The busiest weekend of the year for DTC brands has just come to a close, and the sales numbers are reaching for the stratosphere! Triple Whale brands pulled a staggering $2.03 billion in sales for the Black Friday Cyber Monday (11/29/2024-12/02/2024) weekend, representing a new record for revenue tracked on our platform.
Shopify reported a record $11.5 billion in sales for BFCM, and Triple Whale brands accounted for 17% of revenue on Shopify (over $2.02 billion). While these revenue numbers are astonishing, they only tell one part of the story! In this BFCM 2024 recap, we’ll provide some important statistics that detail just how prolific BFCM 2024 was for Triple Whale brands.
The best part? Triple Whale brands were able to monitor their performance in real-time over the entire weekend, which made it possible to make quick, data-driven decisions to maximize their return on ad spend (but don’t just take it from us! ⬇️).
💸 Triple Whale brands pulled $2,028,792,952 in total revenue for the entire weekend.
📈 22,542,805 total orders were recorded.
📢 Ad spend totalled $313,822,256.
🛒 Total average order value was $90.
🛍️ The hottest product categories were Clothing ($468 million in revenue), Health & Beauty ($316 million), and Fashion Accessories ($206 million).
👭 $1,152,238,409 of all revenue was from new customers.
👫 $777,394,154 of all revenue was from returning customers.
With over 18 million orders recorded on the Shopify platform for BFCM 2024, the Triple Whale brands operating on Shopify had a stellar showing. The revenue total is nearly double what Shopify brands recorded on Triple Whale for BFCM 2023 ($1 billion).
Across all platforms, advertisers devoted $313,822,077 million to BFCM ads. These ads drew over 273 million clicks, over 19 billion impressions, and $1.19 billion dollars in conversion value, and had a ROAS of 6.46!
For the entire weekend, the average order value across all brands was $90. Interestingly, this value started higher on Friday ($97.52) and tapered off as the weekend concluded (down to $84.52 on Cyber Monday).
The industry with the highest AOV was Home & Garden at $170.75, followed by Sporting Goods at $160.29. Food & Beverage had the lowest AOV of all industries at $76.27.
.png)
BFCM is a great time to acquire new customers, and this year was no exception. Over $1.1 billion in revenue came from new customers during BFCM 2024, representing 59.71% of all revenue.
Returning customers still shopped heavily as well, with $7.9 million in revenue, and 40.29% of all revenue, coming from customers who had already shopped with a brand.
The largest share of total revenue for BFCM 2024 belonged to the Clothing industry, with 30.49% of all sales coming from that industry. Health & Beauty had the second highest share of revenue at 20.61%.
Toys & Hobbies had the largest share of new customers making purchases at 79.41%, which is expected as it is a popular category for gift-giving during this holiday season. The industry with the lowest showing of new customers was Food & Beverage (41.02%).
You may have been busy shopping, but our platform was busy tracking! Over the entire weekend, our platform tracked:
Also, our customers were busy asking Moby questions about their data to make their advertising more efficient over the weekend. In total, Moby answered over 3,400 unique questions during the BFCM event.
Another BFCM, another record-breaking achievement for Triple Whale brands that generated over $2 billion in revenue. This weekend showcased the power of data-driven decision making, and brands were able to leverage Triple Whale’s platform to optimize ad spend and maximize returns in real-time.
Industries like Clothing and Health & Beauty were big winners over BFCM 2024, with revenue in both sectors hitting over $300 million in just one weekend. The event also highlighted the importance of capturing new customers to drive success, as new customer revenue comprised nearly 60% of total revenue throughout Black Friday and Cyber Monday.
While the dust still settles following a busy and exciting event, brands in all industries will benefit from investigating the trends in their performance compared to that of their peers. Additionally, looking towards the new year and employing some retention strategies to get those new customers to return will be a great strategy as we enter 2025.
.png)
© Triple Whale Inc. 266 N 5th Street, Columbus OH 43215
.png)
