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Expert Answer • 2 min read

Should I do pre-Black Friday week?

As an e-commerce merchant preparing for the critical Black Friday shopping season, I'm wondering whether it's strategically beneficial to launch promotional activities before the actual Black Friday date. I want to understand if running pre-Black Friday week promotions can help me capture early shoppers, build momentum, and potentially increase my overall holiday sales performance. What are the pros and cons of starting promotions early, and how can I effectively implement a pre-Black Friday strategy without cannibalizing my main event sales?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Pre-Black Friday week (7 days before) works well for list-building campaigns and teaser content, but not for running actual discounts. Save the discount for the main event - a pre-BF week sale trains customers to wait for something even better on Friday.

Complete Expert Analysis

Should I Do Pre-Black Friday Week?

Pre-Black Friday week is valuable for preparation and anticipation-building - but only if you use it for list growth and teasing, not discounting. Running sales the week before Black Friday dilutes the main event and trains your audience to either buy early (reducing BF revenue) or wait for "real" Black Friday prices.

Good Pre-BF Week Activities

  • - Email captures: "Get early access" signups
  • - Teaser content: What's on sale hint
  • - Countdown email: "5 days until BF"
  • - Social hype content
  • - VIP preview announcement

Avoid Pre-BF Week

  • - Running discounts "to warm up the audience"
  • - Flash sales that train waiting behavior
  • - Early access with identical BF deals
  • - Revealing all BF products in advance

Strategy: Use pre-BF week to build your email list specifically for Black Friday signups. An "early access waitlist" landing page that converts visitors throughout November is more valuable than a discount that leaks margin before the main event.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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