Omnisend research

BFCM 2025: Why shoppers are spending more to save more

A new Omnisend survey of 4,000 consumers reveals a global spending surge and a shift in mindset. While headlines warn of financial strain and rising prices, shoppers across the United States, Canada, the United Kingdom, and Australia still plan to spend significantly more this Black Friday and Cyber Monday, both online and in-store. Read on to find out why.

Spending predictions: A global snapshot

Key findings

BFCM is now a budgeting tactic

Instead of cutting back, shoppers under financial pressure are planning ahead. They plan on buying essentials and gifts early, using BFCM deals to save long-term.

Discounts and free shipping still win

The classics dominate: discounts motivate up to 72% of shoppers, and free shipping up to 59%. Loyalty points or early access have less influence, and influencer promos rank lowest.

Amazon leads, but new players are catching up

Amazon still leads, but Temu, Shein, and TikTok Shop are quickly gaining ground among younger, value-driven shoppers. This shows how low-cost, social-first shopping is reshaping retail.

BNPL adoption is steady but selective

Between 14% and 21% of shoppers plan to use BNPL, mostly for larger purchases. However, the majority still prefer paying upfront, signaling that control matters even in a tight economy.

Fashion and tech dominate, toys are rising

Clothing and electronics stay on top, but toys are the fastest climber as parents stretch their holiday budgets early. Beauty, home décor, and food play more minor roles across markets.

Expert insight

“Even with cost-of-living pressures, people aren’t pulling back, they’re playing it smart,” said Marty Bauer, Ecommerce and Retail Expert at Omnisend. “They’re spending strategically, stocking up during BFCM so they don’t have to buy later at full price. So this year BFCM is more about efficiency rather than indulgence.”

He added, “For retailers, this means shifting the message. Consumers aren’t chasing excitement, they’re chasing value. The brands that position their deals as financial relief, and make it easy to buy, will win this year.”

Marty Bauer

Omnisend’s Senior Ecommerce Expert

Expert tips for retailers

According to Marty Bauer, the best-performing retailers this BFCM will:

Frame deals as financial relief

Show customers how buying now saves them money later.

Focus on practical incentives

Free shipping and meaningful discounts still move the needle.

Create tiered offers

It’s a simple way to engage both cautious shoppers and big spenders.

Experiment with emerging platforms

Meet new audiences where they are — on Temu, Shein, and TikTok Shop.

Automate campaigns

Use tools like Omnisend to personalize offers, optimize timing, and capture every opportunity during the BFCM rush.

Methodology

The survey was commissioned by Omnisend and conducted by Cint in August of 2025, polling 4,000 consumers from the US, Canada, Australia, and the UK about their shopping plans for Black Friday and Cyber Monday 2025. Respondents were asked about expected spending, shopping categories, payment preferences, retail destinations, and year-over-year comparisons.

Average spend estimates were calculated using midpoints of reported spending ranges (e.g., $175 for $100–$249, $375 for $250–$499). Year-over-year changes were calculated based on consumer self-reports (e.g., “I expect to spend $100–$249 more”). To estimate total market size and growth, averages were extrapolated to the U.S. shopping population using National Retail Federation data, which reported ~170 million Americans participated in BFCM 2024, Canadian adult population (~30 million), the Australian adult population (~20.5M), and the UK adult population (~53M), with participation levels based on survey responses.

Results are based on self-reported consumer expectations, which may differ from actual behavior and spending.

Have any questions?

Contact our Public Relations team at [email protected] for more details or to schedule an interview with an Omnisend expert about the report.

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