Black Friday Cyber Monday 2023, by the numbers
Black Friday Cyber Monday (BFCM) 2023 came and went in a whirlwind—leaving behind another year of big traffic surges, shifting shopper behaviors, and standout performance across ecommerce. To understand how brands truly fared, we analyzed 112M+ website visits across more than 1,100 Nosto-powered stores, giving us one of the most comprehensive views into retail’s biggest weekend.
From rising mobile traffic to massive growth in product discovery engagement, the data shows a clear trend: brands that personalize every touchpoint— product recommendations, pop-ups, content, and email—unlock stronger performance during peak moments. Powered by experience.AI™, Nosto’s Commerce Experience Platform (CXP) helps retailers activate real-time customer, product, and content data to create high-performing shopping experiences when it matters most. Here’s how BFCM 2023 unfolded.
BFCM 2023 Overall weekend performance
- Year-on-year increase in traffic: +22.94%
- Year-on-year increase in sales: +4.41%
- Year-on-year increase in AOV: +4.10%
Product discovery campaigns
- Number of product recommendations served: 4,896,566,995
- Year-on-year increase: +75.91%
- Year-on-year increase of number of product recommendations clicked: +419.01%
- Number of pop-ups served: 471,519
- Year-on-year increase: +442.64%
- Number of content personalization campaigns served: 339,685,365
- Year-on-year increase: +109.53%
- Year-on-year increase of number of content personalization campaigns clicked: +80.87%
- Number of email widgets served: 45,196,984
- Year-on-year increase of number of email widgets clicked: +12.85%
BFCM 2023 Performance by day
Percentages represent year-on-year increases and decreases.
Black Friday
- Traffic: +22.40%
- Sales: +2.23%
- AOV: +4.38%
Saturday
- Traffic: +27.23%
- Sales: +9.58%
- AOV: +5.70%
Sunday
- Traffic: +25.22%
- Sales: +3.96%
- AOV: +3.20%
Cyber Monday Mobile
- Traffic: +17.45%
- Sales: +2.71%
- AOV: +3.04%
BFCM 2023 Performance by device
Percentages represent year-on-year increases and decreases.
Mobile
- Traffic: +20.42%
- Sales: +4.10%
- AOV: +3.39%
Desktop
- Traffic: +29.59%
- Sales: +4.92%
- AOV: +5.41%
Desktop vs mobile
Traffic (percentage share)
- Desktop: 26.50%
- Mobile: 73.50%
Sales (percentage share)
- Desktop: 37.94%
- Mobile: 62.06%
AOV (USD)
- Desktop: $141.59
- Mobile: $109.01
BFCM 2023 Performance by region
Percentages represent year-on-year increases and decreases.
North America
- Traffic: +21.72%
- Sales: +1.28%
- AOV: +2.13%
United Kingdom
- Traffic: +11.96%
- Sales: +6.92%
- AOV: +4.89%
Europe
- Traffic: +31.09%
- Sales: +8.15%
- AOV: +8.14%
APAC
- Traffic: +12.17%
- Sales: +16.61%
- AOV: +3.12%
BFCM 2023 Performance by vertical
Percentages represent year-on-year increases and decreases.
Fashion & Accessories
- Traffic: +26.38%
- Sales: +4.56%
- AOV: +4.27%
Home & Garden
- Traffic: +18.14%
- Sales: +8.66%
- AOV: -0.14%
Sporting Goods & Hobbies
- Traffic: +23.03%
- Sales: +12.85%
- AOV: +7.84%
Health & Beauty
- Traffic: +14.76%
- Sales: +14.52%
- AOV: +11.21%
BFCM 2023 Performance by Ecommerce platform
Percentages represent year-on-year increases and decreases.
Shopify
- Traffic: +30.83%
- Sales: +2.98%
- AOV: +3.21%
Shopware
- Traffic: +20.56%
- Sales: +14.04%
- AOV: +1.82%
Magento
- Traffic: +1.72%
- Sales: +3.71%
- AOV: +4.85%
Prestashop
- Traffic: +21.16%
- Sales: -13.65%
- AOV: +16.08%
Other
- Traffic: +21.01%
- Sales: +12.24%
- AOV: +7.04%
About the data
Nosto’s findings are based on analysis of over 112 million website visits during BFCM weekend (96 hours across Friday 00 UTC to Tuesday 00 UTC) to 1127 online stores that use Nosto’s Commerce Experience Platform (CXP), including merchants in North America, United Kingdom, Europe, Latin America, and Asia Pacific. The analysis incorporates data for the period between Black Friday and Cyber Monday 2023 and compares seasonal performance metrics against Nosto merchant websites during the same period in 2022. The comparative YoY analysis demonstrates performance adjustments across common merchants that were using Nosto’s platform in 2022 and in 2023. Singular 2023 analysis demonstrates the total performance of all merchants using Nosto’s Commerce Experience platform during the BFCM weekend 2023.
Looking Ahead: How BFCM Performance Evolved in 2024 and 2025
BFCM 2023 made one thing clear: retailers that personalize every interaction—from Product Recommendations to Content Personalization and Behavioral Pop-Ups—unlock stronger performance during peak trading moments. Shopper engagement with Nosto-powered experiences climbed significantly year over year, reinforcing how critical real-time relevance has become for ecommerce growth.
And the story didn’t stop there. With the results from BFCM 2024 and 2025 now in, we’re seeing even stronger momentum behind brands that invest in intelligent, AI-driven optimization across the full commerce experience. Trends in traffic, AOV, and conversion continue to evolve, but one constant remains: the brands winning peak season are those using experience.AI™ to activate customer, product, and content data at scale.
Explore our BFCM 2024 and 2025 BFCM breakdowns to see how shopper behavior is shifting—and how leading retailers are using Nosto’s Commerce Experience Platform to stay ahead.
