The Ultimate BFCM 2025 Playbook for Shopify Stores

Black Friday–Cyber Monday (BFCM) isn’t just a weekend, it’s the big game every Shopify store prepares for all year.

For most experienced store owners, the question isn’t “Should we do BFCM?” it’s “How do we make it count?”

That means:

• Predicting demand smartly so you don’t run out of stock (or end up with too much)
• Getting your operations, marketing, and website ready before the rush
• Attracting new shoppers early and keeping them engaged
• Fixing every small detail that could stop a visitor from buying etc etc

This playbook gives you a clear, no-fluff roadmap for making the most of BFCM 2025, full of practical tips, tactics, and real ideas built especially for Shopify stores that want to grow fast and perform even better.

1. Forecast & Use 3Ps - “Predict, Protect, Perform”

BFCM sales can be unpredictable, sometimes your stock runs out too fast, or you end up with too much left over. To avoid that, you need to plan ahead using last year’s sales, seasonal trends, and upcoming campaigns. Also, think about new products or bundles you’re promoting and how quickly your suppliers can restock.

Here’s a simple checklist:

• Check how each product sold during the last few BFCM sales and holiday seasons.
• Mark your best sellers the ones that sell fast or give good profit and keep a little extra stock of them.
• Set up a backup plan to reorder quickly or use alternate suppliers for your top 10 products.
• Make sure your inventory is synced everywhere website, marketplaces, and warehouse so you don’t accidentally sell more than you have.
• Keep an emergency option (like pausing ads or product pages) in case an item runs low.

Why it matters: If an ad promotes an out-of-stock product, you waste money and hurt your brand’s image. Planning demand properly keeps your store running smoothly and your revenue steady.

Shopify has seen an year on year growth during BFCM, Shopify merchants drove record-high $11.5 billion in sales over BFCM in 2024, which is 24% rise from the previous year’s.

2. Start Getting New Shoppers Early

Jones Road Beauty doesn’t wait until BFCM to start marketing they begin months before. Their team starts planning in summer, and by September, they start launching campaigns.

Between September and October, they run around three product launches, each aimed at different types of shoppers.

The goal is to get as many new people as possible to know and like the brand before BFCM starts.

Once those new shoppers are familiar with the brand, Jones Road Beauty is ready for their big BFCM sale.

They promote their most popular product the mini Miracle Balms as a special set. This product is what people love and recognize the brand for, and by offering a smaller, easier-to-buy version, they make it simple for new shoppers to try it for the first time.

3. Website Readiness

Here’s the simple truth: if your website crashes or loads slowly, shoppers will leave and buy somewhere else. So before BFCM, make sure your site runs fast, works smoothly, and checkout is easy from start to finish.

Here’s what to do:

• Test your website to handle heavy traffic, like hundreds or thousands of people visiting at once.
• Remove extra apps or code that slow things down. Compress big images and use tools (like a CDN) to load your site faster.
• Check every step of buying, from viewing a product to adding it to the cart, making payment, and getting the confirmation. Test all payment methods like Shop Pay, Apple Pay, and Google Pay.
• Update your banners, pop-ups, or bundle widgets, but test them safely before showing them to your shoppers.
• Test everything on mobile, most shoppers use their phones during BFCM.

Even small speed improvements help. A fast, easy-to-use site means more shoppers complete their purchase, and that means higher sales.

4. Rethink your Sales Strategy “Stand out”

During BFCM, everyone is sending sale emails, so shoppers’ inboxes get flooded. To grab attention, your sale needs to feel fresh and different. You don’t have to copy what every other brand does, choose a plan that fits your brand’s style and values.

Here are some simple ideas:

• VIP Early Access: Give your best shoppers first access to special bundles or limited-edition products before everyone else.
• Friends & Family / Week-Long Sale: Run your sale for a few days or a week, but change up the message or offer each day so people still feel the urgency to buy.
• Cause-Based Sale: Connect your discounts to a good cause for example, donate or plant a tree for every order. This attracts shoppers who care about making a difference.
• Mini Drops: Instead of one big sale, launch smaller offers or product drops throughout the BFCM weekend to keep excitement high.

The key is timing and storytelling, when your message feels unique and meaningful, shoppers are more likely to notice and choose you.

Read our blog to discover how storytelling helps brands connect and convert better.

5. Make Buying Super Easy

Conversion Rate Optimization (CRO) basically means making your website better at turning visitors into buyers. During BFCM, ads and traffic can get expensive, so even a small increase in conversions can give you a big boost in revenue.

Here are some simple things that work:

• Checkout: Keep it short and simple. Ask for fewer details, allow fast payment options like Apple Pay or Shop Pay, and show trust badges so customers feel safe buying.
• Product pages: Write clear, benefit-focused descriptions. Use bullet points, size or fit guides, and shopper’s reviews to build confidence.
• Urgency & scarcity: Add small nudges like “Only 3 left!” counters, “Limited Edition” tags, or countdown timers for bundle offers to push quick decisions.
• Cart & upsells: Suggest matching items or bundles right in the cart so shoppers can easily add more with one click.
• Search & filters: Make it simple for shoppers to find what they want, add gift guides, price filters, and category sorting.
• Visual clarity: Give shoppers a clear view of what they’re buying. Short product videos (using tools like Reelup) help shoppers understand the product faster than static images and reduce hesitation.   

Pro tip: Start by fixing the things that affect the most visitors and cost the least effort, those small tweaks can bring big results.

6. Time your sales to match your brand’s goals

Different brands succeed with different sale timings, the key is to plan your sale in a way that fits your brand’s style and values.

For example: Graza (olive oil brand) runs a Friendsgiving sale in October, instead of waiting for BFCM. This helps them avoid the noisy inbox competition during November, while still connecting with the festive mood.

Our Place (cookware brand) keeps its BFCM sale short and limited. They want it to feel like a special offer, not something that drags on and makes their products seem cheaper all year round.

Set Active (apparel brand) takes a creative route they have their own December sale called “Setmas”. It gives shoppers something new to look forward to after the regular BFCM rush and helps them stand out from other brands.

The takeaway: There’s no single “right” time for a sale. What matters is timing your sale in a way that supports your brand story and keeps shoppers excited to shop with you.

7. Keep Shoppers Interested Even After the Sale

Your BFCM plan shouldn’t stop once the weekend is over. It’s actually a great time to keep in touch with new shoppers and thank your regular ones for their support.

This can be done creatively in 2 ways:

1. Special offers for loyal shoppers: After BFCM, they send exclusive one-day deals to their VIP shoppers through email and SMS. These deals aren’t shown to everyone, only to shoppers who’ve been loyal to the brand. It’s their way of saying “thank you for sticking with us.” It also gives their best shoppers a chance to buy products that might not have been on sale during BFCM.
2. Engaging new shoppers after BFCM: From January to March, focus on launching new products and running special campaigns for the new shoppers they gained during BFCM. Since many of these shoppers joined through discounts, the goal is to keep them interested and turn them into long-term fans.

In short: Use the time after BFCM to build stronger relationships, thank loyal shoppers and give new ones a reason to stay connected with your brand.

8. Think Beyond Sales

BFCM doesn’t always have to mean big discounts and huge sales. Some brands use this time to support causes or promote their values and it can still attract attention and build loyalty.

Here are a few cool examples:

• REI (outdoor brand) started the Opt Outside campaign in 2015. Instead of offering Black Friday discounts, they closed all their stores and encouraged people to spend the day outdoors. This bold move got a lot of media attention and built strong support from other brands and nonprofits who shared the same values.
• Tentree (eco-friendly clothing brand) created Green Friday, offering discounts only on sustainable products. For every item sold, they plant 10 trees. Shoppers even get to see where their trees are planted and earn double reward points. This helps the brand grow while staying true to its mission of helping the planet.
• Poppy Barley (sustainable fashion brand) used BFCM for charity. In 2024, they donated 100% of their profits (up to $15,000) from BFCM sales to KidSport Canada, which helps kids join sports by covering registration fees.

You don’t always need big discounts to stand out. Sometimes, using BFCM to support a cause or show what your brand believes in can connect with shoppers even more deeply.

Conclusion

There are countless ways for brands to stand out during BFCM. The key isn’t just to chase higher sales or short-term revenue spikes it’s to think beyond discounts and find creative ways to connect with your shoppers.

Whether it’s through purpose-driven campaigns, limited-edition drops, or personalized experiences, the brands that truly shine are the ones that make shoppers feel something meaningful.

And that’s exactly where FoxSell Bundles can help. With FoxSell Bundles, you can create smart, customizable product bundles that add real value to your shoppers’ shopping experience not just a lower price tag.

Turn your BFCM campaign into a story of convenience, discovery, and delight.