Bonus: How Nearly 50,000 Brands Spent $607M This BFCM – Insights from Triple Whale
DTC Podcast · with Anthony DelPizzo · December 4, 2025 · 27 min
Summary
This episode analyzes key trends from BFCM 2025 based on Triple Whale data, covering $2.9B in revenue and $607M in ad spend. It offers ecommerce operators a data-backed shortcut to understanding performance across platforms, customer acquisition, and retention strategies. The discussion highlights the rise of new customers, the surprising surge of TikTok, and the critical role of AI in maximizing holiday sales.
Key takeaways
New customers accounted for 48% of BFCM revenue, emphasizing the need for robust post-purchase retention strategies immediately following the sales event to convert one-time buyers into loyal customers.
TikTok ROAS increased by 28% while CPMs dropped by 30% during BFCM, indicating it became a more efficient ad channel for brands compared to Meta and Google, warranting increased investment and strategic focus for future campaigns.
Diversify ad spend beyond Meta and Google, exploring alternative channels like AppLovin, as these platforms showed varying efficiency and cost changes during BFCM, and diversification can mitigate rising costs and improve ROAS.
Leverage AI tools like Mobi AI for real-time insights and automated optimizations during peak sales periods; nearly 50,000 brands used it mid-sale to adapt quickly and maximize performance.
Implement a strong email and SMS strategy for post-purchase engagement to capitalize on the influx of new BFCM customers and drive repeat purchases, as highlighted by post-purchase data insights.
Subscribe to DTC Newsletter - https://dtcnews.link/signupEric sits down with Anthony DelPizzo, Director of Product Marketing at Triple Whale, to unpack what actually happened across $2.9B in tracked revenue and $607M in ad spend. This episode is your shortcut to what worked, what didn’t, and what’s next.Black Friday/Cyber Monday 2025 is in the books — and Triple Whale tracked every click, conversion, and creative that moved the needle.View the Report: triplewhale.comWhat’s inside:Why new customers made up 48% of BFCM revenue — and what that means for retention nowTikTok’s surge: ROAS up 28%, CPMs down 30% — here's why brands shiftedGoogle and Meta platform breakdown: who won, who lost, and who overchargedWhat Triple Whale’s real-time BFCM Live dashboard revealed in secondsHow Mobi AI became the virtual teammate nearly 50,000 brands relied on mid-saleIf you’re a DTC marketer, growth lead, media buyer, retention strategists, or anyone planning for 2026 Q4, this episode is a must listen.Timestamps00:00 BFCM early surge and overall sales performance02:00 New vs returning customer trends and major revenue drivers04:00 Rising ad costs and platform efficiency shifts06:00 TikTok, AppLovin and alternative channels gaining traction08:00 Email and SMS insights from post-purchase data10:00 Meta and Google cost changes and ROAS movement12:00 Diversification and placement performance on major platforms14:00 Category winners and unit
What does this episode say about paid acquisition?
New customers accounted for 48% of BFCM revenue, emphasizing the need for robust post-purchase retention strategies immediately following the sales event to convert one-time buyers into loyal customers.
What does this episode say about analytics & attribution?
TikTok ROAS increased by 28% while CPMs dropped by 30% during BFCM, indicating it became a more efficient ad channel for brands compared to Meta and Google, warranting increased investment and strategic focus for future campaigns.
What does this episode say about customer retention?
Diversify ad spend beyond Meta and Google, exploring alternative channels like AppLovin, as these platforms showed varying efficiency and cost changes during BFCM, and diversification can mitigate rising costs and improve ROAS.
What does this episode say about ai & automation?
Leverage AI tools like Mobi AI for real-time insights and automated optimizations during peak sales periods; nearly 50,000 brands used it mid-sale to adapt quickly and maximize performance.
What does this episode say about paid acquisition?
Implement a strong email and SMS strategy for post-purchase engagement to capitalize on the influx of new BFCM customers and drive repeat purchases, as highlighted by post-purchase data insights.
