What did you learn from BFCM 2025? Share your biggest win or surprise

​@GabbyEsposito thanks for kicking off the conversation!

We had close to $40 mil generated from Klaviyo for our partners for another record breaking year! The biggest win was $6 mil from a single, omnichannel, campaign for a cosmetics brand based in the UK (that surprised everyone!). We also managed to sell out full stock of a new product for a spirits brand in the UK in about 15 minutes from launching the sale. You could say we went hard at it! 

I’m surprised to see discounts dropping by 10% YOY, that’s not something I expected to see given the previous trends. We’re definitely seeing a lot of offer creativity, so it figures that discounting won’t be as big of a driver as it used to be.

Excited to hear everyone else’s takes!

I’m still wrapping my head around our results but a couple really interesting things happened this year that I’m eager to dig into some more.

Our most successful days were those that we sent the least Email/SMS and we saw the most engagement with the communications we did send much later in the day that usual. So an email sent at 10am for example, saw the most action between 9-11PM on the day of it’s deployment. 

We were more reserved with our promos this year, opting to save the best offers for our best customers exclusively during Black Friday which seemed to work really well. Allowed us to share really strong and exciting deals with our most important and likely to convert customers while still keeping things balanced overall.

Still crunching all the numbers, but current read is that this year’s BFCM was a huge success for us!