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Black Friday 2025: $56 Million in Revenue Through Venn Apps

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Black Friday 2025 showed how important mobile apps have become for the way people shop. Across all Venn Apps clients, $56 million in revenue was transacted through mobile apps during the BFCM period.

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We are seeing a clear shift in customer behaviour. For leading fashion, lifestyle and cosmetics brands on Shopify, mobile apps are no longer something extra. They are now a core part of how customers stay connected, shop regularly and feel closer to the brands they love.

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The Year Mobile Took Centre Stage

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2025 has been the year where shopping app adoption grew faster than ever. Customers were not just browsing on their phones. They completed more of their purchases through branded apps because the experience felt faster, smoother and more personal.

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Apps made up 19% of all BFCM revenue across our client base. This figure shows how important they now are in the customer journey. Over the weekend, 381,492 orders were made through Venn-powered apps, with an average order value of $148.

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People who shop through apps tend to act with purpose. They come in ready to explore and ready to buy.

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App Customers Spent 14% More Per Order

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During Black Friday, customers who used mobile apps spent 14% more per order compared to shoppers on mobile web or desktop.

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There are several reasons for this. Apps make buying feel easy and natural. Payment details are stored. Wishlists are easily accessed. Product suggestions feel more relevant. Customers do not feel rushed or distracted, which often leads to larger baskets.

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For brands, the in-app experience removes many of the hurdles that break customer flow. From loyalty features to personalised recommendations, everything works together to guide customers through the journey with confidence.

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$5 Million in Revenue Driven by Push Notifications

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Push notifications played a major role in performance this year. Across all clients, $5 million in revenue came directly from push messages sent through Venn-powered apps.

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Push works because it reaches customers instantly. Delivery rates sit above 90 per cent and open rates remain far higher than email or SMS. When a message lands at the right moment, it brings customers back into the app almost immediately.

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Brands that used meaningful targeting saw the strongest results. Alerts based on wishlists, back-in-stock moments or personalised reminders helped drive quick and intentional traffic during the busiest hours of the weekend.

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Push notifications are becoming more than promotional messages. They help build habits, create urgency and strengthen loyalty over time.

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Top Venn Apps Campaigns That Connected with Customers

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This year’s best campaigns were built around exclusivity and customer connection rather than discounts alone.

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AYBL: Early Sale Access with Lock Screen

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Ahead of their big BFCM sale, AYBL locked both their app and website using the Venn Lock Screen. Customers were told that the app would open first and that they’d need to download it and opt in to push if they wanted to be notified the moment the sale went live.

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When the launch dropped, the app unlocked before the website. AYBL sent a push notification with a password that gave app users exclusive early access. It felt controlled and premium, and it gave their most engaged customers a genuine head start before the rest of the market saw anything.

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ThruDark: Priority Access for the Community

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ThruDark launched their new app during BFCM and used priority access as the main incentive for customers. It gave loyal shoppers a real reason to download and shop early, and it made the community feel seen and appreciated. The approach landed well. Across the BFCM period, an impressive 35% of all revenue flowed through the app, showing how strongly their audience responded to being given first access.

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Astrid & Miyu: Double Points for Extra Value

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Astrid & Miyu used a double points event during BFCM to encourage customers to shop while earning more for the future. It delivered a clear short-term boost in sales while strengthening long-term loyalty.

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The offer felt generous and aligned with how their community prefers to engage, showing how well-timed rewards can make peak events feel more meaningful and more rewarding.

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Technical Performance Became a Real Differentiator

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Speed and stability shaped performance this BFCM. Technical execution mattered more than ever. During peak traffic, even small delays or interruptions can impact conversion, so brands with fast load times and reliable infrastructure saw the strongest results.

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Several Venn brands put their entire BFCM sale through the app, handling tens of thousands of concurrent users at launch. Despite the scale, Venn Apps recorded no downtime and no issues across the full period. Everything stayed fast, stable and responsive, even at peak load.

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The pattern was clear: when the technical foundation holds up under pressure, customers move through the journey without friction and brands see the benefit directly in engagement and revenue.

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Looking Ahead to Black Friday 2026

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Customer acquisition costs continue to rise, which means retention has become the most reliable route to growth. Brands that focus on owned channels and long-term customer relationships will stand out next year.

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Mobile apps sit at the centre of that strategy. They bring together content, community and commerce in one place and give brands full control over the experience

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We are proud to support brands that see mobile as a way to build loyalty, not just to drive transactions.

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Interested in building an app that boosts retention and revenue before Black Friday 2026?

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Book a strategy session with our team and learn how Venn Apps can help you create a seamless mobile experience that turns loyal followers into lifetime customers.