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BFCM 2025 Results: What Really Happened This Weekend

Ecommerce Playbook: Numbers, Struggles & Growth

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In this episode of the Podcast, we break down the real story of BFCM 2025—from forecasting accuracy to media buying chaos, offer pivots, AppLovin’s breakout performance, and what this year’s results say about the broader consumer economy.

Richard and Taylor walk through:

  • The full BFCM data recap: +7% total revenue, +10% new customers, +13% contribution margin

  • Why Saturday became the surprise winner of the weekend

  • AppLovin outperforming expectations by 100%+

  • Meta delivery volatility, and why it’s part of the game

  • Tactical offer changes that saved entire BFCM weekends

  • The rise of BNPL and concerning consumer financial behavior

  • What this all means for 2026 planning

If you’re preparing for the year ahead, this episode breaks down the numbers, the lessons, and the trends shaping how brands should think about forecasting, spending, and customer acquisition going into 2026.

Show Notes:

  • The Ecommerce Playbook mailbag is open — email us at [email protected] to ask us any questions you might have
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