Black Friday is this week! Is panic setting in? If you haven’t planned a single promotion, and the thought of missing out on the biggest shopping weekend of the year is making your stomach churn, don’t worry, you’re not alone! Plenty of small businesses find themselves in this situation. But this is no time to sit in a corner worrying. This article can help.
Here’s a last-minute game plan to salvage the season and attract customers without any marketing budget:
Black Friday Promo Timeline
Monday-Tuesday: Brainstorming and Planning
No reason to lose your cool. You can put together an awesome marketing campaign and sale with just these simple steps. If you’re really up against it, work with AI to help you get your messaging tight without investing a lot of time.
- Identify your goal. What do you want to achieve? Increased sales? New customer acquisition? Brand awareness?
- Analyze your audience. What are your customers’ needs and preferences? What motivates them to buy?
- Draft an offer. Use your answers from step one and two to choose a simple offer. Remember, you’re short on time. Opt for something easy to implement like:
- Percentage discount. 10% off your entire purchase.
- Free gift with purchase. Offer a small, valuable item with every purchase or a small value gift card for a sale date in January.
- Flash sale. Deep discount on a specific product or service for a limited time. To create a buzz, you could offer a different discount or special every hour, good for sixty minutes only (announced on social media and in-store).
- Bundle deal. Combine complementary products or services at a discounted price.
- Craft your message. Remember the 2 Cs—concise and compelling. Highlight the value proposition and create a sense of urgency.
Wednesday-Thursday: Get the Word Out!
- Social Media Blitz. Create eye-catching graphics with your offer and post them across all your social media platforms. Use relevant hashtags like #BlackFriday, #SmallBusinessSaturday, #ShopLocal #SmallBusinessSeason, #Holidaydeals.
- Email Blast. Send a personalized email to your subscribers announcing your offer. Include a clear call to action.
- Update your website. Add a banner or pop-up promoting your Black Friday/Small Business Saturday deal.
- In-store signage. If you have a physical store, create posters/flyers using Canva to display instore.
- Tell your chamber. Communicate any specials you have going on so they can share them.
Friday (Black Friday) and Saturday (Small Business Saturday): Engage and Drive Sales
- Amplify your message. Re-share social media posts, send reminder emails.
- Offer exceptional customer service. Make sure your staff is friendly and helpful.
- Create a festive atmosphere. Play upbeat music, offer refreshments. It’s a sales par-tay!
- Go Live on Facebook. Use video to show the excitement in your business. Talk to customers on air. Create Reels and TikToks.
Example Offers for Goods and Services
Feeling uninspired and having a hard time coming up with an offer your audience will love? Here are a few ideas for different industries:
- Retail Store. “Black Friday Flash Sale! 20% off all winter apparel from 10 am to 12 pm.” (Creates urgency and drives early traffic)
- “Free appetizer with any entree purchase on Small Business Saturday.” (Encourages larger orders and repeat visits)
- Salon/Spa. “Buy one, get one 50% off any hair service this weekend.” (Incentivizes customers to try new services or bring a friend)
- Consultant/Freelancer. “Book a consultation this weekend and receive 10% off your next project.” (Generates leads and future business)
- Online Course Creator. “Black Friday Special! 30% off all online courses for 24 hours only.” (Boosts enrollment and creates a sense of scarcity)
Keep It Simple
There’s no reason to panic. You can create an awesome offer without months of planning. Remember:
- Even a last-minute effort is better than none. People get excited about deals.
- Focus on easy-to-implement offers.
- Use all available channels to promote your offer.
- Clearly communicate the benefits to your customers. Don’t make them guess or wonder why they need what you’re offering.
- Provide excellent service. A good customer experience can lead to repeat business and referrals.
Black Friday/Small Business Saturday can set the tone for your holiday season. Don’t assume that because it’s coming up at the end of this week that there’s no time to pull something together. You can do it. Now get out there and start implementing!
Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle, rediscovering the magic within.
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