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BFCM Week Runbook for Shopify Brands

The one document your team works from between Thanksgiving and Cyber Monday: roles, freeze rules, signals to watch and first actions when things break.

  • On-call roles and contacts to fill in
  • Code-freeze rules: what you can and cannot change
  • First actions for the seven common failures

PDF runbook, 2 pages

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What is inside

3 parts, ready to use

  1. Who does what

    The incident lead, on-call contacts, your agency, payment and app support, status pages and the backup theme, on one page.

  2. Freeze, severity and signals

    What you can change during the freeze, how fast to act on each severity, and the seven signals to check every few hours.

  3. When something breaks

    The first action for failed orders, payment problems, wrong discounts, broken apps, slow pages, oversells and mis-sent emails, plus an incident log.

Preview

Seven sections, two pages

Fill in the blanks before the freeze on 20 November, then print it and pin it where the whole team can see it.

  1. Who does what, and who decides
  2. The code freeze: you can, you should not
  3. Severity: how fast to act
  4. What to watch, with your own "normal"
  5. When something breaks: switch off first
  6. Incident log
  7. After Cyber Monday

How to use it

Fill in the roles, contacts and status pages before your code freeze, and agree with your team what “normal” looks like for each signal, using the same hours last week. From Thanksgiving to Cyber Monday, check the signals every few hours and use the first-action table when something goes wrong: switch off the cause first, fix it properly after the weekend.

The runbook accompanies our BFCM week survival guide and our guide to peak-season checkout and payments. If you would rather have someone on call, talk to our team about monitoring and support from Black Friday to Cyber Monday.

Who it is for

Who gets the most from it

  • Shopify brands running Black Friday and Cyber Monday campaigns
  • Founders and store managers who will be on call over the weekend
  • Developers and agencies supporting a store through peak
  • Support leads who need to know what to tell customers

BFCM Week Runbook for Shopify Brands

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