024—all while maintaining 99.9999% uptime.
• In Australia, delivery networks saw parcel volumes rise by nearly 40% compared to a typical November week, testing logistics infrastructure.

The takeaway: you need a platform that manages inventory in real time, automates fulfillment, and scales without blinking.

Data separates winners from everyone else

BFCM isn’t just about spiking sales—it’s about turning new buyers into loyal customers. Retailers who capture, analyze, and act on customer data will thrive long after the weekend ends.

• Globally, more than 197 million shoppers participated in BFCM 2024, underscoring its reach and opportunity.
• In Europe, customer acquisition costs during BFCM were up nearly 15% year over year, making retention strategies even more valuable.

The takeaway: BFCM should be your biggest growth lever, not just a one-off revenue surge.

How Maropost helps you win BFCM

Maropost is built for mid-market retailers ready to own BFCM with confidence:

• Unify
  ecommerce, POS, and marketing in one platform so every channel delivers a connected experience.

• Personalize at scale with advanced segmentation, dynamic content, and automated email and SMS.

• Scale effortlessly so traffic surges never cause overselling or downtime.

• Build loyalty beyond BFCM with retention tools that turn seasonal shoppers into lifetime customers.

With Maropost, Black Friday and Cyber Monday aren’t just a challenge—they’re your springboard for growth.