Black Friday lands November 27 and Cyber Monday follows on November 30, and Adobe expects Cyber Monday to become the first $15 billion online shopping day. Some deadlines have already passed and others close this week. Here are twelve checks across the three places your shopper actually buys.
Amazon: what's still open
The deal window has closed, so these are the moves that still count.
- Audit your live deals. Deal submissions closed October 20, so the job now is making sure what you submitted actually runs. A List Price needs outside evidence behind it, and one that fails validation loses its strike-through. Check your reference prices before the event starts.
- Land your inventory by Wednesday, October 28. That is the FBA inbound cutoff for Amazon-optimized shipment splits. The cutoff for minimal splits passed on October 21.
- Refresh the Brand Store for three shopper modes. Early planners want gift ideas, peak-week shoppers want value, and last-minute shoppers want delivery certainty. Build holiday landing pages and hero placements for each.
- Plan DSP retargeting, then leave your PDPs alone. During Prime Day 2026, DSP clicks ran about a third cheaper year over year while Sponsored Products CPCs rose about 50% at peak. Gifting badges on a product page risk suppression, so keep PDP changes minor.
Front Row runs Amazon 1P, 3P and hybrid accounts as one system. Explore Marketplace Acceleration.
TikTok Shop: what's still doable
TikTok Shop's Black Friday and Cyber Monday campaign runs November 11 to 30. Setup takes time, so start today.
- Check eligibility today. You need a Shop Performance Score of 3.5 or higher, a late dispatch rate of 20% or lower, and an Account Health Rating ideally above 150.
- Register products in Seller Center by Wednesday, October 28. TikTok recommends listing new products at least two weeks before the campaign, and applications take 5 to 14 business days. Variations are locked once a product is registered, so finalize them first.
- Lead with two or three giftable hero bundles. Bundles create exclusivity without damaging your price architecture, and spreading across too many products makes it hard to be known for any of them.
- Brief affiliates and set honest expectations. Affiliate content takes four to six weeks from launch strategy to go live, so aim for the back half of the campaign and carry momentum into December. Track halo in Amazon brand search and D2C signups.
Front Row's TikTok Shop team covers affiliate strategy, paid media and shop operations. Explore TikTok Shop management.
Your digital flagship
Your site is where shoppers validate what they saw elsewhere, and it is the one channel you fully control.
- Post last-order-by dates. USPS Ground Advantage and FedEx Ground 5-day both cut off on December 17. UPS had not published its dates as of late September, so confirm before you post. Put the dates on product pages and in the cart.
- Test mobile checkout. Adobe projects mobile will drive 57.4% of holiday online sales. Run a full purchase on a real phone, including express checkout.
- Make your site readable to AI. Front Row AEO clients saw AI-sourced sessions rise about 807% against BFCM 2024. Tighten product titles and descriptions, and add schema to product pages, blogs and FAQs.
- Catch the shopper who found you elsewhere. TikTok Shop is AI-targeted, so you can't retarget buyers there. A shopper who lands on your D2C page is one your retention flow can reach, so set up wishlist and price-drop emails before November 11.
Front Row designs and builds digital flagships on Shopify and beyond. Explore Digital Flagship Innovation.
Front Row clients are already doing this
Last year, products that activated deals before Thanksgiving grew sales 143%, versus 25% for those that waited.
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