While the pattern of “more new during peak” holds across categories, the baseline looks different depending on a brand’s average order value (AOV) and vertical. 

In apparel & accessories and food & beverage, brands with lower AOVs tend to attract more new shoppers during peak season, suggesting that an accessible price point encourages new consumers to trial the brand.

On the flip side, in health & beauty, home & garden, and sporting goods, lower AOVs actually correspond to a smaller share of new buyers. In these categories, higher-value purchases may be more motivating for new shoppers to try new brands during BFCM, while lower-value goods remain the domain of loyal repeat buyers.

It also depends on the loyalty of the customers you already know. Repeat shoppers play a critical role in driving consistent revenue, and during BFCM, re-engaging this group requires intentional relationship-building and direct outreach.

The data shows that while all channels contribute to elevated buying activity during peak, email and SMS are uniquely powerful for engaging repeat customers. Other channels are geared more toward new acquisition, but your owned channels give you a direct line to the people who already trust your brand.