BFCM 2024

The 2024 BFCM Retrospective Report

A record-breaking $2 billion in revenue in a single weekend. That’s what Triple Whale brands did for BFCM 2024. Nearly 30,000 active shops spent over $300 million on ads, across multiple platforms and several different industries.

BFCM is an event that can make or break it for brands and determine their financial gains or losses for the entire year. It’s imperative that brands operate efficiently all weekend to ensure the ads they’re investing in are actually converting.

In this data report, we’ll investigate ad performance trends from Black Friday through Cyber Monday 2024, and uncover some insights with respect to ad performance, new versus returning customer revenue, and how brands used AI to manage a very busy period in real time. We’ll also share some predictions for how we think 2025 will go based on what we’ve gleaned from the data, so you can be ready to hit the ground running in the new year (and get ahead of BFCM 2025!).

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Key Insights

New customers come out in droves

BFCM is a prime opportunity for acquiring new customers, as high-intent shoppers are searching for deals. This BFCM, 59.71% of all revenue came from new customers, and topped $1.2 billion in sales.

Clothing and Health & Beauty industries dominate BFCM

Brands in the Clothing + Health & Beauty sectors pulled in over 50% of total revenue during BFCM 2024. Clothing brands have mastered advertising online, with a cost per acquisition low enough to maintain a healthy profit margin with high AOV ($105).

TikTok matures as an ad platform

Compared to last year, performance was better across the board for TikTok as an advertising platform during BFCM 2024. ROAS was up (+46.24%) and AOV increased (+34.87%), while CPM, CPA, and CPC all dropped.

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What’s inside this free report:

Ad performance metric trends for major platforms like Facebook, Google Ads, Amazon, and TikTok

How brands used AI tools to adapt and make decisions in real-time

The balance brands had between new customer acquisition and retention strategies during the event

Trends in ad spend across 12 industries, and how different industries invested in ad platforms to drive sales

Predictions for what lies ahead in 2025, including how much brands will utilize AI, the rise of social commerce, and the importance of ad platform diversification

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About the report

Methodology

The data included in this report comprises over 20,000 active accounts from Triple Whale brands across the following ad platforms:

Amazon
Meta (Facebook & Instagram inclusive)
Google Ads
TikTok

Ad channels were only included if they had a valid currency conversion to USD, had more than $100 in daily ad spend, and ROAS was less than 50.Download the report to view our full methodology.
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Download the report to view our full methodology.

Using the data

We encourage you to explore Triple Whale’s BFCM 2024 Retrospective Report, and to share, reference, and publish the findings with attribution to “Triple Whale” and a link to this page. For more information, specific data requests, or media assets, or to reach the report’s authors, please contact us at [email protected].

About Triple Whale

Triple Whale is a unified attribution and analytics platform that gives more than 20,000 brands the data they need to scale more profitably. With 30+ pre-built integrations, advanced first-party data attribution technology, and powerful yet intuitive dashboards and visualizations, brands get a single source of truth with the data they can trust.