Over the past year, Roblox has become harder for brands to ignore - not because it has resolved the challenges of digital commerce, but because of the scale at which younger consumers already use it. The platform now reaches 151 million daily active users who spend close to three hours a day inside its experiences, which will equate to more than 88 billion hours of engagement in 2025.
AI is becoming central to how people shop, and the holiday shopping season is no longer confined to Black Friday and Cyber Monday but is spreading across a longer, more dynamic calendar. Those are two of the findings from Klaviyo's " 2025 Black Friday Cyber Monday (BFCM) Forecast " (registration required), a global study of 7,000 consumers. While Black Friday and Cyber Monday remain the biggest moment of the year for brands, they're no longer the only ones that matter.