In our previous post, 10 Winning BFCM Strategies for Shopify Merchants in 2025, we covered the big-picture tactics to help you plan a profitable Black Friday Cyber Monday. From starting early and optimizing your store to building hype with email, SMS, and influencers, those strategies gave you the blueprint for BFCM success.
Now it’s time to put that plan into action.
This article gives you the ultimate BFCM checklist—a practical, step-by-step guide so you can turn strategy into execution without missing a single detail.
Whether you’re finalizing your offers, scheduling campaigns, or stress-testing your store, this checklist will help you stay organized, avoid last-minute chaos, and make the most of the biggest shopping weekend of the year.
When to Start: A BFCM Prep Timeline
If there’s one thing we learned over the years of helping Shopify merchants, it’s this: early prep wins the game.
BFCM weekend moves fast, and last-minute campaigns often lead to missed opportunities—or worse, website meltdowns when traffic surges. That’s why successful Shopify merchants work backwards from BFCM weekend, breaking prep into phases so nothing slips through the cracks.
Here’s a suggested timeline to keep you on track:
8–12 Weeks Before BFCM: Planning & Strategy
- Analyze last year’s sales data and customer behavior
- Forecast inventory needs for bestsellers and seasonal products
- Map out your BFCM goals: revenue, AOV, conversion rate targets
- Decide on discount structures, bundles, and limited-edition products
6–8 Weeks Before BFCM: Store & Inventory Prep
- Optimize your store for speed, mobile, and checkout experience
- Stress-test your Shopify store for traffic readiness
- Order inventory and packaging supplies to avoid stockouts
- Install or update apps for cart recovery, product personalization, and upsells
4–6 Weeks Before BFCM: Marketing Campaign Setup
- Draft email and SMS campaigns with teaser offers and countdowns
- Schedule social media content and influencer collaborations
- Set up retargeting ads for warm leads and past customers
- Create graphics, banners, and pop-ups for promotions
2–4 Weeks Before BFCM: Testing & Final Prep
- QA your entire store: checkout, discount codes, and mobile UX
- Test ad creatives, email flows, and pop-ups for functionality
- Prepare FAQs, chatbots, and customer service scripts
- Confirm shipping timelines and fulfillment capacity
BFCM Week: Execution & Monitoring
- Launch campaigns according to your marketing calendar
- Monitor site speed, ad performance, and customer support channels in real-time
- Stay flexible to adjust budgets or creatives based on what’s working
Post-BFCM: Retention & Review
- Send thank-you emails and loyalty offers to first-time buyers
- Review performance metrics: sales, AOV, conversion rates, ad ROAS
- Document lessons learned to improve for next year
The Ultimate BFCM Checklist for Shopify Merchants
You’ve got the timeline—now it’s time to turn strategy into action.
This checklist breaks everything down into clear, actionable steps so you can move through BFCM prep with confidence. Whether you’re optimizing your store, planning irresistible deals, or setting up marketing campaigns, use this as your master to-do list to ensure nothing slips through the cracks before the big weekend.
A. Early Planning & Data Prep
Before you dive into discounts and ad campaigns, start with the foundation: data and strategy. This phase—ideally 8–12 weeks before BFCM—sets the tone for everything that follows.
Here’s what to tackle first:
- Analyze Last Year’s Performance
Review sales data, traffic sources, and conversion rates from last BFCM (or other big campaigns if BFCM is new to you). Look for:- Best-selling products
- Channels that drove the most revenue
- Drop-off points in the funnel (e.g., cart abandonment, slow mobile checkout)
- Set Clear Goals for 2025
Decide what success looks like: revenue targets, AOV increases, conversion rate improvements, or new customer acquisition goals. Having concrete numbers will guide your offers and campaigns. - Forecast Inventory Needs
Use past sales data plus seasonal trends to estimate how much stock you’ll need—especially for bestsellers and limited-edition products. Running out of inventory mid-sale = lost revenue. - Map Out Your BFCM Marketing Calendar
Plan campaign dates for teaser emails, VIP access offers, flash sales, and last-chance reminders. This keeps your messaging consistent and avoids scrambling during the big weekend. - Decide on Discounts & Offers
Will you use tiered discounts, bundles, free shipping thresholds, or limited-edition products? Finalize the structure early so marketing and store setup teams can prepare everything in time.
Pro Tip: Create a simple BFCM planning doc or spreadsheet to track tasks, deadlines, and responsibilities. It will save you countless headaches as the big weekend approaches.
B. Store Optimization
With your planning and offers in place, the next step is to make sure your Shopify store is ready to handle heavy traffic, fast checkouts, and mobile shoppers without a hitch. This phase usually starts 6–8 weeks before BFCM so you have time to fix issues before launch.
Here’s your checklist for store optimization:
- Audit Site Speed
- Use tools like Google PageSpeed Insights to test load times.
- Compress images and videos without sacrificing quality.
- Remove unused apps or scripts that slow down your site.
- Ensure Mobile-Friendliness
- Use a responsive Shopify theme (Online Store 2.0 themes are typically faster and more flexible).
- Simplify navigation for small screens—fewer clicks, bigger buttons, and easy search.
- Offer mobile-friendly payment methods like Shop Pay, Apple Pay, or Google Pay for one-tap checkout.
- Test Your Checkout Process
- Create test orders to ensure discount codes, shipping rates, and payment gateways work correctly.
- Enable Shopify’s abandoned cart recovery emails for lost sales.
- Check for guest checkout options to reduce friction for first-time buyers.
- Stress-Test for High Traffic
- If possible, use third-party tools to simulate traffic spikes.
- Prepare a backup plan: have customer support or IT contacts ready in case something breaks during the sale.
- Install or Update Essential Apps
- Upsell and cross-sell apps for boosting AOV.
- Product personalization apps (like Easify Product Options).
- Email/SMS automation tools for abandoned carts and post-purchase follow-ups.
Pro Tip: It’s a good idea to create a staging version of their store to test speed, checkout, and campaigns without risking the live site.
C. Product Customization & Offers
Once your store is ready, it’s time to focus on what you’re selling and how you’re selling it. Shoppers expect great deals on BFCM, but personalization and creativity can make your offers truly irresistible.
Here’s your checklist for creating high-converting offers:
- Add Product Personalization Options
- Use tools like Easify Product Options to let shoppers customize products with names, colors, or gift messages.
- Offer real-time previews so customers can see their customizations before checkout.
- Set up conditional logic for a clean, user-friendly customization experience (e.g., only show engraving options if “Add Personalization” is selected).
- Create Tiered Discounts & Bundles
- Encourage bigger carts with tiered discounts (e.g., 10% off $50+, 20% off $100+).
- Build product bundles like “Buy 2, Get 1 Free” or “Create Your Own Gift Set” for higher AOV.
- Plan Limited-Time & Scarcity Offers
- Flash sales with countdown timers create urgency.
- Limited-edition products available only during BFCM drive exclusivity.
- Early-bird deals for VIP customers or email subscribers reward loyalty and build anticipation.
- Highlight Offers Across Your Store
- Use banners, pop-ups, and product page callouts to make deals visible at every step.
- Add free shipping thresholds (“Spend $75 for Free Shipping”) to increase average order value.
- Test Discount Codes in Advance
- Run test orders to make sure codes apply correctly.
- Check Shopify’s automatic discounts feature if you want deals to trigger without manual code entry.
Pro Tip: Bundle customization + discounts for maximum impact: e.g., “Get 20% off all personalized gift sets this weekend only.”
D. Marketing & Hype Building
Even the best offers won’t convert if shoppers don’t know about them. That’s why your BFCM marketing campaigns need to start early, run across multiple channels, and build excitement long before the big weekend.
Here’s your checklist to maximize reach and engagement:
- Plan Your Email & SMS Campaigns
- Start with teaser emails/SMS to announce sale dates and build anticipation.
- Create VIP early-access offers for subscribers or loyal customers to drive early conversions.
- Use countdown timers and last-chance messages to create urgency as BFCM weekend progresses.
- Schedule everything in advance so you’re not scrambling on launch day.
- Set Up Retargeting Ads
- Build custom audiences of past visitors, cart abandoners, and social media engagers.
- Use dynamic product ads to show shoppers the exact items they viewed or added to cart.
- Run urgency-based ads (“Sale Ends Tonight!”) to convert warm leads before time runs out.
- Leverage Influencers & Affiliates
- Partner with micro-influencers for niche audiences with high engagement rates.
- Provide unique discount codes or early-access links for their followers.
- Share ready-to-use visuals and messaging to make it easy for partners to promote your offers.
- Track performance with affiliate links or codes so you can reward top performers and learn what works for next time.
- Repurpose Content Across Channels
- Use influencer content in retargeting ads for extra credibility.
- Share user-generated content (UGC) like unboxing videos or product reviews on social media and email.
- Keep messaging consistent across email, SMS, ads, and social for a cohesive brand presence.
Pro Tip: Start outreach with influencers and affiliates at least a month before BFCM so they have time to create and schedule content ahead of the rush.
E. Post-BFCM Retention Plan
BFCM may bring in a flood of new customers, but the real profit comes from turning those one-time buyers into repeat customers. After all, retaining a customer costs far less than acquiring a new one. Here’s how to keep the momentum going after the sales weekend ends:
- Send Thank-You & Follow-Up Emails
- A simple thank-you email shows appreciation and strengthens your brand relationship.
- Include personalized product recommendations or a discount code for their next purchase to encourage repeat sales.
- Launch Loyalty & Referral Programs
- Reward repeat customers with points-based loyalty programs or exclusive perks like free shipping thresholds.
- Offer referral bonuses to turn happy customers into brand advocates who bring in friends and family.
- Segment BFCM Customers for Future Campaigns
- Create segments for first-time buyers, high spenders, or bundle purchasers.
- Tailor future offers to each segment’s purchase behavior for higher engagement and conversions.
- Retarget Post-BFCM Shoppers
- Run retargeting ads promoting complementary products to BFCM buyers.
- Highlight loyalty perks, early access to upcoming sales, or VIP-only products to keep them engaged.
- Collect Feedback & Reviews
- Send post-purchase surveys to learn what worked (and what didn’t).
- Encourage reviews to build social proof for future campaigns.
Pro Tip: Schedule your post-BFCM campaigns in advance so you’re not scrambling right after the sales weekend ends—and so customers don’t feel like you disappeared until next year.
Final Tips for BFCM Success
Preparing for BFCM might feel overwhelming, but with the right strategy, checklist, and timeline, you can turn the busiest shopping weekend of the year into your biggest win.
Here are a few final tips to keep in mind as you gear up for BFCM 2025:
- Start early and stay organized: The merchants who plan months ahead avoid last-minute chaos and see the best results.
- Test everything before launch day: From discount codes to email flows, make sure your entire store runs smoothly before the crowds arrive.
- Focus on customer experience, not just discounts: Fast load times, easy navigation, and excellent customer service often matter more than the size of your discount.
- Think beyond BFCM weekend: Turn first-time buyers into loyal fans with thoughtful follow-up campaigns and rewards programs.
BFCM isn’t just about quick sales—it’s about building momentum that carries into the holiday season and beyond. With this checklist in hand, you’re ready to run a smooth, profitable, and stress-free BFCM campaign that keeps customers coming back long after the deals end.
