Klaviyo’s 2025 BFCM Report shows loyalty and AI personalization driving $3.8B in revenue as discounts fall and intentional shopping surges.

Klaviyo has released its 2025 BFCM Recap Report, and the results upend years of retail assumptions. Instead of aggressive markdowns fueling demand, this year’s record-setting performance was powered by repeat buyers, AI-driven personalization, and a more intentional shopper mindset.

Across Thanksgiving through Cyber Monday, Klaviyo delivered 22.7 billion messages, a 25% year-over-year jump. Those interactions generated more than $3.8 billion in attributed revenue, cementing Klaviyo’s influence across BFCM. And while discounting across ecommerce declined 10% year-over-year, consumer spending actually climbed 11%, giving brands clear proof that trust beat promotions.

One of the most striking insights: one in every twenty dollars spent online in the US during BFCM originated from a Klaviyo-delivered experience. Health & Beauty and Apparel led growth, with 14% and 11% year-over-year increases.

Loyalty wasn’t just a talking point—it was the engine. Same-site sales rose 11% year-over-year, powered by a 13.5% surge from repeat customers. Brands leaned into VIP access, early drops, and personalized offers rather than broad, margin-cutting discounts. Shoppers responded by spending more time evaluating purchases too, with product views up 41%. Average selling price and order value increased as consumers deliberately bought from brands they trusted.

Discounts, meanwhile, played a supporting role. Daily markdowns never crossed the 30% threshold for Klaviyo brands, a notable shift from previous years. Brands offering the lightest discounts saw the fastest growth at 14% year-over-year. Only Home & Garden bucked the trend, as larger-ticket items still needed deeper cuts to move. Across most categories, restrained promotions didn’t dampen demand, underscoring how confidence in a brand can outweigh the appeal of a bargain.

Klaviyo CEO Andrew Bialecki said the data confirms a broader consumer shift: people want meaningful, relevant experiences—not transactional blasts. AI helped marketers meet that shift at scale, delivering smarter segmentation and personalized timing across every channel. Trust mixed with intelligent targeting turned out to be the winning formula.

AI’s impact extended well beyond message delivery. This BFCM, more than half of consumers planned to use AI assistants to compare products and identify deals. That behavior powered what Klaviyo calls “agentic commerce”—shopping journeys guided by automated research and curated suggestions. Brands met that moment with a 45% jump in AI-driven recommendations, driving a 71% spike in revenue tied to those messages.

Onsite behavior changed as well. Personalized pages built with Customer Hub brought together product recommendations, fit guidance, and even shipment tracking. Visitors who interacted with these pages viewed 2.4 more pages per session, signaling stronger purchase intent and deeper exploration.

Klaviyo Service matured into a conversion driver too. Apparel, beauty, swimwear, and athletic brands relied on the AI Customer Agent to handle fit questions, product guidance, and gifting decisions. By reducing uncertainty, brands converted more curious shoppers into confident buyers.

The channel mix also shifted. Mobile messaging surged as consumers bounced between screens and stores. Text revenue climbed 25% year-over-year as send volume grew 34%, boosted further by early RCS adoption. Across Klaviyo’s ecosystem, email and SMS generated 42% of total revenue—and rose to 43% on peak days. Even more compelling: customers receiving messages across both channels placed 11% more orders and viewed 71% more products.

For brands like Filson, the week wasn’t about volume alone. Zach Solomon, Director of Ecommerce and CRM, noted that BFCM is a chance to reinforce brand values while driving sales. With Klaviyo, Filson blended loyalty-driven access with intentional storytelling, treating each touchpoint as an opportunity to build trust—not just ring up a transaction.

Klaviyo’s report makes the takeaway clear. AI and loyalty are rewriting the rules of BFCM. As shoppers become more selective, brands that combine relevance, restraint, and personalization won’t just win Cyber Week—they’ll win the year.