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Expert Answer • 1 min read

How do I benchmark against last year's Black Friday?

As an e-commerce manager preparing for the upcoming Black Friday, I'm struggling to understand how to effectively compare this year's performance against last year's campaign. I want to go beyond simple revenue comparisons and develop a comprehensive benchmarking strategy that gives me actionable insights into what worked, what didn't, and how I can improve my promotional approach. I need a systematic method to analyze multiple performance dimensions and identify strategic opportunities for growth.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

Benchmark against last year by comparing the same metrics (revenue, CVR, AOV, ROAS, new customers) for the same time window - Black Friday day itself, plus the 4-day BFCM weekend. Year-over-year is more meaningful than target comparisons.

Complete Expert Analysis

How Do I Benchmark Against Last Year's Black Friday?

Year-over-year benchmarking is the most honest measure of Black Friday growth. Internal targets are set with optimism bias; last year's actual results are ground truth. The comparison reveals whether your investments in offers, marketing, and site improvements actually moved the needle.

YoY Comparison Table Template

Metric2024 BF2025 BFChange
Total revenue---%
Orders---%
Average order value---%
Conversion rate--+/- pp
New customers---%
Top selling product--Same/New

Benchmarking Pitfalls to Avoid

  • - Don't compare Black Friday week to a normal week (different traffic intent)
  • - Adjust for business growth (if you're 2x the size, flat CVR is actually a decline)
  • - Account for calendar differences (BF date shifts slightly each year)
  • - Exclude major external factors (supply chain issues, viral moments)
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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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