Black Friday Checklist 2025. Prepare your ecoomerce store!
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7 minutes 37 seconds
Black Friday can be a huge opportunity for a small online store, especially in the rapidly growing world of online shopping, but it can also be a challenge. During these few days, traffic increases rapidly, customers expect fast service, clear black friday promotions, and a smooth purchase process. If the store is not properly prepared, even the best offer can be lost.
That’s why I've created a checklist to help you make sure everything is working as it should: from the technical side, through marketing, to order processing and fulfillment. With it, you can approach Black Friday calmly and effectively. And be ready not only for 2025, but for the years ahead.
Check if your online store is ready. Black Friday checklist!
During Black Friday, traffic in your store can increase several times over, so it's worth making sure everything is in order in advance. Fortunately, by checking your ecommerce store with the list below, nothing will surprise you!
1. Scalability and hosting
Your small business website server may be under much more strain than usual, so make sure it is ready for this.
Contact your hosting provider and ask about the possibility of quickly scaling resources. This will ensure that your store continues to run smoothly in the event of a sudden increase in traffic. Also, test the load on your store before the campaign starts (so-called stress tests) to assess how it responds to increased interest.
Additionally, check the validity of your domain and SSL certificate and have a simple contingency plan ready: who contacts the hosting provider, how quickly a backup can be restored, and what actions you will take in the event of temporary interruptions.
And now something extra: if you use an all-in-one solution, such as WebWave, many of these issues (hosting, SSL certificate, backups) are already taken care of by the platform. This makes it much easier to prepare your ecommerce store for this busy online shopping period and high-pressure black friday promotions!
2. Optimizing product pages
During periods of intense advertising activity, such as the Black Friday shopping season, simplicity and clarity of message are key. Customers who land on your website from an ad campaign need to immediately understand what you are offering and why they should buy now. Therefore, before launching a promotion, make sure that each product page is as clear and easy to understand as possible – this is essential for any ecommerce business.
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Ensure that the photos are clear and present the product well, and that the descriptions are short, specific, and focused on real benefits.
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If you have customer reviews, display them prominently. Social proof has a direct impact on reducing hesitation and cart abandonment.
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Also add visible information about the promotion, delivery time, and any limits to motivate quicker decisions. Even small urgency elements can significantly optimize conversion rates.
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Check your page layout and navigation: too many distractions can discourage the user. The goal is to guide the customer naturally and effortlessly toward adding the product to cart.
Once you've optimized your product page for clarity, readability, and purchase incentives – you can confidently say your store is better prepared for Black Friday.
3. Marketing campaigns and SEO before Black Friday and Cyber Monday
An effective marketing strategy before Black Friday and Cyber Monday should not only announce promotions but also attract new visitors and build interest before the sale begins.
How to do this?
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Update your product descriptions and headings to improve search visibility.
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Ensure consistent activity on social media platforms, newsletters, and your blog – where you can educate, inspire, and gradually build anticipation.
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Prepare gift guides, product comparisons, and category recommendations – customers actively look for such content during the shopping season.
Don’t forget to check your payment options. A variety of fast, secure checkout methods helps reduce friction and minimizes cart abandonment at the final step.
If you use the WebWave creator, you can easily create promotional landing pages, pop-ups with sale information, and banners for the homepage – all without programming. This allows your marketing messages to stay fresh and quickly updated throughout the entire Black Friday & Cyber Monday period.
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Sample email campaign
If you’re planning to “warm up” leads through email marketing, here's a strategic 7-day promotional email plan that works perfectly for a small ecommerce store preparing for the holiday shopping rush – especially for Black Friday 2025. This approach helps any retailer build anticipation and increase engagement before the sale even begins.
7 days before Black Friday: Announcement and building anticipation
Send an email announcing upcoming promotions, emphasizing the uniqueness of Black Friday and inviting recipients to follow the offer. Add a teaser about special discounts and limited-edition products to pique curiosity.
6 days before Black Friday: Presentation of top products on sale
Present a few bestsellers or attractive categories that will be available on sale. Include attractive graphics and short descriptions to encourage early browsing of the offer.
5 days before Black Friday: Shopping guide or inspiration
Present practical tips on what to buy as a gift or how to take advantage of the promotion. Add product set suggestions and shopping inspiration to help customers make their choice.
4 days before Black Friday: Reminder and emphasis on limited availability
Remind customers about the upcoming event and point out that promotions will only be available for a short time or while supplies last. Add countdown timers.
3 days before Black Friday: Exclusive offer for subscribers
Offer special early access or an additional discount only to newsletter recipients. This builds loyalty and increases the chances of quick purchases.
2 days before Black Friday: A day to remind customers of key promotions
Remind customers of the most important promotions and their terms and conditions, motivating them to prepare a shopping list. Highlight benefits such as fast delivery or free shipping.
1 day before Black Friday: Final reminder and encouragement to get ready
Encourage customers to check out the offer now or set a reminder so they don't miss the start of the promotion. Provide the exact start time and a link to the store.
This email plan effectively builds excitement and engagement, increasing your chances of successful sales!
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4. Testing and final check of the purchasing process
Let’s emphasize this once again. Before the sale starts, it’s worth thoroughly testing every stage of the store’s operation – especially the checkout process. The goal is to ensure that consumers can easily go from viewing a product, adding it to their cart, choosing shopping options, and finalizing payment and order confirmation. Even a minor technical error can discourage new customers and cause them to turn to your competitors. That’s why it's crucial to make sure your store runs smoothly, quickly, and without surprises.
It’s also a good idea to adjust the appearance of key interface elements (e.g., the “Add to cart” CTA or stock availability messages) so that they stand out clearly and are easy to understand. Remember: during Black Friday, time is of the essence, and customers make decisions faster than usual. The easier and more intuitive the path, the lower the risk of abandonment – and the higher your conversion rate.
12 tests to perform before Black Friday
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Server performance test under increased traffic – check that the site remains stable even with heavy load. Slow load times can instantly reduce sales.
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Loading speed test – optimize images, scripts, and layout to avoid losing users in the first seconds.
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Responsiveness test – make sure your store looks and works correctly on smartphones, tablets, and laptops.
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Purchase path test – verify that it’s easy to move smoothly from product view to the checkout process.
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Shopping cart test – adding, removing, and changing product quantities should work without errors.
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Payment test – ensure that all available payment methods work quickly and reliably.
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Transactional email test – order confirmations and updates must be sent immediately.
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Login and registration test – forms should be fast and simple to complete.
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Data security test – confirm that your SSL certificate is valid and no vulnerabilities are present.
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Warehouse / ERP integration test – stock levels must update correctly in real time.
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Search and filter test – users must be able to find what they’re looking for easily.
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Backup and data recovery test – ensure you have a clear procedure in case of system failures.
After performing these tests, review your analytics to identify possible bottlenecks: at which step users exit, where delays occur, and which shopping options are most frequently used. This will help you make targeted improvements based on real user behavior.
5. Prepare customer service and logistics
During the ultimate Black Friday and the broader BFCM campaigns, you can expect more questions from every type of shopper, especially those comparing BFCM deals across multiple stores during the holiday sales period. Customers will be asking about product availability, order status, delivery times, and returns. Therefore, it’s crucial to ensure your customer service team is accessible and well-prepared. Establish internal reply scenarios, shorten response times, and consider adding simple automated responses, for example in chat widgets or emails – that clarify the most common issues instantly.
At the same time, plan your store’s logistics to handle increased traffic and a higher volume of orders. Review inventory, restock bestsellers early, and make sure your fulfillment or shipping partners can handle scaling. If you package orders yourself, prepare boxes, labels, tape, and materials in advance so the workflow remains smooth even when order volume spikes.
Why platform choice matters (and yes, it really does)
Many small ecommerce businesses rely on platforms like Shopify, but during high-traffic moments like Black Friday 2024, additional app dependencies and transaction fees can complicate scaling. Using an all-in-one solution like WebWave simplifies things: hosting, page editing, SSL, backups, and landing page creation are all built-in meaning fewer points of failure during the busiest shopping weekend of the year. It also lets you adjust pages and banners instantly without coding or plugin conflicts.
This matters because a shopper who experiences slow load time or confusion will leave before they make a purchase. And when search engine visibility and conversion speed drive outcomes, every second counts.
Is your ecommerce store ready for BFCM? Summary
Preparing your store step-by-step before Black Friday will help you avoid the most common pitfalls and ensure a smooth, enjoyable experience which translates directly to higher conversions and returning customers long after holiday sales end.
Use the checklist, check the flow, test every key step… and your store will be ready.
Your BFCM success in 2025 starts before the first discount drops.
Prepare for Black Friday conversion. FAQ
1. What are the trends in ecoomerce in 2025?
In 2025, ecoomerce focuses strongly on personalization, where every shopper receives product suggestions and offers tailored to their behavior. The shopping experience is also becoming more conversational thanks to AI chat assistants and automated support. Retailers increasingly offer flexible shipping options, such as same-day or local pickup. To keep up, businesses should use a planning checklist to ensure consistency across product pages, delivery, and post-purchase communication.
2. What are the top 3 selling items on Black Friday?
Electronics, fashion items, and home appliances usually dominate Black Friday sales because they offer the highest perceived discount value. Shoppers often compare deals across multiple stores, so the shopping experience needs to be fast, clear, and mobile-friendly. Retailers who highlight shipping guarantees and easy shipping options typically convert more visitors. Preparing a clear promotional checklist before the event is key to maximizing visibility and sales.
3. Is Cyber Monday better than Black Friday for online shopping?
Cyber Monday is often considered better for online shopping, especially for digital-first ecoomerce stores offering tech, software, and subscription deals. The shopper experience tends to be more focused on convenience and browsing speed, rather than in-store rush. Retailers usually provide targeted discount codes and extra shipping options to encourage fast decision-making. Many brands treat both events as one combined shopping experience, supported by a shared campaign checklist.
4. What is Black Friday in ecommerce?
Black Friday in ecoomerce is the peak shopping event of the year, where stores launch their most aggressive discount campaigns to attract shoppers. The goal is to create a fast and smooth shopping experience that encourages customers to make a purchase quickly. Retailers often highlight fast or free shipping options to reduce hesitation. A strategic checklist helps ensure the website, product pages, and logistics are ready for the surge in traffic.
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