Dynamic App Icons
Get noticed before they open the app
Upload a Black Friday or holiday icon, set start and end dates and it switches on shoppers' home screens. Your original icon comes back on its own.
Needs a new app build for the icon artwork.
The BFCM & Holiday Playbook / 2026
Holiday commerce,in your app.
How Shopify brands grow their app audience, dress the app for the season, tailor every storefront and give every message a role, from Diwali to New Year.
- Audience
- App design
- AI Tailored Storefronts
- Messaging
Free download
Get the 2026 playbook
Tell us where to send it. You'll get instant access to all 30 pages.
The season in numbers / Global
BFCM 2025 was a mobile weekend.
Last year set records on Shopify and across the web, and most of those orders were placed on a phone. Here is what the data says, and where it came from.
- Sales by Shopify merchants over BFCM 2025, up 27% year on year
- $14.6B
Sales by Shopify merchants over BFCM 2025, up 27% year on year
Shopify BFCM 2025 results
- Of online orders worldwide during Cyber Week 2025 were placed on mobile
- 70%
Of online orders worldwide during Cyber Week 2025 were placed on mobile
Salesforce Shopping Index
- Of global Cyber Week orders were influenced by AI and agents, worth $67B
- 20%
Of global Cyber Week orders were influenced by AI and agents, worth $67B
Salesforce, Cyber Week 2025
- Per minute: the peak sales rate on Shopify, at 12:01 pm EST on Black Friday
- $5.1M
Per minute: the peak sales rate on Shopify, at 12:01 pm EST on Black Friday
Shopify BFCM 2025 results
- Mobile share of US online sales on Thanksgiving Day 2025, the first time above 60%
- 61.6%
Mobile share of US online sales on Thanksgiving Day 2025, the first time above 60%
Adobe Analytics, Dec 2025
- Shopify merchants had their highest-selling day ever over BFCM 2025
- 94,900+
Shopify merchants had their highest-selling day ever over BFCM 2025
Shopify BFCM 2025 results
What's inside
Four plays for the busiest quarter.
- 01
Grow your app audience
Website, social and email routes to the install.
- 02
Dress your app for the season
Icons, splash screens, countdowns, push and tailored storefronts.
- 03
Give every message a role
Before, during and after the sale.
- 04
Launch plan & checklist
A week-by-week plan from today to New Year.
Also inside
- The season in numbers
- India festive 2026
- Nine moments, one season
- New in AppMaker for BFCM
- Fifteen AI Tailored Storefronts
- A twelve-point launch checklist
The global holiday calendar / Oct to Dec 2026
One season. Nine moments.
Your shoppers do not all celebrate on the same day. Plan one storefront per moment, set its dates once and let each one switch on and off by itself.
Oct 20
Dussehra
India
Oct 31
Halloween
US, UK, global
Nov 8
Diwali
India, global diaspora
Nov 11
Singles' Day
China, SE Asia
Nov 24–25
Loi Krathong
Thailand
Nov 27
Black Friday
Global
Nov 30
Cyber Monday
Global
Dec 12
12.12
SE Asia
Dec 25–26
Christmas & Boxing Day
Global
Dussehra is observed Oct 21 in Mysuru and Bengal. Loi Krathong follows the lunar calendar. Black Friday follows Thanksgiving on Thursday, Nov 26.
New in AppMaker for BFCM
Four features built
for peak week.
Ship your build this week.
Icon artwork and Back in Stock Alerts need a new app build, and app store reviews take time. After that build, you can schedule icons for every future campaign without another one.
AI Tailored Storefronts
The right deal for every shopper
VIPs see early access, first-timers see a welcome offer, and the flash sale goes live and comes down exactly on schedule.
Changes go live from the dashboard. No resubmission.
Notification Center
No BFCM offer gets lost
Every push you send also lands in an inbox inside your app, so a swiped-away discount code is still one tap away.
Works with the pushes you already send.
Back in Stock Alerts
Turn sold out into sold
Shoppers tap "Notify me", pick their size or colour and get a push that opens the product with it selected the moment Shopify restocks.
Needs a new app build.
Let's build it together
Build momentum
beyond the season.
Pick a play from the playbook. We will map it to your customer data, set it up with you and get your build into review this week.