Online businesses planning for the 2025 holiday rush can unlock record results by learning from last year’s numbers, according to new analysis of over AUD 1 billion in revenue tracked across leading retailers during November 2024.

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1. Key findings show that moderate incentives beat heavy discounting: offers of 10–25% off drove stronger sales than deeper cuts, proving that profitability doesn’t have to come at the expense of conversion.

2. Average Order Value (AOV) dipped by 5% year-on-year, highlighting the need for smarter bundling and upsell strategies. Yet overall revenues remained buoyant, with Friday 29 November emerging as the single biggest sales day of the month.

3. Digital ad spend surged across channels:

• Google up 120% month-on-month, with CPCs climbing 25%

• Meta up 105%, as CPMs rose 45%

• TikTok up 47%, with a 14% rise in CPM

Also read: Your Black Friday Cyber Monday 2025 Blueprint

Despite higher costs, brands that focused on audience quality saw strong returns. Shoppers acquired in August and October 2024 delivered the highest spend in November, proving the value of early-season acquisition.

4. Customer behaviour underlined the importance of retention:

• 75% of November revenue came from new customers

• 16% of Black Friday–Cyber Monday shoppers returned, taking an average of 70 days to make a repeat purchase

The most successful retailers encouraged continued shopping into December, driving a second wave of revenue.

“The data shows that sustainable growth comes from balancing acquisition and retention,” said Carla Penn-Kahn, CEO and Co-founder of ProfitPeak. “Brands should invest in quality traffic early, use measured discounts, and build post-BFCM engagement plans to maximise lifetime value.”

With peak season representing the busiest revenue period of the year, these insights provide a clear roadmap for e-commerce operators to make sharper decisions in November 2025 and capture more profit from the festive surge.

Again, if you'd like to get the full report:

CLICK HERE