The Black Friday Cyber Monday (BFCM) weekend is the main event for Victorian e-commerce. A stampede of traffic is coming, and your preparation will determine if you capture the revenue or get run over. Your Shopify Black Friday prep in Victoria is the most critical project you’ll undertake this year.

A winning VIC BFCM strategy is about more than just deep discounts; it’s about ensuring your website’s infrastructure can handle the massive influx of shoppers without slowing down or crashing.

Let’s break down how a top Victorian brand, known for its passionate community, approaches scaling for its biggest sales events.

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Disclaimer: Eulav Grow is not affiliated with, endorsed by, or a partner of Frank Green. This analysis is based on publicly available information as of September 2025 and is for educational purposes.

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The Teardown: How Frank Green Prepares for Peak Traffic

The Brand: Frank Green, the Melbourne-based brand that turned reusable cups into collector’s items. Their limited-edition drops and sales create massive, concentrated traffic spikes.

1. The Foundation: Enterprise-Grade Infrastructure

Frank Green’s primary tool for handling huge traffic spikes is an enterprise-level e-commerce platform like Shopify Plus. This provides the Melbourne high traffic ecommerce hosting solution they need.

• Why it Matters: For a brand with a massive, passionate following, a standard server setup is not an option. Shopify Plus provides the unlimited bandwidth and dedicated resources required to process thousands of orders per minute.
• Key Feature – Third-Party Logistics (3PL) Integration: A huge part of scaling is fulfillment. Frank Green’s backend is deeply integrated with sophisticated 3PL partners. Shopify Plus allows for robust API connections to these systems, ensuring that inventory levels are updated in real-time and orders flow seamlessly.

2. The Pre-Sale Strategy: The Controlled Release

Frank Green builds massive anticipation and then controls the release of that energy to protect their site and reward loyal customers.

• Email & SMS “First Look”: They leverage their huge email and SMS lists to grant “early access” to their most loyal customers. This staggers the traffic load, letting their best customers shop first.
• Clear Communication on Social Media: They use their social channels to communicate the exact time the sale will go live. This creates a huge initial spike but also allows their technical team to be on high alert. This is a key part of scaling Shopify for sales in Melbourne.

The Verdict: Your BFCM Scaling Checklist

You can use Frank Green’s robust playbook to prepare for your own BFCM stampede.

• Stress-Test Your Integrations: Contact your key app partners and your 3PL to understand their capacity and ensure they can handle your projected order volume.
• Optimize Your Mobile Checkout: The majority of Victoria’s BFCM traffic will be on mobile. Your checkout process must be lightning-fast and incredibly simple.
• Segment and Stagger Your Launch: Break your email list into segments (e.g., VIPs, general list) and email them in waves, 15-30 minutes apart, to manage your traffic load.