Black Friday and Cyber Monday (BFCM) felt different in 2024. Shoppers didn’t wait for the weekend to start browsing. Sales climbed weeks in advance, with global ecommerce up 45% just two weeks out and conversion rates beginning to rise a month before. If you launched early and kept showing up, you probably saw the results firsthand.

Then came the records. Black Friday hit 10.8 billion dollars in US online spend, and Cyber Monday climbed even higher at 13.3 billion. People did most of their shopping on their phones and expected it to be smooth from beginning to end. In preparation for BFCM 2025, we may see less focus on the big weekend and a stronger push toward consistent, pre-season engagement that keeps people coming back.

BFCM 2024 Timing and Consumer Behavior Shifts

One of the biggest shifts during BFCM 2024 came down to timing. Brands launching early and making mobile a priority were the ones that stood out. Amazon and Walmart grew their share of BFCM sales by 6% and 3%. Some retailers, including Target and Best Buy, fell behind. Spending for the holidays was already in motion long before the big sales rolled around.  Many made their purchases before November even began.

Trust also played a bigger role last year. More customers questioned the deals being offered. Approximately 57% said they were skeptical of BFCM pricing. Hesitation led people to track prices in advance and stay loyal to familiar companies. This change in consumer behavior is likely to shape how brands plan and communicate in the year ahead.

How BNPL and AI Drove Ecommerce Growth During BFCM 2024

Technology shaped many of the shopping habits we saw. Payment options like Buy Now, Pay Later (BNPL) gave shoppers added flexibility, helping them stay within budget and still say yes to the things they wanted, especially during higher-spend moments like Cyber Monday. With the BNPL market in the US expected to grow by over 12% and reach more than 120 billion dollars in 2025, it's clear this option is becoming a regular part of how people shop.

AI made a big difference too. It helped users search faster, compare options easily, and find suggestions that actually felt relevant. When brands embraced these tools, it led to measurable success. For DTC businesses, using AI the right way helped drive meaningful growth at peak times.

BFCM 2025 Consumer Behavior Trends and Early Shopping Insight

BFCM 2025 will likely follow the same pattern we saw last year as buyers move sooner and expect brands to keep up. Nearly half of U.S. consumers still begin their holiday shopping on Black Friday itself, but a growing number are getting a head start as early as October. Campaigns that launch early have a better chance of standing out. Plus, with smartphones now at the center of the buying experience, a slow site or clunky checkout can quickly cost you the sale.

Credibility will continue to be a major factor. Shoppers are paying attention to pricing, shipping timelines, and how well everything is communicated. Many are turning to creators and everyday users for recommendations before they buy. Paying attention to ecommerce trends and changes in consumer behavior helps, but keeping things clear and honest is what builds real loyalty.

BFCM 2024 Takeaways and a Free Tool to Prepare for BFCM 2025

BFCM 2024 made it obvious how much showing up early makes a difference. Retailers who started ahead of the rush, made mobile shopping easy, and used the right tools saw the strongest results. Now’s a great time to pause and take stock, look at what worked, what didn’t, and what you might want to shift heading into this year. That could mean tweaking your ads, planning inventory differently, or rethinking how you connect with your audience.

To make things easier, we put together a free Cash Flow Statement Template for Google Sheets and Excel. It’s built to give you a better handle on your numbers, so you can make smarter plans, stay adaptable, and head into BFCM 2025 feeling more confident.