Preparing Your Shopify Plus Store for Black Friday

Black Friday is the Super Bowl of retail, a high-stakes game where the winners reap massive rewards. For Shopify Plus merchants, preparation is everything. This isn’t just about having enough inventory; it’s about optimising your entire Shopify Plus store to handle the surge in traffic and convert those visitors into paying customers.

1. Stress Test Your Infrastructure

• Load Testing: Black Friday traffic can be overwhelming. Simulate peak loads to ensure your store won’t crash.
• Third-Party Apps: Vet your apps for performance and scalability. A slow-loading app can bottleneck your entire site.
• CDN: A Content Delivery Network distributes your content across multiple servers, improving load times globally.
• Hosting: Consider upgrading to a dedicated server or a more powerful hosting plan for the holiday season.
• Database Optimisation: Ensure your database is tuned for high performance to handle increased queries and transactions.
• Caching: Implement server-side and client-side caching to reduce the load on your server and speed up page loads.

2. Streamline Your Checkout

• Reduce Friction: Minimise steps, offer guest checkout, and pre-fill customer information.
• Mobile Optimisation: Most Black Friday shoppers will be on their phones. Make sure your checkout is mobile-friendly.
• Accelerated Checkout: Implement solutions like Shop Pay or Apple Pay for one-click purchases.
• Clear Calls to Action: Guide users through the checkout with prominent “Buy Now” buttons.
• Address Input Validation: Use tools to ensure accurate address entry and reduce failed deliveries.
• Progress Indicators: Show customers where they are in the checkout process to reduce abandonment.

3. Create a Sense of Urgency

• Countdown Timers: Highlight limited-time offers and flash sales.
• Low Stock Alerts: Show how many items are left to encourage immediate action.
• Exit-Intent Popups: Offer last-minute discounts to capture abandoning visitors.
• Social Proof: Display real-time purchase notifications to create FOMO (Fear of Missing Out).
• Limited-Edition Products or Bundles: Create exclusive offers specifically for Black Friday to drive excitement.
• Early Access for Subscribers: Reward loyal customers with early access to deals

4. Optimise for Mobile

• Responsive Design: Ensure your site looks and functions flawlessly on all devices.
• Page Speed: Mobile users are impatient. Compress images, minify code, and leverage browser caching.
• Thumb-Friendly Navigation: Make buttons and links easy to tap on small screens.
• Mobile-First Checkout: Simplify the process for on-the-go shoppers.
• Accelerated Mobile Pages (AMP): Consider implementing AMP for lightning-fast product pages on mobile.
• Mobile-Specific Promotions: Tailor offers and messaging for mobile users.

5. Personalise the Experience

• Product Recommendations: Suggest relevant items based on browsing history or past purchases.
• Targeted Promotions: Segment your audience and tailor offers to specific demographics or interests.
• Dynamic Content: Show different messages or banners based on user behaviour or location.
• AI-Powered Chatbots: Provide instant customer support and personalised recommendations.
• Geo-Targeted Content: Show relevant products or promotions based on the user’s location.
• Behavioural Triggers: Display pop-ups or offers based on specific actions, like adding an item to the cart.

6. Craft Compelling Product Pages

• High-Quality Images: Showcase your products from multiple angles with zoom functionality.
• Detailed Descriptions: Highlight features, benefits, and specifications clearly.
• Customer Reviews: Social proof builds trust and encourages conversions.
• Video Demos: Demonstrate how your products work or solve problems.
• User-Generated Content: Feature customer photos and testimonials to add authenticity.
• Size Guides and Fit Recommendations: Help customers choose the right size to reduce returns.

7. Plan Your Marketing Campaigns

• Email Marketing: Segment your list and send targeted promotions well in advance.
• Social Media: Run contests, giveaways, and flash sales to generate buzz.
• Paid Advertising: Target specific demographics and interests with Google Ads and social media ads.
• Influencer Marketing: Partner with relevant influencers to reach a wider audience.
• SMS Marketing: Send text messages with exclusive offers and reminders.
• Affiliate Marketing: Leverage affiliates to promote your products and earn a commission on sales.

8. Prepare for Customer Service

• Staff Up: Hire extra support agents to handle the influx of inquiries.
• Self-Service Options: Create a comprehensive FAQ page and knowledge base.
• Live Chat: Offer real-time support for quick questions and troubleshooting.
• Social Media Monitoring: Respond promptly to comments and messages on social platforms.
• 24/7 Support: Consider offering extended support hours during the Black Friday weekend.
• Proactive Communication: Send order updates and shipping notifications to keep customers informed.

9. Track and Analyse Everything

• Google Analytics: Monitor traffic, conversions, and user behaviour in real-time.
• Heatmaps: See where visitors click and scroll to identify areas for improvement.
• A/B Testing: Experiment with different headlines, images, and calls to action to optimise performance.
• Post-Mortem Analysis: Review your results after Black Friday to identify strengths and weaknesses for next year.
• Customer Surveys: Gather feedback from customers to understand their experience and identify areas for improvement.
• Attribution Modelling: Track the customer journey across multiple touchpoints to understand which marketing channels are most effective.

• Content Marketing: Create blog posts, guides, and videos showcasing your Black Friday deals and products.
• SEO: Optimise your website and content for relevant keywords to attract organic traffic.
• Retargeting: Show ads to people who have previously visited your store or shown interest in your products.
• Social Media Listening: Monitor conversations about Black Friday and your brand to identify potential customers.
• Partnerships: Collaborate with other businesses or influencers to cross-promote your offers.
• Pre-Black Friday Teasers: Build anticipation with sneak peeks and early bird offers.
• Create a dedicated Black Friday landing page: Make it easy for customers to find all your deals in one place.

In the realm of Black Friday success stories, Gymshark (link to gymshark) stands out as a shining example. The fitness apparel brand has consistently turned BFCM into a major event, not just a sale. Let’s delve into their strategy and the lessons we can glean.

Why Their BFCM Strategy Works

• Exclusivity Breeds Desire: Gymshark doesn’t simply discount existing products; they create limited-edition collections and colourways specifically for BFCM. This generates a sense of urgency and FOMO, as shoppers know these items won’t be available again.
• Tiered Discounts Reward Loyalty: They implement a tiered discount system, offering increasing discounts based on spending thresholds. This encourages customers to add more to their carts, boosting average order value.
• Social Media is Their Playground: Gymshark leverages influencer partnerships and user-generated content to build hype and create a sense of community. Their social media channels become a hub of excitement leading up to BFCM.
• Mobile-First is a Must: They understand their audience is primarily on mobile devices, so their website and checkout are optimised for a seamless mobile experience.
• Community is King: Gymshark fosters a strong sense of belonging among its customers. BFCM isn’t just about discounts; it’s about being part of a shared experience.

• Create Unique Offers: Don’t just rely on discounts. Offer exclusive products or experiences to make BFCM feel special.
• Reward Loyal Customers: Implement loyalty programs or tiered discounts to incentivise repeat purchases.
• Harness the Power of Social Media: Build excitement and engage with your audience on social platforms.
• Prioritise Mobile: Ensure your store is optimised for mobile users, as they’ll likely make up the majority of your traffic.
• Foster a Sense of Community: Make customers feel like they’re part of something bigger than just a sale.

Black Friday is a massive opportunity for Shopify Plus merchants, but it’s also a logistical challenge. By optimising your store, streamlining your checkout, creating a sense of urgency, and focusing on mobile and personalisation, you can maximise your sales and ensure a smooth shopping experience for your customers. Remember, preparation is key. Start planning your Black Friday strategy now, and you’ll be well on your way to a successful holiday season.

Start preparing your Shopify Plus store for Black Friday today