Most merchants know they need to send BFCM emails, but they don't know what to send or when. Scrambling in November without a plan usually means missed sends, rushed copy, and lost revenue.
This BFCM email marketing calendar maps out the specific 2026 dates so you can plan and enter the busiest sales season fully prepared.
This post covers Shopify BFCM emails specifically — and since email only works as well as the list behind it, we'll also point out where countdown timers and reviews can reinforce specific sends along the way. We'll outline the emails we believe every Shopify merchant should send to maximize profits before the year ends.
We're also assuming you already have an email list or are currently building one. If you're starting from scratch, read this article on building an email list first.
Now, let's discuss when you should start planning your BFCM email marketing campaign.
When to Start Planning Your BFCM Emails
Start planning your BFCM email campaign about 4 weeks out — sometime in late October or early November. That lead time gives you room to warm up your list and write and schedule everything without rushing.
Starting late? Skip the Teaser phase, or both Teaser and Early Access, and focus on the BFCM Weekend, Cyber Monday, and post-sale follow-up emails instead.
Next, let's get into phase one: the Teaser phase.
Teaser Phase (Oct 29 – Nov 13)
The Teaser phase is all about building anticipation before you launch your BFCM sale — not asking for the purchase yet, just getting your list ready for what's coming. During this window, plan on sending 2 emails that gradually build up the excitement without giving away all the details.
Send 1 (Oct 29): Hint that something's coming, without giving away specifics. Subject line example: "We are planning something huge…"
Send 2 (Nov 10): Reveal more detail — a specific incentive, category, or hint at how big the savings will be. Subject line example: "Sneak Peek: Our Black Friday deals"
This is where POWR popups/signup forms come in, as they're what feed new subscribers into your email list.
Let's move into the Early Access phase, where you'll reward your existing subscribers with first access before everyone else can shop the sale.
Early Access / VIP Phase (Nov 14 – Nov 25)
The Early Access phase is where you reward the subscribers who've stuck with you through the Teaser phase — giving them first access to your BFCM deals before the sale opens to everyone else. Plan on sending 2 emails during this window that build on the anticipation from the Teaser phase and start introducing real details, like specific discounts or an early-bird incentive.
Send 1 (Nov 14): Announce that early access is live. Subject line example: "Your exclusive head start on Black Friday"
Send 2 (Nov 24): Create a sense of urgency with a reminder that early access is closing soon. Subject line example: "Your early access ends tonight"
Pairing one of these emails with a few customer reviews can go a long way here too — seeing that other shoppers trust your products builds confidence before your subscribers commit to buying early.
Next, let's get into BFCM Weekend, when the doors open to your full audience.
BFCM Weekend (Nov 26 – Nov 28)
BFCM Weekend is where the sale goes live to everyone, not just your early-access subscribers, so the tone shifts from anticipation to urgency. Plan on sending 3 emails across Thanksgiving, Black Friday, and Small Business Saturday, each one pushing harder toward a purchase than the last.
Send 1 (Nov 26, Thanksgiving): Give a quick reminder that the sale starts tomorrow. Subject line example: "Quick heads up: Black Friday sale starts tomorrow"
Send 2 (Nov 27, Black Friday): Announce the start of BFCM. Subject line example: "Drop everything. The sale is live"
Consider adding a countdown timer to your BFCM landing page to reinforce urgency and encourage visitors to make a purchase.
Send 3 (Nov 28, Small Business Saturday): Highlight a small business story or continue urgency. Subject line example: "Big deals from your favorite small business"
Pairing your Small Business Saturday send with a few customer reviews works well here too — real feedback reinforces the same trust-your-local-favorite feel the day is built around.
The sale isn't over yet, though — Cyber Monday is your last shot to squeeze out those final purchases before the BFCM window closes.
Cyber Monday (Nov 30)
Every send on Cyber Monday should push harder toward "buy now" than anything you've sent so far, as this is the final stretch of the BFCM window. Plan on 2 emails: one announcing the day's deals, and a final-hours reminder before it's all over.
Send 1 (Nov 30, Cyber Monday morning/early): Announce Cyber Monday deals. Subject line example: "Cyber Monday starts NOW: Get 50% off everything"
Send 2 (Nov 30, later that day): Send a last-hours/final-call reminder. Subject line example: "Last call for Cyber Monday"
Pair that final-hours email with a countdown timer showing exactly when the sale ends — seeing the clock run out tends to push hesitant shoppers to buy.
Once Cyber Monday wraps, the sale is officially over, but your work isn't quite done. Lastly, let's cover the post-sale follow-up emails that keep the momentum going after BFCM ends.
Post-Sale Follow-Up (Dec 1 – Dec 5)
The tone here shifts away from selling and toward reinforcing goodwill — thanking the people who bought, and catching anyone who almost did. Plan on 3 emails between December 1st and 5th: a thank-you to purchasers, a cart recovery send for anyone who didn't check out, and a soft re-engagement email to keep the relationship warm heading into your next campaign.
Send 1 (Dec 1-2): Send a thank-you/receipt-style email. Subject line example: "A huge thank you from all of us"
Send 2 (Dec 3-4): Give a reminder to anyone who browsed but didn't buy to recover the items in their cart. Subject line example: "You left these behind in your cart"
Add an exit-intent popup to your site to catch anyone who's about to leave and prompt them to complete their purchase.
Send 3 (Dec 5): Re-engage with a new promotions/shipping deadlines message. Subject line example: "Come back and save [X]% with our new collection"
That wraps the full email sequence — here's a quick recap of the whole BFCM calendar in one place, so you can save it and use it as your at-a-glance reference.
Quick Recap: Your BFCM Email Calendar at a Glance
Here's the full sequence in one place, so you can bookmark or save it as your at-a-glance reference.
That's 12 emails across 5 phases, spanning about 5 weeks. If you want a visual version of this table to save or share, keep an eye out for the downloadable version below.
Wrapping Up
BFCM only works as well as the plan behind it — and now you have a full holiday email marketing schedule to work from.
From the first teaser email in late October to the last re-engagement send in early December, every phase in this Black Friday email calendar is built to keep your list warm, your urgency high, and your revenue climbing through the busiest sales weekend of the year.
Remember: the emails are only half the equation. Combine your Early Access and BFCM Weekend sends with reviews, and your BFCM Weekend and Cyber Monday sends with a countdown timer, to squeeze even more urgency and trust out of each one.
Download the full BFCM email calendar above and start scheduling your campaigns today.
Not sure your list is ready yet? Read this article on building an email list first, then come back and put this calendar to work.
