Key takeaways
- Start 8 to 10 weeks out. Stock and email list growth take time.
- Choose offers that protect margin: bundles, tiers or gifts.
- Test checkout, speed and discounts before the big day.
Week-by-week plan
8 to 10 weeks out: plan
Pick your offer, forecast stock, order inventory and packaging, and set a budget.
6 weeks out: grow your list
Run a waitlist or early-access signup. Email and SMS subscribers are your cheapest peak-season traffic.
4 weeks out: build
Create discount codes and automatic discounts (see how to create discount codes on Shopify), landing pages and gift guides.
2 weeks out: test
Place test orders, check mobile speed, confirm shipping cut-off dates and set up abandoned cart emails.
Black Friday week: launch
Email early access first, then go public. Watch stock and support inbox hourly.
After Cyber Monday: retain
Send thank-you emails, ask for reviews and plan a January re-engagement offer.
Offer ideas that protect margin
| Offer | Best for |
|---|---|
| Tiered discount (spend more, save more) | Raising average order value |
| Bundles | Moving slower stock alongside bestsellers |
| Free gift with purchase | Brands that avoid sitewide discounts |
| Early access for subscribers | Growing your email list before the sale |
Technical checklist
- Remove apps and scripts you do not use; they slow your store.
- Check every discount code works and stacks the way you intend.
- Make sure delivery estimates and return policies are clear.
- Prepare saved replies for common support questions.
Hosted platforms like Shopify handle peak traffic for you, which removes one big risk. For a general pre-launch check, use our online store launch checklist, and see why peak season keeps starting earlier in our ecommerce trends for 2027.
Frequently asked questions
When should I start preparing for Black Friday?
Ideally 8 to 10 weeks before, so you have time to order stock, build your email list and test your site. Many shoppers now start looking at deals in early November.
Should every store discount on Black Friday?
No. Deep discounts can hurt margin and brand. Bundles, gifts with purchase or early access for subscribers can work just as well.
What is the biggest Black Friday mistake?
Running out of stock or having the site slow down under traffic. Both waste the marketing you paid for.