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Between rising tariffs, uncertainty around de minimis changes, a cooling global economy, and another short holiday window, many brands braced for a softer seasonal kickoff in 2025. But our merchants didn’t pull back; they doubled down, and that resilience paid off big!  

Black Friday Cyber Monday 2025 has been a record-breaking success, with online shoppers turning out in droves to ring in the holiday season and millions of ecommerce brands kicking into high gear to meet demand. 

As a leading global supply chain and fulfillment technology platform designed for scaling ecommerce merchants, ShipBob has a front-row seat to the magic of BFCM – and all the logistics that power it. Below, we share some of the top insights we saw throughout peak season 2025 from our thousands of customers fulfilling orders across the globe. 

Note: This data is across thousands of ecommerce merchants, tens of thousands of unique products sold, millions of shipments, and billions in revenue.

ShipBob’s BFCM 2025: The Highlights 

Merchants can’t afford to buckle under peak pressures – and neither can their partners. That’s why ShipBob invests so heavily in building unmatched technology, best-in-class processes, and a global network; so that we can show up for brands to deliver unbreakably reliable, top-quality service during the busiest season.  

This BFCM, ShipBob’s platform achieved: 

• 100% platform uptime  
• 66.1M successful calls to our Developer APIs 
• A 282-millisecond response time 
• 20.58M calls to our internal WMS APIs 

2025 BFCM growth vs. October 2025

Black Friday Cyber Monday is always a crazy day for sales, but just how much crazier is it than a normal day?  

ShipBob’s customer base of ecommerce brands experienced huge increases across the entirety of BFCM 2025. Here’s a breakdown of how each day’s sales compared to the average on the same days in October of this year (just the month before): 

• Black Friday: +236% compared to the average Friday in October 
• Sales for the Saturday after Black Friday: +200% compared to the average Saturday in October  
• Total weekend sales: +193% compared to the average weekend in October 
• Cyber Monday sales: +212% compared to the average Monday in October 

Average order value in November 2025 was USD $69.86. That’s a +3.6% increase YoY compared to November 2024.

Notable Brands 

BFCM is a fantastic revenue driver for most brands, but certain product categories soared this year. Some of the most successful ecommerce brands included: 

• Our Place, the viral cookware and kitchenware brand, discounted dozens of their most popular products and delivered cost-savings in the hundreds of dollars. 
• Touchland, a hand sanitizer and beauty brand, ran an up to 30% sitewide sale and offered even steeper discounts for product bundles. 
• PetLab, a pet wellness brand that offered up to 50% off a new subscriber’s first month, and up to 40% off each month after.   
• Dossier, the luxurious yet affordable perfume brand, which offered up to 50% off select products (with discounts increasing as more items were added to the cart) and unlocked free shipping with the purchase of 3 items or more.  
• Tonies, the award-winning toy brand that discounted their virally-popular tonieboxes and accompanying tonies figurines.  
• Aroma360, a leading scent marketing and aromachology brand, delivered up to 70% off sitewide, with savings in the hundreds of dollars on certain products. 
• Bruce Bolt, a baseball and softball gear brand, ran holiday discounts on hoodies, shorts, and other apparel.  
• CLEARSTEM, a female-founded skincare powerhouse, offered 26% their entire product catalog, plus free US shipping with orders over $75.  

Industry Trends 

Most brands benefit from the BFCM rush, but the weekend was an even bigger blockbuster for certain industries and product categories.  

The categories with the highest order volumes overall during BFCM 2025 were: 

1. Beauty  

2. Health & Wellness  

3. Apparel  

4. Home & Garden  

5. Food & Beverage 

Similarly, the categories with the biggest increases in order volume during BFCM (compared to the average day in October 2025) were: 

1. Apparel 

2. Sports 

3. Toys & Games 

4. Home and Garden

5. Beauty

State by State 

While BFCM spikes order volumes across the country, some states are bigger shoppers than others. 

In the US, the states with the highest order volumes during BFCM 2025 were: 

1. California 

2. Texas 

3. Florida 

4. New York 

5. Pennsylvania  

Texas at #2 had more than double the order volume of PA at #5.

Some states didn’t have the highest order volume overall, but still saw enormous increases in order volume compared to October 2025.  

In the US, the states with the highest increases in order volume during BFCM 2025 (compared to the average day in October 2025) were: 

1. Utah (+280%) 

2. Minnesota (+276%) 

3. Iowa (+252%) 

4. Wisconsin (+247%) 

5. Massachusetts (+244%) 

California had as many orders as the bottom 22 states combined.

The states with the smallest increases in order volume during BFCM 2025 (compared to the average day in October 2025) were: 

1. New Mexico (+158%) 

2. Alaska (+163%) 

3. Nevada (+163%) 

4. Hawaii (+171%) 

5. Wyoming (+181%) 

Global Success 

Ecommerce is a truly global marketplace, and the surge in excitement and sales around BFCM isn’t limited to the US. Shoppers and brands worldwide now join in the momentum, turning the weekend into an international retail event. 

The countries with the largest increases in order volume during BFCM 2025 (compared to the average day in October 2025) were: 

1. Canada (+399%) 

2. Australia (+248%) 

3. France (+239%) 

4. Germany (+236%) 

5. Ireland (+234%) 

Going the Distance 

Ecommerce brands went to great lengths to deliver BFCM orders this year – literally. While the shortest distance an order traveled across ShipBob’s network was just 1.5 miles within the city of Brampton, CA, USA, some orders traveled up to 11,769 miles from ShipBob’s Birmingham, UK fulfillment center all the way to Christchurch, NZ.  

Live BFCM Data Tracking 

This year, we pulled back the curtain on Black Friday performance. For the first time, ShipBob put together a real-time BFCM data dashboard, where merchants, brands, and shoppers can view 2025’s Black Friday-Cyber Monday weekend shopping trends unfold.  

As ecommerce orders poured in, merchants could view live data aggregated from thousands of ecommerce brands reporting trends in volume, top-performing categories, and US states with the highest activity. 

Join us next year, when we’ll be back tracking all this data live during BFCM 2026! 

Power through the rest of peak with ShipBob  

BFCM is just the beginning of ecommerce peak season, and if these insights are anything to go by, the remaining holiday season will be a big one.  

Even though BFCM is over, it’s never too late to partner with an expert supply chain and fulfillment partner like ShipBob to help you manage logistics during the busiest seasons of the year and beyond. ShipBob never stops receiving inventory (and didn’t extend our inbound receiving SLA), so you can ramp up quickly and set your brand up for a blockbuster 2026. 

ShipBob’s suite of solutions also ensures brands have the tools and support they need to stay agile long after BFCM, including: 

• ShipBob Plus: Our newest solution for mid-market brands designed to save them money, grant access to advanced capabilities, achieve prioritized support, and more (trusted by brands like PetLab Co., Our Place, and Tonies). 
• Inventory Placement Program: Automated inventory allocation and placement across ShipBob’s hub-and-spoke network based on your real order data to reduce transit times, cut costs, and improve delivery accuracy.  
• De Minimis Defense Program: A comprehensive action plan for merchants navigating the end of global de minimis, including fast-tracked onboarding, discounted receiving and fulfillment rates, and Foreign-Trade Zone (FTZ) warehousing options for improved cash flow. 
• Omnichannel Fulfillment: Order fulfillment across DTC stores, wholesale/B2B retail, online marketplaces (Amazon, Walmart, etc.), and even retail dropshipping channels under one roof, so your brand can sell wherever customers shop while managing inventory, orders, and shipments from a single dashboard.  
• Customization Suite: Branded boxes or mailers, custom sender labels, on-demand marketing inserts, gift notes and kitting options, giving you the flexibility to deliver premium, on-brand unboxing experiences that boost customer satisfaction and loyalty.  
• Global Expansion: Dozens of fulfillment centers across the US, UK, Canada, Europe, and Australia, as well as international shipping to 250+ destinations and Delivered Duty Paid (DDP) support, to minimize cross-border complexities and enables faster, frictionless international shipping. 

Together, these solutions and more empower ecommerce businesses to stay resilient, scale confidently, and turn 2026 into their biggest year yet. 

If you’re interested in partnering with ShipBob, click below to request a quote.