How to prepare your Shopify store for Black Friday 2025: complete checklist

Black Friday Cyber Monday or BFCM is a huge opportunity for Shopify stores. We are not just hyping it, research show: 

• In 2024, Shopify merchants had a record-breaking BFCM, bringing in a massive $11.5 billion in sales. 
• Also, a staggering 67,000 stores saw their best sales day ever, and mobile orders jumped by over 30%.

See, you don't need to switch a lot of apps or hire more people to make the most of it. In this guide, we’ll provide a comprehensive checklist you can use as a planner and answer all your burning questions.

Let’s take a look.

Month-by-month BFCM prep timeline

You can't just throw together a plan at the last minute for Black Friday and Cyber Monday and expect it to work. It may give you a few sales, but you need to start preparing strategically a few months ahead of time. That way you can get the best results.

Here’s a timeline for a successful BFCM 2025.

1. September: Strategic planning – laying the foundation for Success

September is the month for deep analysis and strategic decision-making. When you get this right, it’ll guide all your subsequent efforts.

a) Analyze last year’s sales data and identify winning products

Begin by analyzing your BFCM 2024 performance. 

• Which products were top sellers? 
• What were your conversion rates on different product categories? 
• What marketing channels drove the most revenue?
• Find patterns in customer behavior and preferences. 

Check what worked and what didn't last year. Pay close attention to average order value (AOV), customer acquisition cost (CAC), and overall profitability of your BFCM campaigns.

b) Set goals and define main KPIs

Don't just aim for "more sales." Get specific. Are you trying to boost revenue by 30%? Or trying to increase your average order value by $15?

Write these numbers down. These are your North Stars for the next three months.

c) Start brainstorming promotional offers and bundles

Now for the fun part. Sketch out a few irresistible offers like:

• A sitewide discount? 
• Buy-one-get-one-free?
• Exclusive bundles that aren't available any other time of year? 

Pro tip: see what your competitors did last year to make sure your deals are truly competitive.

2. October: Campaign buildout – bringing your strategy to life

October is all about building. You're taking your blueprint from September and turning it into something your customers can see, click, and get excited about.

Here’s what to do.

a) Design Black Friday landing pages and banners

Create dedicated landing pages on your Shopify store specifically for your BFCM offers. These pages should be:

• Visually appealing
• Mobile-responsive
• Clearly highlight your promotions with strong calls to action. 

Design eye-catching banners for your homepage and product pages that direct customers to your BFCM deals. Also, optimize these pages for search engines with relevant keywords.

b) Set up email teasers and SMS signups

Your email and SMS lists are gold. Begin teasing your subscribers with sneak peeks. 

Create a special sign-up form on your site: "Want early access to our BFCM deals? Drop your email here." 

With this, you can build a list of hot leads who can't wait to give you their money.

Also Read: Mastering back-in-stock emails and notifications in Shopify

c) Plan out advertising budget and channels

Decide how much you're willing to invest in ads and where you'll spend it. Facebook? Instagram? TikTok? Google? Plan your campaigns, design your ad creative, and get your target audiences locked in. 

Remember to set aside a chunk of that budget for retargeting.

3. November: Final checks and launch – ensuring a smooth and successful weekend

This is it. The final stretch. November is all about testing, double-checking, and making sure all systems are a go for launch.

a) Test website speed and mobile experience

Your site needs to be fast and flawless, especially on mobile. Use Google's PageSpeed Insights to find any slowdowns. Then, grab your phone and go through the entire process of buying something from your own store. Check:

• Is it easy? 
• Is it intuitive? 

Fix anything that feels clunky.

b) Stock inventory, confirm fulfillment plans

Do you have enough of your bestseller to survive the rush? Confirm your inventory levels now. Have a chat with your fulfillment team. Are they ready for a flood of orders? 

On the customer service side, make sure your team is prepped for the common questions about shipping, returns, and discount codes.

c) Prep customer support and chatbots

Don't leave things to chance. Schedule your final promotional emails, your SMS campaigns, and your social media posts to go live at the exact right moments. Flip the switch on your retargeting ads. 

Then, take a deep breath. You've got this.

Schedule Final Promo Emails and Retargeting Ads

Schedule your main BFCM promotional emails to go out at strategic times, including early access for VIP customers and general announcements. 

Activate your retargeting ad campaigns to re-engage potential customers who have shown interest in your products. Also, monitor your email deliverability and ad performance closely. 

The master preparation checklist for BFCM 2025

Here’s a deep dive into every moving part. Use this to check things off as you go.

1. Website and tech

• Ensure site speed and uptime: Nobody waits for a slow page, especially during BFCM. A one-second delay can tank your conversions. In fact, 40% of shoppers may leave your site if it takes more than 3 seconds to load.
• Run mobile-friendly and usability tests: Use Google's Mobile-Friendly Test tool and manually browse your site on various mobile devices. You don’t want to miss out the 30% of users shopping on mobile devices!
• Set up backups for your store: Regularly back up your entire Shopify store (including themes, apps, and data) to prevent data loss in case of any unforeseen issues. Industry estimates put the cost of e-commerce downtime at over $300 per minute for small to medium businesses.
• Review and optimize checkout flow: The fewer clicks to purchase, the better. Offer guest checkout. Get rid of unnecessary fields. Make it fast and simple.
• Prepare contingency plans for traffic spikes: What if your site goes viral? Talk to your host or have a plan to manage massive traffic spikes.

2. Marketing and campaigns

• Launch countdown timers and urgency banners: Implement countdown timers on your product pages and BFCM landing pages to create a sense of urgency.
• Schedule all promo emails and SMS blasts: Plan and schedule all your BFCM email marketing campaigns and SMS messages in advance. According to Klaviyo's BFCM 2024 report, email and SMS marketing drove more than $2 billion in online revenue for their customers. Segment your audience for personalized messaging and clear calls to action. 
• Prepare unique offer codes and landing pages: Create unique discount codes for your BFCM promotions and make sure they are correctly configured in Shopify. Each major promotion should have its own dedicated landing page that clearly outlines the offer and directs customers to relevant products.
• Set up abandoned cart reminders: Ensure your abandoned cart email reminders are active and optimized for BFCM. 
• Plan influencer outreach and social media pushes: If you're collaborating with influencers, finalize agreements and confirm content is scheduled to go live during the BFCM period. Plan your social media content calendar with posts highlighting your deals. Give social media contests or giveaways a try.

3. Product and inventory

• Confirm stock levels and reorder if needed: The cost of a stockout is huge. A 2024 study by IHL Group found that retailers worldwide miss out on over $1 trillion in sales due to out-of-stocks. Conduct a final inventory audit and place any necessary reorders well in advance of BFCM. Check with suppliers about their lead times and potential delays.
• Turn 'Sold Out' into a sales opportunity: Your bestsellers will sell out. It's a fact of BFCM. Don't just show a dead end. Use an app like STOQ to automatically replace your 'Sold Out' button with a 'Notify Me When Available' form. For items you know are coming back soon, you can even use STOQ to set up preorders and keep the sales rolling in.
• Double-check product descriptions and images: Check if all your product descriptions are accurate, compelling, and optimized with relevant keywords. Verify that your product images are high-quality and showcase your products effectively.
• Bundle low-movers with bestsellers as special deals: Create attractive product bundles that pair your popular items with slower-selling products to increase overall sales and reduce stagnant inventory. 

Also Read: How STOQ Became One of the Top 25 “Built for Shopify” Apps

4. Fulfillment and customer support

• Communicate with vendors about potential delays: Quickly check with your shipping carriers and fulfillment partners about the expected increase in volume and any potential delays during BFCM. Set realistic shipping expectations for your customers.
• Enable real-time order tracking: Confirm your customers can easily track their orders in real-time. Provide clear instructions on how to access tracking information.
• Train support team including canned responses for FAQs and returns: Equip your customer support team with comprehensive information about your BFCM promotions, shipping policies, and return procedures. Prepare canned responses for frequently asked questions to ensure efficient and consistent support.
• Clearly communicate return and exchange policies: Make your return and exchange policies easily accessible on your website, especially during the BFCM period. Consider extending your return window to provide customers with more confidence in their purchases.

5. Analytics

• Set up dashboards to track real-time performance: Configure your Shopify analytics and any other relevant tools like Google Analytics to track key metrics in real-time during BFCM. Set up custom dashboards to monitor sales, traffic, conversion rates, and marketing campaign performance.
• Tag all links for campaign tracking: Use UTM parameters to tag all links in your email campaigns, social media posts, and advertisements. You’ll be able to accurately track the performance of each marketing channel and campaign.
• Plan post-sale follow-ups for reviews and customer feedback: Develop a strategy for following up with customers after BFCM to request product reviews and gather feedback on their shopping experience. 

6. Advanced AI and mobile optimization

• Integrate product recommenders and personalized offers using AI apps: Explore Shopify apps that leverage AI to provide personalized product recommendations on your website and in your email marketing. Implement dynamic content that tailors offers to individual customer preferences based on their browsing history and purchase behavior.
• Test live chatbots or virtual assistants for support: A 2025 report from Juniper Research predicts that chatbots will save businesses $11 billion annually in customer support costs. So, consider implementing a live chatbot or virtual assistant powered by AI to provide instant support to customers during BFCM. These tools can handle common inquiries and free up your human support team to address more complex issues.
• Focus on fast, secure mobile checkout: Apple Pay, Google Pay, etc.: make sure your mobile checkout process is fast and secure. Offer convenient mobile payment options like Apple Pay and Google Pay to streamline the purchasing experience for mobile users and reduce friction.

FAQs about BFCM 2025

When exactly should I start preparing for Black Friday 2025?

The sooner, the better. Ideally, you should begin strategic planning no later than September. October should be dedicated to campaign buildout, and November for final checks and launch preparations.

What are the most effective marketing channels for Black Friday? 

High-impact ones: email, SMS, and retargeted ads. Paid socials like Facebook, Instagram, and TikTok work well if you already use them. Keep creative simple and mobile-friendly

What types of promotions work best for Black Friday?

There’s no single magic bullet, but a mix is powerful. A simple sitewide discount  like 25% off is your main draw. Then, layer in exciting product bundles, a free gift with orders over $100, and maybe a few "flash sales" on specific products for very limited times to create huge urgency.

How do I handle inventory challenges during Black Friday? 

Use data to forecast demand. Restock top sellers early. Create bundles to move slow inventory. Use back-in-stock notifications or preorders to capture buyers even if items are temporarily out of stock.

How can AI tools enhance my Black Friday preparation?

AI-powered tools can help with product recommendations, personalized email marketing, chatbot support, and even dynamic pricing adjustments. It can automate the personalization that you don't have time to do manually.

How to effectively follow up after Black Friday?

Send a thank-you email. A week later, ask for a review. Segment all those new customers you acquired and put them into a special email flow to turn them into repeat buyers. The goal isn't just to have a great BFCM, but to use BFCM to build a bigger, more loyal customer base for the year ahead.