Black Friday and Cyber Monday are always a major test for retail media, and this year, advertisers didn’t hold back. During the 12-day BFCM window (Nov 20–Dec 1), average daily ad spend jumped 77% compared to the previous two weeks, according to proprietary data from TripleLift, as brands concentrated budgets where consumer intent was highest.
The biggest push came during the four core days, Black Friday weekend and Cyber Monday (Nov 28–Dec 1). Advertisers put 34.6% of their entire BFCM budget into that short timeframe, driving a 150% surge in daily spend compared to the rest of the period. This shows how brands focus on the moments when shoppers are most likely to convert.
With competition fierce and consumer attention scattered, advertisers leaned on online video (OLV) to stand out. Video made up about 36% of daily ad spend during BFCM, highlighting its role in delivering eye-catching, premium placements that cut through the noise. Video is no longer just about branding but is now a core part of retail media strategy that helps brands grab attention and drive action when it matters most.
Different verticals, different tactics
TripleLift’s data shows that not all advertisers approached BFCM the same way. Here’s what stood out:
- Shopping dominated, accounting for 57% of all spend as retailers fought to capture peak buying intent.
- Medical Health focused on safety and control, putting 70% of its spend into private marketplace deals to guarantee brand-safe environments.
- Home & Garden and Food & Drink kept up steady investment throughout the period, reflecting ongoing demand for Thanksgiving prep and holiday shopping beyond Cyber Monday.
These patterns show that while BFCM is a huge moment for everyone, strategies vary by category – and the most successful brands tailor their approach accordingly.
What brands can learn
There are clear lessons from TripleLift’s data for brands already thinking ahead to next year’s BFCM. Chief among them is the importance of planning for the surge. Budgets need to be flexible enough to scale fast during peak days without sacrificing quality.
Think about video – OLV is now a must-have for breaking through during high-traffic periods. Secure premium inventory early. Private marketplace deals can help guarantee quality when competition is highest. Finally, think beyond the spike. Some categories benefit from staying visible before and after the core BFCM days.
While all the data from this year’s BFCM is still coming together, what has already emerged is that BFCM is no longer just a shopping event but a precision moment in a longer shopping season. Advertisers are getting smarter about timing, channel mix, and inventory quality, and with the Golden Quarter in full swing, there is no time to relax yet.
As December continues, expect sustained activity in categories like gifting and home, with creative shifting from “flash sale” urgency to “holiday value.”
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