58% of SMB Ecommerce Brands Saw Black Friday Outperform Cyber Monday

New industry data by Omnisend, an ecommerce marketing platform,  shows Black Friday delivered stronger results than Cyber Monday for the majority of U.S. SMB ecommerce businesses.

According to this week’s analysis of more than 5,000 U.S. SMB ecommerce businesses, 58% saw a higher performance on Black Friday. For those businesses that had more orders on Black Friday, the results were 37% better on average.  

Meanwhile, 42% of merchants found Cyber Monday more effective. They had 33% more orders on average on Cyber Monday compared to Black Friday results.

When looking at overall order volume, the advantage becomes even clearer: SMB ecommerce stores received 15% more orders on Black Friday than on Cyber Monday, showing the event’s dominance in the peak holiday shopping season.

“Our data shows a real split: most brands win bigger on Black Friday, but a significant share perform best on Cyber Monday,” said Marty Bauer, ecommerce expert at Omnisend. “However, the smartest brands don’t choose between the two – they treat Black Friday and Cyber Monday as one connected strategy. The businesses that participate fully in Cyber Week consistently capture the most demand.”

Shoppers spend more to save more this Cyber Week

Omnisend’s U.S. consumer survey conducted ahead of the shopping period showed that Americans were preparing to spend nearly $20 billion more across Black Friday and Cyber Monday compared to last year. 

That intent translated into bigger baskets as Average Order Value (AOV) during Cyber Week grew by around a third, increasing from $164 in 2024 to $215 in 2025.

Shoppers are consolidating purchases into fewer, higher-value orders, a behavior that favors “event” days like Cyber Monday and Black Friday, where they expect deeper discounts and more aggressive digital offers.

“People are being more careful with their money, so when they find a week where prices drop across the board, they make it count,” Bauer added. “Cyber Week captures a lot of that pent-up, online-first demand. Instead of buying things one at a time throughout the season, shoppers are bundling planned purchases into bigger carts to save on both price and shipping.”

A fifth of SMB brands makes a third of their annual orders during Cyber Week

The data indicates that 20% of SMB ecommerce stores sell a third of their annual orders during Cyber Week. This shows that for many brands, Cyber Week has a huge impact on the success of their business. 

“Cyber Week is becoming a make-or-break moment for many brands,” said Bauer. “Cyber Monday and Black Friday are a crucial lever in that strategy – especially for digital-first retailers that can line up strong email and SMS promotions, cart recovery flows, and personalized offers to squeeze maximum value out of a very short window.”