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.

This tool can be found in the Sitewide Analytics section, under Benchmarking tools.

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 in the previous year (November 29, 2024) matched to the most recent Black Friday (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