A “preparation gap” is emerging in Black Friday Cyber Monday (BFCM) readiness between retailers with the strategies and tools deployed to ensure success varying dramatically based on revenue.
Data from WooCommerce, the platform used by brands including Gymshark and Made.com, shows that larger retailers are investing earlier and more heavily in performance optimisation and payment innovation, while smaller businesses remain focused on traditional inventory-led strategies.
The study, which surveyed 249 merchants alongside 12 certified WooCommerce agencies, found larger retailers are up to four times more likely to offer advanced payment options such as buy now, pay later (BNPL), Apple Pay and Google Pay. Website performance has also overtaken inventory management as the number one strategic priority for peak trading, reflecting the growing importance of speed and reliability during high-traffic periods.
67% of all merchants reported that peak trading accounts for up to half of their annual sales volume, underlining the critical role BFCM plays in the retail calendar.
“We’re seeing a tale of two Black Fridays emerge. Larger merchants are investing in performance optimisation, sophisticated payment options, and long-term preparation strategies, while smaller businesses often focus on traditional approaches like inventory stocking. This gap isn’t just about resources — it’s about awareness and access to the right strategies.”
Tamara Niesen, Chief Marketing Officer, Woo.
The research also highlighted the continued rise of mobile commerce, with nearly 80% of 2024 purchases made on mobile devices, and a growing shift towards subscription models, with 30% of merchants planning subscription offers for BFCM 2025.
Retail Rewired 
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