Rebuy Recap: BFCM 2025 [Infographic]

BFCM 2025 showed us one thing: the pace of commerce is only accelerating.

Personalization is an expectation. AI is getting settled in. And brands that execute are pulling ahead.

According to Adobe, U.S. online shoppers spent a record-breaking $44.2 billion across Cyber Week (Thanksgiving through Cyber Monday). On Cyber Monday alone, U.S. ecommerce sales hit $14.25 billion—the biggest single online shopping day in U.S. history.

Shopify CEO Tobi Lütke put it bluntly:

“Entrepreneurs won BFCM, again.”

At Rebuy, we saw the same trend play out across our platform. More merchants, more transactions, and more personalization equaled more revenue.

Rebuy merchants smashed records

Let’s run the numbers:

🍰 $1.7B in GMV from Rebuy brands

Rebuy brands made a huge impact on GMV* from Black Friday through Cyber Monday, driving $1.7B in GMV, exceeding last year's result. That's an all-time high and accounts for 11.64% of all Shopify GMV during the 4-day period. 

📈 $54.1M in Rebuy-generated revenue

Another all-time high. Merchants deployed Rebuy Smart Cart™, dynamic bundles, personalized checkout, post-purchase offers, and more, driving extra revenue at every touchpoint. Merchants used Rebuy to to generate an extra $17.9M on Black Friday alone.

🎯 $2.98M in post-purchase revenue

Smart brands didn’t stop at checkout. Instead, they extended their offers into the post-purchase stage, driving just shy of $3M in additional revenue.

🛍️ $2.09M in new subscription revenue generated

Subscription commerce continues to expand. We saw brands like Ascent Nutrition and MOSH invest heavily in subscription growth this year with tactics like upsell pop-ups and in-cart upsells.

📡 10.22B web requests and 1.81M Rebuy-assisted orders processed

Our platform scaled effortlessly to meet the moment, serving billions of personalized recommendations across over 14.1 million orders from Black Friday through Cyber Monday.

BFCM 2025 numbers in action.

KA-CHING! Giveaway winners 🕹️

The KA-CHING! Giveaway has closed and the winners have been drawn. Congratulations to...(drum roll, please 🥁):

Winner #1: Hana, Source Beauty

Winner #2: Leonel, Liverpool Style

Winner #3: Amanda, Hester & Cook

Each winner receives a Nintendo Switch 2 and a warm introduction to one of our agency sponsors** including Barrel, Pattern, and Superco, plus a $1,000 credit towards the winning brand's next Shopify store upgrade. 

Although the contest is over, the KA-CHING! retro arcade game lives on. Give it a go and test your skills 👾

While you're at it, download Power-Up, your ecommerce gamer 'zine jam-packed with helpful advice for growing your store in 2026!

Rebuy Live: BFCM 2025 Pregame Show

Our inaugural episode of Rebuy Live (a new content series covering live Rebuy events both virtual and IRL) delivered a break from the holiday hustle mixed with 2-hours of "wall-to-wall BFCM coverage."

Me and my fellow Rebotz, Sarah Hatter and Scotty Meiklejohn, entertained the raucous holiday crowd with BFCM trends, exclusive interviews with industry experts, a video game play-through, and the first KA-CHING! Giveaway winner announcement. We even snuck in a wardrobe change for good measure.

One of my favorite parts of the stream was Scotty's ecommerce trivia questions. Did you know the first item ever sold online was a CD? (For all my Gen Z'ers out there, that stands for compact disc.) But what CD was it? (Hint: it was not America Online.) Skip to the 1hr 20min mark to see my shocked reaction.

Relive the magic that was the Rebuy Live: BFCM 2025 Pregame Show! Featuring exclusive expert interviews, shocking revelations, and a wardrobe change.

And the Ecomstradamus Award goes to…Rich Matukaitus! 👏

In one segment of the BFCM pregame show, we asked viewers to predict total BFCM weekend sales.

The predictions ranged from $13.33M (my conservative take) to well over $15M. But one wizard peered into the ether and predicted…the exact number.

And here’s Shopify’s Tobi Lutke sharing the official number on X after the dust had settled:

As far as I’m concerned, the clairvoyant Rich Matukaitis has etched his name alongside Warren Buffet, IBM’s Watson, last year’s fantasy football champ, and whoever Netflix’s top data scientist is.

During our livestream, we said that whoever nailed the closest prediction would win our inaugural Ecomstradamus Award. And Rich, you hit the bullseye 🎯 Congratulations! 

Side note: Big month for Matukaitis, he won the Smarterships award AND the Ecomstradamus award. We all know which one is more prestigious!

Rebuy's Top Performers of BFCM 2025 🏆

Last year, we identified the top brands ranked by their effective use of Rebuy to grow their sales. (Ranked by Rebuy-assisted revenue during the 4-day period from Black Friday through Cyber Monday.)

This year, we're running it back bigger and better.

We present to you: Rebuy's Top BFCM Performers of 2025! 👏👏🥳 🎉🍾

Let's give a big round of applause to the following brands for maximizing their returns during BFCM. Your partnership and savvy use of Rebuy have officially placed you at the top of the charts! 🚀🥂📈 

Tip of the cap to Jaspr, Bartesian, DIME Beauty, and Nathan James for making the list for the 2nd year in a row! 😎

1. Bask and Lather Co. (haircare)        
2. Primally Pure, (skincare)
3. Jaspr (air purifiers) 
4. Beyond Yoga (activewear)
5. Parachute Home (home furnishings)
6. DIME Beauty (skincare)
7. BYLT Basics (apparel)
8. Bartesian (cocktail systems) 
9. NAADAM (luxury knitwear)
10. Nathan James (home furnishings)
    
    

Congratulations to all the brands who made this year's Rebuy Top 10 of BFCM 2025! 👏

Merchant Highlights

Here's at quick look at some of the impressive numbers we saw from a few of the brands on the Top 10 list:

NAADAM

Known for its ethical cashmere, NAADAM drove nearly half of its incremental BFCM revenue from one powerful tool: the Complete the Look carousel, helping the brand generate 14.49% of total sales using Rebuy across seven revenue-generating widgets. They turned those widgets into cash, helping NAADAM land on the best of BFCM 2025, heyo!

NAADAM's Complete the Look widget complete-ly dominated BFCM. 

Parachute Home

Parachute Home leaned into personalization with 18 Rebuy widgets generating revenue and over 20% of total BFCM sales assisted by Rebuy, including a strong showing from checkout recommendations that delivered 8.13% in extra revenue. The volume play paid off in spades. Parachute Home, welcome to the Best of BFCM Top 10!

Parachute Home leaned into personalization over BFCM weekend with 18 revenue-generating Rebuy widgets, and it paid off.

Bask & Lather Co.

Topping the list this year is haircare brand Bask & Lather Co. who had a massive BFCM thanks to a 25.89% AOV lift driven largely by in-cart recommendations, which contributed nearly 60% of extra revenue. In the end, they used Rebuy to help generate over 40% of additional weekend sales. Bask in the BFCM glory!

Bask & Lather vaulted to BFCM superstar status this year, landing at the top of the Rebuy BFCM Top 10 through their use of in-cart recommendations and dynamic bundles.

That’s a wrap for BFCM 2025! 🎉

Huge congrats to all the brands, partners, contest winners, and sponsors who showed up big this season. From smart merchandising plays to personalized offers that drove serious lift, you made it one to remember.

We’ll see you in 2026! 

* Rebuy’s 2025 Black Friday–Cyber Monday data is based on tracked gross merchandise volume (GMV) across brands using the Rebuy platform. While Rebuy does not process every order directly, we monitor GMV across our network to help improve the performance of our personalization engine.

** Winners may be matched with a different agency based on best-fit criteria such as brand vertical, growth stage, and current needs.

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