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Shopify merchants hit a record $14.6 billion over the 2025 BFCM weekend, up 27% year over year, from 81 million customers (Shopify, 2025). From Thanksgiving through Cyber Monday, Klaviyo sent 22.7 billion messages, up 25%, and drove $3.8 billion in attributed value (Klaviyo 2025 BFCM Recap).
Every one of those orders is also a review waiting to happen: a rating, a photo, a line about why the customer bought. Together they add up to the richest, most current picture of your customers you'll get all year. For most brands, that data goes unused once the weekend ends.
The brands that win the next quarter put it to work while it's fresh.
Shoppers research before they buy. Klaviyo saw product views rise 41% year over year during BFCM 2025 (Klaviyo 2025 BFCM Recap). More than half of shoppers say they plan to use AI assistants to compare products and summarize reviews this season (Klaviyo, 2025). Reviews are now a trust signal that shoppers and AI both read when deciding which brands make the shortlist.
Planning to use Klaviyoâs AI tools through peak? See Klaviyo's guide to Composer for BFCM.
At BFCM, review volume peaks and buying decisions happen fastest, so review data has its shortest shelf life. Brands that act on it in the moment turn one-time buyers into repeat customers.
A Klaviyo profile is only as good as the data that feeds it. Most brands feed it order history, so the follow-up email reads like it was written for a stranger. The thing that would make that email land, what the customer thought of the product, sits unused in a separate reviews tool.
Every review a customer has ever written lands on their Klaviyo profile, built on Klaviyo custom objects, so you can segment and act on what they told you. Every campaign you already run gets smarter:
Picture a brand going into BFCM. Thousands of orders land over the weekend. Review invites go out automatically through its existing Klaviyo flows, and within days thousands of reviews flow back, each one landing on the customer's Klaviyo profile as structured data.
By January, that brand has a full picture to work from. It can segment its highest-value advocates, re-engage customers who loved a product but haven't returned, and personalize every send with what people actually said. The BFCM review surge becomes the engine for Q1.
Merchant story: Care Food Co, a food and beverage brand using REVIEWS.io and Klaviyo to automate review collection, with 3 to 4 new customers per day and an average order value of about AUD $211. â
Black Friday weekend runs November 27 to 30, 2026. Brands that put their review data to work now carry the momentum into next year.
If you already run REVIEWS.io and Klaviyo, get these flows live before peak. Already connected? Reconnect the integration to turn on custom objects. If you run one, let's talk about adding the other.
Connect REVIEWS.io to Klaviyo and every review a customer writes lands on their Klaviyo profile as structured data, so you can segment and personalise campaigns and flows by what they actually said.
Yes, with REVIEWS.io connected, Composer can build segments from a plain-language request, such as everyone who left a positive review in the last 30 days or customers whose most recent review was negative.
BFCM brings the yearâs biggest spike in orders and reviews, and with Klaviyo seeing product views rise 41% year over year during BFCM 2025, reviews are a key trust signal while buying decisions happen at their fastest.
Reviews collected over BFCM let you segment your happiest customers into advocates, win back shoppers who loved a product but havenât returned, and reach unhappy customers before they churn.
