Klaviyo Breaks Records With First AI-Powered BFCM

Klaviyo, the B2C CRM, released its 2025 BFCM Recap Report, showing that the five days between Thanksgiving and Cyber Monday (BFCM) were record-breaking, fueled not by deep discounts but by loyalty and AI-powered personalization. Even as industrywide discount rates fell, brands using Klaviyo saw outsized growth and engagement.

Key findings include:

• Klaviyo delivered more than 22.7B messages (up 25% YoY) over BFCM, generating more than $3.8B in KAV for its customers
• Consumer spending rose 11% YoY even as discounts fell 10% YoY, showing that loyalty, not promotions, drove performance
• AI-powered recommendations kept consumers browsing longer, deepening onsite engagement and product discovery
• Cyber Sunday became the fastest growing day of the weekend at nearly 14% YoY, with Cyber Monday (+11% YoY) beating Black Friday’s 10% YoY growth as well
• One in every twenty dollars in the US spent online** over BFCM stemmed from a message or experience Klaviyo delivered
• Powerhouse categories: Health & Beauty sales rose 14% YoY, Apparel increased 11% YoY

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Loyalty was the BFCM growth engine

BFCM this year saw same-site sales rise 11% YoY, with repeat buyers driving much of the lift. Revenue from repeat customers grew 13.5% YoY (outpacing revenue from new buyers) as they responded to loyalty tactics like early access, exclusive drops, VIP perks, and personalized offers rather than blanket discounts.

Consumers were also more intentional in how they bought. Product views surged 41% YoY as consumers spent more time researching ahead of purchase decisions. Average selling price rose 4.8% in line with inflation and average order value equally increased. But price inflation alone can’t explain the growth – consumers were genuinely buying more, and buying with purpose. They leaned into brands they trust, making loyalty a defining force behind this year’s performance.

Discount rates fell as spending grew

Discounts dropped 10% YoY across ecommerce, yet demand stayed strong. In fact, brands offering the smallest discounts saw the highest growth (+14% YoY) across BFCM. Discount depth still peaked from Black Friday through Cyber Monday, but unlike past years, daily averages never exceeded 30% across Klaviyo brands.

The main exception was Home & Garden, where deeper markdowns were needed to move bigger-ticket items amid softer demand. Across most categories, though, discount restraint didn’t hurt performance, a sign that when consumers are buying with intention, brands don’t need steep promotions to win.

“This BFCM proved that when brands treat consumers like people, not transactions, they respond,” said Andrew Bialecki, co-founder and CEO of Klaviyo. “Consumers were more intentional than ever this year, browsing for longer and choosing brands they already have a relationship with. AI helped marketers meet that shift with smarter targeting and more relevant experiences at scale. That combination of trust and intelligence is what moved the needle this season.”

AI Powered the Path From Discovery to Decision

AI played a defining role in how people shopped this BFCM. More than half of consumers planned to use AI assistants to find deals, compare products, and surface recommendations, an early sign that agentic commerce is starting to take shape, with consumers letting AI do the early legwork for them.

Brands matched that shift with AI-powered personalization across the entire shopping journey. Usage of AI-driven product recommendations jumped 45% YoY as marketers leaned on smarter targeting and saw a huge payoff with revenue from those messages surging 71% YoY.

But AI didn’t just shape discovery; it also changed onsite behavior. Many brands launched personalized website pages powered by Customer Hub, blending tailored product recommendations with tools like shipment tracking and fit guidance. Consumers who engaged with these pages went deeper, viewing 2.4 more pages per visit, signaling deeper engagement and stronger buying intent.

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Klaviyo Service also emerged as a new conversion lever. Apparel, swimwear, beauty and athletic brands used Klaviyo’s AI Customer Agent to answer fit questions, explain product details, and guide gifting, turning uncertainty into confident purchases.

“At Filson, BFCM isn’t just about flipping on discounts and hoping for volume. We use this moment to strike the balance between driving revenue and reinforcing what our brand stands for: premium, enduring product with real value,” said Zach Solomon, Director of Ecommerce & CRM at Filson. “With Klaviyo, we can be intentional with every customer. Whether it’s a loyal customer getting early access to a limited-edition release or a new shopper discovering who we are, BFCM becomes more than a transaction. It’s a chance to build trust, deepen loyalty, and set the stage for long-term growth.”

Text and Cross-Channel Engagement Fueled Revenue

During the holiday weekend, consumers were constantly on the move, and mobile messaging became essential. Text revenue for brands grew 25% YoY as send volume soared 34%, with early RCS adoption lifting engagement further. Across Klaviyo customers, email and text drove 42% of total revenue, jumping to 43% of total revenue on peak days.

Likewise, consumers who received messages from a single brand across both email and text were dramatically more engaged with that brand than those who received messages only on a single channel. These cross-channel shoppers placed 11% more orders, added 34% more items to cart, and viewed 71% more products. Proving that deepening relationships across multiple channels is paying off for retailers.

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Source – Businesswire

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