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.
To create a promotional page in Shopify, set up the discount under Discounts, add a page under Online Store > Pages with a short URL like /pages/black-friday, then build it in the theme editor with a hero, a sale collection, a countdown and an FAQ.
Why you can trust us
We’ve helped hundreds of Shopify brands build promotional pages for major sale events. We also build Fudge, the AI operator for Shopify stores, with a 4.9 rating on the Shopify App Store. Its page builder builds sale and launch pages like these in a store’s own theme.
What is the difference between a promotion and a discount in Shopify?
These are two separate things in Shopify that work together:
Shopify Discounts (Discounts, in the main admin menu): 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.
For a page built around a specific ad, see how to build a campaign landing page in Shopify.
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?”
To measure results, see how to track conversions in Shopify.
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 - Take it out of navigation. Remove the menu link; the page stays live at its URL for anyone with the link.
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 - Delete it. Delete it from Online Store > Pages and redirect the URL to your sale collection or homepage.
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
Black Friday 2026 falls on Friday 27 November, with Cyber Monday on Monday 30 November. For the offer itself, see Black Friday sale ideas for Shopify stores; for the front door everyone else arrives through, what to change on your Black Friday homepage; and for the full sequence, the Shopify BFCM playbook.
FAQ
Should I create a new promotional page each year or reuse one URL?
Reuse for evergreen campaigns (BFCM, Summer Sale) — the URL accumulates link equity year over year. Use new URLs for one-off launches (e.g., a specific product drop). Reused URLs save you from rebuilding from scratch and rebuilding Google's confidence in the page each cycle.
How early should I build a BFCM promotional page?
At least 2–4 weeks before launch. Reasons: (1) Google needs time to crawl and index a new page so it can rank by sale week, (2) your design and product feed need testing under load, and (3) you want time for paid ad approval cycles which can take days. Build the shell early; finalize copy and prices closer to launch.
Do Shopify promotional pages need their own discount code?
No — the page itself is just storefront content. The discount lives in Discounts (in the main admin menu) and applies at checkout regardless of which page the shopper came from. You can use page-specific codes for tracking ("SUMMER25" code in the page's CTA) or auto-apply discounts so no code is needed.
Should I noindex Shopify promotional pages?
Evergreen pages — index them. Short-lived single-event pages — set noindex if the page won't have value after the campaign and would otherwise create thin content. After a one-off campaign, redirect the URL to a relevant collection so any backlinks still flow value.
Can I schedule a Shopify promotional page to go live automatically?
Yes. In the page's Visibility box, choose Set visibility date and pick the launch date and time. For a "coming soon" version that flips to the live page at a set time, describe it to Fudge and it adds date-based Liquid to the page.
