Key takeaways
- A promotional page is a dedicated landing page for a sale or event - separate from Shopify Discounts.
- Shopify Discounts handles codes and automatic price reductions. A promo page is the storefront destination.
- Build the page with Theme Editor sections: hero, urgency elements, product grid, social proof.
- Use Fudge for custom promo layouts with countdown timers, animated banners, or product selectors.
Black Friday. Seasonal sales. New product launches. Each benefits from a dedicated page that captures attention, creates urgency, and converts. Here’s how to build one in Shopify.
Why you can trust us
We’ve helped hundreds of Shopify brands build high-converting promotional pages for major sale events. We also built Fudge — an AI storefront editor with a 5.0 rating on the Shopify App Store.
What is the difference between a promotion and a discount in Shopify?
These are two separate things in Shopify that work together:
Shopify Discounts (Settings > Discounts): This is where you create discount codes, automatic discounts, and buy X get Y offers. It controls the actual price reduction at checkout. Examples: “20OFF” discount code, “Spend $100, get $20 off” automatic discount.
A promotional page: This is a dedicated page on your storefront that showcases your promotion - the hero banner, product selection, urgency messaging, and design. It’s the destination you send traffic to during a sale.
The promotional page doesn’t create the discount itself. It presents the offer and drives buyers to add products to cart, where the discount code or automatic discount applies at checkout.
Step 1 - Set up your discount in Shopify
Before building the page, create the underlying discount.
Step 1. Go to Discounts in Shopify Admin.
Step 2. Click Create discount.
Step 3. Choose the discount type (percentage off, fixed amount, free shipping, BXGY).
Step 4. Set the conditions, value, and date range for the promotion.
Step 5. Save. Note the discount code or confirm “Automatic” is selected.
Step 2 - Create the promotional page
Step 1. Go to Online Store > Pages > Add page.
Step 2. Title it with the promotion name (e.g., “Summer Sale 2026”, “Black Friday Deals”).
Step 3. Set the URL handle in the SEO section to something short and memorable: summer-sale, bfcm, spring-launch.
Step 4. Save.
Step 3 - Build sections in the Theme Editor
Navigate to your new page in the Theme Editor and add sections:
Hero banner: Headline with the promotion name and key offer (e.g., “Up to 40% off — Summer Sale”). Bold CTA button: “Shop Now”.
Sale or featured collection: Add a Featured Collection section. Create a dedicated sale collection in Shopify (Products > Collections) that contains all sale products, and point this section to it.
Urgency section: Sale end date (“Ends Sunday at midnight”), or limited stock messaging. If your theme supports a countdown timer section, add it here.
Social proof: Customer reviews or press mentions to build confidence for first-time visitors arriving from ads.
FAQ or terms: Short answers to common questions about the promotion - “Do I need a code?”, “Can I use this on sale items?”, “When does the sale end?”
Promoting the page
Once live, share the page URL in:
- Email campaigns with UTM tracking (
?utm_source=email&utm_campaign=summer-sale) - Social media - organic posts and paid ads
- Site announcement bar - link to the promo page from the banner at the top of your store
- Homepage hero - update the hero CTA to point to the promo page during the sale period
- Pop-up - trigger on site entry during the sale period
After the promotion ends
Option A - Remove or hide the page. Set the page to not be in navigation. It stays at the URL but won’t be findable by browsers.
Option B - Keep it live for SEO. If the page ranks or earns links, keep it live with updated content (“Sale has ended - sign up to be notified of the next one.”) This preserves the URL’s authority for the next sale period.
Option C - Archive the page. Delete from Online Store > Pages if you won’t reuse the URL.
Black Friday / Cyber Monday page tips
BFCM is the highest-traffic weekend of the year for most stores. A few specific recommendations:
- Build the page at least 2 weeks early and get Google to index it before traffic peaks
- Use a consistent URL (
/pages/black-friday) year over year to accumulate link equity - Pre-announce the sale with a teaser version of the page and email capture
- Minimise page weight - BFCM traffic spikes can reveal speed issues that weren’t visible during normal traffic periods
