How do you prepare your e-shop for Black Friday at the last minute?

To stand out from other e-shops, make your offer better than your usual promotions. If you cannot afford a large discount, you can offer something else instead: for example, add a matching accessory for free or offer a discount on a bundle. Make sure the products on offer will stay in stock for the whole sale.

You can put different products on sale on different days. If you sell electronics, for example, discount phones on Friday, TVs over the weekend, and headphones on Cyber Monday. This gives people a reason to come back several times during the sale.

Send a discount code to people who have already bought from you. They can use it on their next purchase after the sale. A code like this may encourage them to return and, over time, become regular clients.

Shoppers should immediately see the previous price, the discounted price, and the size of the discount.

When you announce a discount, an EU rule applies: the previous price is the lowest price you charged in the last 30 days before the discount. You must calculate the discount percentage from this price (Court of Justice of the EU, judgment of 26 September 2024, case C‑330/23).

So if you raise the price just before the sale, you cannot show a bigger discount.

During a sale, more people visit your website. If a product is hard to find, the mobile version is difficult to use, or a payment method does not work, you lose more orders than usual. Check your website and payments in advance.

Easy shopping on desktop and mobile

Browse your website as a shopper would: is it easy to find the product you want? Gather all your Black Friday deals on one page.

Open your website on a phone: are the buttons easy to tap, do the filters work, and do the cart and payment page fit on the screen? If your e-shop has its own mobile app, check whether it can handle more traffic than usual.

Payments

Make sure that:

• shoppers can pay the way they are used to, and all payment methods work;
• the payment page is shown in the same language the visitor is using on your website;
• your payment plugin is up to date, if you use one.

If you find that payment methods your buyers are used to are missing, you can add them with Paysera Checkout. In most cases, it takes a few days from requesting the service to receiving the first payment. We describe the setup in our article on how to accept payments in an online shop.

With Checkout Modern, no commission is charged on bank payments, while card payments, including Apple Pay and Google Pay, are subject to a commission from 1.25% (as of November 2026). Shoppers can pay through more than 15 Baltic banks and with Visa and Mastercard cards. This version of Checkout is available in the Baltic countries and other European countries, and the list keeps growing.

Paying in instalments makes the decision easier for those who have chosen something during the sale but would rather not pay the full amount at once.

If you use Paysera Checkout Modern, you can request instalment payment methods from Inbank in self-service.

• Email: send a newsletter to people who have agreed to receive your offers. Include a countdown timer in the email to show how much time is left until the offer ends. A timer like this can help readers decide sooner.
• Social media: publish a post and a story, and mention your Black Friday sale in your profile bio too.
• Paid ads: promote your offer on social media and Google.

Baymard Institute, an e-commerce usability research company, has calculated that 70.22% of online shopping carts are abandoned before an order is placed (average of 50 studies, list last updated 22 September 2025). If your e-shop platform allows it, send an automated email to anyone who did not complete their order. Briefly mention what is left in their cart and when the offer ends. You will find more ways in our article on how to reduce shopping cart abandonment.

With more people shopping during the sale, you can expect more enquiries about delivery, returns, and discount terms. To cut down on questions, list delivery times and return terms on your Black Friday deals page. Write answers to the most common questions in advance.

Before you launch the sale, read through your offer descriptions and terms to check for mistakes and make sure the discount amounts are correct.

Then make a test purchase in your e-shop to see whether everything works as it should. If you use Checkout Modern, turn on test mode first. Add a product to your cart, pay for the order, and check that you receive the confirmation email. When you have finished, remember to turn off test mode.

As soon as the sale starts, add a discounted product to your cart and make sure the full discount stated in the offer is applied.

When is Black Friday in 2026?

In 2026, Black Friday falls on 27 November and Cyber Monday on 30 November.

Where should you start when preparing an e-shop for Black Friday?

First, decide what to offer and show discounted prices correctly. Then check that your website is easy to use on a phone and that all payment methods work. Make a test purchase before the sale, and once the sale starts, confirm that the stated discount is applied in the cart.

How do you show a discounted price correctly?

Next to the discounted price, also show the previous one and the size of the discount. Under an EU rule, the lowest price you charged in the 30 days before the discount counts as the previous price. Calculate the discount percentage from it.

Can shoppers pay in instalments with Paysera Checkout Modern?

Yes. You can request Inbank instalment payment methods in self-service.

Start accepting payments with Paysera Checkout >