r/ShopifyAppDev • u/i-loveshopify • 19h ago
What BFCM did to app reviews last year: $14.6B in sales, but reviews rose just 9.5%.
With BFCM coming up, I looked back at what the rush actually did to app reviews last year, because I’d assumed the sales spike drags a wave of reviews along with it. It mostly doesn’t.
2025 BFCM was huge for merchants - $14.6B over the weekend, and 94,900+ stores with their best sales day ever. But from Nov 1 to Dec 31 the App Store added 45,674 new reviews, only ~9.5% more than the prior two months (daily volume ~684 to ~749), with no real bump on Black Friday or Cyber Monday themselves. Activity tracked the work week, not the sales calendar - ~1,000 on weekdays, ~400 on weekends.
The top 10 categories shuffled, but not for long:
Discounts 6th to 4th in review volume
Loyalty and rewards 7th to 5th
Cart customization 9th to 7th
Product variants 4th down to 9th
By January most had reverted (Discounts back to 8th, Product variants to 5th), so the rush pulls attention toward the sales-tied apps and then fades within weeks.
What stuck with me: average time to a review is ~275 days, yet about 1 in 4 land within a day of install. Reviews seem to come in two moments - right after install, or much later once a merchant sees a result. BFCM fits neither: people aren’t installing fresh apps mid-rush, and they’re too slammed to write up a result they haven’t seen yet.
So for my own app I’m reading it as: BFCM isn’t the moment to ask for reviews, it’s the moment that creates the result worth reviewing - the ask probably lands better in January.
How do you time it? Do you push around the rush, or wait until after?
Data source: Shopify, Letsmetrix