UK shopping over the Black Friday weekend rose by +16% compared to 2024, as loyalty drives the most sales
Klaviyo, the B2C CRM, today released its 2025 BFCM Recap Report, showing that this year’s record-breaking holiday weekend was driven less by steep discounts and more by loyalty and AI-powered personalisation.
In the UK, consumer spending rose by 16% over the Black Friday weekend compared to 2024. UK shoppers drove the biggest increase in Black Friday spending this year globally – ahead of the US, which saw +8% growth, and Australia and New Zealand with +14% growth.
Additional global key findings include:
- Globally, Klaviyo delivered more than 22.4B messages (up 25% YoY) over BFCM, generating more than $3.8B in KAV for its customers
- AI-powered recommendations kept consumers browsing longer, deepening onsite engagement and product discovery
- Cyber Sunday became the fastest-growing day of the weekend globally at nearly 14% YoY, with Cyber Monday (+11.3% YoY) beating Black Friday’s 10% YoY growth as well
- Powerhouse categories: Health & Beauty sales rose 14% YoY, Apparel increased 11% YoY worldwide
Loyalty was the BFCM growth engine
BFCM this year saw same-site sales rise 16% YoY in the UK, with repeat buyers driving much of the lift. Revenue from repeat customers grew 18.6% YoY (outpacing revenue from new buyers at 13.7% growth) as they responded to loyalty tactics like early access, exclusive drops, VIP perks, and personalised offers rather than blanket discounts.
Consumers were also more intentional in how they bought. Globally, product views surged 41% YoY as consumers spent more time researching ahead of purchase decisions. Average selling price rose 4.8% in line with inflation and average order value equally increased. But price inflation alone can’t explain the growth – consumers were genuinely buying more, and buying with purpose. They leaned into brands they trust, making loyalty a defining force behind this year’s performance.
Ben Jackson, EMEA MD at Klaviyo, says, “This Black Friday marked the definitive shift from discount-driven shopping to loyalty-driven spending. Spending was guided by AI recommendations and loyalty to brands they trust. As consumers take their time to shop with intention, they’re turning to retailers that are quietly rewarding loyal customers with personalised experiences and smarter bundles, rather than big discounts.”
Discount rates fell as spending grew
Discounts dropped 10% YoY across ecommerce globally, yet demand stayed strong. In fact, brands offering the smallest discounts saw the highest growth (+14% YoY) across BFCM. Discount depth still peaked from Black Friday through Cyber Monday, but unlike past years, daily averages never exceeded 30% across Klaviyo brands.
The main exception was Home & Garden, where deeper markdowns were needed to move bigger-ticket items amid softer demand. Across most categories, though, discount restraint didn’t hurt performance, a sign that when consumers are buying with intention, brands don’t need steep promotions to win.
“This BFCM proved that when brands treat consumers like people, not transactions, they respond,” said Andrew Bialecki, co-founder and CEO of Klaviyo. “Consumers were more intentional than ever this year, browsing for longer and choosing brands they already have a relationship with. AI helped marketers meet that shift with smarter targeting and more relevant experiences at scale. That combination of trust and intelligence is what moved the needle this season.”
AI Powered the Path From Discovery to Decision
AI played a defining role in how people shopped this BFCM. More than half of UK consumers (58%) planned to use AI assistants to find deals, compare products, and surface recommendations, an early sign that agentic commerce is starting to take shape, with consumers letting AI do the early legwork for them.
Brands matched that shift with AI-powered personalisation across the entire shopping journey. Usage of AI-driven product recommendations jumped 45% YoY as marketers leaned on smarter targeting and saw a huge payoff with revenue from those messages surging 71% YoY.
But AI didn’t just shape discovery; it also changed onsite behaviour. Many brands launched personalised website pages powered by Customer Hub, blending tailored product recommendations with tools like shipment tracking and fit guidance. Consumers who engaged with these pages went deeper, viewing 2.4 more pages per visit, signalling deeper engagement and stronger buying intent.
“At Loop Earplugs, Black Friday isn’t just about having a big sales day – it’s a moment to create loyal customers who keep coming back,” said Brina Skof, Marketing Automation Lead. “Our preparation starts months in advance, delivering personalised omnichannel experiences to ensure every interaction feels meaningful, not just promotional. By better understanding our customers’ needs and behaviour through Klaviyo, we can personalise every touchpoint to build trust, strengthen relationships, and drive authentic engagement that lasts long after the deals end.”
Text and Cross-Channel Engagement Fueled Revenue
During the holiday weekend, consumers were constantly on the move, and mobile messaging became essential. Globally, text revenue for brands grew 25% YoY as send volume soared 34%, with early RCS adoption lifting engagement further. Across Klaviyo customers, email and text drove 42% of total revenue, jumping to 43% of total revenue on peak days.
Likewise, consumers who received messages from a single brand across both email and text were dramatically more engaged with that brand than those who received messages only on a single channel. These cross-channel shoppers placed 11% more orders, added 34% more items to cart, and viewed 71% more products. Proving that deepening relationships across multiple channels is paying off for retailers.
