The pressure to perform during the Black Friday Cyber Monday (BFCM) period has never been higher, but neither has the potential.

While marketers brace for another high-stakes Q4, Klaviyo’s 2025 BFCM Forecast shows consumers aren’t pulling back. Instead, they’re changing how—and when—they shop.

The report, based on insights from 7,000 global consumers, reveals what brands must do now to stay relevant, drive conversions, and build long-term loyalty in a rapidly evolving retail environment.

Spending is steady. Behavior is not.

Despite economic uncertainty, 77% of consumers plan to spend the same or more during the 2025 holiday season compared to last year. That’s reason enough for marketers to have a positive outlook for the season, but with a catch.

The BFCM shopping timeline has changed. According to the report, 24% of shoppers start holiday shopping before the long Thanksgiving weekend, while 51% don’t finish until December or later. This means brands need to engage earlier and keep customers engaged well past Cyber Monday.

This year, a 4-day peak season campaign won’t be enough to engage all of your potential customers at the time they’ll be checking gifts off their list.

AI helps deliver the right message, faster

Personalization influences purchases, but consumer expectations are rising.

According to the report, 62% of consumers prefer shopping with an AI tool that remembers their purchase history, rather than explaining preferences to a sales associate. Moreover, 53% prefer 24/7 support from an AI agent over emailing a human representative.

When used well, AI helps marketers personalize beyond just putting a customer’s name in an email into scalable, data-driven relevance. That means tailored product recommendations, predictive flows, and timely service, all without straining teams that may already be stretched thin.

Omnichannel is the new default

Today’s shoppers don’t think or act in siloed channels, and neither should your brand’s marketing. Klaviyo’s data shows that 77% of shoppers use three to four channels when shopping for nonessential products.

Email remains a top-performing channel, but mobile-first platforms like SMS, WhatsApp, and push notifications now occupy three of the top five ways consumers prefer to hear from brands. To reach and retain customers, brands need to build campaigns that move fluidly across formats, devices, and touchpoints.

What was once a nice-to-have is now the expectation: a connected omnichannel experience.

What are top brands doing now?

High-performing brands aren’t waiting for November to act. They’re extending campaign timelines, embracing AI, and shifting from assumptions to behavior-based strategies.

The 2025 BFCM Forecast highlights how successful marketers are segmenting audiences based on engagement history, launching channel-specific messaging flows, and using automation to stay nimble throughout the season.

The data shows most consumers haven’t changed brands, but their buying methods have. A successful BFCM 2025 requires more than urgency. It requires a plan rooted in actual shopping behavior.

Brands that adapt can achieve growth and lasting impact. Boost your BFCM strategy to meet customer demand with data-driven insights in Klaviyo’s 2025 BFCM Forecast.

Get the report.