Shopify Black Friday Landing Page:
What Goes Above the Fold in 2026

A Shopify Black Friday landing page should show four things above the fold on a phone: the offer as a number, when it ends, one button to shop, and one line on shipping or returns. Below that, put bestsellers with crossed-out prices, then any tiers or gift, then a short FAQ. Build it as a collection page with its own template.

Most BFCM traffic arrives from an email, a text or an ad that already made the promise. The landing page has one job: confirm that promise in under three seconds and get the visitor to a product. This post gives the section-by-section spec, the Shopify settings behind it, and the dates to switch each state on. The offer itself comes from your Black Friday discount strategy, and the whole plan lives in the BFCM 2026 playbook.

Should your Black Friday landing page be a page or a collection?

Use a collection. A collection page already shows products, prices, filters and sorting. A standard page needs product sections added by hand and goes stale the moment stock changes.

The setup follows Shopify's templates article:

1. Create a collection called Black Friday. Add the products in the sale.
2. In the theme editor, open the template drop-down, choose Collections, click Create template, name it "bfcm" and base it on your default collection template.
3. Add your offer banner and any extra sections to the new template.
4. In the admin, go to Products, then Collections, open Black Friday, and pick "bfcm" in the Theme template drop-down.

A separate template means your BFCM sections do not appear on every other collection. Shopify notes that template changes affect every page using that template, so keep the sale design on its own.

Work on an unpublished copy of your theme, then publish it before VIP early access on Tue Nov 24.

What goes above the fold on a Black Friday landing page?

Design for a phone first. Email, text and social clicks often land on one. Here is the spec we use, top to bottom, on a 390px wide screen.

Keep the hero short. A tall lifestyle image pushes the products below the fold, and the visitor scrolls past your offer to find them.

If you show a countdown timer, it must match your real end time. Our D2C landing page CRO guide covers headline and hero testing in more depth.

How should you show sale prices on a Shopify Black Friday page?

Show the original price crossed out next to the sale price on every product card. Shoppers on a sale page compare. Make the comparison easy.

How you do it depends on your discount type. Shopify's sale pricing article explains the difference:

• Compare-at prices show a crossed-out price on product and collection pages. Set the Compare-at price to the original and the Price to the sale price.
• Automatic discounts and codes show savings only at checkout. To show them on product and collection pages you need a third-party discount app.

If you run an automatic discount with no app, add the offer to the collection banner and product card badges ("25% off at checkout"). Otherwise a visitor sees full prices on a sale page and leaves. The settings for each discount type are in our Shopify Black Friday discount setup guide.

Use real former prices. The FTC's Guides Against Deceptive Pricing say a former price should be one the item was actually offered at, regularly, for a reasonably substantial period. A compare-at price you never charged is a fictitious price.

What sections should come below the fold?

After the first screen, the page answers questions in the order shoppers ask them.

The gift block matters on Shopify. Its Buy X get Y article says the free item is never added to the cart automatically. If the gift is not on the page with a button, many customers never claim it.

Interest is high this time of year, so give people enough to browse. Klaviyo reported product views up 41% YoY over BFCM 2025. Those visitors need a short path from viewing to buying. Our Shopify product page CRO guide covers the next page they land on.

How fast does a Black Friday landing page need to load?

Aim for a Largest Contentful Paint of 2.5 seconds or less. Google's LCP guidance on web.dev calls that good, measured at the 75th percentile of page loads, split by mobile and desktop. Over 4 seconds is poor.

On a sale page, the LCP element is usually your hero image or the headline. So:

• Use a static hero image, sized for mobile, not a video.
• Keep the offer headline as live text, not text baked into an image.
• Remove apps you added for last year's sale and no longer use.
• Limit the first grid to products with optimized images.

Test on a mid-range phone over cellular, not your office Wi-Fi. Our Shopify page speed guide covers theme and app fixes.

Peak traffic comes in bursts. Shopify reported its merchants hit $5.1 million in sales in a single minute at 12:01 PM EST on Black Friday 2025. Freeze theme and app changes before that weekend, not during it.

How should the landing page change from teaser to Cyber Monday?

One URL, five states. Every email, text and ad can link to the same page, and you only change what it says.

Shopify's shareable discount links can point straight to this page. From the discount, click Promote, then Get a shareable discount code, per Shopify's managing discount codes article. You can link to a collection, or add ?redirect=/collections/black-friday to the link. The code is saved to the visitor's cart, so nobody has to type it at checkout.

Match email to page. If the Cyber Monday email in our Cyber Monday email templates says "free gift over $75", the page headline says the same.

What should you check before the page goes live?

Run this list on a phone by Fri Nov 20:

1. Headline offer matches the discount you built, to the dollar.
2. End time on the page matches the Active dates on the discount, in the same time zone.
3. Every product in the first grid is in stock in core sizes.
4. Crossed-out prices show on cards, or a badge explains the discount applies at checkout.
5. Gift block adds the gift to the cart.
6. Shareable link applies the code and lands on the collection.
7. LCP is at or under 2.5 seconds on mobile.
8. Checkout shows the same total as the page promised. Shopify reported 32% of BFCM 2025 orders used Shop Pay, so test that path too.

For problems found at checkout, see our Shopify checkout optimization guide.