The retailer’s guide to Black Friday & Cyber Monday
7,000 shoppers share what will drive their decisions this Black Friday & Cyber Monday. Everything a retail marketer needs heading into peak season, including original consumer research, expert insights, and practical tools, so you can walk in with a clear strategy and the data to back it up.
Trend 1
For 48% of shoppers, discounts aren't the point.
Consumers are increasingly skeptical of peak-season deals: many doubt whether promotions are genuine and 41% won't share their browsing data even in exchange for better offers. Trust and relevance matter more than ever.
Trend 2
76% of shoppers want brands to know them—not just reach them.
Black Friday & Cyber Monday shoppers aren't a monolith. Our research identified 8 distinct shopper profiles, each with different motivations, price sensitivity, and channel preferences. Knowing who you're talking to changes everything about how you engage them.
Trend 3
By end of 2026, nearly half of shoppers will use AI to buy.
AI adoption is accelerating fast and is already shaping how consumers discover, compare, and buy. Retailers that invest in personalization and trust now will have a significant head start as agentic commerce goes mainstream.
Braze powered billions of messages for the world's leading retailers during Black Friday & Cyber Monday 2025.
59.9 Billion of messages sent
during the 4-day period of Black Friday & Cyber Monday 2025.+19% messaging volume
according to Braze user volume comparing 2025 to 2024+90% Growth in WhatsApp & SMS
Between 2024 and 2025, according to Braze user data.More resources
Get prepared for the most important moment in retail of the year.
