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We’ve tracked hundreds of deals, tested thousands of products, and analyzed what you actually buy. After five years of covering Black Friday and Cyber Monday at The Quality Edit, a few patterns have become crystal clear. BFCM isn’t just about a shopping weekend anymore. It’s the most strategic time of year to upgrade your everyday essentials, invest in the pieces you’ve been eyeing, and make those big-ticket purchases really count.
This year, we’re breaking down the five trends we’ve tracked over the last few years. Consider this your cheat sheet to scoring the smartest deals of 2025.
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It’s The Best Time Of Year To Buy Jewelry – Especially This Year
Year after year, fine jewelry is one of the most shopped categories on The Quality Edit during BFCM. Last year, jewelry brands made up a large amount of total purchases, despite representing a smaller share of the guide. As for the promotions, this year might be the strongest year yet… maybe ever. Many fine jewelry brands are already signaling price increases for 2026 due to rising gold costs. Others, like Kinn, have announced they’re pulling back from seasonal promotions entirely. If you’ve been thinking about investing in a signature piece, this is the moment.
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Alexandra Beth Fine Jewelry
Classic Diamond Tennis Bracelet
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Stock Up On The Beauty Essentials You Use Every Day
Your BFCM clicks tell the same story every year: everyday beauty staples drive some of the highest click rates across the entire guide. In fact, the most purchased products last year include a number of daily drivers: your daily SPF, your go-to serum, your can’t-live-without mascara. When these bestselling staples go on sale, TQE shoppers stock up.
If you’re all about that natural, radiant skin, ILIA Super Serum Skin Tint is a total game-changer. This multitasking serum combines skincare and makeup in one, with SPF 40 to protect your skin while giving you a smooth, dewy finish. Packed with clean ingredients like squalane, niacinamide, and aloe vera, it hydrates and brightens without feeling heavy. Perfect for the clean girl look, it creates that effortlessly flawless base, letting your skin shine through while still offering light coverage.
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Want A Beauty Device Or Tool? Buy It Now.
Beauty and wellness devices always perform well during BFCM, but here’s the key point: their conversion rates skyrocket compared to the rest of the year. Devices sit in carts for months (sometimes longer) as “maybe later” purchases, but steep holiday discounts push hesitant shoppers over the line. If you’ve been watching prices on LYMA, Omnilux, Hyperice, or PMD, the trend is clearly in your favor: BFCM is when people finally pull the trigger.
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New Year, New You Actually Starts In November
Despite the cultural narrative that “New Year, New You” starts in January, our data shows the opposite: wellness purchases spike during Black Friday. Supplements, sleep products, and oral care (especially oral care!) consistently outperform expectations. Last year, oral care brands made up some of the most clicked and highest-converting products. We see a clear pattern: shoppers use BFCM to reset, restock, and prep for the new year ahead, well before the calendar flips.
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All Year Is For Dupes – BFCM Is When Shoppers Buy The Real Thing
While “dupe culture” dominates TikTok year-round, our BFCM data tells a very different story: shoppers overwhelmingly choose the originals when the real thing finally goes on sale. Last year, premium basics and investment wardrobe pieces were some of the most shopped deals across the guide. Items like Jenni Kayne cashmere, LESET basics, Freja New York bags, and 437 workout sets consistently outperform lower-priced alternatives during this week. Translation? TQE readers love a deal, but they love quality more. When the best-in-class pieces drop to their best prices, people buy with confidence.
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Want the full list of 300+ deals? Dive into our complete BFCM Guide.
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