By Gonzalo Torres, Country Lead, Shopify Spain | September 2025

Black Friday and the holiday campaign are not improvised. Last year Shopify retailers in Spain saw their sales soar by 52% during the Black Friday Cyber Monday weekend. That's why it's essential for them to plan every detail and rely on technology to respond to the high demand. On Shopify, we see thousands of stores applying tactics that work. Here are five practical tips, inspired by real retailers:

1. Sell where your customer buys
Don't limit your sales to ecommerce. Combining the online store with physical stores, pop-ups and face-to-face collaborations multiplies the points of contact. This way you can attract customers who discover the brand on Instagram, try it in store and close the purchase online.

2. Optimize your inventory (and advertise it).
Many consumers abandon shopping carts for fear of not receiving the product on time. Use your website to show real-time availability and offer in-store pickup or express shipping. Being clear builds trust and converts more.

3. Activate smart offers, not meaningless discounts
The common mistake is to lower prices without a strategy. Segment your database to send personalized offers based on purchase history. Result: better margins and greater loyalty.

4. Reinforce your website for high traffic peaks
76% of purchases in Spain during the Black Friday weekend were made from cell phones. Your store must be fast and stable, even if you multiply visits. At Shopify, we help retailers scale without server crashes, even during Black Friday peaks.

5. Measure, learn and adjust in real time.
Shopify recorded that more than 67,000 merchants had their biggest sales day during Black Friday 2024 weekend. Every click leaves valuable data. Reviewing dashboards every few hours allows you to react in time: adjust stock, offers or campaigns. This is the way to gain agility and not lose sales due to lack of foresight.

It's critical to understand the relevance of Black Friday and the peak sales season for many businesses, so we focus on what's important: making brands sell. Companies like Singularu, Pompeii, Blue Banana Brand and Barner, among many others, use Shopify to focus on what's relevant and have the necessary support during the most critical moments.

Making decisions upfront, preparing stock well, coordinating online and physical sales and optimizing each contact channel is what makes the difference between simply participating or really standing out. We see it every year: retailers who invest time and technology up front enjoy record results and more loyal customers later. And the best part: everything you do now becomes a solid foundation for next year, because those who plan now, sell more later.