8 BFCM Trends That Will Define Holiday Shopping in 2025
Black Friday Cyber Monday 2025 is already shaping up differently from previous years. Consumer behavior is evolving daily, and ecommerce brands that cling to old playbooks will struggle to compete during the hustle and bustle.
Here are the eight key trends that will set winning brands apart during BFCM 2025.
Key Takeaways
Live commerce is driving 10x higher conversion rates than traditional ecommerce, making it essential for BFCM success
Mobile accounts for 60% of all ecommerce sales, so brands need to optimize every touchpoint from checkout to order tracking for mobile devices
Post-purchase communication is critical for reinforcing value, preventing buyer's remorse, and building long-term loyalty
Early holiday shopping is the new normal, but focus on campaign quality over being first to market
1. Live Commerce
Live commerce is no longer a novelty. It's a revenue powerhouse that ecommerce brands can't afford to ignore. The numbers tell the story:
The U.S. live commerce market is growing at 37.2% annually
Conversion rates from live shopping can be up to 10 times higher than traditional ecommerce
In China, livestream shopping reached $675 billion in 2023, accounting for over 23% of online retail
Why it works: Live commerce combines entertainment, education, and urgency. Customers see products demonstrated in real-time, ask questions directly to hosts, and make impulse purchases while excitement is high.
But here’s the catch: your post-purchase game needs to match the live commerce experience.
If you're driving impulse purchases through live commerce, your post-purchase communication needs the same urgency and personalization. The order tracking experience needs to feel as branded and engaging as the live event itself.
What to do now:
Test live shopping events in the weeks leading up to BFCM
Partner with influencers or train your team to host engaging sessions
Ensure your fulfillment operations can handle spikes in impulse purchases
Prepare branded, mobile-optimized tracking experiences for these customers
2. Mobile-First Shopping
Mobile-first is the default reality of ecommerce in 2025.
Mobile ecommerce generated $2.2 trillion in revenue in 2023, representing 60% of all ecommerce sales worldwide. During BFCM, when shoppers are browsing deals on the couch, in line at stores, or during work breaks, mobile becomes even more dominant.
So what’s the problem? Friction kills conversions.
Many brands still treat mobile as an afterthought. They have desktop-first websites with:
Clunky checkout flows on small screens
Slow-loading images
Forms that aren’t mobile-friendly
During BFCM, when shoppers have dozens of tabs open and short attention spans, every additional tap or second of load time sends them to a competitor.
Mobile Tracking Matters Just As Much As Mobile Checkout
Customers expect real-time updates delivered directly to their phones, not buried in their email inbox. Your branded order tracking pages need to load fast and display clearly on mobile devices. If a customer has to pinch and zoom to see where their package is, you've already frustrated them.
What your brand can do now:
Audit your entire mobile shopping experience before BFCM
Use Google's PageSpeed Insights to identify performance issues
Test your checkout flow on multiple devices
Ensure order tracking pages are responsive and load quickly
Implement SMS notifications for key delivery updates
3. Value Over Volume
The era of "just because it's cheap" shopping is fading. Consumers, especially younger shoppers, are becoming more selective about where they spend their money.
This doesn't mean discounts don't matter during BFCM, but percentage-off promotions alone won't drive conversions like they used to. Aside from price, today's shoppers want:
Quality over quantity
Sustainability and ethical production practices
Brand values that align with their own
Transparency about sourcing and manufacturing
Post-purchase Is Your Value Reinforcement Moment
Consumer behavior research shows that post-purchase dissonance—that period between purchase and delivery—creates vulnerability to buyer's remorse. This is especially true during BFCM when customers are making multiple purchases and might second-guess their decisions.
You can use this post-purchase window to reinforce why the customer made the right choice. Share your brand story, highlight product quality, and remind them of the sustainability practices they're supporting. Every touchpoint after checkout is an opportunity to strengthen their confidence in the purchase.
What to do now:
Build BFCM messaging around product quality and brand values, not just discounts
Prepare post-purchase email sequences that reinforce purchase decisions
Use order tracking touchpoints to share brand stories and product details
Highlight what makes your products worth the investment
4. Authentic Campaigns
Cookie-cutter BFCM emails are getting ignored. Customers are drowning in promotional messages during the holiday season, and generic "BLACK FRIDAY SALE 🔥" subject lines blend into the noise.
The solution? Storytelling.
The brands standing out this year are the ones creating authentic narratives and emotional connections. They're not just selling products; they're inviting customers into a larger story.
Here are some examples of storytelling done right:
Customer success stories featured in email campaigns
Behind-the-scenes content about product creation
Founder stories that humanize the brand
User-generated content that shows real people using products
Your Brand Story Doesn’t Stop At Checkout
Order confirmation emails, shipping notifications, and tracking pages are all part of the customer experience. When these touchpoints feel generic and transactional, you're missing opportunities to deepen the relationship.
Branded tracking pages that reflect your visual identity and voice extend your narrative beyond the purchase. They remind customers why they chose your brand in the first place. Here are some examples of ecommerce brands that are using branded order tracking pages right!
With that in mind, it’s time to:
Develop a BFCM content strategy that highlights customer stories and your brand’s mission
Audit all customer touchpoints (emails, tracking pages, packaging) for brand consistency
Create a unique positioning that differentiates you from competitors running similar sales
5. Customer Experience and AI
AI is raising customer expectations for personalization across every interaction. Shoppers now expect recommendations tailored to their preferences, chatbots that actually understand their questions, and proactive service that anticipates problems before they happen.
But AI Is A Balancing Act
The challenge isn't whether to use AI, it's how to use it without losing the human touch that builds real loyalty.
Where AI enhances experience:
Product recommendations based on browsing and purchase history
Chatbots for instant answers to common questions
Predictive analytics for inventory and delivery management
Personalized email content and send times
Where human touch still matters:
Complex customer service issues
Brand storytelling and emotional connection
Crisis management and delivery problems
Building long-term relationships
What to do now:
Implement AI tools that enhance (don't replace) customer relationships
Use data to predict high-volume periods and potential service issues
Set up proactive notification systems for delivery exceptions
Balance automation with genuine human touchpoints
6. Surge of Fraudulent Returns
Returns fraud spikes during the holiday season, and it's costing ecommerce brands millions. As order volumes increase, so do opportunities for bad actors to exploit return policies.
Some of the most common fraud tactics are:
Wardrobing: Buying items to use once, then returning them
Bracketing: Ordering multiple sizes or colors with plans to return most
Return policy abuse: Exploiting generous return windows or free return shipping
Fake claims: Reporting items as damaged or never delivered when they arrived fine
The financial impact is significant. Beyond the lost product value, brands absorb shipping costs, restocking fees, and the operational burden of processing fraudulent returns.
Better Visibility = Better Fraud Detection
Post-purchase data can help identify suspicious return patterns before they become major problems. When you track delivery confirmation, customer communication patterns, and return timing, red flags become easier to spot. Serial returners, accounts with unusual return rates, and high-value returns without proper documentation all warrant closer inspection.
What to do now:
Review and tighten return policies specifically for BFCM period
Implement verification steps for high-value returns
Use data to flag accounts with suspicious return patterns
Consider requiring photos for damage claims
Clearly communicate return policies at checkout
7. Buy Now, Pay Later (BNPL)
BNPL has moved from novelty to expectation. Customers, especially younger shoppers, now assume flexible payment options will be available at checkout, leading to:
Higher average order values: Customers spend more when they can split payments
Reduced cart abandonment: Payment flexibility removes a major barrier to purchase
Increased conversion rates: Shoppers are more likely to complete purchases with BNPL options
BNPL Customers Need Extra Reassurance
Customers using BNPL may be more sensitive to delivery delays because they're making payments on items they haven't received yet. Clear, proactive communication about order status becomes even more critical. If a customer is paying installments on a product that's stuck in transit, every day without an update increases their anxiety and the likelihood of payment disputes.
What to do before BFCM starts:
Prominently feature BNPL options on product pages and at checkout
Ensure seamless integration with providers like Klarna, Affirm, or Afterpay
8. (Really) Early Holiday Shopping
BFCM is no longer a single weekend. It's stretching into October, with brands launching deals earlier every year.
This extended shopping window means more shipments distributed over a longer period, which actually benefits both brands and customers. You avoid the crushing logistics bottlenecks of a single weekend, and customers get more relaxed delivery timelines.
Our (perhaps controversial) advice? Don't feel pressured to start deals and campaigns just for the sake of doing it.
Just because everyone is starting early doesn't mean you need to launch deals in September. Focus on the quality of your campaign rather than being first. A well-executed promotion in early November can outperform a rushed campaign in October.
Black Friday Cyber Monday Success Starts With Malomo
BFCM 2025 requires a different playbook than years past. The brands that will win this holiday season are the ones that adapt to these shifts.
Ready to make this year’s Black Friday Cyber Money the best one yet? Try Malomo for free with a 7-day trial or request a free order tracking page design mockup to see what your personalized branded tracking page could look like.
