Black Friday and Cyber Monday 2025 have officially wrapped, and it’s time to summarise the results. Global BFCM sales smashed expectations, and LION Digital clients seized the moment with exceptional results of their own.

With thoughtful planning, smart execution, and a deep understanding of Black Friday marketing strategies, our team helped Australian retailers convert holiday season traffic into real, long-term growth. Let’s take a closer look at the results and see how partnering with the right eCommerce specialists can make all the difference in BFCM performance and beyond.

BFCM 2025: Global eCommerce Results and Australian Retailers’ Wins

This year’s BFCM period delivered exceptional outcomes across the eCommerce world. Shopify merchants alone generated over $14.6 billion in sales, a massive 27% increase compared to 2024. Australian retailers played a big part in that success, ranking fourth globally for sales performance.

Shoppers placed more than 81 million orders across the weekend, spending an average of $114.70 each. Top-selling categories included cosmetics, apparel, activewear, and fitness products.

Cross-border buying also stayed strong: nearly 1 in 5 orders came from international customers. We saw the same pattern with our multi-geo clients, like Titley’s, a Western apparel store, which saw conversions peak across both New Zealand and Australia.

The results are fascinating, but only for brands that made their homework with holiday season eCommerce planning, including early Black Friday ad planning and special Cyber Monday campaign creation. That’s where LION Digital clients stood out.

How LION Digital Clients Succeeded at BFCM 2025

With nearly 20 years of experience and partnerships with Shopify Plus, Klaviyo, and Google, we, at LION Digital, understand what makes seasonal promotions work. For BFCM 2025, we helped clients map out strategies that delivered immediate wins and set the stage for long-term growth.

Here are some of this year’s standout performers:

Titley’s: BFCM Campaign for Multiple Markets

Managing high-volume traffic and sales across Australian and New Zealand markets, our team implemented advanced segmentation and market-specific campaigns to optimise results and convert browsers into buyers.

The results:

  • Over 34,000 high-intent shoppers identified
  • Achieved higher-end 6-figure revenue total – a record for the November period.
  • 5x ROAS for the New Zealand market alone

This success was driven by a structured BFCM 2025 strategy built months in advance.

Fishing Superstore: Multi-Channel BFCM Strategy

We built a comprehensive multi-channel approach combining targeted Black Friday Facebook, Google Ads and Email campaigns with strategic Cyber Monday advertising. Our team carefully timed promotions to capture early shoppers and weekend deal-hunters.

The results:

  • 3.5 ROAS across the Black Friday period
  • Achieved their highest sales month ever, setting a new company record
  • 17% increase in conversion rate
  • Facebook + Google Ads accounted for the majority of sales

A great example of how consistent messaging and channel alignment can drive massive results.

The Bedspread Shop: High-Impact BFCM SEM (Google Ads) Marketing

We analysed shopping patterns aligned with the unseasonably cold Victorian climate and reinforced the early offer in market to maximise visibility during peak engagement window leading into the BFCM weekend.

The results: 

  • Strong weekend sales directly attributed to BFCM campaigns
  • More than 122,000 impressions in November
  • Clear performance spikes on both Saturday and Sunday following Black Friday.

With deal-ready shoppers and deal-hungry competition fierce, the right Black Friday advertising planning can be the difference between getting ignored or getting results.

Pure Water Systems: BFCM Marketing Campaign Drives Revenue

Using Klaviyo and Instant, we built segmented email flows with personalised, value-driven messaging that strengthened customer relationships and boosted engagement. Our approach focused on providing value and building on customer relationships established throughout the year.

The results: 

  • Email campaigns drove mid-5-figure revenue in November
  • The biggest lift came from targeted BFCM campaigns
  • The CEO’s new text-based strategy drove a significant portion of BFCM revenue

With a smart email strategy for BFCM, our client’s offer stood out in crowded inboxes during the busiest promotional period of the year and delivered meaningful revenue results.

Guitar Brothers: Great Returns Through BFCM SEM Strategy

We optimised SEM campaigns for Black Friday promotions with precision targeting and ad creatives that highlighted unique product benefits that resonated with audiences. Our team continuously monitored performance throughout the BFCM period and made point bid adjustments to capitalise on emerging opportunities.

The results: 

  • An impressive 24.87 ROAS for November
  • Peak sales aligned with BFCM promotional windows
  • Delivered a record-breaking month, marking the highest revenue to date

Another great example of how search marketing remains one of strongest Black Friday marketing channels that can deliver outsized returns during peak periods.

BFCM Checklist: What Made These Wins Possible

Every success story of this BFCM came down to strategy, preparation, and relentless optimisation. Here’s what we prioritised:

  • Early BFCM planning. One of the best practices in Black Friday preparation for eCommerce brands is that the BFCM campaign should start well before the shopping event. Our clients’ campaign calendars were finalised in August, creative assets were ready by September, and technical and performance testing wrapped up by early November. This proactive strategy prevented the chaos at the last moment and ensured a seamless implementation.
  • Data-driven approach. Our team continuously analysed performance metrics and made real-time adjustments. We always invest much time and effort in this work to ensure every dollar of ad spend works harder.
  • Multichannel marketing. Our clients benefited from coordinated strategies across SEM, email, social media, and SEO. Each channel reinforced the others, creating a seamless customer journey.
  • Site performance. We ensured our clients’ sites load quickly, checkout flows smoothly, and provide seamless mobile and desktop experiences. During BFCM, when traffic is very high, technical preparation ensures that no sales are lost.
  • Personalisation. We used advanced segmentation, dynamic content, and behavioural triggers to provide relevant messages that appealed to particular customer segments.

BFCM Marketing Tips: Strategy for the Rest of 2025 and Beyond

The weeks following Black Friday represent a critical opportunity that many businesses miss. Your new customers are still engaged, your brand is fresh in their minds, and the holiday shopping season continues through December.

LION Digital team can help you turn those holiday shoppers into loyal year-round customers. What we offer:

  • Full Performance Review
    Our team conducts a deep-dive assessment of your 2025 BFCM campaigns to identify exactly what worked, what didn’t, and why. We examine every metric, from email open rates to conversion patterns, uncovering insights that help us develop better strategies.
  • Long-Term Growth Planning
    We build evergreen, high-performing campaigns that strengthen retention and maximise lifetime value. Enhancing customer loyalty across all seasons, we make your Black Friday promotions even more effective.
  • Quarterly Business Reviews
    Through our comprehensive QBRs and Lion View Dashboard, we provide cross-channel insights that keep your strategy aligned with your goals. These regular check-ins ensure we promptly react to changes and adjust our approach to your needs.
  • Early BFCM Campaign Development
    With LION Digital, your 2026 BFCM campaigns begin taking shape in Q2. We develop creative concepts, plan promotional calendars, and establish testing schedules that give your campaigns the time they need to excel.
  • Technical Optimisation
    We continuously monitor and improve your website’s performance, ensuring your site can handle the increasing traffic our marketing strategy delivers.

Want to Achieve Great BFCM Results Next Year? Take the First Step Today

LION Digital has helped many ambitious eCommerce businesses achieve extraordinary growth. Our clients consistently reach 10 to 30 times ROAS because we combine strategic expertise with tactical excellence and are truly invested in your long-term success.

If you’re ready to replicate the success stories above or want to expand your own BFCM wins, LION Digital has the experience to help you dominate your market.

Connect with our Head of Client Success, Simon Gellibrand, and start shaping your 2026 strategy today.