By February, the holiday season feels like a distant blur. Schools are back, inboxes are full, and Black Friday Cyber Monday (BFCM) can feel like an event that’s already been and gone. Most businesses are already looking forward to Mother’s Day. 

But this is exactly the right moment to look back – and unpack what landed, what moved the needle, and whether you made the most of every lever available to you during BFCM, including Afterpay.

Because across the US, BFCM 2025 delivered standout results for many Afterpay businesses. Altogether, more than 49.8 million unique consumers engaged with Square, Afterpay and Cash App card. 

Meanwhile shoppers spent more with Afterpay during BFCM 2025, with average basket sizes up 10 percent and consumer spend per customer up six percent.

The takeaway? Afterpay didn’t just support demand; it drove it.

Afterpay is here to stay – and a growth lever

BFCM 2025 confirmed that Afterpay has become an expected way to pay during major shopping moments – and adoption is only climbing.

The data also revealed something else: that Afterpay is no longer just about how people pay. Giving shoppers the ability to spread the cost over time has become a proven way to make BFCM offers feel bigger, better and more appealing for shoppers. 

For merchants, that translates to customers spending more per customer.  

Tip: Did you make the most of Afterpay during the last BFCM? Featuring Clearpay across your BFCM marketing, from social media posts to email campaigns, reminds customers they can pay in installments.

Afterpay’s Shop Directory is a valuable traffic driver

BFCM is one of the noisiest moments on the retail calendar, with inboxes and social media feeds saturated with ads. For businesses, it can be difficult – and expensive – to stand out.

In 2025, Afterpay’s Shop Directory emerged as a powerful way to amplify offers and acquire customers. During BFCM 2025, Afterpay’s Shop Directory sent 1042 referrals to businesses every minute – making it a crucial discovery channel during peak sales.

Tip: Was your BFCM promotion featured on Clearpay’s Shop Directory? Millions of shoppers scrolled The Shop Directory last BFCM. Did they find your BFCM promotion? Remember to submit your offer ahead of BFCM so we can place it on the Shop directory – in front of hundreds of thousands of shoppers.

Shoppers' spending patterns are shifting 

Shoppers aren’t just spending more during BFCM; they’re changing the way they spend. Social media purchases through Cash App Card, for example, grew 13 per cent among young consumers, suggesting that more consumers are increasingly comfortable shopping faster and inside the platforms that drive discovery. 

Gift card spending also soared to $33.5m as consumers sought the least stressful holiday shopping experience. 

Tip: BFCM isn’t just about having the best offer - it’s also about showing up where customers are shopping and discovering.Make sure Afterpay is enabled and visible wherever your customers are finding you, from social platforms to creator content, so you can capture demand the instant it appears.