How filtering by in-stock items removed friction when urgency was highest.

If your products sell out fast during the holidays, hide sold-out items to keep momentum (and conversions) high.

During Black Friday or high-traffic weeks, shoppers click into a collection page and hit a wall:

Nothing they want is in stock.

That kills momentum, creates frustration, and costs you sales.

So we tested a fix:

For a fast-moving catalog, we auto-applied the “In Stock” filter on collection pages.

Only available products loaded — no extra filtering, no dead ends.

The result?

A 17.3% lift in conversion rate.

During high traffic weeks, seeing sold-out items frustrates and adds friction.

We showed only what was in stock so that ready-to-buy visitors could act fast.

Takeaway: Don’t let sold-out SKUs kill the sale. Especially during BFCM. If urgency is high and stock is limited, show buyers what’s available now.