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Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits in United States

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Cost Per Purchase for Wine and Spirits in United States

October 2024 - October 2025

Insights

Detailed observation of presented data

Facebook Ads cost-per-purchase benchmarks: Wine and Spirits in the United States

This analysis looks at cost-per-purchase trends for industry Wine and Spirits and target country United States compared to the global trend. The analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

Key takeaways

  • Overall level: The United States Wine and Spirits cost-per-purchase (CPP) averaged $52.86, about 7.3% above the global baseline ($49.24) — above market overall.
  • Seasonality: CPP was elevated in Q4 2024 (Oct–Dec) and eased into mid-2025, aligning with typical holiday-season inflation in costs. The global baseline peaked in February, while the selected data showed a deeper summer trough.
  • Volatility: Selected data showed higher month-to-month volatility (average absolute MoM change ≈ $7.79 or 16.5%) versus the baseline’s steadier pattern (≈ $2.24 or 4.7%).
  • Trend direction: From October 2024 to August 2025, selected CPP fell 45.9%, while the global baseline slipped just 2.1%.
  • Relative positioning by period: Above market from October–March; below market from April–August.

Selected data overview (Wine and Spirits, United States)

  • Average CPP: $52.86 across 11 months.
  • High/low:
  • High: $78.89 in October 2024.
  • Low: $29.24 in July 2025.
  • Range: $49.64 (wide dispersion).
  • Trend:
  • First to last month: $78.89 (Oct 2024) to $42.72 (Aug 2025), a -45.9% change.
  • Notable movements:
  • Sharp drop Mar→Apr 2025: -29.4% ($16.61).
  • Trough in July 2025: $29.24.
  • Strong rebound Jul→Aug 2025: +46.1% (+$13.48).
  • Volatility: Average absolute month-to-month movement ≈ $7.79 (16.5%), indicating a more turbulent CPP path than the market.

Comparison to the global baseline

  • Baseline average CPP: $49.24 (Oct 2024–Aug 2025).
  • Baseline high/low:
  • High: $53.89 in February 2025.
  • Low: $43.19 in November 2024.
  • Range: $10.69 (much tighter than the selected data).
  • Baseline trend: From $46.67 (Oct 2024) to $45.69 (Aug 2025), a modest -2.1% change, reflecting relative stability.
  • Relative positioning by month:
  • Above market: Oct–Mar (e.g., Oct: $78.89 vs $46.67; Nov: $69.00 vs $43.19; Dec: $68.40 vs $51.53).
  • Below market: Apr–Aug (e.g., Apr: $39.98 vs $51.57; Jul: $29.24 vs $46.21; Aug: $42.72 vs $45.69).
  • Volatility gap: Selected series exhibited roughly 3.5x the average absolute percent change of the baseline (16.5% vs 4.7%), with larger spikes and deeper dips.

Seasonality and pattern highlights

  • Q4 elevation: Costs were markedly higher in October–December, consistent with holiday-driven auction pressure.
  • Early-year firmness: The global trend crested in February, while Wine and Spirits in the United States remained elevated but began easing by March.
  • Summer softness: A pronounced dip in June–July in the selected data, followed by a sharp August bounce, contrasted with the baseline’s relatively steady summer levels.

Understanding cost-per-purchase benchmarks on Facebook Ads in industry Wine and Spirits and United States helps advertisers make more efficient budget and creative choices.

Understanding the Data

Insights & analysis of Facebook advertising costs

Facebook advertising costs vary based on many factors including industry, target audience, ad placement, and campaign objectives. In the Wine and Spirits industry, Facebook ad costs can be influenced by seasonal trends and market competition. For campaigns targeting United States, advertisers often face higher costs due to high competition and purchasing power. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.

Why we use median instead of average

We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.

Key Factors Affecting Facebook Ad Costs

  • Competition within your selected industry and audience demographics
  • Ad quality and relevance score – higher quality ads can lower costs
  • Campaign objective and bid strategy
  • Timing and seasonality – costs often increase during holiday periods
  • Ad placement (News Feed, Instagram, Audience Network, etc.)

Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.

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The data behind the benchmarks

All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.

This dataset updates frequently as new ad data flows in. It will only get bigger and better.

United States Advertising Landscape

National Holidays

Jan 1New Year's Day
Jan 20Martin Luther King Jr. Day
Feb 17Presidents' Day
May 26Memorial Day
Jun 19Juneteenth
Jul 4Independence Day
Sep 1Labor Day
Oct 13Columbus Day
Nov 11Veterans Day
Nov 27Thanksgiving Day
Dec 25Christmas Day

Key Shopping Season

Late November (Thanksgiving & Black Friday weekend), December (Christmas), Back-to-school (July–September), Summer travel season (Memorial Day onwards)

Potential Advertising Impact

CPM and CPC might rise around major holidays like Memorial Day, Independence Day, and Labor Day, especially in travel and entertainment. Black Friday/Thanksgiving weekend triggers massive spikes in retail ad competition. December ad demand typically peaks—retail campaigns require significantly higher budgets. Back-to-school promotions drive increased competition. Juneteenth may see regional engagement rise.

What's a healthy cost per purchase for ecommerce brands?

It depends on your product price and margins. Most brands aim for $10 to $50. For higher-ticket products, a higher CPA may be acceptable as long as you're maintaining a strong return on ad spend.

How does product price impact CPA benchmarks?

Higher-priced products typically have a higher CPA because people take longer to convert. That's not necessarily a problem if your margin can support it. You should measure CPA in context with AOV and LTV.

Why are my purchase costs going up despite stable ROAS?

Your AOV may be increasing, which helps maintain ROAS even if CPA rises. You could also be facing higher CPMs, lower conversion rates, or creative fatigue.

Should I use manual bidding to control CPA more effectively?

Manual bidding can help if you're struggling to stay within target CPA. It's best used by experienced advertisers who can monitor performance and adjust regularly. It gives more control, but also requires more effort.

How do I scale spend without letting CPA skyrocket?

Increase budget gradually, rotate creative often, and avoid overlapping audiences. Scaling too quickly can lead to audience saturation and rising CPAs.

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