The merchants
Independent brands, not a faceless network. This weekend is theirs. The takeover should sound like a toast, not a promo.
LiveWatch the world shop·@Shopify · BFCM 2026
Celebrate
the merchants.
Spotlight Takeover on X is how Shopify toasts every merchant on the biggest shopping weekend of the year — exclusive, in public, for 24 hours at a time.
- Merchant GMV, BFCM 2025
- $14.6B
- Shoppers on Shopify
- 81M+
- Peak sales per minute
- $5.1M
Why this weekend
The merchants are the show.
Last BFCM, Shopify merchants did $14.6 billion — 81 million people buying, $5.1 million a minute at peak. That is not a platform stat. That is millions of independent businesses having their biggest days.
Spotlight Takeover is how @Shopify celebrates them in public: at the top of Explore, on the two days the world already agreed to watch.
The toast
This is how we celebrate merchants on the biggest shopping weekend.
Every year the globe at bfcm.shopify.com lets the world watch them work in real time. Spotlight Takeover is the companion move on X — a 24-hour exclusive that says the same thing, in the feed where culture actually happens: the merchants made this weekend.
The square
X is where the world narrates BFCM as it happens. Explore is the front page of that conversation.
The gesture
Own the tab for 24 hours. Point it at the people selling. Black Friday and Cyber Monday, midnight to midnight.
The unit
Don’t join the trend. Be the weekend.
Explore, owned
Top of For you in Explore, plus first or second slot in Trending and What’s happening on x.com.
24 hours exclusive
Midnight to midnight in-market. One brand per country per day. Reservable, flat fee.
Companion posts
Media-forward posts in Home timeline so the toast becomes a conversation, not just a banner.
A merchant moment
3× message association. 3× trend engagement. 9× favorability vs. campaigns without Spotlight.
Flight builder
Build the takeover.
Select markets and days. One 24-hour exclusive per market — the public toast to every merchant on the weekend they already own.
Explore
For youTrending
Promoted
Spotlight Takeover
Shopify BFCM
Here's to the merchants.
@Shopify · United States
1
Shopify BFCM
Trending in United States · Promoted
2
Black Friday
Shopping · Trending
3
Cyber Monday
Retail · Trending
Recommended for @Shopify
Five ways to buy the weekend.
US Flagship
One day. The largest market. Maximum impact per dollar of attention.
$500,000
1 market · 1 day · 46M–77M est. impressions
The Weekend — US
Black Friday and Cyber Monday, locked in the United States.
$1,000,000
1 market · 2 days · 92M–154M est. impressions
English-speaking
United States, Canada, United Kingdom, and Australia — both days.
$1,160,000
4 markets · 2 days · 125M–204M est. impressions
Europe
United Kingdom, Germany, France, Italy, and Spain — both days.
$203,000
5 markets · 2 days · 45M–62M est. impressions
Global Takeover
Every listed market. Both days. Own the weekend worldwide.
$1,267,000
8 markets · 2 days · 150M–238M est. impressions
Shopify · @Shopify
Spotlight Takeover
Black Friday / Cyber Monday 2026 · Cost per market, per 24 hours
| Market | Cost (USD) | Est. Impressions |
|---|---|---|
| United States | $500,000 | 46M – 77M |
| Canada | $18,000 | 4.7M – 7.9M |
| United Kingdom | $48,000 | 9.6M – 14M |
| Germany | $11,000 | 3.6M – 5.5M |
| France | $16,000 | 5.9M – 6.1M |
| Italy | $9,500 | 2.8M – 4.7M |
| Spain | $17,000 | 412K – 654K |
| Australia | $14,000 | 2M – 3M |
Rates are a flat, reservable fee for exclusive 24-hour ownership of the Explore tab Spotlight and What’s happening module, midnight to midnight in-market. Companion timeline posts included. One client per market per day.
The ask
Reserve the weekend for the people who make it.
Spotlight Takeover is exclusive. Once a market is held for 27 or 30 November, it is gone. Build the flight, copy the brief, and take the toast to the room.
Return to the planner