BFCM 2025 benchmarks by industry
Black Friday Cyber Monday is the biggest sales stretch of the year for ecommerce, and the revenue it drives shapes how brands forecast the year ahead. But no two industries run the same playbook. Some grew on text and some on email. Some pulled in waves of first-time shoppers, while others leaned on the customers they already had.
Klaviyo's 2025 BFCM benchmarks break down how 5 industries performed across email and text sends and gross merchandise value (GMV), so you can see how your numbers stack up and plan next year's BFCM with sharper expectations. Each industry view covers send growth by channel and day, GMV growth, and how that GMV split between new and repeat buyers.
Apparel & accessories
Apparel and accessories brands leaned hard into text this BFCM. Across the 5-day stretch, text sends grew 38% year over year while email grew 20%, and text outpaced email on all 5 days, peaking at +46% on Black Friday.
That investment paid off down funnel. GMV rose 11.2%, with repeat-buyer GMV (+13.9%) climbing faster than new-buyer GMV (+8.3%). The split between the two stayed close to even at 47.8% new and 52.2% repeat, so apparel brands grew their existing customer base and brought in fresh shoppers at nearly the same clip.
Food & beverage
Food and beverage was the most repeat-buyer-driven vertical of the bunch. Over the full 5 days, repeat customers made up 70.2% of GMV, and repeat-buyer GMV grew 14% year over year against just 5.9% for new buyers.
Email did the heavy lifting here, up 21% in sends while text grew a more modest 10% and even dipped on Thanksgiving (-18%) and Small Business Saturday (-5%). The standout day was Cyber Monday, when new-buyer GMV jumped 22.3% and repeat-buyer GMV climbed 28.9%, the biggest single-day gains of the event.
Health & beauty
Health and beauty posted the strongest GMV growth of any vertical, up 13.7% across the 5 days.
Both sides of the funnel grew in step: new-buyer GMV rose 12.3% and repeat-buyer GMV rose 14.9%, with repeat customers accounting for 55.4% of total GMV. Cyber Sunday and Cyber Monday each delivered 18.5% GMV growth, and on Cyber Sunday, new-buyer GMV (+16.6%) and repeat-buyer GMV (+20.1%) both surged. Sends grew across both channels, with text up 32% and email up 24%.
Home and Garden
Home and garden brought in the highest share of new buyer GMV of any vertical: 67.5% of GMV over the 5 days came from first-time customers. GMV grew 8.6% year over year, with new-buyer GMV (+8.4%) and repeat-buyer GMV (+8.9%) moving almost in lockstep.
Text was the channel to watch. Sends grew 25% against 17% for email, and the gap was widest on Thanksgiving, when text sends jumped 44% while email rose just 6%. Cyber Sunday was the GMV high point, up 14.1% on the day.
Sporting goods
Sporting goods went all in on text, growing sends 49% across the 5 days, the biggest text-send increase of any vertical, including a 113% spike on Thanksgiving. Email sends grew a steadier 21%.
The growth skewed toward new customers: new-buyer GMV rose 10.5% while repeat-buyer GMV grew 6%, and first-time buyers drove 64.7% of total GMV. Total GMV finished up 8.9% for the event, with the strongest single days landing on Thanksgiving (+14.1%), Cyber Sunday (+13.4%), and Small Business Saturday (+13.3%).
