10 Ways to Make the Most of Black Friday for Your Small Business

Every year, Black Friday rolls around and small businesses feel the pressure: “Should I run a sale? How deep should my discounts be? What if I can’t compete with big-box stores?” Here’s the secret - you don’t have to. Black Friday can work for your business if you take a strategic, thoughtful approach instead of racing to the bottom.

This isn’t going to be a checklist of homework assignments, but rather a roadmap to help you decide what makes sense for your business. You know your biz best, so instead of following a generic formula, use these 10 tips to steer yourself in the right direction. Here is how to make the most out of Black Friday in 2025!

1. Ask the Right Questions (and Be Honest)

Before you dive in, stop and ask: should you even be running a Black Friday promotion?

• Are you selling items or services?

• What’s your actual profit margin?

• Will this attract the kind of repeat customers you want?
  If the math doesn’t add up - or if discounting feels misaligned with your brand - skip it and focus on other sales periods.

2. For Ecommerce Businesses: Decide on the Sale

Not all discounts are created equal. Will you offer:

• A percentage off?

• Free shipping?

• A combo (ex. free shipping + 10% off)?
  Pro tip: sometimes free shipping converts better than a bigger discount. Test what makes sense for your products.

3. For Service-Based Businesses: Create a Limited Offer

Discounting your hourly rate too deeply can backfire. Instead:

• Decide how much of a discount/hour you can comfortably give.

• Or, create a limited-run Black Friday service (like a one-time coaching call, a mini-package, or a done-for-you template).
  This keeps your offer special without devaluing your time long-term.

4. Don’t Compete With Big Corporations

Large retailers can slash prices because of volume. Small businesses? Not so much. Don’t fall into the “race to the bottom.” Instead, highlight what makes you different: quality, personalization, or community.

5. Marketing Prep

Start building buzz early - don’t wait until Black Friday itself.

• Tease offers on social media.

• Warm up your email list with sneak peeks.

• Update your website banner to build anticipation.
  The earlier people know something is coming, the more likely they are to plan a purchase with you.

6. Website Readiness

A slow or confusing checkout can kill sales. Double-check that your:

• Website loads quickly (especially on mobile).

• Checkout process works smoothly.

• Sale items are easy to find - consider a dedicated landing page.

7. Clear Offer & Messaging

Your offer should be simple enough to explain in one sentence. Avoid confusing tiered discounts or fine print. Shoppers are moving fast on Black Friday, so clarity = conversions.

8. Customer Support + FAQ

Expect questions. Instead of fielding endless DMs:

• Create a quick FAQ page about shipping, returns, and timelines.

• Set up an autoresponder for emails during busy hours.
  Good support can turn a frustrated shopper into a repeat customer.

9. Tech Setup (Do It Early)

Don’t wait until the night before. Make sure your:

• Email marketing platform is scheduled and tested.

• Discount codes actually work.

• Tracking tools (like Meta Pixel or Google Analytics) are ready to measure results.

10. Review & Learn From the Data

When it’s over, don’t just pack up and move on. Look at:

• Which products/services sold best.

• Which marketing channels drove the most sales.

• What your conversion rates looked like.

This helps you decide if Black Friday is worth repeating - or if your energy is better spent elsewhere.

That’s it, friend - you’re now ready to take on Black Friday with confidence! Whether you decide to run a sale, create a limited offer, or skip the frenzy altogether, the important thing is that it works for your business. Remember: you don’t need to match the big-box chaos to make an impact - you just need a plan that feels right for you :)

-Brittany Hardy | Podia Pro Website Designer and Agency Owner at EmptyDeskSolutions.ca

Book your free coffee chat at https://www.emptydesksolutions.ca/workwithme

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