In a candid admission of an aggressive competitive tactic, Shopify's President Harley Finkelstein said he used to post "should have been on Shopify" on X whenever a large retailer's website went down during Black Friday, turning their biggest vulnerability into a real-time public sales pitch.
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Influencing $3 billion in Black Friday sales, AI shopping agents automate both product discovery and price hunting. This ushers in an era of "self-driving shopping" that forces radical price transparency on retailers, as AI can instantly find the absolute cheapest option online for any product.
Before a major sales event like BFCM, prepare plain-text, ready-to-send emergency emails addressing common problems like site crashes or shipping delays. This allows your team to communicate transparently and quickly during a crisis without scrambling to write copy.
Shopify's VP of Engineering reveals a striking metric for their growth: the peak traffic and sales volume they handle on Black Friday becomes their normal, everyday traffic level just six months later. This relentless scaling requirement means they are perpetually engineering for a future that is multiples larger than their current peak.
Most e-commerce companies lack the expertise to maximize high-stakes sales events. This creates an opportunity for a niche agency focused solely on planning and executing these campaigns. By operating on a revenue-share model, such an agency offers a no-brainer value proposition to potential clients.
Harley Finkelstein describes the future of retail as "agentic," where a consumer's journey seamlessly crosses platforms. For example, a journey could start on TikTok, move to a physical pop-up, and conclude with a purchase inside the game Roblox, moving beyond the simpler online vs. offline dichotomy.
On Black Friday, Shopify projects its live sales globe onto the Las Vegas Sphere. Each confetti burst on the massive screen represents a new entrepreneur making their very first sale, reframing the event as a global celebration of entrepreneurship rather than just a sales metric.
BFCM customers buy on discount, not brand affinity, and rarely return. Brands must go overboard with post-purchase brand storytelling through multiple channels (email, ads, social) to reinforce the "why" and earn a second purchase from this transactional cohort.
For brands with one main product, Black Friday success hinges on two fundamentals. First, deeply understand your unit economics to define a clear target CAC/ROAS. Second, present an offer so simple it requires zero cognitive load. Any customer confusion immediately kills the sale.
With 58% of consumers worried about finances, over 40% are constantly hunting for deals on websites they've never visited before. This sustained deal-seeking behavior creates a massive, ongoing opportunity for challenger brands to capture market share from established incumbents whose customers are now actively shopping around.
Brands running one static Black Friday deal all November see consumer interest wane. The most successful brands introduce a significantly better offer on Thanksgiving evening, creating a massive revenue spike by tapping into learned consumer behavior of waiting for the best deal.
