Black Friday Live Tracker

The Intelligems BFCM Tracker gives brands a real time performance view for Q4. It shows revenue, orders, and price levels at the hourly level and benchmarks performance against last year, a typical-day baseline, and the Intelligems Index.

Holiday Index details

• Index: Our Holiday Index is comprised of more than 1,000+ brands and represents more than $20B in annual GMV. We normalize each brand's performance relative to a 'typical-day' performance. We then average normalized performance relative to typical day to produce our index measurements

• Typical-Day performance: We use average performance from October 1 to October 14, 2025 to establish a typical-day baseline

• 2025 vs. 2024 comparisons: In our charts, we match based on same day relative to holiday, with Black Friday last year (November 29, 2024) matched to Black Friday of this year (November 28, 2025)

  • E.g. Monday November 18, 2024 is matched to Monday, November 17, 2025

Key Metrics

1. Revenue - "How am I pacing vs. last year?"

   • Hourly: Shows total revenue for the day with a comparison to the same hour last year

   • Q4: Shows total revenue Q4-to-date compared to equivalent dates last year

2. Revenue (as % of Typical Full Day) - "How am I pacing vs. a typical day"

   • Hourly: Shows total revenue for the day thus far, divided by revenue for a typical day

     • If you hit a value of 120% by 1 pm, it means you have already exceeded a full normal day of revenue.

   • Q4: Shows average Q4 daily revenue relative to a typical day

     • A value of 120% means that an average Q4 day is +20% above a typical day

3. Index (as % of Typical Full Day) - ""How is the industry pacing vs. a typical day"

   • Hourly: Shows how total revenue for the day divided by a typical day for our index

     • Note - we do some normalization and adjustments, but easiest to explain as an ‘average’

   • Q4: Shows average Q4 daily revenue relative to a typical day for our index

Common comparisons

To assess Black Friday and Cyber Monday performance, there are a few comparisons that you can do:

1. Your performance vs. last year - compare whether you are outperforming last year

2. Your performance vs. your typical day - compare the lift you are able to achieve relative to an ordinary day and whether those achieve expected targets

3. Your % lift vs. Index % lift - compare whether you generated more lift than observed by the index as a whole

4. Index vs. last year - compare whether the market appeared to have larger or smaller than typical levels of lift over the holiday period