Klaviyo recently released its 2025 Black Friday Cyber Monday (BFCM) Forecast, revealing that AI is rapidly transforming how consumers approach holiday shopping. The report is based on a global survey of 7,000 shoppers and highlights that the traditional frenzy of BFCM marked by fear of missing out (FOMO) and steep discounts is evolving. While BFCM remains the marquee event for retailers, holiday shopping now spans a longer, more dynamic calendar, requiring brands to engage consumers with personalized, AI-driven experiences year-round.
More than half of holiday shoppers plan to use AI tools this season to compare prices, search for products, and receive personalized recommendations. Notably, 62% of consumers prefer AI tools that remember their purchase history over explaining their needs to a sales associate, with millennials showing the greatest enthusiasm for this personalized AI assistance. Alongside Christmas, Black Friday, and Cyber Monday still the top shopping days Mother’s Day and Amazon Prime Day have emerged as significant shopping occasions, ranking fourth and fifth respectively, reflecting a shift toward multiple peak buying moments throughout the year.
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The holiday shopping season itself is starting earlier, with 20% of shoppers making their first holiday purchase between June and August. Gen Z leads this trend, with 30% embracing early shopping and 36% not limiting themselves to any specific shopping event. Despite economic concerns such as inflation affecting 81% of consumers’ shopping behavior, personalized offers remain a powerful motivator. Shoppers most respond to discounts or deals tailored to items they have browsed repeatedly or saved for later.
Jake Cohen, Head of Industry & Insights at Klaviyo, emphasized that while BFCM is still the climax, the shopping journey now begins months ahead and is more data-driven and personalized than ever. Consumers expect timely offers and seamless experiences across channels regardless of the month. Jonathan Guez, CTO at Sunrise Brands, noted the importance of consistent, meaningful engagement powered by AI tools like Klaviyo’s Channel Affinity, which helps brands deliver targeted, cross-channel messages without overwhelming customers.
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This shift to an AI-first holiday shopping season means brands must rethink traditional peak-season strategies to build loyalty through personalization and smart timing. Klaviyo’s report underscores that understanding these evolving consumer behaviors and leveraging AI-driven insights will be essential for brands aiming to maximize revenue and customer engagement during BFCM and beyond in 2025.
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