Black Friday is 27 November. Your product pages make the sale.
Your shopper is on a phone with three other tabs open. She buys from the page that shows real people using the product. This is the five-week plan to make that page yours.
Thu 26 Nov
Thanksgiving
Cyber Week starts
Fri 27 Nov
Black Friday
Forecast $12.9B US online
Sat 28 Nov
Small Business Saturday
US
Mon 30 Nov
Cyber Monday
Forecast $15.1B US online
Most of it happens on a phone.
- US online holiday spend forecast, 1 Nov to 31 Dec 2026
- $275.1B
- US online holiday spend forecast, 1 Nov to 31 Dec 2026
- Adobe forecast
- of that spend forecast to happen on a phone
- 57.4%
- of that spend forecast to happen on a phone
- Adobe forecast
- Shopify merchant sales over BFCM 2025, up 27%
- $14.6B
- Shopify merchant sales over BFCM 2025, up 27%
- Shopify
- US shoppers over the 2025 Thanksgiving weekend
- 202.9M
- US shoppers over the 2025 Thanksgiving weekend
- NRF
2026 figures are forecasts. Sources are listed at the foot of the page.
One job a week until the weekend.
Week 1 · 23 to 30 Oct
Pick the hero products
Name the ten to twenty products that will carry the weekend. Count the customer photos and videos on each page.
Week 2 · 31 Oct to 6 Nov
Use what you already have
Pull tagged Instagram and TikTok posts and review photos. Ask creators for rights on the best ones.
Week 3 · 7 to 13 Nov
Place proof by the button
Put a gallery and a short customer video next to add-to-cart on each hero page. Then freeze the theme.
Week 4 · 14 to 20 Nov
Test on a phone
Open every hero page on mobile data. Check speed with the content live. Point ads at those pages.
Week 5 · 21 to 30 Nov
Hold the line
Approve new posts once a day. No new scripts. Swap to Cyber Monday copy on Sunday night.
Starting late? That is fine. Use the content you already have this year. The full plan for 2027 starts in January: plan BFCM 2027 now.
Real customers, next to the buy button.
Idukki collects the photos and videos customers already post, tags them to products and puts them on the page.
Shoppable galleries and video
Customer photos and clips, tagged to products, beside the buy button.
Rights requests
Ask a creator for permission before a post goes on a page or in an ad.
Moderation
Nothing shows until you approve it. Keep up with posts during the weekend.
Built for speed
Galleries are built to load without slowing your store.
20%
conversion lift Theater measured after swapping studio-only photos for customer content.
On-site A/B test, 30K+ visitors per arm. One brand's result.
Read the case studyPlans, checklists and an ebook.
- PlanBlack Friday 2026 is five weeks out: the social proof plan
- ChecklistBlack Friday landing page checklist: what goes above the fold
- Buyer's guideBest Shopify apps for Black Friday 2026
- ComparisonBlack Friday vs Cyber Monday: what to change between them
- EbookThe Holiday Playbook 2026: Black Friday to January returns
- DownloadThe printable landing page checklist
December and January are next: the full holiday hub, with 2027 dates.
Black Friday, answered.
- When is Black Friday 2026?
- Friday 27 November 2026. Cyber Monday is Monday 30 November. Black Friday 2027 is Friday 26 November.
- Is five weeks enough to add customer photos and video?
- Enough to place what you already have. Most stores have tagged social posts and review photos they never use. Building a deep new library takes longer, so start that in January for 2027.
- Will a gallery slow my store down on Black Friday?
- Any script adds weight. Test every hero page on a phone with the content live, two weeks before the weekend. Then freeze the theme.
- Which pages should get customer proof first?
- The ones your ads and emails point to. Usually the hero product pages and one Black Friday landing page.
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