Retail’s Payday: Pent‑up Demand Drives Record‑breaking BFCM Surge

Record-Setting BFCM Weekend: Ad Spend Skyrockets 22% YoY

Nest Commerce’s latest full‑funnel data paints a picture of a Black Friday, Cyber Monday (BFCM) extravaganza that broke every record. Advertisers poured in more money than ever before, lifting overall spend by a whopping 22% compared with last year.

How the Numbers Look

Nest Index – 40+ e‑commerce brands collectively spent over £100M on media.
Timing – The “big three” days happened later in November than usual, catching the holiday rush at a slightly different sweet spot.
Friday Surge – A payday boost helped turn Black Friday into a fierce battlefield; CPM climbed 21% YoY before dropping sharply in the days that followed.

Regional Takeaways

UK – Out of the gate, UK ads ran cheaper, with CPM down 14% year‑on‑year.
US – U.S. territory proved more competitive, pushing average CPM up 6% YoY.

Clicks, Clicks, Clicks!

36% Jump in CTR – Brands that ran sales saw average click‑through rates soar on Black Friday.
31% Decline for Non‑Sale Brands – Ads without deals struggled to snag attention, falling flat on engagement.

Full Funnel vs. Bottom‑of‑Funnel

Full Funnel Investment – Brands that cozied up with top‑of‑funnel tactics spent 41% more YoY, priming for the surge.
BOF‑Only Approach – Those relying solely on bottom‑of‑funnel paid less (just 10% YoY increase) and found it harder to reach fresh audiences.

CEO Take‑Home

Will Ashton, Nest Commerce CEO, said:

“This year’s Black Friday, happening later than usual, turned out to be a bumper sale day. The UK payday timing added extra fuel, firing up competition.

“Brands that were active in the top‑of‑funnel months reaped massive rewards. These results underline why a full‑funnel strategy—and forward planning—are essential for ecommerce marketing. The weekend might be over, but the sales wave continues—think of post‑Christmas opportunities.”