Your October Roadmap to Black Friday Success on Squarespace
By Rubi Northon
October is the month to set the stage. Think of it as your runway before the biggest shopping weekend of the year. By the time Black Friday arrives, shoppers should already know your brand, trust your offers, and be ready to click “Add to Cart.” That doesn’t happen overnight. It takes a well-laid plan, and October is the time to build it. With Squarespace, you’ve got a platform that makes strategy and execution easier, from stunning product displays to smooth checkout experiences. This roadmap will walk you through the steps you need to tackle now, so you’re not scrambling later.
Week 1: Website Audit & Performance Optimization
Black Friday traffic is only valuable if your site can handle it. The first week of October is all about auditing your website and making sure performance doesn’t get in the way of conversions.
Run a Full Site Audit
Start by reviewing your site from top to bottom. Check for broken links that frustrate visitors, outdated product descriptions that confuse shoppers, and inconsistencies in branding. Pay attention to SEO basics like page titles, meta descriptions, and image alt text so your store shows up in searches when holiday shoppers are browsing. If you’re using Squarespace, the Site Styles Panel makes it easy to adjust fonts, colors, and spacing for a polished, cohesive look.
Optimize for Speed
A slow-loading site can sink sales. Use Squarespace’s built-in image editor to compress large files without losing quality. Remove unused content blocks, old promotional banners, or scripts that might be weighing pages down. Then, head to Analytics → Site Speed to see real-time data on load times and bounce rates. Aim for pages loading in under three seconds, which is the industry benchmark for keeping users engaged.
Prioritize Mobile Responsiveness
More than half of Black Friday purchases are made on mobile devices, so use Squarespace’s Mobile Preview Mode to test your layouts on different screen sizes. Buttons should be easy to tap, text should remain legible, and images should resize cleanly. A smooth mobile experience can be the difference between a quick sale and an abandoned cart.
Start optimizing now with Squarespace and set your store up for a winning Black Friday.
Week 2: Promotion Planning & Setup
With your site running smoothly, the second week of October is the time to plan your promotions. Black Friday shoppers love clarity and excitement, so getting your offers in place early helps build momentum before the big day.
Define Your Offers
Decide what type of deals will resonate most with your audience. Popular strategies include percentage discounts, product bundles, and free shipping above a certain threshold. Think about your margins and choose offers that encourage larger orders without cutting too deep into profits. Planning this now ensures you have time to communicate them clearly across your site and marketing channels.
Design Promotional Visuals
Strong visuals grab attention. Use Squarespace’s Image Blocks and Galleries to create product spotlights that showcase your best sellers. Pair them with holiday-themed banners designed in the Announcement Bar, which runs across the top of your site and makes your deals visible on every page. Align visuals with your brand style so promotions feel cohesive rather than cluttered.
Set Up Discount Codes
Squarespace’s Commerce → Discounts tool allows you to prepare codes in advance, whether you want site-wide discounts, targeted offers for email subscribers, or free shipping promotions. Test each code to confirm it works properly and clearly explain how customers can redeem it. When shoppers hit checkout, the process should feel smooth and rewarding.
Get your promotions ready now with Squarespace and make your Black Friday deals impossible to miss.
Week 3: Email Marketing & Customer Engagement
By mid-October, it’s time to shift focus to your audience. Email remains one of the most powerful ways to drive Black Friday sales, and Squarespace provides the tools to make your campaigns polished, timely, and effective.
Segment Your Audience
Not every subscriber wants the same thing. Use purchase history and behavior to group your customers into meaningful segments. For example, returning shoppers might receive loyalty-focused offers, while first-time subscribers could get an exclusive welcome discount. This level of personalization increases the chances that your emails will get opened and acted upon.
Schedule Teaser Campaigns
Build anticipation by rolling out teaser emails in the weeks leading up to Black Friday. A countdown, sneak peek of your best deals, or early-bird incentive can generate excitement and keep your brand top-of-mind. With Squarespace Email Campaigns, you can design professional templates that match your site’s branding, making every email feel consistent and credible.
Test and Preview Everything
A campaign is only as strong as its delivery. Before sending, preview your emails across devices to ensure they render correctly on desktop and mobile. Check that links work, images load quickly, and discount codes are easy to copy and use. Use Automation Rules to schedule follow-ups, abandoned cart reminders, and thank-you notes that keep customers engaged even after checkout.
Start building smarter email campaigns with Squarespace and turn anticipation into conversions this Black Friday.
Week 4: Fulfillment, Support & Post-Sale Strategy
The final week of October is about making sure you can deliver on your promises. Black Friday traffic and sales are exciting, but if fulfillment or customer support falters, it can undo all your hard work. This week, focus on readiness and building a plan that extends beyond the sale itself.
Review Inventory
Double-check that your stock matches the promotions you’re running. Use Squarespace’s Inventory Management tools to track quantities and set alerts so you never oversell. Update product listings with accurate details about shipping timelines and availability. Clear communication avoids customer frustration and builds trust during the busiest shopping season of the year.
Prepare Support Resources
When questions come in, fast answers matter. Refresh your FAQ page to address common holiday-related inquiries such as shipping cutoffs, returns, and discount eligibility. Add Form Blocks to your site so customers can quickly submit questions or feedback. A streamlined process keeps your support team from becoming overwhelmed once orders start rolling in.
Plan Post-Sale Engagement
Black Friday is only the start. Map out your post-sale strategy by scheduling Cyber Monday promotions, upsell offers, and thank-you emails. With Commerce Analytics, you can monitor sales patterns, track customer behavior, and adjust future campaigns accordingly. Post-sale communication helps turn one-time shoppers into repeat buyers.
Get your fulfillment and follow-up strategy in place with Squarespace, and you’ll turn Black Friday momentum into lasting customer relationships.
Black Friday is the busiest shopping day of the year, but the real work happens weeks before. By dedicating October to fine-tuning your site, planning irresistible offers, connecting with your audience, and organizing fulfillment, you’ll be ready for the surge. Squarespace makes the process simple with built-in tools for design, marketing, and analytics, so you don’t have to juggle multiple platforms. The earlier you prepare, the smoother your holiday season will be. Start your October roadmap today with Squarespace and set the stage for your strongest Black Friday yet.