BFCM is now more than a sale. It’s a year-round strategy for brand growth

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Brands are already feeling the effects of a changing retail landscape, driven by economic volatility, tariffs, and an uncertain global economy.

Anxious buyers are pulling back, and retailers are facing rising inflation and increased customer acquisition costs, according to Klaviyo’s 2025 state of B2C marketing report. 

But a new Klaviyo report, based on two global surveys of over 7,000 consumers, explores how consumers are thinking about holiday shopping in 2025–2026—and how brands can prepare to deliver on these expectations.

The bottom line heading into 2025? Despite ongoing economic uncertainty, shoppers are still ready to spend. In fact, our 2025 BFCM forecast found that 77% of consumers say they plan to spend the same—or even more—on holiday shopping this year compared to 2024. 

And the trends this year look different from previous years, thanks to quickly evolving technology and consumers who are digital natives. Our new research found that:

• Almost 1 in 4 shoppers plan to shop ahead of BFCM in 2025.
• More than half of shoppers plan to use AI to shop smarter this holiday season.
• More than 3 in 4 omnichannel consumers shop across 3–4 channels.

Black Friday Cyber Monday is a key moment for brands to capture demand and build long-lasting momentum. But you need to think strategically about how you’re showing up for your audiences. 

Here are some of the most interesting trends we uncovered in our research, and what you can do about them to make the most of this BFCM season.  

BFCM isn’t just a weekend anymore. Here’s how to win the long game.

Black Friday Cyber Monday is no longer just a one-weekend event. It’s evolved into an entire season.

Yes, our research reveals that 40% of global consumers plan to shop during BFCM. But nearly a quarter (24%) plan to shop sales earlier than BFCM. 

Some holiday shoppers are even more proactive: when we asked when they typically buy their first holiday gift, 17% said they begin buying gifts in October, and 20% start in June–August. In response, brands are even launching “Black Friday in July” and “Summer Black Friday” deals to appeal to early shoppers.

On the other end of the spectrum, over half of shoppers make their last holiday purchase in December. What’s driving this extended shopping window?

It comes down to value and peace of mind. The consumers we surveyed shop throughout the year to:

• Take advantage of deals and discounts they come across all year long: 61%
• Avoid last-minute stress and shipping delays: 45%
• Spread out spending: 43% 
• Find the perfect gift: 34%
• Plan ahead and coordinate gifts with others: 30%

Plus, 74% of US consumers anticipate fewer products or less inventory if tariffs continue through the 2025 holiday season, reinforcing the need for early shopping.

Here are a few ways to plan for an extended season without burning out your team or budget: 

Grow and engage your list early

Collect email addresses, phone numbers, and WhatsApp consent year-round using interactive elements like:

• Sign-up forms that offer incentives in exchange for contact information (early access, limited drops, exclusive gift guides)
• Product quizzes that recommend items while capturing contact info and product preferences
• Surveys that help you understand purchase timelines and budgets

From there, use automated flows to onboard and nurture new subscribers automatically. Automations can help you send the right message at the right time—whether it’s a pre-sale reminder, a restock alert, or a last-minute gift idea.

For example, British fashion brand Paul Smith used the lead-up to Black Friday to build their subscriber lists with tools including organic social media and pop-ups. “We used to treat Black Friday as an isolated event. Now, we’re doing more to keep that subscriber base engaged over a longer timeframe,” says Hannah Bennett, head of digital at Paul Smith.

Build loyalty that lasts beyond the holidays

Don’t treat BFCM shoppers as one-and-done customers. Make a plan to stay engaged with customers well past Cyber Monday to create repeat buyers and brand advocates. Here are a few ideas: 

• Use BFCM behavior to shape post-holiday flows. Tailor post-purchase journeys based on how and when someone engaged during BFCM. First-time deal seekers might enter a nurture series focused on value and trust-building, while VIP buyers could receive early access to limited launches or curated loyalty rewards.
• Build a seasonal cadence all year. Create a lightweight promotional calendar that taps into smaller holidays or seasonal moments (Valentine’s Day, spring refresh, back-to-school, etc.). 
• Tailor product recommendations based on BFCM data. Apparel brand POPFLEX, for example, collected invaluable customer data in a pre-BFCM giveaway contest that required entrants to create a wishlist on their website. They used that information to personalize communications long after the big weekend was over.

AI is the new personal shopper. Are you getting ahead of the curve?

62% of consumers would rather shop with AI that remembers their preferences than explain them to a sales associate, and 53% prefer getting instant help from an AI chatbot over emailing a support rep, according to our research.

Heading into BFCM, 54% of consumers plan to use AI tools to shop smarter, whether it’s to find the best deals (30%), search for products (20%), or get quick summaries of product reviews (19%).

Clearly, shoppers are leaning into AI for its speed, personalization, and always-on availability. As AI becomes more embedded in marketing and customer service, the most successful brands are the ones that use it to enhance, not replace, how they connect with customers.

That starts with being thoughtful about how you use customer data: not just to automate tasks, but to deliver more timely, helpful, and relevant interactions. Here’s how:

Use AI to communicate at the perfect time 

Our research shows 30% of consumers have purchased a product and 23% have engaged with a brand when they received a message so well-timed it felt “creepy.” But remember, what’s convenient for some customers may turn off others: 23% turned off notifications or limited data sharing with a brand for the same reason. 

If a customer typically shops late at night or engages with text messaging over email, AI can adjust the channel and timing of your campaigns accordingly. That way, you’re reaching them when they’re most likely to engage, not when it’s convenient for you. 

Let AI agents handle the easy stuff

Automate routine customer service tasks so your team can focus on higher-touch moments. AI service agents can help you:

• Guide shoppers through product decisions with personalized recommendations.
• Offer real-time, 24/7 support directly on your site.
• Handle post-purchase tasks like returns and order look-ups.

Support customers based on behavioral cues 

AI can help you detect when a customer might need help even if they don’t ask for it. For example, if someone views the same product multiple times without adding it to their cart, it could signal uncertainty. 

Instead of hitting them with another generic promo, trigger a message offering something useful: a sizing chart, a product comparison, or answers to FAQs. 

If a shopper repeatedly hovers over return policy links or searches for shipping details, consider surfacing customer service options like live chat or self-service help articles. These subtle cues can inform smarter, more service-oriented marketing that feels helpful, not pushy.

Omnichannel isn’t optional. It’s the only way to grow.

The lines between online and in-store shopping have dissolved. Consumers expect a fluid, interconnected experience across all touchpoints: 77% of omnichannel shoppers use 3–4 channels for non-essential products, and 23% use 5 or more.  

And expectations vary by region. Shoppers in Europe (47%) and Asia Pacific (33%) place a high value on a connected brand experience, defined as an experience where the message references the same topic, but it’s crafted specifically for a certain channel.

Those in North America (38%), meanwhile, prioritize a personalized experience, defined as an experience where the message matches what the consumer is doing or what they’re shopping for, and it makes personalized suggestions for future shopping.

But the underlying need is the same: consumers want relevant, cohesive communication at every touchpoint.

To meet those expectations, brands need to eliminate silos and unify customer data across marketing, sales, and support. That requires a real-time, 360-degree view of each customer so you can deliver timely, personalized experiences across the board.

Here are a few ways to make your customer journeys feel connected:

Build cross-channel campaigns that sync

Context is just as important as consistency. If someone receives a teaser via text message, they shouldn’t get a redundant email the next day. They should get the next step in the journey. For example, a text message might highlight a flash sale, while a follow-up email showcases personalized product picks from that sale based on previous purchases.

Use an omnichannel campaign builder to deliver consistent, personalized, and localized messages across email, texts, app notifications, and WhatsApp.

Empower in-store teams with digital insights

Imagine a customer walks into your store and is greeted by someone who already knows what products they’ve been eyeing online or what category they frequently shop. That kind of continuity turns a standard retail experience into something memorable. And it’s especially powerful during BFCM when customer expectations (and store traffic) are high.

Equip associates with key customer data, like recent browsing history or favorite categories, so they can offer thoughtful recommendations and support that feels personalized, not generic. Or, use digital channels to encourage in-person shopping for those in certain geographical regions.

Luxury apparel and home goods brand Jenni Kayne, for example, uses email to encourage in-person shopping by sending online shoppers discount codes they can only redeem in stores. And if a customer near a store abandons a $5,000+ cart, their local store manager gets a notification to send 1:1 outreach.

Your omniverse for BFCM growth in 2025

Today’s consumers expect connected, relevant experiences powered by data. To meet those expectations this BFCM season, brands will need to plan ahead, personalize at scale, and show up consistently across every channel. 

To stay ahead of the competition, brands need to:

• Grow smarter. Build and nurture your customer lists year-round using zero- and first-party data to stay in sync with evolving preferences.
• Work seamlessly. Unify your marketing and service data to deliver personalized, omnichannel campaigns and flows based on real-time customer actions. 
• Think intelligently. Use AI not just for efficiency, but for smarter decision-making—bundling products, predicting churn, understanding channel preferences, and scaling support. Just don’t forget to prioritize human connection for high-touch moments. 

The brands that win this BFCM season will be the ones that treat it not as a sprint, but as a key chapter in a year-round growth strategy.

Download the full 2025 BFCM forecast for more trends, predictions, and practical insights to guide your strategy through the 2025–2026 holiday season and beyond.