Black Friday 2026: What We Are Actually Doing for Clients Right Now | EMC #30

Black Friday preparation starts in September, not November. Jimmy walks through choosing an offer that is not just a discount, and why an undeclared promotion is invisible in your Shopping ads. Charles shares the dedicated Black Friday collection page strategy he is running for clients right now, including why the year never goes in the URL and what to do with the page after the sale ends. Charles screen-shares the collection page document in this episode, so this is the version to watch rather than listen to. Covered: 00:00 Why September is the planning month 01:52 You do not have to discount 03:32 Offer types that are not a store-wide sale 06:16 The dedicated Black Friday collection page 09:54 Stage one: the coming soon page 13:10 Why the year goes in the title, never the URL 16:04 Forcing a re-crawl in Search Console 19:05 Sub-collections for large catalogues 23:49 Telling Google about your promotion 26:09 Branded search ads as a billboard 28:00 Merchant Center, feed rules and Performance Max 31:40 Why email is the priority Part one of two. A second Black Friday episode follows in mid-October. Connect with us: Join our Facebook community: Shopify Marketing Secrets -   / ecommarketingcommunity   Charles Travers, SEO and AI Search for ecommerce: https://www.charlestravers.com   / charlestravers     / charlesltravers     / charlesltravers   Jimmy Dalgleish, Google Ads for ecommerce: https://www.snapbackmedia.com.au   / jimmydalgleish   🎧 Prefer to listen on the go? Ecommerce Marketing Chats with Charles Travers and Jimmy Dalgleish is on Apple Podcasts, Spotify and every major podcast app. All episodes: https://www.ecommercemarketingchats.com #ecommerce #shopify #blackfriday #shopifyseo #googleads #ecommercemarketing #merchantcenter #collectionpages