Black Friday and Cyber Monday can bring a huge influx of shoppers to your Shopify store, but it takes more than just discounts to get shoppers to actually make a purchase. Black Friday Cyber Monday (BFCM) is one of the biggest sales opportunities of the year, giving Shopify merchants the opportunity to attract new customers, increase order value, and re-engage existing customers.
The challenge is that during BFCM, customers have more options than ever before. They compare prices, save on products, wait for better deals, and move between multiple stores before making a purchase. If your store isn’t prepared, you could be missing out on valuable sales even when your offering is competitive.
In this guide, we’ll break down what BFCM means, why it’s important for Shopify stores, when to start preparing, and what strategies you can use to turn BFCM traffic into sales and long-term customers.
What Is Black Friday?
Black Friday is the Friday after Thanksgiving in the United States and the unofficial start of the holiday shopping season. It’s traditionally known for big retail discounts, but online shopping has made it just as important for ecommerce brands.
For Shopify stores, Black Friday is an opportunity to attract shoppers who are actively looking for deals, gifts, and products they’re considering. Many merchants promote their best-selling products, create limited-time offers, launch bundles, or offer early access to loyal customers.
Black Friday is no longer limited to a single day. Many Shopify brands launch promotions several days or weeks in advance to build anticipation and give customers more time to shop.
Why Does Black Friday Matter for Shopify Stores?
Black Friday can help Shopify merchants:
- Drive a surge in website traffic
- Increase sales during the holiday season
- Attract new customers
- Promote best-selling or seasonal products
- Clear excess inventory
- Increase average order value with bundles and thresholds
- Re-engage existing customers with exclusive offers
The key is to give shoppers a clear reason to buy now instead of simply adding a discount banner to your homepage.
What Is Cyber Monday?
Cyber Monday is the Monday immediately after Black Friday and was created around the growth of online shopping. Today, it has become one of the biggest ecommerce shopping events of the year.
For Shopify merchants, Cyber Monday provides another opportunity to reach shoppers who didn't purchase on Black Friday or who were waiting for a specific online deal. It can also serve as the final push of your BFCM campaign.
Instead of repeating the exact same message, consider giving Cyber Monday its own angle. You could promote a special bundle, offer free shipping, highlight products that customers saved, or create a final-day promotion with a genuine deadline.
Why Does Cyber Monday Matter for Shopify Stores?
Cyber Monday can help merchants:
- Capture shoppers who missed Black Friday
- Recover undecided customers
- Generate additional online sales
- Promote digital products and online-first offers
- Create urgency around the end of a promotion
- Re-engage visitors who browsed but didn't purchase
For example, a customer might visit your Shopify store on Black Friday, add a pair of shoes to their wishlist, but leave without buying. On Cyber Monday, a personalized reminder that those shoes are now part of the final-day offer can give them the push they need to complete the purchase.
Black Friday and Cyber Monday work best when treated as two important moments within one larger BFCM strategy, not as completely separate sales events.
What Does Black Friday Cyber Monday (BFCM) Mean?
Black Friday Cyber Monday (BFCM) is the combined shopping period surrounding Black Friday and Cyber Monday.
Black Friday falls on the Friday after Thanksgiving in the United States, followed by Cyber Monday on the next Monday.
For example, in 2026, Black Friday falls on November 27, and Cyber Monday falls on November 30.
Although the names refer to two specific days, ecommerce brands often extend their promotions across an entire week or even several weeks.
A typical Shopify BFCM campaign might look like this:
| Period | Typical Ecommerce Activity |
|---|---|
| Early November | Build awareness and grow email/SMS lists |
| Mid-November | Preview upcoming offers |
| Black Friday | Launch major promotions |
| Weekend | Retarget visitors and promote best sellers |
| Cyber Monday | Create urgency around final offers |
| Early December | Continue holiday shopping campaigns |
| After BFCM | Retain new customers and encourage repeat purchases |
This extended approach gives merchants more opportunities to reach shoppers who are not ready to purchase on the first day.
How Did BFCM Start?
Black Friday's origins go back to 1960s Philadelphia, where police used the term to describe the post-Thanksgiving chaos of crowds and traffic. Over time, retailers adopted it as shorthand for the day they'd move "into the black" - meaning profitability.
Cyber Monday came later. The National Retail Federation coined the term in 2005, after noticing that online sales spiked every Monday after Thanksgiving. The theory was that shoppers, back at work with faster internet connections, were finishing the holiday shopping they'd started over the weekend. It stuck - and it grew.
By the 2010s, the two events had merged into a single cultural and commercial phenomenon. Today, BFCM is a global event. Shopify merchants in over 175 countries participate, and the holiday shopping season now effectively starts in early November.
BFCM by the Numbers
The scale of BFCM 2025 was genuinely staggering:
- $14.6 billion in global GMV from Shopify merchants alone - up 27% year-over-year
- 81+ million consumers bought from Shopify-powered brands over the weekend
- 94,900+ merchants recorded their single highest-selling day ever on Shopify
- $5.1 million per minute in peak sales, hit at 12:01 PM EST on Black Friday
- $114.70 average cart value across all orders
- 32% of orders processed through Shop Pay
Those numbers aren't just impressive - they're instructive. The average cart value tells you that shoppers weren't just grabbing one cheap item. They were buying intentionally, often in bundles, from brands they already trusted. That's a signal about what kind of preparation actually pays off.
Why Is BFCM Important for Shopify Stores?
BFCM is one of the few times of the year when shoppers are already in a buying mindset. They’re actively looking for deals, comparing products, shopping for gifts, and deciding which brands are worth spending money on. For Shopify stores, that creates a great opportunity to turn increased traffic into real sales.
But BFCM isn’t only about making more sales over a few days. A well-planned campaign can also help your store grow beyond the holiday rush. You can use the extra attention to:
- Increase online sales and average order value
- Bring in new customers
- Re-engage shoppers who haven't purchased recently
- Move seasonal or excess inventory
- Grow your email and SMS subscriber lists
- Collect more product reviews
- Build stronger brand awareness
- Create valuable remarketing audiences
- Encourage customers to come back after BFCM
There’s just one catch: your competitors are targeting the same shoppers. Customers can compare several BFCM deals before choosing where to buy. If your offer is unclear, your product page is confusing, or checkout feels difficult, they can quickly move to another store.
That’s why preparation matters. Review your Shopify conversion rate optimization strategy, find where shoppers drop off, and fix those issues before BFCM traffic starts pouring in.
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How Should Shopify Stores Create a BFCM Offer?
One of the biggest mistakes merchants make during BFCM is assuming that the biggest discount will automatically bring in the most sales. In reality, a 40% discount is not always better than a well-planned 15% or 20% offer.
The right BFCM offer should give customers a clear reason to buy now while still protecting your profit margins. Instead of discounting everything without a plan, consider your products, average order value, inventory, and customer buying behavior before deciding on your promotion.
Here are some practical BFCM offer strategies Shopify stores can use
Percentage Discounts
Percentage discounts are one of the simplest BFCM offers to promote. You could offer 15% off storewide, 20% off selected products, or a higher discount on clearance inventory.
However, discounting every product can reduce your margins, especially when customers already planned to buy your best sellers. A better approach may be to offer a smaller storewide discount and a larger discount on selected products you want to promote.
Buy More, Save More
If you want to increase your average order value, try a tiered discount. For example, customers could save 10% when they buy two products, 15% when they buy three, and 20% when they buy four or more.
This gives shoppers an extra reason to add another item to their cart. It works especially well for stores selling products that customers commonly purchase in multiples, such as clothing, beauty products, accessories, and home goods.
Create Product Bundles
Product bundles can make your BFCM promotion feel more valuable without requiring a large discount on every item.
For example, a skincare store could combine a cleanser, serum, and moisturizer into a BFCM skincare bundle at a special price. Customers get several complementary products together, while the store increases the number of items sold in each order.
Bundles also give you an opportunity to introduce customers to products they may not have purchased separately.
Offer a Free Gift With Purchase
A free gift can be a strong alternative to a deeper discount. For example, you could offer a free travel-size product on orders over $75.
This type of promotion can encourage customers to spend more while helping you protect your margins. Choose a gift that is useful and relevant to the main purchase so the offer feels valuable rather than promotional.
Use Free Shipping as an Incentive
Shipping costs can stop customers from completing a purchase, particularly when the order value is relatively small. Offering free shipping above a certain amount can help remove that hesitation.
For example, you could offer free shipping on orders over $50. If a customer has $43 worth of products in their cart, they may add another item to reach the threshold instead of paying a separate shipping fee.
This makes free shipping both a conversion incentive and a way to increase average order value.
The best BFCM offer does not have to be the biggest discount. Focus on creating a promotion that feels valuable to customers and makes sense for your products, margins, and sales goals.
How to Increase Average Order Value During BFCM
BFCM brings more shoppers to your Shopify store, but increasing the value of each order can make the campaign even more profitable. Instead of relying only on bigger discounts, focus on helping customers discover relevant products and giving them simple reasons to add more to their carts.
Here are some practical ways to increase AOV during BFCM.
Add Product Upsells and Cross-Sells
Show relevant products alongside the items customers are already viewing or purchasing. Upsell and cross-sell apps can help you place these recommendations across product pages, carts, and checkout.
Keep recommendations relevant and easy to act on. Too many products can distract shoppers instead of encouraging them to buy more.
Use a Free Shipping Progress Bar
Set a free shipping threshold slightly above your usual average order value. A progress bar can show customers how much more they need to spend to qualify.
This creates a clear reason to add another product without requiring an additional discount.
Create Product Bundles
Group related products together and make the bundle easy to purchase. Bundle apps can help you create fixed bundles, mix-and-match options, and other combinations.
Bundles can increase the number of products in each order while making the shopping process easier for customers.
Add Cart Upsells
The cart is a natural place to recommend complementary products before customers complete their purchase. Cart upsell apps can automatically display relevant suggestions based on the items already in the cart.
Keep these offers simple and closely related to the customer's current purchase.
Add Post-Purchase Upsells
Don't stop selling immediately after checkout. A relevant post-purchase offer can give customers an opportunity to add another product without restarting the shopping process.
Post-purchase upsell apps can automate these offers and help increase revenue from completed orders.
Use Tiered Cart Goals
Give customers a clear reason to increase their cart value by offering different benefits at different spending levels. A cart progress bar can show how close they are to reaching the next level.
This works well because customers can see the immediate benefit of adding another item.
Use Wishlist to Bring Customers Back
Some shoppers will save products instead of buying them immediately. A wishlist gives them an easy way to keep track of products they are interested in.
During BFCM, wishlist reminders can bring high-intent shoppers back and encourage additional purchases when saved products become relevant to their shopping plans.
Encourage Loyalty Rewards
Loyalty and rewards apps can give customers another reason to increase their spending. Points, rewards, and VIP benefits can make larger purchases more appealing while supporting repeat purchases.
Make the reward structure easy to understand so customers can quickly see the benefit of spending more.
Personalize Product Recommendations
Relevant recommendations are more useful than generic product suggestions. Use customer behavior, browsing activity, purchase history, and cart contents to improve the products you recommend.
Personalized recommendations can make it easier for customers to discover products they are more likely to add to their order.
Optimize Your Cart Experience
Your cart should clearly show the products, available offers, shipping benefits, and relevant recommendations. Avoid unnecessary pop-ups or distractions that make checkout harder.
A simple, well-structured cart can help customers make their final purchase decisions while increasing the overall order value.
Common BFCM Mistakes Shopify Merchants Should Avoid
BFCM can bring a lot of traffic and sales, but small mistakes can cost you valuable customers. Here are some common mistakes Shopify merchants should avoid:
1. Starting Too Late
Don't wait until BFCM week to prepare your store. Plan your offers, marketing, inventory, emails, and website updates several weeks in advance so you have enough time to test everything.
2. Offering Discounts Without Checking Margins
A bigger discount doesn't always mean more profit. Check your product costs and margins before creating your BFCM offer, and choose a discount that attracts customers without hurting your business.
3. Making Your Offer Confusing
Customers should understand your BFCM deal quickly. Avoid complicated discount rules and too many conditions. Keep your main offer simple, clear, and easy to find on your store.
4. Ignoring Mobile Shoppers
Many customers will shop from their phones during BFCM. Make sure your product pages, menus, add-to-cart buttons, and checkout work smoothly on mobile before the sale begins.
5. Sending the Same Message to Everyone
Your customers have different needs and buying habits. Instead of sending the same BFCM message to everyone, create relevant offers for new visitors, existing customers, loyal shoppers, and inactive customers.
6. Using Fake Urgency
Countdown timers and “last chance” messages only work when they are genuine. If you say your BFCM sale ends on Monday, stick to that deadline. Honest urgency helps build trust with shoppers.
7. Forgetting to Test Checkout
A broken discount code or payment issue can quickly turn a sale into a lost customer. Test your cart, discount codes, shipping rates, payment methods, and checkout before BFCM traffic starts.
8. Ignoring Shipping and Returns
Customers want to know when their orders will arrive and whether they can return them. Keep your shipping times and return policies clear and easy to find, especially if BFCM may affect delivery times.
9. Focusing Only on New Customers
BFCM is a great time to attract new shoppers, but don't forget your existing customers. Give loyal customers early access, special offers, or personalized recommendations to encourage them to shop again.
10. Stopping After Cyber Monday
Your BFCM campaign shouldn't end when Cyber Monday is over. Follow up with new customers, ask for reviews, recommend related products, and give them a reason to return to your store.
Final Thoughts: Make the Most of BFCM
Overall, a successful BFCM campaign starts well before Black Friday and continues after Cyber Monday ends. The stores that get the most from the season are the ones that understand their customers, prepare their offers carefully, remove friction from the buying journey, and use the data from the sale to improve what comes next.
Quick BFCM Tips for Shopify Stores
- Start early: Give yourself enough time to plan, test, and optimize.
- Promote strategically: Put your best-selling and high-value products at the center of your campaign.
- Keep discounts simple: Make every offer easy to understand at a glance.
- Make shopping effortless: Optimize your store, product pages, cart, and checkout for mobile shoppers.
- Capture buying intent: Use wishlists and other engagement tools to reconnect with shoppers who aren't ready to buy yet.
- Use genuine urgency: Set clear deadlines without creating misleading scarcity.
- Measure what matters: Look beyond revenue and track conversion rate, AOV, customer acquisition, and repeat purchases.
- Think beyond BFCM: Follow up with new customers and use what you learned to strengthen future campaigns.
In the end, BFCM should not be treated as a one-time sales event. It is an opportunity to build stronger customer relationships, learn what drives purchases, and carry that momentum into the rest of the year.
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Frequently Asked Questions (FAQs)
What is Black Friday Cyber Monday (BFCM)?
Black Friday Cyber Monday (BFCM) is the major ecommerce shopping period surrounding Black Friday and Cyber Monday. For Shopify stores, it represents an opportunity to increase sales, acquire customers, promote products, and build long-term customer relationships.
When is BFCM 2026?
BFCM takes place around the Friday and Monday following Thanksgiving in the United States. In 2026, Black Friday is November 27 and Cyber Monday is November 30. Many Shopify stores extend their promotions beyond these dates.
Is BFCM only for large Shopify stores?
No. BFCM is for every online business, not just Shopify stores. Whether you use Shopify, WooCommerce, BigCommerce, Wix, or another platform, you can use BFCM to attract customers, increase sales, and promote your products.
Small businesses can also participate with simple offers, best-seller promotions, and targeted marketing.
Which Shopify apps are best for BFCM sales?
For BFCM, Shopify stores can use different types of apps to improve sales and customer engagement. For example, wishlist apps like WC Wishlist & Back in Stock, wishlist plus can help customers save products and get alerts, Rivyo can add product reviews, Klaviyo can help with email and SMS marketing, Rebolt & ReConvert can help with post-purchase upsells, and Shopify Search & Discovery can improve product discovery. Using the right combination of apps can help you create a smoother shopping experience and capture more BFCM sales.
How can I increase Shopify sales during BFCM?
Create a clear offer, promote your best sellers, use product reviews, offer bundles or free shipping thresholds, and retarget shoppers who visited your store without purchasing. A wishlist can also help bring customers back to products they previously saved.
