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

Why BFCM Orders Got Bigger (But Fewer)

14 Dec 2025 · 1 min

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1:03

In this segment of Jimmy Kim’s YouTube discussion on Black Friday/Cyber Monday (BFCM) trends, he highlights a striking contrast between Omnisend’s reported average order value (AOV) increase—from $164 to $215, a 30% rise—and Shopify’s much lower AOV figures around $104‑$105. Jimmy interprets this gap as evidence that customers are consolidating their purchases, opting to buy fewer times but spend more during major sales events like Prime Day, BFCM, and the holiday season. He attributes this behavior to broader economic uncertainty—job market instability, inflation, tariffs, and high costs—prompting shoppers to wait for moments when spending feels justified, especially with looming Christmas deadlines. The conversation underscores how macro‑economic pressures reshape e‑commerce buying patterns, leading to larger but fewer orders during peak sales periods.

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this is another really interesting stat from Omnisend, and this is a good thing to learn about them, but they said their average order value rose from $164 to $215, a 30% increase, which is really cool. However, I go back to the wide spectrum of what Shopify reported back out, and their average order values were like $104, $105. So Omnisend customers doubled their potential revenue per customer, which I thought was really interesting too.
Up about 30%. I think one, it shows you what's happening in the economy. I think customers are just consolidating purchases. I think instead of buying more often throughout the year. They're buying fewer times, but they spend more during big events. I think they're being more strategic. Amazon Prime Day deals, whatever it is, Black Friday, Cyber Monday— because of all the uncertainty in the job markets, dollars, high cost, inflation, tariffs, whatever, people are just waiting until the moments where that spending feels like justified. And you have to spend now because Christmas is in a couple weeks. Like, you need to buy now, or you wait till the last minute and you miss out on inventory selling out, things being more expensive than they were today.