Cyber 5 2025: What worked, what changed and how to win Q5

Cyber 5 2025 generated $44.2 billion in online sales, a 7.7% YoY increase, with Black Friday outperforming Cyber Monday.
Mobile dominated, accounting for over 60% of Thanksgiving sales.
AI shopping assistants emerged as a major channel, with traffic from generative AI platforms up 670% and AI-involved orders at 20%, showing 38% higher conversion rates.
The 'efficiency paradox' saw CPMs rise but CPAs drop due to surging conversion rates (Black Friday CVR up 74%, CPA down 14%).
Creative diversity and automation were key: ad sets with multiple formats delivered 7.3% lower CPA, and Advantage+ improved costs by 9%.
Omnichannel advertisers outperformed with 35% lower CPA and 30% higher ROAS.
The Q5 period (post-Cyber Monday to New Year) offers the lowest CPMs and high purchase intent, with 85% of Gen Z and Millennials continuing to shop.
Advertisers should use last-chance messaging, retargeting, creator partnerships, and omnichannel optimization to capture this efficient window.