Picture this: It’s the week before Thanksgiving, and you’re scrolling through your Instagram feed. Suddenly, you realize everyone and their dog—literally, even pet influencers—are promoting their upcoming Black Friday sales. Panic sets in. Should you be doing a sale too? Is it too late? And seriously, how are you supposed to compete with all the big brands’ 80% off deals? (Boooo BigBoxStores!)
The good news is that you don’t have to—compete, that is. It’s time to take a deep breath and figure out what works for your business this year. Ignore the noise around you because you and your business is the only thing that matters when it comes to making this decision.
I wrote this guide to help you decide if Black Friday is right for your business – without losing your sanity or your profit margins. (Okay, let’s be honest, I wrote this guide to help ME figure it out, too.)
To sell or not to sell? That is the question
Let’s begin with a few examples
Before you dive headfirst into the Black Friday free-for-all, let’s take a step back and consider whether or not it’s the right move for your business.
For some creative businesses, a Black Friday sale can be a fantastic opportunity. Let’s say that you’re a course creator with evergreen courses ready to go and already set up in a shop on your site. These courses are trialed, tested, and have testimonials from previously happy students. You’re pleased with the price of your courses, and feel comfortable discounting the price in order to bring in more sales—and potentially more students. There’s very little you need to do to accomplish this, other than create a new coupon code in your sales system and potentially write or even update a few emails to announce the sale.
In this case, a Black Friday may be a good idea for your business. Doing a sale could help you reach new audiences and boost your year-end revenue all with very little work on your end.
On the flip side, if you’re a service-based business with limited availability (looking at you, wedding photographers booked through the end of summer 2025 already), discounting your services might not make sense. Discounting a service is generally something I’m personally not the biggest fan of. Your time and expertise are valuable, and I don’t want you to reduce the money you make while still completing 100% of the service for your clients.
In this example, I don’t think a Black Friday sale is the best idea for your business.
Now, of course, there’s also a middle ground; this decision isn’t quite cut and dry. For example, my business is both service based and offers products for purchase. Someone might hire me for a strategy call or a VIP intensive, and later, they may also purchase one of my products, like Testimonial Toolbox or Blogging Foundations.
I’d have to weigh whether I want to discount any of my services, products, or maybe even both!
I’d also have other options to weigh, such as not discounting anything, but instead offering a bonus that’s only available as part of the Black Friday deals. For example, I may choose to increase the time I spend with clients on strategy calls. Meaning, I’d keep the price of a 60-minute strategy call the same, but promote that they get an extra thirty minutes with me as call will last 90 minutes instead. I could also bundle some of my products together in a bundle in a sale price or offer a live group training as a perk to purchasing a pre-recorded course.
It’s time to make your decision
Okay, so that was a lot of examples. Now is where you start ruminating on what is right for your business.
First, look at your business data from the past year. Have you seen increased interest around the holiday season? Do your clients typically make purchasing decisions this time of year? Consider your capacity—not just to handle sales, but to manage the entire process from marketing to fulfillment.
It’s also worth looking at your industry as a whole. Are Black Friday sales common in your field? If not, this could be an opportunity to stand out. If they are, consider how you can differentiate yourself without necessarily competing on price.
Remember, choosing not to participate in Black Friday doesn’t mean you’re missing out. It might mean you’re strategically focusing your energy where it matters most for your business. Maybe you’d rather focus on creating valuable content for your audience, or planning a special promotion for a less crowded time of year.
Ultimately, the decision to participate in Black Friday should align with your overall business strategy and values. Don’t let FOMO drive your decision. Instead, let it be guided by what truly serves your business and your clients best.
Setting the foundation: Goals and offers
If you haven’t completely tuned me out yet, you’re likely on the fence or excited about taking the plunge into a Black Friday sales campaign. Great! Nice to have you here. It’s totally okay if you don’t know for sure whether you’ll join the Black Friday hullabaloo yet.
Here’s something else that can help you make the decision: Goals. Sure, “make loads of money” is a goal, but let’s dig deeper. Are you looking to:
- Attract new clients or customers?
- Clear out old inventory?
- Build your email list?
- Position yourself as a thought leader in your industry?
Your goal will shape everything from your offer to your marketing strategy. (And no, “survive Black Friday without a meltdown” doesn’t count as a business goal, even if it’s on all of our personal to-do lists.)
If you feel like a Black Friday sale can move you closer to those goals, then it’s time to shift and talk about your offer. This is where you get to flex those creative muscles and stand out from the crowd who are simply offering discounts. (Not that there is anything wrong with a discount!) Your offer should align with your goals and resonate with your audience. Here are some ideas to get your wheels turning:
- Bundle your services or products
- Offer a limited-time add-on to your core service
- Create a Black Friday exclusive product or service
- Provide early access to an upcoming launch
- Offer a subscription or membership at a special rate
- Create a “Buy One, Gift One” promotion
If you feel excited about your offer, there’s a good chance your audience will too. Plus, if you think it will move you closer to your goals, then that’s a pretty good sign that a BF sale this year is a good idea.
Mindset matters
And here’s where we come to a bit of a crossroads, my friend. It’s time for you to decide if you’re in or you’re out. The longer you wait to make this decision, the less time you’ll have to prep your audience and plan for a smooth and strategic sale.
If you choose to bow out now, I really want to encourage you to mind your mindset as the Black Friday holiday approaches. It’s totally common to feel a bit of envy if you see business friends having a good reception to their sale or feel like you’re missing out on something.
You’re not.
There are so many different ways to market your business and sell your products. This one particular day-to-week sale isn’t going to make or break your business.
However, if you did decide to participate in Black Friday, let’s talk about something equally important.
Running a Black Friday sale can be an emotional rollercoaster. One minute you’re on top of the world because someone bought your mega-bundle, and the next you’re refreshing your inbox every 30 seconds wondering why no one else has purchased. (Not that I’ve ever done that… ahem.)
Here are some mindset tips to help you navigate the Black Friday madness:
- Set realistic expectations: If this is your first Black Friday sale, it probably won’t break the internet. And that’s absolutely okay. Even if you’re a seasoned Black Friday seller, it’s still important to set achievable goals for yourself. If you surpass them, even better!
- Remember your worth: Your products or services are valuable, sale or no sale. Don’t let discounts or inquiries from less-than-ideal leads and customers make you question your pricing strategy for the rest of the year.
- Prepare for ups and downs: Sales often come in waves. In fact, most of the sales I’ve participated in have had a high in the beginning and the end with a lull in the middle. Have a plan for how you’ll manage your energy (and anxiety) during slow periods.
- Focus on serving, not selling: Shift your mindset from “I need to make X sales” to “How can I best serve my audience today?” This can help reduce pressure and improve your marketing approach. Plus, you might even gain customer insights that can help with various marketing efforts after this sale is long gone.
- Have a support system: Whether it’s a business bestie or a supportive partner, have someone you can turn to for encouragement (or to talk you out of panic-slashing your prices at 2 AM). I also highly recommend having an extra pint of ice cream in the freezer for that mid-sale slump.
And finally, even if your Black Friday sale doesn’t meet your wildest expectations, it’s important to remember that it’s a win nonetheless because it’s a learning experience. Every sale, every customer interaction, and every marketing attempt gives you valuable data for future promotions.
The Black Friday verdict? Every business needs to make their own choice
Deciding whether to participate in Black Friday is a personal decision that depends on your business model, goals, and capacity. There’s no one-size-fits-all answer.
If you’ve gone through this post and decided Black Friday isn’t for you, that’s great! You’ve made an informed decision that’s right for your business. Maybe you’ll focus on Valentine’s Day instead, or create your own special day later in the year. (World Penguin Day sale? National Taco Day Celebration anyone?)
Or, if you’ve decided to take the Black Friday plunge, congratulations! You’re now armed with the knowledge to set meaningful goals, craft an enticing offer, and approach the sale with a healthy mindset.
Remember, at the end of the day, Black Friday is just one day (or week, or month, depending on how carried away you get). Your business’s success isn’t determined by a single sale or promotion. Stay true to your brand, focus on providing value, and trust in the unique magic that only you can bring to your business.
Now, go forth and conquer Black Friday—or don’t. Either way, you’ve got this.
