Black Friday and Cyber Monday are officially behind us, and 2025’s peak season saw meaningful shifts in how shoppers browse, buy, and engage.
Here’s what this year’s data revealed — and what it means as you plan for 2026.
Black Friday and Cyber Monday 2025: By the Numbers
Let’s break down the peak season stats we gathered from Bloomreach customers and see what they can tell us about this year’s trends:
Email Marketing Continues Its Dominance
Email once again earned the top spot as the most utilized marketing channel in 2025.
On Black Friday alone, Bloomreach customers sent nearly 600 million email campaigns, while Cyber Monday saw more than 510 million emails hit inboxes.
Leading brands relied on personalized campaigns to cut through the BFCM noise, delivering targeted messages that captured attention when competition was at its highest.
Mobile Engagement Takes Center Stage
Peak season success requires meeting customers wherever they are, and the 2025 data proves that a mobile-focused strategy is vital for engagement.
Bloomreach noted a 104% YoY increase in SMS campaigns sent on Black Friday and a 47% increase on Cyber Monday.
Mobile app campaigns were also prevalent during 2025’s peak season. Push notifications increased 6% YoY on Black Friday and 16% YoY on Cyber Monday, highlighting the growing importance of mobile-first strategies.
Conversational Shopping Is Raising the Bar for Customer Expectations
Bloomreach customers saw a 113% increase in conversations with AI shopping agents during Black Friday compared to the previous week, along with a 61% increase on Cyber Monday, signaling a fundamental shift in how shoppers engage with brands.
Most businesses saw conversation AI interactions peak in the evenings, especially on Black Friday, as customers turned to agents for real-time guidance after traditional support hours. These conversations were predominantly via mobile, proving how embedded these agents are in the mobile shopping journey.
The majority of conversations centered on product details — with “Tell me more about this product” emerging as the most common request — and fashion brands saw strong usage of search-style questions like “What is trending right now?”
All of these insights make conversational AI’s impact abundantly clear: agents are becoming a critical driver of confident, informed purchasing decisions, helping shoppers navigate peak-season complexity on their terms.
The Key Capabilities That Shape BFCM Success
Here are the factors that defined BFCM success in 2025 — and that brands can count on to drive year-round results.
Data-Driven Shopping Journeys
If the 2025 peak season taught us anything, it’s that activating data is what separates BFCM winners from the rest.
Generic shopping journeys and static campaigns won’t cut it when every brand is competing for attention. You need to leverage real-time data to drive customer engagement and fuel smarter, more personalized touchpoints.
With Bloomreach’s powerful data engine, data is unified and organized into real-time intelligence you can act on. Insights on your shoppers’ browsing behavior, engagement patterns, and product preferences can instantly shape personalized experiences — product recommendations become more relevant, campaigns can reach customers on their preferred channel, and search results recognize each visitor’s intent.
AI-Powered Personalization
Leveraging real-time data is no easy task, and it’s more than any team can manage manually. That’s why AI is so essential for modern brands — it bridges the gap between insight and action, making real-time personalization possible.
Bloomreach’s Loomi AI is purpose-built to activate data at the speed and scale that ecommerce demands, connecting customer data, product data, and all your channels to orchestrate personalized journeys in real time. It learns from every interaction, understands customer needs, and adapts in the moment to guide shoppers toward the perfect purchase.
Best-in-Class Support
Driving peak season results depends on best-in-class technology — and a partner who can help bring it to life.
Bloomreach’s all-in-one personalization platform provides everything brands need to build high-performing experiences at scale:
- AI-powered marketing that orchestrates, automates, and continuously optimizes campaigns
- Autonomous search that gets smarter with every interaction
- Conversational AI that offers real-time guidance as shoppers navigate your site
And when the pressure is highest, the Bloomreach team is always ready to assist our customers. The Bloomreach support team provided rapid, around-the-clock response during BFCM 2025, ensuring brands had the help they needed to navigate the year’s busiest days with total confidence.
Get the Tools You Need to Thrive in 2026
Ready to turn your peak-season insights into peak performance?
Visit our website to learn how Bloomreach can help you deliver stronger results year-round, or check out our Black Friday resource hub for more strategies to build on your BFCM success.
