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Your revenue is the number of orders multiplied by the average order value (AOV). On Black Friday, getting more orders is hard and expensive, because every store is paying for the same traffic. Raising AOV is the cheaper lever. You earn more from shoppers who are already buying.
Bundles are one of the most direct ways to do this. Over BFCM weekend 2025, 22% of orders in MBC Bundles stores included a bundle, up from 14% in a normal week. The average bundle order grew from $116 to $140.
Key takeaways
- Free-gift bundles had the highest value per order: $151.
- Gift boxes (Mix and Match) beat fixed sets by 31% per order.
- Deep discounts did not make orders bigger.
- The bundle must be on the product page, where the shopper decides.
Which bundles raise order value most
We compared the average order value of each type of bundle over BFCM weekend. Free-gift bundles came first at $151 per order, followed by gift boxes (Mix and Match) at $105, quantity tiers at $86 and fixed sets at $80.
The ranking makes sense. A free item makes the shopper add more to reach it. A gift box asks the shopper to pick several items. A fixed set offers one choice, so it only works when that choice is right.
Tactic 1. Offer a free gift for buying more
"Buy 2, get 1 free" feels bigger than the same money off. It also sets a clear target: the shopper adds a second item to unlock the gift. Choose a lower-cost item as the gift, like a travel size or a best-selling add-on. That keeps your real discount small.
In this example, the shopper pays $72 for $88 of products. The real discount is 18%, but the offer reads as "free".
📖 Read our help center guide: How to create BOGO offers?Â
Tactic 2. Let shoppers build a gift box
Holiday shoppers often buy for several people. A Mix and Match gift box lets them pick any three items from a collection. The minimum quantity sets the order size for you.
Set the minimum at three. Turn on optional products so shoppers can add a fourth. Use one clear discount, like 20% off the box.
📖 Read our help center guide: How to create Mix and Match offers
Tactic 3. Add quantity tiers to repeat buys
For products people use up, like soap, candles or coffee, the shopper is not asking "should I buy?". They are asking "how many?". Quantity tiers answer that question and move them to a bigger number.
Use three tiers. Make the middle one the obvious choice and label it. Most shoppers pick the labelled tier.
Tactic 4. Show bundles where shoppers decide
A bundle on its own page only reaches shoppers who find that page. Put the widget on your product pages, below the main Add to cart button. Start with your top ten products by traffic.
Tactic 5. Do not discount your way to bigger orders
A deeper discount does not create a bigger order. In our 2025 data, bundles at 25% off or more earned less per bundle than bundles under 25%. The value per order did not rise with the discount either. What makes a basket bigger is the structure of the offer, not the size of the cut.
How to measure it: Before Black Friday, write down your normal AOV and the share of orders with a bundle. During BFCM, check both every day. If the bundle share is flat, your offer is not visible enough. If it rises but AOV does not, your bundle is too small.
Want help building your Black Friday bundles?
Our team will look at your products and set up your BFCM offers with you. Open MBC Bundles and start a live chat, or email support@mbc-bundles.com.
Methodology and sources
MBC Bundles data: bundle-attributed orders across MBC Bundles stores, converted to USD at the time of order. BFCM weekend = November 28 to December 1, 2025. Where we compare types of stores or bundles, we exclude the three largest stores so that no single store skews the result, or we use the median. Results vary by catalogue, traffic and offer.
External sources: Adobe Analytics, 2024 holiday season and Cyber Week online spending reports (adobe.com). Shopify, BFCM 2024 merchant results (shopify.com/news). National Retail Federation, Thanksgiving weekend 2024 shopping survey (nrf.com). Baymard Institute, cart abandonment rate statistics (baymard.com/lists/cart-abandonment-rate).
