BFCM 2025: Planned growth delivered record results for our customers

Black Friday continues to play a significant role in Finnish online shopping and this was reflected in the results again this year. At the beginning of November, consumers were clearly expecting offers, but when the BFCM campaigns started, demand activated quickly and strongly.

Growth was no accident - it was the result of long-term work

Our Shopify Growth Services customers grew by an average of 71% compared to last year's BFCM results.

Although effectively optimized and scaled advertising is at the heart of the campaign period, one factor stood out more than others in the 2025 results: Those online stores that have been systematically developed throughout the year clearly achieved the best results.

Several of our customers even had their best sales month in November.

When viewed by industry, growth was strong across categories: furniture and interior design grew by +75.8% , pet products by +85.1% , and fashion and design by as much as +112.1% .

How did we achieve this? Brancoy's growth services were built around strong processes

1. Proactive and data-driven development

We develop our clients' online stores throughout the year. Our services cover comprehensive sales development from advertising to UX/UI and conversion optimization, as well as customer communications at different stages of the customer journey. This way, we ensure that our clients' stores are developed with their data first and taking the whole picture into account.

This was clearly visible in the case of BFCM: stores whose structure and content had been optimized in advance were able to scale without bottlenecks.

2. Advertising that scales in a controlled manner

The campaign results were driven by

• High-quality targeted ads
• Data-driven budget allocation
• Continuous content and budget optimization throughout the campaign period

Our goal is always to have a solid foundation so that advertising can be safely grown. The results will follow.

3. Customer communication that supports the entire purchase path

Klaviyo automations and personalized campaign messages became a significant part of the results this year. Those customers who had built functioning automation systems and dared to actively communicate with their customers won. This was particularly emphasized by the automations built before the campaign for different stages of the purchase path and the customer segmentation, which allowed for effective and active communication.

Summary: Growth is the result of understanding and planning

Great results don't come from one successful campaign. They come from brands that:

• know their customers
• understand the results of their advertising and dare to scale based on it
• are constantly developing their online store
• communicate consistently at all stages of the purchase journey

When these elements are in place, online commerce will not only grow, but it will grow profitably and predictably.

If you want to build a similar, long-term growth model for next year, we can help!