This page will detail live updates and insights on consumer trends throughout the 2025 Black Friday Cyber Monday. To see insights from 2024 click here.
Updates as of 11:59PM Eastern Monday, December 1st
Overall
California, Texas, New York, and Florida are the primary delivery destinations
38% week-over-week increase in international orders, driven by strong growth in the following regions: 30% in Australia, and 15% each in Canada, the UK, and the EU
Cyber Monday outperformed Black Friday international sales with an approximate 14% growth
For Apparel & Accessories
Shopping predominantly fell during 9AM-11PM, with spikes at 7PM, 8PM, and 10PM
87% year-over-year growth in DTC GMV for Apparel & Accessories brands
28% year-over-year lift in DTC AOV for Apparel & Accessories brands
Cyber Monday outperformed Sunday for Apparel & Accessories brands with an approximate 7% growth
For Nutrition & Supplements
Shopping predominantly fell during 9AM-9PM
175% year-over-year growth in B2B GMV for Nutrition & Supplements brands
24% year-over-year growth in DTC GMV for Nutrition & Supplements brands
228% year-over-year lift in B2B AOV for Nutrition & Supplements brands
30% year-over-year lift in DTC AOV for Nutrition & Supplements brands
Cyber Monday outperformed Sunday for Nutrition & Supplement brands with an approximate 14% growth
Cyber Monday outperformed Black Friday for Nutrition & Supplement brands with an approximate 18% growth
For Beauty & Personal Care
Shopping predominantly fell during 10AM-10PM with spikes at 1PM and 10PM
51% year-over-year growth in DTC GMV for Beauty & Personal Care brands
125% year-over-year lift in B2B AOV for Beauty & Personal Care brands
17% year-over-year lift in DTC AOV for Beauty & Personal Care brands
Cyber Monday outperformed Sunday for Beauty & Personal Care brands with an approximate 7% growth
For CPG
Shopping predominantly fell during 10AM-10PM with a spike at 7PM
Cyber Monday outperformed Sunday for CPG brands with an approximate 24% growth
Cyber Monday outperformed Black Friday for CPG brands with an approximate 17% growth
Updates as of 11:59PM Eastern Saturday, November 29th
For Apparel & Accessories
Shopping predominantly fell during 9AM-7PM with spikes at 10AM, 11AM, 12PM, and 3PM
206% year-over-year growth in DTC GMV for Apparel & Accessories brands
27% year-over-year lift in DTC AOV for Apparel & Accessories brands
For Nutrition & Supplements
Shopping predominantly fell during 9AM-7PM
12% year-over-year growth in DTC GMV for Nutrition & Supplements brands
181% year-over-year lift in B2B AOV for Nutrition & Supplements brands
39% year-over-year lift in DTC AOV for Nutrition & Supplements brands
For Beauty & Personal Care
Shopping predominantly fell during 9AM-10PM with spikes at 10AM and 10PM
54% year-over-year growth in DTC GMV for Beauty & Personal Care brands
133% year-over-year lift in DTC AOV for Beauty & Personal Care brands
For CPG
Shopping predominantly fell during 8AM-9PM
160% year-over-year growth in DTC GMV for CPG brands
125% year-over-year lift in DTC AOV for CPG brands
Updates as of 11:59PM Eastern Friday, November 28th
Overall
While New York has consistently remained among the Top 3 or 4 delivery destinations in recent days, it climbed to 2nd place on Black Friday. California, meanwhile, continues to lead the rankings.
75% week-over-week increase in international orders, driven by strong growth in the following regions: 130% in the EU, 111% in Australia, 86% in the UK, and 64% in Canada
For Apparel & Accessories
Shopping predominantly fell during 9AM-9PM with a spike at 2PM
14% year-over-year growth in B2B GMV for Apparel & Accessories brands
132% year-over-year growth in DTC GMV for Apparel & Accessories brands
25% year-over-year lift in DTC AOV for Apparel & Accessories brands
Black Friday outperformed Thursday with an approximate 116% growth
For Nutrition & Supplements
Shopping predominantly fell during 8AM-11PM
13% year-over-year growth in DTC GMV for Nutrition & Supplements brands
Black Friday outperformed Thursday with an approximate 12% growth
For Beauty & Personal Care
Shopping predominantly fell during 10AM-9PM with spikes at 10AM and 8PM
59% year-over-year growth in DTC GMV for Beauty & Personal Care brands
107% year-over-year lift in DTC AOV for Beauty & Personal Care brands
Black Friday outperformed Thursday with an approximate 30% growth
For CPG
Shopping predominantly fell during 8AM-9PM with spikes at 10AM, 11AM, 1PM, and 7PM
93% year-over-year growth in DTC GMV for CPG brands
Black Friday outperformed Thursday with an approximate 55% growth
Updates as of 11:59PM Eastern Thursday, November 27th
Overall
California, Texas, Washington, and Colorado are the primary delivery destinations
For Apparel & Accessories
Shopping predominantly fell during 8AM-10PM with spikes at 10AM, 11AM, 12PM, 7PM, and 9PM
Canada accounts for 10% of total orders for Apparel & Accessories brands
83% year-over-year growth in B2B GMV for Apparel & Accessories brands
118% year-over-year growth in DTC GMV for Apparel & Accessories brands
26% year-over-year lift in B2B AOV for Apparel & Accessories brands
4% year-over-year lift in DTC AOV for Apparel & Accessories brands
For Nutrition & Supplements
Shopping predominantly fell during 4PM-11PM with spikes at 7AM and 11PM
11% year-over-year growth in DTC GMV for Nutrition & Supplements brands
16% year-over-year lift in DTC AOV for Nutrition & Supplements brands
Thursday outperformed Wednesday for Nutrition & Supplements brands with an approximate 17% growth
For Beauty & Personal Care
Shopping predominantly fell during 9AM-10PM with spikes at 8PM and 10PM
50% year-over-year growth in DTC GMV for Beauty & Personal Care brands
31% year-over-year lift in DTC AOV for Beauty & Personal Care brands
Thursday outperformed Wednesday for Beauty & Personal Care brands with an approximate 32% growth
For CPG
Shopping predominantly fell during 7PM-11PM with a spike 10PM
101% year-over-year growth in DTC GMV for CPG brands
Updates as of 11:59PM Eastern Wednesday, November 26th
Overall
California, Texas, Florida and New York are the primary delivery destinations
For Apparel & Accessories
Shopping predominantly fell during 8AM-9PM with spikes at 8AM, 9AM, and 7PM
73% year-over-year growth in DTC GMV for Apparel & Accessories brands
For Nutrition & Supplements
Shopping predominantly fell during 4PM-11PM
10% year-over-year growth in DTC GMV for Nutrition & Supplements brands
51% year-over-year lift in B2B AOV for Nutrition & Supplements brands
For Beauty & Personal Care
Shopping predominantly fell during 9AM-10PM
40% year-over-year growth in DTC GMV for Beauty & Personal Care brands
19% year-over-year lift in DTC AOV for Beauty & Personal Care brands
For CPG
Shopping predominantly fell during 8AM-9PM
91% year-over-year growth in DTC GMV for CPG brands
119% year-over-year lift in DTC AOV for CPG brands
Updates as of 11:59PM Eastern Tuesday, November 25th
Overall
10% day-over-day growth in international orders for the EU
For Apparel & Accessories
Shopping predominantly fell during 8AM-8PM with spikes at 9AM, 10AM, 12PM, 1PM, and 3PM
42% year-over-year growth in B2B GMV for Apparel & Accessories brands
158% year-over-year growth in DTC GMV for Apparel & Accessories brands
14% year-over-year lift in B2B AOV for Apparel & Accessories brands
Tuesday outperformed Monday with an approximate 73% growth
For Nutrition & Supplements
Shopping predominantly fell during 4PM-11PM
187% year-over-year growth in B2B GMV for Nutrition & Supplements brands
63% year-over-year lift in B2B AOV for Nutrition & Supplements brands
272% year-over-year lift in DTC AOV for Nutrition & Supplements brands
Tuesday outperformed Monday with an approximate 8% growth
For Beauty & Personal Care
Shopping predominantly fell during 9AM-10PM
239% year-over-year growth in B2B GMV for Beauty & Personal Care brands
56% year-over-year growth in DTC GMV for Beauty & Personal Care brands
26% year-over-year lift in B2B AOV for Beauty & Personal Care brands
For CPG
Shopping predominantly fell during 8AM-9PM
116% year-over-year growth in DTC GMV for CPG brands
Updates as of 11:59PM Eastern Monday, November 24th
Overall
California, Texas, Florida and New York are the primary delivery destinations
34% day-over-day increase in international orders, driven by strong growth in the following regions: 13% in Canada, 43% in Australia, 64% in the UK, and 112% in the EU
For Apparel & Accessories
Shopping predominantly fell during 10AM-9PM with spikes at 11AM, 12PM, 8PM and 9PM
265% year-over-year growth in DTC GMV for Apparel & Accessories brands
298% year-over-year lift in B2B AOV for Apparel & Accessories brands
Monday outperformed Sunday for Apparel & Accessories brands with an approximate 8% growth
For Nutrition & Supplements
Shopping predominantly fell during 9AM-10PM
13% year-over-year lift in DTC AOV for Nutrition & Supplements brands
Monday outperformed Sunday for Nutrition & Supplements brands with an approximate 8% growth
For Beauty & Personal Care
Shopping predominantly fell during 9AM-10PM
43% year-over-year growth in B2B GMV for Beauty & Personal Care brands
72% year-over-year growth in DTC GMV for Beauty & Personal Care brands
Monday outperformed Sunday for Beauty & Personal Care brands with an approximate 64% growth
For CPG
Shopping predominantly fell during 8AM-9PM
81% year-over-year growth in B2B GMV for CPG brands
69% year-over-year growth in DTC GMV for CPG brands
Monday outperformed Sunday for CPG brands with an approximate 13% growth
Updates as of 11:59PM Eastern Sunday, November 23rd
Overall
California, Texas, Florida and New York are the primary delivery destinations
22% day-over-day increase in international orders, driven by strong growth in the following regions: 3% in the UK, 22% in Australia, 47% in the EU, and 57% in Canada
For Apparel & Accessories
Shopping predominantly fell during 11AM-10PM with spikes at 1PM, 2PM, 3PM, 6PM, 8PM and 9PM
30% year-over-year lift in B2B AOV for Apparel & Accessories brands
52% year-over-year lift in DTC AOV for Apparel & Accessories brands
For Nutrition & Supplements
Shopping predominantly fell during 9AM-11PM with spikes at 9AM, 12PM, 1PM, 4PM, 5PM, 7PM, and 9PM
For Beauty & Personal Care
Shopping predominantly fell during 1PM-10PM, but with a spike at 8PM
28% year-over-year growth in DTC GMV for Beauty & Personal Care brands
26% year-over-year lift in DTC AOV for Beauty & Personal Care brands
For CPG
Shopping predominantly fell during 8AM-9PM
57% year-over-year growth in DTC GMV for CPG brands
73% year-over-year lift in DTC AOV for CPG brands
MARKET DATA AND INSIGHTS DISCLAIMER
For Informational Purposes Only: The data, trends, and insights presented on this "2025 Black Friday Cyber Monday Live Tracker" (collectively, the "Report") are provided for general informational purposes only. The figures presented are based on aggregated and anonymized data. Preliminary Nature of Data: You acknowledge that this data is "live" and preliminary. Stord does not warrant that the data is error-free, exhaustive, or fully representative of the entire e-commerce market or specific industry verticals. No Reliance. Stord disclaims all liability for any business decisions, operational strategies, or financial projections made based on this Report. This information is provided "as is" without warranty of any kind, express or implied.