BFCM 2025: The Buzz, The Shifts & Retail Media Momentum

Black Friday and Cyber Monday (BFCM) is here already, marking the official start of this year’s holiday shopping season. It’s going to be all about deep discounts and massive consumer turnouts both in stores and online across the globe.

During this time of the year, shoppers become more intentional, and they prefer personalized experiences. With the surge in ad costs and competition, retail media networks are the way to go about for brands to reach these high-intent shoppers. Performance-driven strategies provide brands the much-needed focus on customer lifetime value and data-led personalization.

What The BFCM Buzz is All About

In the US, BFCM is huge with millions participating every year. Last year during Cyber-Five, online sales was marked above $13 billion on Cyber Monday alone, breaking all past records. For retailers and eCommerce businesses looking at sales boosts, customer acquisition, and brand exposure, BFCM is a goldmine blending in-store retail frenzy with a growing trend in online and mobile shopping.

Consumers delay purchases earlier in the year to capitalize on BFCM prices. But rising costs of living and inflation pressures are leading to more cautious spending, some are even allocating specific monthly savings or holiday bonus funds for their shopping.

Convenience and technology play increasing roles during the peak times, with many using smartphones, retailer apps, and even AI tools to research and optimize their purchases. 

Retail Media Platforms You Should Look out for

• Amazon is estimated to account for roughly 77% of digital retail media advertising spending in the United States in 2025. Walmart’s share is projected to amount to approximately 7% of the total. All remaining retail media networks are expected to share the remaining 16%.
• Walmart Connect, Target Roundel, and Instacart Ads focus on omnichannel retail, value-driven storytelling, and grocery respectively.
• The market is fragmented with 80+ retail media networks, many retailers adopt multi-vendor approaches to maximize ad reach across formats and channels.

Retail Media Networks to Prioritize in the US

Some retail media platforms that will drive measurable reach and conversion this BFCM in the US are:

• Amazon Ads: Brands can leverage ‘sponsored products’ and video formats early in the event cycle and use Amazon Marketing Cloud for cross-category audience insights.
• Walmart Connect: Tap into omnichannel targeting, on-site placements, and off-site partnerships for scaling beyond retail pages.
• Target Roundel: Combine in-store and digital placements for mass reach during high-traffic BFCM days.
• Kroger Precision Marketing: This is great for CPG brands through shopper behaviour and loyalty data targeting.
• The Home Depot Retail Media+: This is for home and lifestyle brands, especially during gifting and winter preparation categories.es happen. Influencers and creator buzz turn likes into real shopping.

Retail Media Strategies That Matter

• Start Early: Launch teaser campaigns 3 – 4 weeks in advance to capture intent signals and lock in audiences before competition peaks.
• Use First-Party Data: Leverage retail media’s closed-loop systems for precise targeting and performance measurement.
• Diversify Ad Formats: Mix sponsored listings, video, and display to ensure cross-funnel coverage.
• Unify Messaging Across Channels: Coordinate retail media with social media, email, and CTV to create omnichannel impact.
• Optimize Daily Budgets and Bids: Adjust dynamically during Cyber Week to maintain placement competitiveness as CPCs rise.

The Post-BFCM Momentum

• Build post-BFCM retargeting lists: Based on high-intent shoppers to sustain momentum.
• Implement retention campaigns: To convert first-time BFCM buyers into repeat customers through loyalty programs or Subscribe & Save offers.
• Use cross-sell and replenishment ads: To extend product discovery into December and Q1.
• Analyze retail media performance: Using platform data to refine category bidding and creative optimizations for the next cycle.

Where Brands Struggle

• Inventory Scarcity & Rising CPMs: High demand for premium ad inventory across dominant platforms like Amazon and Walmart will cause scarcity, leading to rising CPM rates, making efficient budget allocation crucial for advertisers.
• Balancing Short-Term Conversions with Brand Equity: While retail media networks excel at driving immediate sales through high-intent shopper targeting, brands must also invest in preserving long-term brand equity, balancing performance-focused tactics with broader brand-building campaigns.
• Authenticity: There is also some growing scepticism about the authenticity of the deals, with a small but rising percentage perceiving Cyber Week promotions as less genuine.
• Measurement and Attribution: Advertisers increasingly demand transparent, transaction-level data and advanced incrementality measurement to justify spend and optimize campaigns in a fragmented ecosystem.

Where They Can Win

• Retail media networks offer powerful closed-loop targeting and omnichannel reach unmatched by other digital ad channels.
• BFCM is a data-rich moment where advertisers can capture peak shopping intent.
• Brands can use BFCM to acquire new-to-brand customers, nurture repeat purchases and drive long-term loyalty.
• Pre- and post-event planning: brands can focus the pre-event for awareness and anticipation, and post-event for retargeting and retention.

In Summary

BFCM 2025 signals a more intentional shopper; one that expects relevance, value, and personalised journeys across every touchpoint. As ad costs climb and competition intensifies, retail media networks are emerging as the most efficient path to high-intent audiences. By understanding the buzz driving demand, knowing which platforms and networks to prioritize, adopting smarter retail media strategies, and sustaining momentum beyond the peak weekend, brands can turn BFCM from a short-term spike into a scalable growth opportunity.