The Holiday Survival Guide For eCommerce Retailers

Ellie Ho

June 17, 2024

August 27, 2025

•

5 min read

Early prep for BFCM with AI and Personalization

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BFCM isn’t just a sales event anymore. It’s the proving ground for your entire eCommerce strategy. But what if you’re running late on planning? Or still not sure how to hit that next level of growth?

This is your all-in-one BFCM playbook, built specifically for Shopify merchants. Whether you're prepping last-minute or leveling up an existing plan, you’ll get strategic clarity, conversion-focused tactics, and real-world solutions to help you finish the year strong.

What you’re up against (and Why it’s worth it)

70%+ cart abandonment rate on mobile
50% of shoppers start before BFCM, but millions more wait until the last minute
Social commerce, AI personalization, and delivery expectations are shaping shopper behavior faster than ever

And yet, the opportunity? Massive. Shopify merchants generated over $6.3B during BFCM just two years ago. That number keeps growing. If your store is findable, fast, and frictionless, your cut of that pie could double.

What’s inside this guide

Section	Focus
1. BFCM Shoppers & Mindsets	Understand buyer types & timing
2. Data-Driven Prep	Use your store data to guide quick wins
3. Conversion-Critical Fixes	From speed to checkout to stock
4. Product Strategy	Nail discovery and bundling
5. Marketing & Merchandising	Smart tactics for maximum reach
6. FAQs	Quick answers to common BFCM questions

1. Who are the holiday shoppers you need to convert

Knowing who you're selling to makes your messaging, timing, and offers sharper.

Four Core Shopper Types:

Early Birds: Already done shopping. Prioritize them in October.
Evergreeners: Steady throughout the season. Keep showing up across touchpoints.
Deal Hunters: Wait for deep discounts. They drive volume during BFCM.
Last-Minute Shoppers: Frantic, impulsive, high-converting, if your store makes it easy.

Key takeaway: Last-minute shoppers are your biggest opportunity for last-minute sales. Design around urgency, simplicity, and speed.

2. Start with the data: Fast fixes from your Shopify store

Even if you're behind on prep, your Shopify analytics are a goldmine.

Focus on These Metrics:

Top-selling products from the last holiday season
Traffic spikes and drop-off points (especially in checkout)
Search terms with no results (fix these with better filters or fallback content)
Conversion funnel gaps (where are people bouncing?)

Don’t stop at Shopify defaults.

Use tools like Boost Analytics to get:

Widget and page performance insights
Product-level engagement
Smart recommendations based on real user behavior

Great to know:

Unexpected benefits you can get from site search analytics.

4 Tips To Prep For Year-end Sales With Boost's Analytics.

3. What are some silent conversion killers you need to eliminate?

Holiday Traffic is Brutal

Most site crashes during BFCM are preventable.

Checklist:

Run a stress test before BFCM (simulate peak loads)
Optimize site speed: compress images, limit plugins, use lazy loading
Use a CDN to offload static content and free up servers for dynamic tasks

Cart & Checkout Are Make-Or-Break

A clunky checkout flow is a revenue leak.

Fix This:

Test your checkout as both guest and logged-in users
Make coupon codes easy to apply
Optimize for mobile (where abandonment is highest)

Pro tip: Use “exit intent” pop-ups with flash deals to catch wavering visitors.

4. Last-minute product & merchandising moves

If you only do one thing before BFCM, do this: make it easier for shoppers to make a quick decision.

Gift Guide Ideas

Organize based on intent, not just category:

Gifts Under $50
Last-Minute Gifts for Him/Her
Bestsellers That Ship Fast

Product Page Optimizations

Use lifestyle photos and videos
Write benefit-driven titles and descriptions
Feature real-time stock and delivery cutoffs

Don’t forget to:

Update inventory feeds in real-time
Use AI-powered search to surface relevant results
Bundle slow movers with bestsellers

Fresh Out: Boost just released A/B testing for the Merchandising feature. You can now test rule variants side by side and let performance guide your decisions.

Learn more: How to A/B Test Your Merchandising and Get Valuable Insights to Grow Revenue.

5. How to create promotion & marketing campaigns that cut through the noise

Email + SMS + Social = The Conversion Trifecta

Channel	Email	SMS	Social
Tips	Segment by past behavior Personalize product selections Include 2–3 CTAs, max	Time-sensitive flash deals Delivery countdowns Last-call reminders	Reels or TikToks for Gen Z Carousel ads for Millennials Run social ads with synced product feeds

Maybe you missed this amazing integration: Boost has shaken hands with Klaviyo to help merchants improve email conversion rate by 20%.

Tips for your email campaigns:

Create an Omnichannel Experience

Shoppers will switch between mobile, desktop, and social media platforms. Your product discovery has to feel seamless across all of them.

Leverage Shopify Apps:

Omnisend for multichannel campaigns
Inventory Planner for real-time forecasting
Boost Product Filter & Search to personalize discovery

6. Fast takeaways: Your BFCM quick checklist

To-Do	Why It Matters
Run load & checkout tests	Prevent lost revenue from crashes
Segment your email list	Boost open and click rates
Prep gift guides & bundles	Help last-minute buyers convert
Use search analytics to fix gaps	Show products people actually want
Offer local pickup or expedited shipping	Reduce cart abandonment
Create urgency with popups & countdowns	Capture impulse buyers
Update product descriptions with delivery deadlines	Build trust and close sales

Frequently Asked Questions

How do I attract last-minute shoppers?

Make product discovery ridiculously simple. Utilize curated guides, mobile-first UX, and transparent shipping information.

Should I focus more on bundles or discounts?

Both work, but bundles increase AOV and help you move stock without slashing prices.

What if my site isn’t ready?

Prioritize speed, checkout, and your bestsellers. Then work outward from there.

Is it too late to launch an email campaign?

Not at all. Many shoppers are still undecided during the BFCM weekend. Just keep it sharp, short, and timely.

What’s one underused tactic?

Exit-intent popups. They convert especially well during holiday urgency.

Final word: Fast doesn’t mean scrappy

You don’t need to overhaul your entire store to crush BFCM. But you do need to act fast and act smart. Use your data. Keep the shopper’s experience front and center. And use tools like Boost AI Search & Discovery to eliminate friction and surface the products that convert.

Because in BFCM, better discovery = bigger revenue.

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Ellie Ho

•

Content Marketing Specialist

June 17, 2024

•

5 min read

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The Holiday Survival Guide For eCommerce Retailers

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