Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

The KPIs That Make or Break Your Black Friday Performance

15 Oct 2025 · 1 min

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1:13

In this podcast segment, Jimmy Kim asks a fellow marketer about the key performance indicators (KPIs) they monitor for Black Friday and Cyber Monday. The discussion highlights that brands tailor their KPI focus, with many zeroing in on repeat purchase rate during Q4 while also watching average order value (AOV) spikes and discount depth. They caution against over‑indexing discounts, noting that repeated high‑percentage offers can lead to message fatigue. The conversation also explores how promo structures differ between Black Friday and Cyber Monday—some brands keep the same promotion across both days, while others adjust the discount level for each. As the holiday shopping window expands earlier each year, marketers must strategically time deals to avoid over‑saturation. The segment ends with a call to subscribe to the podcast for more insights.

Chapters

When you guys are tracking your internal KPIs around Black Friday, this holiday, they either are going to have a great year or a horrible year based around this. And obviously being an email marketer and someone who's actively in the brand running that retention side, you guys sound like you're very data-driven around these things. What kind of data do you guys look for? You guys looking for big spikes around this stuff? Is there like a marker that you are looking like 3 times more on my AOVs or your repeat percentages should increase? Like what are you guys chasing there?
All of those KPIs are discussed with individual brands and they all optimize different things. So we're optimizing for repeat purchase rate in Q4 specifically. Some of them are trying to make sure that we don't over-index our discounts. And then there's a lot of interesting KPIs on the brands that keep the same promo for Black Friday and Cyber Monday versus ones who make Cyber Monday lower or Cyber Monday higher. And as this Black Friday window keeps increasing, right? We're just starting more and more earlier and earlier. If you're not changing your deal, at a certain point you're like on message 27. of 40% off. So it's really interesting to work with brands on figuring out like what the promo structure is. Subscribe to the pod.