Performance Marketing World cover Nest’s market-leading Black Friday 2025 results

Performance Marketing World recently spoke to Nest CGO Luke Jonas regarding our agency’s market-leading Black Friday 2025 results: ‘ Industry reacts to Black Friday 2025’.

According to the publication: “Some brands enjoyed online sales booms courtesy of platforms such as Shopify and Amazon, while high street retailers appear to have struggled due to a lack of consumer spending. Across the pond, data from Adobe Analytics revealed a 9.1% year-on-year (YoY) increase in e-commerce sales in the US this Black Friday compared to last year.”

Luke said: “This BFCM weekend sent a clear message: creative engines win. This year we saw Nest clients run an average of 2–3x more creative assets than last year, directly aligning with Meta’s fundamental shift towards rewarding campaigns with a serious breadth of distinct content. Looking at the same like-for-like set of brands on Meta, when we compare this weekend year-on- year, we saw average revenue rise by 38% year-over-year during the weekend, while adspend increased by 13%.

“The brands that achieved success were those that closed the loop between production and performance, fueling the algorithm with fast tests, high creative volume, and truly distinct concepts, not just minor edits of the same idea. The brands leaning into this creative strategy are shaping the next phase of performance.”

Find out more in the Performance Marketing World feature and read Nest’s full results here.