As a Shopify store owner getting ready for the BFCM sale, preparing for the busiest shopping weekend of the year can be both exciting and overwhelming.

To make this crucial period a bit easier for you, we’ve put together over 40 frequently asked questions that cover every aspect of your Black Friday and Cyber Monday strategy, including:

• General BFCM Information
• Store Preparation & Optimisation
• Marketing & Promotion 
• Sales & Shipping Management
• Customer Experience & Support
• Post Black Friday & Cyber Monday

This way, you’ll have all the insights you need to maximise your sales and provide your customers with the best shopping experience possible.

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General BFCM Information ‍

1. What sells the most during Black Friday?

During Black Friday 2023, the top-selling product categories were Electronics, Clothing & Accessories, Health & Beauty, and Toys.  

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2. When do Black Friday and Cyber Monday sales start?

This year, Black Friday will take place on Friday 29th November 2024, and Cyber Monday on 2nd December 2024. But some Shopify stores also decide to run early-access sales often on the Wednesday or even the previous Monday. 

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3. What’s the difference between Black Friday and Cyber Monday sales?

Although both sales events occur over the same extended weekend, Black Friday offers discounts both in-store and online, while Cyber Monday focuses exclusively on online deals. 

Black Friday tends to have a broader range of discounted items, from fashion to home goods, and Cyber Monday often highlights tech, electronic, and digital products with more exclusive online promotions. 

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‍4. What is the average discount rate for Cyber Week?

The average discount for Cyber Week globally is 27%. 

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5. What is the record for Shopify Black Friday sales?

In 2023, Shopify merchants reached a record of $9.3 billion in sales over the Black Friday Cyber Monday weekend - a 24% increase from the year before. 

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6. What companies have the biggest Black Friday sales?

In the UK, the companies with the best sales and deals across the BFCM weekend include:

• Amazon - Deals on electronics, fashion, and home goods. 
• Argos - Savings on toys, electronics, and household items. 
• Currys - Specialises in deals on electronics, TVs, laptops, and home appliances.
• John Lewis -  Discounts on homeware, fashion, and electronics.
• AO - Sales on household appliances, tech & electronics, including washing machines, TV, and smart home devices.

In the US, the companies with the best sales and deals across the BFCM weekend include:

• Amazon - Deals on electronics, fashion, and home goods. 
• JCPenney - Significant markdowns on clothing, home essentials, furniture, and holiday decor. 
• Macy’s - Discounts on fashion, beauty, home goods, and holiday items. 
• Kohl’s - Big savings on apparel, home goods, and holiday decor. 
• Target - Wide-ranging discounts on electronics, toys, home goods, and fashion.

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7. How much do people spend on Shopify Black Friday Cyber Monday?

In 2023, 61 million consumers globally purchased from Shopify-powered brands across BFCM, with an average cart price of $108.12 per shopper.

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8. What is the average Shopify cart abandonment rate for BFCM?

Cart abandonment on Shopify Black Friday Cyber Monday sits between 77% and 82%, which is 7-12% higher than normal. 

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9. Why is the cart abandonment rate so high during Black Friday?

Cart abandonment is often higher than usual during the BFCM weekend because shoppers are browsing multiple sites and adding items to their carts while comparing deals - without always finalising purchases. 

With so many different promotions available, customers may hesitate to complete a purchase, hoping to find better discounts later. Additionally, unexpected costs like high shipping fees or long delivery times can cause shoppers to abandon their carts. 

And the urgency of limited-time offers during Black Friday and Cyber Monday also leads to impulse browsing without commitment. 

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10. What are the main reasons why shoppers abandon their carts during BFCM? 

According to Baymard Institute, the main reasons why shoppers abandon their carts are: 

• (48%) Extra costs too high
• (24%) The site wanted me to create an account
• (22%) Delivery was too slow
• (18%) I didn’t trust the site with my credit card information
• (17%) Too long/complicated checkout process  

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Store Preparation & Optimisation

11. When should I start preparing my Shopify store for BFCM?

It’s a good idea to start prepping your Shopify store for BFCM at least 2-3 months ahead of time. This gives you plenty of breathing room to optimise your site, create marketing strategies, plan inventory, and get your discounts ready. Plus, starting early lets you test your store’s performance to make sure it can handle the extra traffic over the big weekend.

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12. How to prepare for Black Friday on Shopify?

To prepare for your Black Friday sales on Shopify, start by optimising your store’s design and speed to handle high traffic. Create enticing promotions, set up discount codes, and consider offering free shipping to attract customers. 

Ensure your inventory is well-stocked, and use email marketing and social media to build anticipation. Don’t forget to test your checkout process, set up abandoned cart recovery, and review your customer support plan to handle the holiday rush smoothly.

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13. How to maximise Black Friday sales?

The top ways to maximise your sales this Shopify Black Friday Cyber Monday are: 

1. Start your sale early. 65% of US shoppers would make a purchase before Black Friday. So we recommend starting your sale at least a couple of days before Black Friday and building excitement at least 4 weeks beforehand so your audience knows what to expect.
2. Focus on mobile. 73% of Shopify Black Friday Monday sales are made via mobile. So to ensure you’re providing the best possible customer experience on mobile, consider getting a mobile app for your Shopify store. 
3. Keep your sales offer simple. For a good sale to work, customers need to immediately know the benefit to them - otherwise they’re going to look elsewhere.

Learn more by reading the article, 5 Top Tips to Get More Sales on Black Friday.

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14. How much discount should I give for Black Friday?

Globally, the average discount on Black Friday is around 31%. 

But discounts across the BFCM weekend typically range from 20% to 70% off, as the specific amount will depend on your industry, what you’re selling, and your unique selling goals. 

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15. What different types of discounts & deals should I offer for BFCM? 

Here’s the main types of Black Friday deals: 

• Percentage discounts. Offer a percentage off (eg. 25% off) specific products or your entire store. 
• Buy One, Get One (BOGO) deals. Encourage sales by offering a free or discounted item with another purchase. 
• Tiered discounts. Increase discounts based on spending levels (eg. spend £100, get 20% off)
• Free shipping. Offer free shipping for all orders or when customers meet a minimum purchase amount.
• Product bundles. Bundle complementary products together for a discounted price to increase average order value. 
• Limited-time flash sales. Run short, time-sensitive sales to create urgency and boost impulse purchases. 
• Exclusive discounts. Reward loyal customers or app-users with early access or exclusive deals to encourage repeat purchases.

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16. What are the best Shopify apps for BFCM?

There are many tools on the Shopify App Store that can help you to boost customer engagement and sales across Black Friday 2024. Some of the most popular include Boost AI Search & Filter, Zendesk, and Ultimate Special Offers. 

Our article lists 13 of the top Shopify apps you can use to see the most success this BFCM. From upsell & cross-sell integrations, to customer service platforms, and no-code Shopify mobile app builders, we’ve got you covered. You can find it here.

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17. How do I reduce & recover abandoned carts during BFCM?

It’s impossible to completely eradicate abandoned carts during BFCM, but it is possible to reduce & recover them…

1. Segment your marketing approach
2. Get a mobile app for your Shopify store 
3. Optimise your checkout
4. Run retargeting campaigns

Learn more

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18. How can I optimise my Shopify store for Black Friday sales?

To optimise your Shopify store for Black Friday sales and ensure the best possible customer experience, you need to… 

• Improve site speed
• Focus on mobile
• Simplify checkout
• Highlight deals
• Create urgency
• Set up abandoned cart recovery
• Optimise product pages

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19. Should I get a mobile app for my Shopify store this BFCM? 

80% of shoppers now use their mobile devices to find the best deals. So if you want to boost sales, improve your customer experience, and stand out from competitors this Shopify Black Friday Cyber Monday, you’ll need a mobile app for your Shopify store. 

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20. Why do I need Shopify mobile app for Black Friday?

Here’s the top reasons why you need a mobile app for your Shopify store this Black Friday: 

1. Majority of BFCM sales are made via mobile
2. They reduce cart abandonment 
3. You can send push notifications
4. Provides faster loading times
5. Creates a more personalised experience
6. Opportunity to run exclusive deals & early access sales

Learn more

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21. As a Shopify store owner, what are some common mistakes to avoid during Black Friday?

As a Shopify store owner, there’s several common mistakes that you definitely want to steer clear of during Black Friday to ensure everything goes smoothly, 

Don’t wait until the last minute to get ready—starting your marketing and inventory planning early can save you from a whole lot of stress later on. Another mistake is not testing your Shopify store’s performance; with all that high traffic, you don’t want your site crashing.

Also, be smart about your promotions—offering deep discounts without a solid strategy can hurt your profit margins more than you might think. And neglecting customer service can fire. So make sure your support team is geared up to handle inquiries and issues quickly during this busy shopping period. 

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Marketing & Promotion 

22. What are some email marketing tips for BFCM?

For effective BFCM email marketing, start by sending teaser emails to build excitement around your deals. Segment your email list so you can send personalised offers to specific customer groups. During the event, keep the momentum going with reminder emails that highlight limited-time seals and flash sales. 

Don’t forget to set up abandoned cart recovery emails to nudge customers who’ve left items behind, sweetening the deal with discounts or free shipping to get them to complete their purchase. And even after Black Friday, follow up with thank-you emails and special offers to keep the sales rolling in. 

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23. What marketing channels should I focus on for BFCM promotions? 

• Email marketing is key for engaging your existing customers with personalised offers and reminders. 
• Organic social media platforms like Instagram, Facebook, and TikTok are great for building excitement and reaching a wider audience with ads and organic posts. 
• Push notifications enable you to send updates before, during, and after BFCM, keeping customers informed about upcoming promotions, flash sales, and cart reminders.
• Paid search ads on Google can help capture high-intent shoppers looking for deals.
• SMS marketing allows you to use text messages to quickly alert customers about time-sensitive promotions and special deals. 

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24. How can I create a sense of urgency for my Shopify Black Friday Cyber Monday promotions?

To create urgency for your Shopify BFCM promotions, try using limited-time offers and flash sales that push customers to act fast. 

Adding countdown timers to your website and emails is a great way to visually remind shoppers that the clock’s ticking. Phrases like "Only available for the next 24 hours!" or "Selling fast!" can also give them that extra nudge. 

Plus, sending out reminders about deals ending soon through email and push notifications helps keep that sense of urgency fresh in their minds.

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25. How do I stand out among competitors during BFCM?

To stand out among competitors during BFCM…

• Focus on offering unique promotions, such as exclusive bundles or limited-time discounts that customers can’t find elsewhere.
• Make sure your branding is consistent and eye-catching, and personalise your offers through email marketing and product recommendations.
• Offer exceptional customer service, like live chat support, and fast, free shipping.
• Use social media and influencer partnerships to boost your visibility and engage with your audience in creative ways. 
• Get a mobile app for your Shopify store to offer a smoother, more convenient shopping experience compared to your competitors. 

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26. How do I effectively use organic social media to promote my BFCM deals?

To make the most of organic social media for your Black Friday deals, start posting regularly ahead of time to build excitement and highlight your best offers and exclusive discounts. Use eye-catching visuals and fun, engaging captions to really showcase your deals. Try out features like Instagram Stories, Reels, and even live videos to create buzz and maximise your reach.

You can also use countdowns or polls to get your audience interacting. Plus, consider offering special deals just for your social media followers to keep them engaged—and don’t forget to encourage your followers to share your posts and spread the word about your deals.

10 Organic Social Post Ideas for Shopify Stores

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Sales & Shipping Management 

27. What shipping options should I consider for BFCM?

• Free shipping. Popular with customers and can encourage more purchases, especially with a minimum spend incentive. 
• Expedited or next-day shipping. Great for last-minute shoppers who need their items quickly. 
• Local delivery. Offer a convenient option for nearby customers to receive their purchases faster.
• In-store pickup. Ideal for customers to want to avoid shipping fees or get their items faster. 

Whatever shipping options you choose to offer, just be sure to clearly communicate delivery times and let customers know about any potential delays due to the high order volumes during the Black Friday weekend. Keeping everyone in the loop will help set the right expectations and keep shoppers happy. 

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28. How can I handle a sudden surge of orders during BFCM?

To be prepared to handle a sudden surge of orders during BFCM, you’ll need a contingency plan: 

• Ensure your Shopify store is optimised for high traffic to avoid crashes. 
• Use inventory management tools, such as Genie, to track stock levels during the sale, preventing overselling.
• Communicate shipping times and potential delays proactively.
• Set up automated responses and chatbots for common inquiries.

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29. What should I do if my inventory runs out during BFCM? 

If you find yourself running out of inventory during Shopify Black Friday Cyber Monday, it’s super important to communicate this to your customers. Make sure to update your website and product listings to let everyone know what's out of stock, and consider adding a feature for customers to sign up for restock notifications. If you can, look into restocking quickly or offering alternative products.

Also, check out some Shopify apps like Scarcity ++ Low Stock Counter, which let you show how many items are left in stock right on the product page. This not only helps you manage & display inventory but also creates a sense of urgency that can encourage shoppers to act fast.

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30. How do I manage returns during the Black Friday shopping period?

To manage returns effectively during the Black Friday shopping period, make sure your return policy is easy to find and understand on your website so that customers know exactly what to expect. It’s also a good idea to extend your return window to account for slower delivery times and give holiday shoppers a little extra breathing room.

Make the returns process as simple as possible by providing prepaid return labels or setting up an easy online return portal. Plus, keep an eye on return requests to spot any trends or common issues with specific products—you can use that info to improve your offerings for future sales.

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31. How can I reduce return rates after Black Friday Cyber Monday?

You can reduce return rates after Black Friday Cyber Monday by focusing on strategies that address the surge in impulse purchases during the sales event:

• Give your customers detailed product descriptions and high-quality images, so they know exactly what they're getting.
• Adding size guides or fit recommendations is a great way to help shoppers make smarter choices.
• Encourage customer reviews and testimonials—positive feedback can really boost confidence for potential buyers.
• Make sure you have a clear, hassle-free return policy, so customers know exactly what their options are.
• Gather feedback on why items are being returned and use that information to improve your products and customer experience for future sales.

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32. What are some of the best ways to track and manage shipping during the BFCM rush?

During the Shopify Black Friday Cyber Monday rush, staying on top of shipping is key to keeping customers happy. You can use Shopify’s built-in shipping tools or third-party apps like ShipStation and AfterShip can help automate tracking and send out notifications.

Providing live tracking updates keeps customers in the loop, sets clear expectations for shipping times, and helps manage any delays. It’s also a good idea to plan ahead and stay in touch with your shipping carriers to avoid any unexpected surprises during the busy season.

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Customer Experience & Support

33. How can I provide excellent customer support during BFCM?

To provide excellent customer support during Shopify Black Friday Cyber Monday, make sure you’re easy to reach across multiple channels - whether it’s live chat, email, or social media. 

Setting up automated responses for common questions can help you handle the rush without missing a beat. You can also create a dedicated FAQ page for BFCM-related topics like shipping times and returns.

And most importantly, respond quickly and be transparent—customers love clear communication, especially during such a busy shopping event.

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34. What should I do if my Shopify store faces technical issues during BFCM?

If your Shopify store runs into technical issues across the Black Friday Cyber Monday weekend, the first thing to do is stay calm and act quickly. 

Reach out to Shopify support for assistance, and keep an eye on Shopify’s Status Page for live updates on any platform-wide problems. It’s always smart to have a backup plan in place beforehand, like notifying customers via social media or email if there’s downtime. 

Communication is key—keep your customers informed about any issues and when you expect to be back up and running. 

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35. How do I manage high traffic during Shopify Black Friday Cyber Monday?

To manage high traffic over the Black Friday Cyber Monday weekend, make sure your store is fully optimised for peak performance across all devices.

That means speeding up load times, compressing images, upgrading your hosting plan, and using content delivery networks (CDNs) for smoother browsing.

But the best way to handle the rush is by getting a mobile app for your Shopify store. These apps are designed to be both fast and responsive, handling a high volume of users without slowing down. You can learn more about no-code Shopify mobile app builders and how they can boost your sales here. 

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36. How can I personalise the shopping experience for customers during Black Friday?

Here’s some ways to personalise the shopping experience for your customers during Black Friday: 

• Make the most of purchase data.  Tap into data from previous purchases to suggest products that match individual preferences—everyone loves a tailored recommendation.  
• Targeted campaigns & notifications. Send personalised discounts and promotions through social media, email, and push notifications based on your customers’ shopping habits.
• Loyalty programs. Roll out a loyalty program to reward your customers for their purchases and encourage them to keep coming back for more.
• Dynamic website content. Use dynamic content that changes based on customer behaviour, so each visit feels fresh and uniquely tailored just for them.
• Personalised shopping assistants. Think about adding chatbots or live chat features to provide tailored support and product suggestions—customers will appreciate the extra help. 

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37. How can I ensure fast response times with high customer inquiries during BFCM?

To ensure fast response times when customer inquiries are high during the busy Black Friday and Cyber Monday rush, you’ll definitely need to add a live chat feature to your Shopify store for instant support.

You might also want to look into using a ticketing system to help prioritise and organise inquiries, making sure no customer is left hanging for too long. Keeping things efficient will keep your customers happy.

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Post Black Friday & Cyber Monday

38. What should I do with leftover inventory from Black Friday and Cyber Monday?

Here’s some things you can do with leftover BFCM inventory:

• Run clearance sales. Consider hosting clearance sales or special promotions to encourage customers to purchase any remaining items.
• Create bundles. Bundle products together at a discounted rate or create gift sets to provide added value.
• Email Your Loyal Customers. Reach out to your email list with exclusive offers on leftover products to reward your loyal customers.
• Donate Excess Stock: If you still have excess stock, think about donating items or partnering with local charities. It’s a great way to give back while clearing out inventory.

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39. How do I retain customers after Black Friday with follow up marketing?

To retain customers after Shopify Black Friday Cyber Monday, focus on follow-up marketing that keeps the connection alive. 

Start with personalised thank-you emails to show your appreciation for their purchases. You can also sweeten the deal with exclusive discounts or promotions for their next buy, as well as rolling out a customer loyalty program to encourage repeat visits. 

Don’t forget to use email newsletters, organic social, and push notifications to share updates, new product launches, or helpful content that adds value. This will keep your Shopify store top of mind, even long after the holiday rush. 

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40. How do I track the success of my Shopify Black Friday Cyber Monday sale?

To track the success of your Shopify Black Friday Cyber Monday sale, focus on key metrics like total sales, conversion rates, and average order value. 

Take advantage of Shopify’s analytics tools to see where your traffic is coming from and how your products are performing. Plus, setting up Google Analytics can give you even more insights into customer behaviour.

Also be sure to compare your results with previous years - it’s a great way to spot trends and find areas for improvement. 

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41. What can I learn from customer behaviour during BFCM?

During the BFCM weekend, you can learn a lot from customer behaviour. 

By analysing shopping patterns - like which products are most popular and when customers are most active - can help you to understand what drives the most sales. You can also gain insights into customer preferences based on their browsing habits and cart abandonment rates. 

All of this information is valuable for fine-tuning your marketing strategies, optimising your product offerings, and making the shopping experience even better for future sales. 

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Are you a Shopify SME looking to maximise your sales across Black Friday and Cyber Monday 2024? Talk to a Shopify growth expert at StoreLab and learn how we can help you to see the most success.