Black Friday Marketing Strategies for Small Businesses
TL;DR – Black Friday Marketing Strategies for Small Businesses
Start Early: Begin planning your Black Friday campaigns in September or early October to build momentum and avoid last-minute stress.
Use the Right Channels: Focus on email marketing, social media, website popups, and SMS to reach and convert your audience effectively.
Create Value-Driven Offers: Promote deals that make sense for your audience—think bundles, early access, limited-time discounts, and urgency-based tactics.
Optimize the Customer Journey: Make sure your website is fast, mobile-friendly, and easy to navigate, with clear CTAs and smooth checkout.
Don’t Stop After Friday: Follow up with upsells, review requests, and retention campaigns to turn one-time buyers into loyal customers.
Black Friday isn’t just a shopping holiday anymore—it’s a business battleground.
In 2023, U.S. consumers spent $9.8 billion online on Black Friday alone. That’s a 7.5% jump from the previous year. And here's the kicker: the small businesses that planned ahead saw the biggest piece of that pie.
So if you’re a small business looking to stand out this year, winging it the week before won’t cut it.
You need a clear, well-timed strategy. One that gets your audience's attention before the sales start—and keeps them engaged after the deals are done.
In this guide, I’ll walk you through exactly how to do that. We’ll talk timing, strategy, channels that actually work, and what most businesses forget to do after the weekend ends. You’ll leave with a full plan you can use—whether you’re a team of twenty or a one-person shop doing it all yourself.
What Is Black Friday Marketing?
Black Friday marks the beginning of the holiday shopping season, traditionally offering massive sales and promotions. For small businesses, it's an opportunity to boost sales, attract new customers, and increase brand awareness. By crafting compelling offers and marketing them effectively, even the smallest businesses can compete with larger retailers.
When Should You Start Planning Your Black Friday Campaign?
Hint: Sooner Than You Think
Early planning is crucial. Starting your Black Friday preparations months in advance allows you to tease deals, build anticipation, and ensure all systems are ready for the surge in traffic and sales. Some businesses begin as early as September, giving them ample time to strategize and execute their plans effectively.
The Best Channels to Promote Your Black Friday Deals
Email Marketing: Your Direct Line to Customers
Email remains one of the most effective channels. Segment your list to send personalized offers, and consider creating an "early access" list for your most loyal customers. Building this list ahead of time can boost engagement and sales during the event.
Social Media: Engage and Excite
Platforms like Facebook, Instagram, and Twitter are perfect for creating buzz. Share sneak peeks of deals, run countdowns, and use interactive content like polls or live videos to engage your audience.
Your Website: Optimize for Conversions
Ensure your website is ready for increased traffic. Create dedicated landing pages for Black Friday deals, and consider using pop-ups to highlight special offers or collect email sign-ups. Effective pop-ups can significantly boost conversions when done right.
SMS Marketing: Instant and Direct
Text messages have high open rates. Use SMS to send time-sensitive offers or reminders, but be mindful not to overdo it to avoid annoying your customers.
Influencers and Affiliates: Expand Your Reach
Partnering with influencers or affiliates can help you tap into new audiences. Choose partners whose followers align with your target market for maximum impact.
10 Simple (But Effective) Black Friday Marketing Strategies
Tease Your Deals Early with a Countdown
Build anticipation by revealing hints about upcoming promotions. A countdown timer on your website or social media can create urgency and excitement. Use a timer on every piece of content you can!Create a VIP List for Early Access
Reward loyal customers by offering them exclusive early access to deals. This not only makes them feel valued but can also drive early sales.Use Urgency (But Don't Be Shady About It)
Limited-time offers or low-stock alerts can encourage quick purchases. Make sure that any urgency tactics used are genuine to maintain trust. Be an ethical business owner!Offer Bundle Deals or Gift Sets
Create special bundles at discounted rates. This increases the perceived value and can boost your average order value.Reward Your Best Customers
Consider offering exclusive discounts or gifts to your most loyal customers. This fosters goodwill and encourages repeat business.Run Limited-Time Flash Sales
Short, time-bound sales can create excitement and urgency. Promote these heavily on social media and through email to maximize participation.Use Pop-Ups the Smart Way (Not the Spammy Way)
Well-designed pop-ups can highlight special offers or collect emails without annoying users. Ensure they are easy to close and don't hinder the user experience.Highlight Social Proof and Reviews
Showcase customer testimonials and reviews to build trust. Seeing others' positive experiences can influence potential buyers.Don't Forget About Mobile Shoppers
Ensure your website is mobile-friendly. A significant portion of shoppers will browse and buy using their smartphones.Make Checkout as Fast and Easy as Possible
Streamline the checkout process to reduce cart abandonment. Offer multiple payment options and minimize the number of steps required to complete a purchase.
Pro Tips to Make Your Black Friday Offers Stand Out
Craft Compelling Deal Copy
Use clear, persuasive language that highlights the benefits and urgency of your offers.
Design Eye-Catching Graphics
Invest in quality visuals that grab attention and convey professionalism.
Create a Sense of Exclusivity
Phrases like "Exclusive Deal" or "Members Only" can make offers more enticing.
Mistakes to Avoid During Black Friday
Starting Too Late
Procrastination can lead to missed opportunities. Begin planning well in advance to ensure a smooth execution.Overloading Customers with Emails
While communication is key, too many emails can lead to unsubscribes. Find a balance to keep customers informed without overwhelming them.Neglecting Website Performance
Ensure your website can handle increased traffic to prevent crashes during peak times.Ignoring Customer Support
Be prepared to handle an influx of inquiries. Prompt and helpful customer service can set you apart from competitors.Lacking a Contingency Plan
Have backup plans in place for potential issues like stock shortages or technical glitches.
What to Do After Black Friday to Keep the Momentum Going
Send a Thank You Note
Show appreciation to customers who made purchases. A simple thank-you email can go a long way in building loyalty. This is important at any time in your business. I personally hand write a thank you card to EVERY SINGLE customer of mine.
Upsell or Cross-Sell Related Products
Suggest complementary products to customers who already made a purchase. For example, if they bought a skincare set, follow up with an offer on a moisturizer or face serum. Timing matters—wait a few days after their order arrives so the email doesn’t feel pushy.
Ask for Reviews and Testimonials
Reach out to recent buyers and ask them to leave a review. Social proof builds trust, and it’s especially helpful for holiday shoppers still on the fence. You can even incentivize reviews with a discount code for a future purchase.
Keep the Conversation Going
Stay in touch with your new customers. Use email and social media to keep them engaged with useful content, sneak peeks of new products, and upcoming promotions. If they had a good Black Friday experience, they’re more likely to shop with you again during the holidays.
Final Thoughts: Black Friday Marketing
Black Friday might feel like a sprint, but it’s really a marathon. From building early buzz to following up after the sale, every step matters—and small businesses that treat it like a full strategy, not a one-day scramble, are the ones that win big.
We covered a lot here:
What Black Friday marketing actually is
When to start (hint: earlier than you think)
Which channels to focus on (email, social, popups, and more)
10 proven strategies to boost your sales
What to do after Black Friday to keep your momentum going
And most importantly, we gave you real, actionable steps based on what’s working right now.
If you’re a small business, you don’t need a massive budget or a big team to pull this off. You just need a thoughtful plan that puts your customer first and gets the right message in front of them at the right time.
FAQs About Black Friday Marketing
What is Black Friday marketing, and why is it important?
Black Friday marketing is all about creating campaigns, offers, and promotions to attract shoppers during the biggest retail weekend of the year. It’s important because it helps businesses—especially small ones—generate a huge boost in sales, attract new customers, and clear inventory before the end of the year.
When should I start planning for Black Friday?
Start as early as September. You’ll want time to map out your campaigns, prep your website, design graphics, and test emails or popups. According to Mailchimp, early email campaigns and teaser promos can drive much better engagement.
What's the best way to promote my Black Friday deals?
A combination of email, social media, your website, and SMS marketing works best. Each one plays a unique role: email is great for direct communication, social media builds hype, your website closes the deal, and SMS delivers real-time urgency.
What are some common mistakes to avoid?
Some of the most common mistakes include starting too late, overwhelming your customers with too many emails, not preparing your website for heavy traffic, and ignoring post-sale follow-up. Keep your customer journey smooth and stress-free.
Should I offer free shipping or discounts?
Yes—if it makes sense for your margins. Free shipping is often the tipping point for many online shoppers. Bundles and percentage-off deals also perform well, especially when the value is obvious. Make the offer feel like a no-brainer.
Can Schulze Creative help me with Black Friday campaigns?
Absolutely. At Schulze Creative, we specialize in personalized digital marketing strategies that actually reflect your brand—not cookie-cutter campaigns. We’ll help you plan, design, and launch a strategy that drives real results during Black Friday and beyond.
What makes your approach different?
We’re all about personalized digital marketing that works. That means we tailor every strategy to your business, your audience, and your goals. Whether you need help with email campaigns, popups, website design, or ad strategy—we’re your partner from start to finish.
Do I need a big budget to work with Schulze Creative?
Nope. We work with small to medium-sized businesses and build strategies that fit your budget. Whether you’re just starting out or have an established customer base, we can create a Black Friday plan that makes sense for where you are.
