With Cyber Week 2025 wrapped up and retailers now setting their sights on the remainder of Q4, Pattern’s latest performance data spotlights how Australian ecommerce brands can continue thriving even as digital competition intensifies. This year, the numbers tell a compelling story – and reveal new ways to capture demand, optimise spend, and win loyal shoppers.
Cyber 2025 by Numbers: Key Performance Stats
Across the four days of Cyber weekend (Black Friday to Cyber Monday), Pattern’s clients achieved the following results:
- Total sessions: Over 4.4 million (-3% YoY)
- Average conversion rate: 4% (+7% YoY)
- Total revenue: $30.2 million (+7% YoY)
- Items purchased: 390,370 (+3.5% YoY)
- Total transactions: 176,257 (+4.1% YoY)
- Average order value: $177 (+4.8% YoY)
Across all major platforms, client brands not only increased revenue but also saw a sharp uplift in transactions.
Cyber Week Key Trends
1. Adapting to a Changing Shopper Landscape
Our benchmark data shows 2025’s Cyber Week started stronger than ever, with search volume and buyer intent peaking even earlier in November. While Black Friday again marked the highest conversion day, traffic and purchasing intent now stretch across a broader window – requiring brands to plan and optimise early.
Industry insights from Criteo, Mi3, and others reinforce these shifts: increased volume across essentials, Christmas gifts, and a continued rise in Buy Now, Pay Later usage. However, as consumer budgets tighten in some categories, success increasingly depends on agility in creative, inventory, and promo readiness.
2. Digital Advertising: Smart Spend Drives Results
2025 saw a dramatic lift in search and ad engagement. Google Ads alone delivered over 80 million impressions and 1.9 million clicks for Pattern clients. Marketers who segmented audiences – especially via Performance Max – saw up to 60% of SEM revenue attributed to these campaigns. Early and mid-November CPC surges were balanced by improved conversion rates as brands made full use of automation and SKU-level targeting.
3. Campaign Innovation: New Tools, Bigger ROAS
Adoption of Demand Gen and Advantage Plus campaigns helped brands reach larger audiences at reduced costs. Affiliate programs also gained further traction, with Australians increasingly leveraging Cashrewards and Shopback for holiday purchases; this channel accounted for a significant chunk of validated transactions.
4. Programmatic Growth: Expanding the Funnel
Programmatic and retail media were once again standouts, with a year-over-year transaction growth of 7%. Video prospecting proved especially cost-effective, with lower CPMs unlocking larger reach and bringing in new-to-brand shoppers.
Performance Do’s and Don’ts for 2025
Do:
- Double down on transaction validation processes.
- Follow each platform’s evolving best practices.
- Maintain and optimise product feeds for every channel.
Don’t:
- Don’t restart from zero with ad investments – build on learnings.
- Don’t neglect feed hygiene or miss new format opportunities.
- Don’t ignore analytics – small inefficiencies now have a bigger impact.
Planning for 2026? Contact us to learn how Pattern can help your ecommerce brand achieve its next big leap.
