# 2025 Black Friday Cyber Monday Live Tracker ### This page will detail live updates and insights on consumer trends throughout the 2025 Black Friday Cyber Monday. To see insights from 2024 [click here](/content/reports/peak-performance-report-2024/index.html). ## **Updates as of 11:59PM Eastern Monday, December 1st** Overall - California, Texas, New York, and Florida are the primary delivery destinations - 38% week-over-week increase in international orders, driven by strong growth in the following regions: 30% in Australia, and 15% each in Canada, the UK, and the EU - Cyber Monday outperformed Black Friday international sales with an approximate 14% growth For Apparel & Accessories - Shopping predominantly fell during 9AM-11PM, with spikes at 7PM, 8PM, and 10PM - 87% year-over-year growth in DTC GMV for Apparel & Accessories brands - 28% year-over-year lift in DTC AOV for Apparel & Accessories brands - Cyber Monday outperformed Sunday for Apparel & Accessories brands with an approximate 7% growth For Nutrition & Supplements - Shopping predominantly fell during 9AM-9PM - 175% year-over-year growth in B2B GMV for Nutrition & Supplements brands - 24% year-over-year growth in DTC GMV for Nutrition & Supplements brands - 228% year-over-year lift in B2B AOV for Nutrition & Supplements brands - 30% year-over-year lift in DTC AOV for Nutrition & Supplements brands - Cyber Monday outperformed Sunday for Nutrition & Supplement brands with an approximate 14% growth - Cyber Monday outperformed Black Friday for Nutrition & Supplement brands with an approximate 18% growth For Beauty & Personal Care - Shopping predominantly fell during 10AM-10PM with spikes at 1PM and 10PM - 51% year-over-year growth in DTC GMV for Beauty & Personal Care brands - 125% year-over-year lift in B2B AOV for Beauty & Personal Care brands - 17% year-over-year lift in DTC AOV for Beauty & Personal Care brands - Cyber Monday outperformed Sunday for Beauty & Personal Care brands with an approximate 7% growth For CPG - Shopping predominantly fell during 10AM-10PM with a spike at 7PM - Cyber Monday outperformed Sunday for CPG brands with an approximate 24% growth - Cyber Monday outperformed Black Friday for CPG brands with an approximate 17% growth ## **Updates as of 11:59PM Eastern Saturday, November 29th** For Apparel & Accessories - Shopping predominantly fell during 9AM-7PM with spikes at 10AM, 11AM, 12PM, and 3PM - 206% year-over-year growth in DTC GMV for Apparel & Accessories brands - 27% year-over-year lift in DTC AOV for Apparel & Accessories brands For Nutrition & Supplements - Shopping predominantly fell during 9AM-7PM - 12% year-over-year growth in DTC GMV for Nutrition & Supplements brands - 181% year-over-year lift in B2B AOV for Nutrition & Supplements brands - 39% year-over-year lift in DTC AOV for Nutrition & Supplements brands For Beauty & Personal Care - Shopping predominantly fell during 9AM-10PM with spikes at 10AM and 10PM - 54% year-over-year growth in DTC GMV for Beauty & Personal Care brands - 133% year-over-year lift in DTC AOV for Beauty & Personal Care brands For CPG - Shopping predominantly fell during 8AM-9PM - 160% year-over-year growth in DTC GMV for CPG brands - 125% year-over-year lift in DTC AOV for CPG brands ## **Updates as of 11:59PM Eastern Friday, November 28th** Overall - While New York has consistently remained among the Top 3 or 4 delivery destinations in recent days, it climbed to 2nd place on Black Friday. California, meanwhile, continues to lead the rankings. - 75% week-over-week increase in international orders, driven by strong growth in the following regions: 130% in the EU, 111% in Australia, 86% in the UK, and 64% in Canada For Apparel & Accessories - Shopping predominantly fell during 9AM-9PM with a spike at 2PM - 14% year-over-year growth in B2B GMV for Apparel & Accessories brands - 132% year-over-year growth in DTC GMV for Apparel & Accessories brands - 25% year-over-year lift in DTC AOV for Apparel & Accessories brands - Black Friday outperformed Thursday with an approximate 116% growth For Nutrition & Supplements - Shopping predominantly fell during 8AM-11PM - 13% year-over-year growth in DTC GMV for Nutrition & Supplements brands - Black Friday outperformed Thursday with an approximate 12% growth For Beauty & Personal Care - Shopping predominantly fell during 10AM-9PM with spikes at 10AM and 8PM - 59% year-over-year growth in DTC GMV for Beauty & Personal Care brands - 107% year-over-year lift in DTC AOV for Beauty & Personal Care brands - Black Friday outperformed Thursday with an approximate 30% growth For CPG - Shopping predominantly fell during 8AM-9PM with spikes at 10AM, 11AM, 1PM, and 7PM - 93% year-over-year growth in DTC GMV for CPG brands - Black Friday outperformed Thursday with an approximate 55% growth ## **Updates as of 11:59PM Eastern Thursday, November 27th** Overall - California, Texas, Washington, and Colorado are the primary delivery destinations For Apparel & Accessories - Shopping predominantly fell during 8AM-10PM with spikes at 10AM, 11AM, 12PM, 7PM, and 9PM - Canada accounts for 10% of total orders for Apparel & Accessories brands - 83% year-over-year growth in B2B GMV for Apparel & Accessories brands - 118% year-over-year growth in DTC GMV for Apparel & Accessories brands - 26% year-over-year lift in B2B AOV for Apparel & Accessories brands - 4% year-over-year lift in DTC AOV for Apparel & Accessories brands For Nutrition & Supplements - Shopping predominantly fell during 4PM-11PM with spikes at 7AM and 11PM - 11% year-over-year growth in DTC GMV for Nutrition & Supplements brands - 16% year-over-year lift in DTC AOV for Nutrition & Supplements brands - Thursday outperformed Wednesday for Nutrition & Supplements brands with an approximate 17% growth For Beauty & Personal Care - Shopping predominantly fell during 9AM-10PM with spikes at 8PM and 10PM - 50% year-over-year growth in DTC GMV for Beauty & Personal Care brands - 31% year-over-year lift in DTC AOV for Beauty & Personal Care brands - Thursday outperformed Wednesday for Beauty & Personal Care brands with an approximate 32% growth For CPG - Shopping predominantly fell during 7PM-11PM with a spike at 10PM - 101% year-over-year growth in DTC GMV for CPG brands ## **Updates as of 11:59PM Eastern Wednesday, November 26th** Overall - California, Texas, Florida and New York are the primary delivery destinations For Apparel & Accessories - Shopping predominantly fell during 8AM-9PM with spikes at 8AM, 9AM, and 7PM - 73% year-over-year growth in DTC GMV for Apparel & Accessories brands For Nutrition & Supplements - Shopping predominantly fell during 4PM-11PM - 10% year-over-year growth in DTC GMV for Nutrition & Supplements brands - 51% year-over-year lift in B2B AOV for Nutrition & Supplements brands For Beauty & Personal Care - Shopping predominantly fell during 9AM-10PM - 40% year-over-year growth in DTC GMV for Beauty & Personal Care brands - 19% year-over-year lift in DTC AOV for Beauty & Personal Care brands For CPG - Shopping predominantly fell during 8AM-9PM - 91% year-over-year growth in DTC GMV for CPG brands - 119% year-over-year lift in DTC AOV for CPG brands ## **Updates as of 11:59PM Eastern Tuesday, November 25th** Overall - 10% day-over-day growth in international orders for the EU For Apparel & Accessories - Shopping predominantly fell during 8AM-8PM with spikes at 9AM, 10AM, 12PM, 1PM, and 3PM - 42% year-over-year growth in B2B GMV for Apparel & Accessories brands - 158% year-over-year growth in DTC GMV for Apparel & Accessories brands - 14% year-over-year lift in B2B AOV for Apparel & Accessories brands - Tuesday outperformed Monday with an approximate 73% growth For Nutrition & Supplements - Shopping predominantly fell during 4PM-11PM - 187% year-over-year growth in B2B GMV for Nutrition & Supplements brands - 63% year-over-year lift in B2B AOV for Nutrition & Supplements brands - 272% year-over-year lift in DTC AOV for Nutrition & Supplements brands - Tuesday outperformed Monday with an approximate 8% growth For Beauty & Personal Care - Shopping predominantly fell during 9AM-10PM - 239% year-over-year growth in B2B GMV for Beauty & Personal Care brands - 56% year-over-year growth in DTC GMV for Beauty & Personal Care brands - 26% year-over-year lift in B2B AOV for Beauty & Personal Care brands For CPG - Shopping predominantly fell during 8AM-9PM - 116% year-over-year growth in DTC GMV for CPG brands ## **Updates as of 11:59PM Eastern Monday, November 24th** Overall - California, Texas, Florida and New York are the primary delivery destinations - 34% day-over-day increase in international orders, driven by strong growth in the following regions: 13% in Canada, 43% in Australia, 64% in the UK, and 112% in the EU For Apparel & Accessories - Shopping predominantly fell during 10AM-9PM with spikes at 11AM, 12PM, 8PM and 9PM - 265% year-over-year growth in DTC GMV for Apparel & Accessories brands - 298% year-over-year lift in B2B AOV for Apparel & Accessories brands - Monday outperformed Sunday for Apparel & Accessories brands with an approximate 8% growth For Nutrition & Supplements - Shopping predominantly fell during 9AM-10PM - 13% year-over-year lift in DTC AOV for Nutrition & Supplements brands - Monday outperformed Sunday for Nutrition & Supplements brands with an approximate 8% growth For Beauty & Personal Care - Shopping predominantly fell during 9AM-10PM - 43% year-over-year growth in B2B GMV for Beauty & Personal Care brands - 72% year-over-year growth in DTC GMV for Beauty & Personal Care brands - Monday outperformed Sunday for Beauty & Personal Care brands with an approximate 64% growth For CPG - Shopping predominantly fell during 8AM-9PM - 81% year-over-year growth in B2B GMV for CPG brands - 69% year-over-year growth in DTC GMV for CPG brands - Monday outperformed Sunday for CPG brands with an approximate 13% growth ## **Updates as of 11:59PM Eastern Sunday, November 23rd** Overall - California, Texas, Florida and New York are the primary delivery destinations - 22% day-over-day increase in international orders, driven by strong growth in the following regions: 3% in the UK, 22% in Australia, 47% in the EU, and 57% in Canada For Apparel & Accessories - Shopping predominantly fell during 11AM-10PM with spikes at 1PM, 2PM, 3PM, 6PM, 8PM and 9PM - 30% year-over-year lift in B2B AOV for Apparel & Accessories brands - 52% year-over-year lift in DTC AOV for Apparel & Accessories brands For Nutrition & Supplements - Shopping predominantly fell during 9AM-11PM with spikes at 9AM, 12PM, 1PM, 4PM, 5PM, 7PM, and 9PM For Beauty & Personal Care - Shopping predominantly fell during 1PM-10PM, but with a spike at 8PM - 28% year-over-year growth in DTC GMV for Beauty & Personal Care brands - 26% year-over-year lift in DTC AOV for Beauty & Personal Care brands For CPG - Shopping predominantly fell during 8AM-9PM - 57% year-over-year growth in DTC GMV for CPG brands - 73% year-over-year lift in DTC AOV for CPG brands