Workshop: Inside True Classic'sBFCM Strategy
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In this interactive workshop you'll learn from True Classic, one of Shopify's largest apparel brands, how they prepare for the biggest sales period of the year. Topped off with expert insights from Shopify's Sr. Merchant Success Manager for True Classic and BYLT, and BFCM merchandising strategies from Kimonix's CEO.
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Held Thursday, October 8, 2026
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The speakers
Daniel Gurevitch
Co-Founder & CEO, Kimonix
Jorge Correa
Director of Ecommerce & Growth, True Classic
Neely Cox
Senior Merchant Success Manager for True Classic and BYLT, Shopify
What we covered
How a top Shopify brand plans for BFCM
True Classic's strategy and approach to BFCM, from when preparation starts to how decisions get made once the sale is live.
Collections and sort order during a sale
Which collections carry the traffic, and how their order should change the moment discounts go live.
Recommendations when everything is discounted
Cross-sells and upsells behave differently at peak. What to show alongside a deal, and what works against a full-price sale.
Discounting, and what stays full price
How the depth of an offer gets decided, and which lines are held back from the discount entirely.
Email and the site telling the same story
The gap between what a campaign promises and what the landing page shows is where BFCM revenue leaks, especially when offers change daily.
Search and the queries that return nothing
Zero-result searches spike during a sale, because shoppers search the promotion rather than the product.