How to create a stress-free Q4 sales plan for your shopify store
For small product-based businesses, Q4 (October–December) is the most important trading period of the year. It’s also the most overwhelming. Between Black Friday hype, shipping deadlines, and customer expectations, it’s easy to feel “behind” before you’ve even started.
But here’s the truth: with the right structure, you can plan Q4 sales in a way that feels clear, doable, and aligned with your goals — without trying to compete with big retailers.
In this blog, I’ll walk you through the MAP method from our recent Q4 Sales Planning Party 🥳 with retail strategist Lucy Horden. It’s a simple framework you can use to set realistic goals, plan smarter promotions, and go into Q4 with confidence.
Let's get started...
Step 1: Map out your activities
Start by looking at everything you want (and need) to happen in Q4:
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Product launches
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Key promotions (Halloween, Black Friday, Christmas, January bounce-back)
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Restocks or stock clearances
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Behind-the-scenes marketing (content shoots, influencer outreach, PR)
👉 Put it all into one place. A trading calendar makes this easier, so you can see the “big picture” at a glance. And you can download Lucy's fantastic trading template to here.
Step 2: Analyse last year
Pull out last year’s numbers, even if they’re rough:
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Total net sales
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Units sold
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Orders placed
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Average order value (AOV)
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Conversion rate
This isn’t about beating yourself up. It’s about spotting patterns: what worked, what didn’t, and where you can make quick wins. And ALL these numbers are easily found in Shopify under Analytics + Reports
✨ Example: If your AOV was £35 and you introduce bundles this year, could you nudge that to £40? Small shifts can create big growth without needing more traffic.
Step 3: Plan your targets
Now set your Q4 sales goals. Not random numbers, but targets based on your analysis and product range.
Ask yourself:
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Which products/categories should I grow, maintain, or reduce?
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Do I have stock to support my goals?
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Can I increase AOV or conversion rate instead of just chasing more traffic?
Remember: your sales plan isn’t static. It’s a living document that helps you make better decisions in real time.
Beyond discounts: Smarter promotions
Many small businesses feel pressured to do deep Black Friday discounts. But you don’t have to slash prices to win. Instead, think about promotions that align with your brand and customers:
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Free gift wrapping
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Loyalty points or bounce-back vouchers
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Limited-edition bundles or new product drops
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Early access for VIP subscribers
The goal is to create excitement and reward your loyal customers, without undermining your margin or brand.
Align every channel
Once your plan is in place, make sure every touchpoint supports it:
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Homepage banners
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Email campaigns + automations
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Social media posts
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Ads and PR
Consistency matters. Customers should always know what you’re selling and why it’s worth buying right now.
Quick Q4 sales planning checklist
✅ Map out your product launches + key promotions
✅ Review last year’s data (sales, AOV, conversion)
✅ Set sales targets based on stock + goals
✅ Decide your trading stance each week (e.g. Halloween, Black Friday, gifting)
✅ Choose promotions that add value (not just discounts)
✅ Align website, email, and social content around your focus
Q4 doesn’t have to be chaotic. With a simple plan and a few smart levers, you can maximise sales and minimise stress.
👉 Start by dedicating a half-day to your Q4 plan. Open up your data, fill in your trading calendar, and commit to your weekly focus.
When you plan smarter, you don’t just survive Q4, you thrive.
You can watch back the live workshop inside my membership Ecomm BFF
