Black Friday packs into a single weekend the traffic and sales many stores don't see the rest of the year. The difference between making the most of it and losing it is decided weeks ahead of time, not with last-minute improvisation.
Check performance now, not the week before
Run a load test, or at least check your speed under simulated traffic, with several weeks to spare. If your hosting can't handle a spike, better to know with time to react than to find out live.
Stock and logistics, locked down early
Nothing frustrates a customer more than buying something that then can't be fulfilled. Check that inventory is properly synced between store and warehouse, and have a clear plan with your carrier for those volumes.
Campaigns are planned, not improvised
Around these dates you're competing with thousands more advertisers, which pushes up cost per click. Defining budgets, audiences and creatives with plenty of lead time improves performance a lot compared to putting it together the day before.
Clear terms, no legal surprises
Consumer protection law requires transparency around discounts: the reference price has to be real, not inflated before the "discount." Review your returns policy and keep it visible.
Email and remarketing, prepared in advance
These tend to give the best return of the season, precisely because they target people who already know you. Preparing them ahead of time, instead of on the fly, makes a real difference.
And the day after, analyse what worked while the data is still fresh: that information is gold for the Christmas campaign, which arrives right on its heels.
Your human team needs preparing too
If you have customer support, reinforce the team or at least warn them in advance that query volume will be higher than usual. A chatbot properly configured for the most repeated questions (shipping times, order status, returns policy) can absorb a good part of that spike without overwhelming the human team.
Frequently asked questions
How far in advance should Black Friday prep start?
A reasonable window is 6 to 8 weeks ahead: enough time for performance testing, negotiating stock with suppliers, and preparing campaigns with room to spare.
Is it worth offering very aggressive discounts?
It depends on each product's margin. Sometimes a moderate discount with solid stock and reliable logistics pays off more than an aggressive one that sells out in hours and leaves frustrated customers behind.
What happens if my site goes down during the traffic peak?
Beyond the sale lost in that moment, the hit to brand trust can outweigh that day's financial gain. That's why prior performance testing is one of the least optional items on this whole list.