April Fool’s Day is one of those unique opportunities for brands to engage with their customers in a light-hearted, entertaining way. A well-executed prank or campaign can generate social buzz, boost brand awareness, and even drive sales. However, if done poorly, it can backfire, causing confusion, alienating customers, or even damaging your brand’s reputation.
So, if you’re a Shopify merchant thinking about joining in on the fun, here’s a detailed guide on the do’s and don’ts of April Fool’s Day marketing.
Do’s
1. Do Keep It Light and Fun
Your joke should be fun and engaging, making customers smile rather than confusing or upsetting them. A classic example is from way back in 2013, when Google introduced “Google Nose” – a fake feature that claimed to let users search by smell.
For Shopify merchants, this could mean creating a fun (but obviously fake) product listing. For example, a pet accessories store could introduce “Cat Fitbits” that track how many naps a cat takes per day. The key is to make it clear that it’s a joke, so customers don’t actually try to buy it thinking it’s real.
2. Do Test the Idea Beforehand
Run your April Fool’s campaign past a small group of employees or trusted customers before going live. This helps to ensure that the joke is received in the way you intend. The last thing you want is for it to be misinterpreted in a way that offends or confuses people.
3. Do Make It Brand-Relevant
The best April Fool’s campaigns align with your brand identity. If you run an eco-friendly store, a joke about “biodegradable smartphones” could work. If you sell clothing, maybe a ridiculous fashion line like “Reversible Trousers for Indecisive People” could be fun.
For instance, Duolingo, the notoriously irreverent language learning app, teamed up with streaming service Peacock to announce a new joint venture: a dating show where all the contestants spoke different languages. This reflects not only on Duolingo as a language app, but Peacock’s actual reality shows – promoting both products effectively.
4. Do Have a Call to Action (CTA)
A joke is fun, but what’s the goal? Use April Fool’s Day as an opportunity to drive engagement. For example, if you’re ‘launching’ a fake product, ask customers to comment on what features they’d like to see if it were real. You could even use the joke to introduce a real, similar product.
For instance, if you run a coffee shop and prank about “Caffeinated Toothpaste,” you could follow it up by promoting your strongest coffee blend with a discount.
As a real world example, let’s look at electronic retailer Curry’s, who launched Air Spares last year – that is, refill catridges for the “air” your air fryer needs. When visitors reached this gag page, they were then directed to relevant pages like Epic Deals and All You Need To Know About Air Fryers, and thus encouraging users to purchase an air fryer for themselves – sans Air Spares.
5. Do Make It Shareable
Social media is where April Fool’s jokes shine. Design your prank with virality in mind by creating shareable images, videos, or even a dedicated landing page for your prank product. This increases your reach and engagement, even if the joke is obvious.
Take for instance, the collab between Heinz and innocent Smoothie for April Fool’s Day 2021 – a soup/smoothie blend to be eaten hot or cold. Not only is it playful, and obviously a prank, but it’s easily shareable – by 267 people, in fact.
Don’ts
1. Don’t Be Deceptive
The golden rule of April Fool’s Day marketing: Never trick customers in a way that could cause harm, confusion, or loss of trust.
A bad example of this was when Google introduced an “April Fool’s Mic Drop” feature in Gmail in 2016, which added an unintended GIF of a minion dropping a mic when users sent emails. Some people accidentally sent it in professional settings, causing real issues.
For Shopify merchants, avoid announcing fake discounts or sales. If a customer believes they’ve secured a great deal only to find out it was a joke, they’ll be more frustrated than amused.
2. Don’t Offend or Alienate Your Audience
Steer clear of jokes that could be interpreted as insensitive. Anything related to serious issues like health, finances, gender, race, or politics is risky and could alienate customers.
For example, a beauty brand joking about a ‘miracle cream’ that makes wrinkles vanish permanently might not sit well with customers who are genuinely looking for effective skincare solutions.
3. Don’t Forget to Clarify It’s a Joke
Even if you think your prank is obviously fake, some people will take it seriously. Always include a disclaimer at the end of the day, whether that’s updating the product page with “Happy April Fool’s!” or posting a follow-up message on social media.
You don’t want customers still expecting the fake product a week later and messaging customer support asking when it’ll be restocked.
For instance, when the White House posted a fake job advertisement for a dog trainer for Joe Biden’s dogs, there was a clear “APRIL FOOLS” note at the bottom of the listing.
4. Don’t Disrupt Customer Experience
If your prank affects the usability of your website, customer support, or order processing, it’s a no-go. Customers visit your Shopify store to shop, and if they’re inconvenienced or confused by an elaborate joke, it can lead to frustration.
For example, avoid altering essential features like the checkout process. A joke like adding a “Pay with Gold Coins” option could be funny, but if it actually disrupts checkout, it’s not worth the risk.
5. Don’t Force It
Not every brand needs to participate in April Fool’s Day. If humour doesn’t align with your brand voice, it’s perfectly fine to sit this one out. A forced joke that doesn’t land well can make your brand seem out of touch rather than clever.
For example, a luxury jewellery brand might struggle to make April Fool’s jokes feel appropriate, whereas a snack brand has more creative freedom. If it doesn’t feel right for your business, skip it.
Final Thoughts
April Fool’s Day marketing, when done right, can bring joy to your customers and elevate your brand’s engagement. However, it’s essential to balance creativity with caution. Keep your joke light, relevant, and shareable, and always clarify that it’s just for fun.
By following these do’s and don’ts, Shopify merchants can craft an April Fool’s campaign that entertains rather than frustrates. Happy pranking—but responsibly!
Short Version, or TL;DR
Do’s:
✔ Keep it light & fun – Make customers smile with harmless, brand-relevant jokes.
✔ Test the idea first – Run it by a small group to ensure it’s well-received.
✔ Make it brand-relevant – Align pranks with your niche for maximum impact.
✔ Include a CTA – Use engagement to drive real interactions or sales.
✔ Make it shareable – Design your joke for social media buzz.
Don’ts:
✖ Don’t deceive customers – Avoid fake discounts or misleading offers.
✖ Don’t be offensive – Steer clear of sensitive topics (health, money, politics).
✖ Don’t forget to clarify it’s a joke – Prevent confusion by revealing the prank.
✖ Don’t disrupt the shopping experience – Keep checkout & customer service unaffected.
✖ Don’t force it – If humour isn’t your brand’s style, skip April Fool’s Day.
In short: be creative, but always prioritise your customers’ trust and experience.
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