Latest / Ecommerce Playbook: Numbers, Struggles & Growth
BFCM 2025 Results: What Really Happened This Weekend
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…
The skinny
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