The BFCM Email Teardown You’ll Actually Enjoy Watching | Join Customer.io x Flowium LIVE | Nov 6 @ 2PM EST – Save Your Seat!
The BFCM Email Teardown You’ll Actually Enjoy Watching | Join Customer.io x Flowium LIVE | Nov 6 @ 2PM EST – Save Your Seat!
The full story behind the numbers: what happened to the 77,000 new customers this brand acquired on BFCM, and the system that brought them back. Plus what we’d check in your store before this Black Friday.
+68%
owned-channel revenue during BFCM vs. the year before
+43%
repeat orders in the 6 months after (Dec–May)
$8.08M
spent by the new BFCM customers in their first 6 months
VIP early access and a strong BFCM week took owned-channel revenue from $1.72M to $2.89M. In November and December, the brand acquired 77,250 first-time customers, 21% more than the year before.
Here’s the catch: the bigger the sale, the more discount-driven buyers you bring in. Most of them never order again. So the real question was never November. It was January.
77,250
first-time customers in Nov–Dec 2025 (vs. 63,911 in 2024)
+68%
BFCM owned-channel revenue: $1.72M → $2.89M
We tracked every first-time buyer from November and December, and the share that came back held steady while the volume grew.
The result: 11,446 BFCM customers placed a second order within 6 months, 17% more than the year before.
| BFCM cohort | 2024 | 2025 | Change |
|---|---|---|---|
| New customers | 63,911 | 77,250 | +21% |
| Came back within 6 months | 9,806 | 11,446 | +17% |
| Repeat rate, Nov buyers | 17.8% | 17.2% | Held |
| Repeat rate, Dec buyers | 13.8% | 13.3% | Held |
Every first-time BFCM buyer entered a system built before the sale. Four pieces did most of the work.
From December to May, repeat orders grew 43% (62,246 vs. 43,390) and repeat-customer revenue reached $4.90M vs. $3.32M. Every month from January to June beat the year before: +28.6% overall.
Once the BFCM wave arrives, your retention system should already know what to do with every new customer. Your January is decided now.
Now · before BFCM
Segments, VIP early access and the post-purchase flows that will catch every new buyer.
YOU ARE HERE
BFCM week
Not just more orders: customers who fit the brand and are likely to come back.
First 30 days
Order updates, thank-you and the first reason to come back. This is where most brands lose BFCM buyers.
Months 2–6
Retention journeys and a calendar that keeps them buying after the sale ends.
One minute: your name, email and store URL.
Choose a slot for a call with our team.
We show you what to fix before BFCM, in order of impact.
Book a free BFCM Growth Audit and discover exactly what your brand needs to maximize BFCM revenue and turn it into long-term growth.
You’ll leave the call knowing:
Free BFCM Retention Audit
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