Black Friday is a big deal for small businesses, says Brittany Long, an email and marketing systems expert who is known as “The Queen of Evergreen”. 

Last year, Black Friday promotions brought in more than six figures in revenue for her own business. And as someone who also teaches other business owners how to create effective email promotions (including Black Friday promotions) using AI tools, she’s seen her students get excellent results, too. 

“Black Friday is a huge opportunity,” she wrote in a recent email. “I’m talking 12% conversion when 3-5% is normally good.”

Whether your business operates online like hers, from a bricks and mortar store—or both—planning for Black Friday can make a tremendous difference in your success. 

Why Black Friday Matters for Small Businesses

Black Friday isn’t just a big day for big box stores. Last year, 72.9 million consumers shopped in-person on Black Friday, while roughly 87.2 million consumers shopped online that day, according to the National Retail Federation. Small businesses that tap into this surge of holiday shopping can boost their fourth-quarter sales significantly.

This year, Black Friday will fall on November 29, 2024 and it kicks off the all-important holiday shopping season when consumers and other businesses are primed to spend.

Though nearly 60% of consumers say that inflation will probably influence their holiday spending, “overall spending is projected to increase by 7% to an average of $1,638 per shopper,” according to PwC’s 2024 Holiday Outlook survey. The survey also found a slight uptick in those who plan to shop on Black Friday. 

Your small business has unique advantages during Black Friday and the overall holiday shopping season. While large retailers compete mainly on price, you can offer personalized service and unique products that stand out from mass-produced items. 

“It’s the close of the 4th quarter; it’s time to get in the game,” says Tina Young-Holman, a SCORE mentor with SCORE Houston and the owner of TNJ Hous3 Enterprise. “Come in hungry and ready to execute a plan to reach your goals,” she says, “It can end your year strong and be your highest revenue for the year.”

People are in the buying mode and are “ready to spend money now,” she adds. 

Black Friday can help your business in several ways:

• Build your customer base. Holiday shoppers who discover your business during Black Friday often become repeat customers throughout the year.

• Increase year-end profits. Even modest Black Friday promotions can help clear inventory and boost your fourth-quarter revenue.

• Strengthen community connections. Local holiday shopping events create goodwill and help establish your business as a valued part of the community.

The holiday shopping season also extends well beyond a single shopping day. Your Black Friday promotions can flow into Small Business Saturday and Cyber Monday, giving you multiple opportunities to reach holiday shoppers.

Black Friday Marketing Strategies for Small Businesses

Many small business owners have already started prepping for Black Friday shopping. While it’s not too late to start now, don’t wait until the last minute. The best Black Friday promotions often start weeks or months before. 

Ideally you want to begin promoting your upcoming sales at least three weeks before the event to give potential customers time to plan their shopping.

“Start now, prepping your audience for what’s coming for Black Friday, (then) do it until the 15th of November,” says Young-Holman. She then suggests offering your Black Friday deal on November 20th and stopping the sale after the weekend of Black Friday. “Rerun (the) Black Friday Deal on Cyber Monday,” she recommends. 

As for what deals to offer, she recommends identifying your year’s best sellers and turning them into Black Friday deals. If your business offers a service, consider an incentive to sweeten the deal, rather than a discount.

Email marketing remains one of the most effective ways to reach customers during the holiday season. Send a series of emails that highlight your best deals. Start with a preview of coming offers, follow up with specific product promotions, and end with last-chance reminders as Black Friday approaches.

Create a sense of urgency, and make it fun. Tell customers exactly when sales begin and end. Send reminder emails about limited-quantity items or special early-bird offers.

“The Marketing Rule of Seven says it takes seven times of hearing about your product or service before a customer takes action,” says Kari Walter, a Certified SCORE Mentor with SCORE Las Vegas. That means you may need to take multiple approaches to get their attention and their business. 

Consider these marketing approaches:

Create a holiday gift guide featuring your products at different price points. Share it through email and social media.

Offer exclusive deals to your email subscribers or social media followers. There are many possibilities here, including an exclusive discount, free gift with purchase, or BOGO offer. This rewards loyal customers and encourages new subscribers.

Partner with local influencers to spread the word about your Black Friday sales. Even micro-influencers with smaller, engaged followings can help reach new customers in your area.

Keep your marketing messages simple and clear. Instead of overwhelming customers with too many offers, focus on promoting your best deals. Make sure every marketing message includes the sale dates, how to purchase (online or in-store), and any special terms.

Remember to update your Google Business Profile and website with your Black Friday hours and any special events you’re planning. Many customers search online for local Black Friday sales, so accurate business information helps them find you.

Create Irresistible Black Friday Promotions

Choose promotions that work for your business size and profit margins. While deep discounts grab attention, you can create compelling offers without slashing prices too low.

Long leverages AI to create promotions quickly and more easily, using her brand’s voice and tone. “You can use AI to speed up the process, so you’re not spending hours writing emails or creating social media posts,” she recommends. 

Bundle complementary products to increase your average sale value. For example, a small beauty retailer might package a bestselling face cream with a matching serum at a special price. A local bookstore could bundle a popular book with a reading light and bookmark.

For service-based businesses, McKieva Sullivan, a SCORE mentor and president and CEO of 8 Seven, recommends offering an additional service as a bonus or at 50% off. 

“So if people sign up for your consulting, spa type (massage, stretching, personal training, etc.), business services (social media, graphic design, etc.) or training/education services they get something else for free or at half off,” she advises. 

“The bonus can be relevant to the service they already have interest in, or you want them to buy, and something that they would actually want/perceive as valuable,” she adds. 

Time-based promotions create excitement and spread out customer traffic. Early bird specials reward your first customers, while flash sales throughout the day keep shoppers engaged. A coffee shop might offer free pastries with drink purchases before 10 am, for example, then switch to an afternoon beverage special.

If your business has an online presence, make it fun and festive and add a countdown timer to your web page, Young-Holman recommends. 

Reward your loyal customers with special access or exclusive deals:

• Preview sales for email subscribers
• Early shopping hours for loyalty program members
• Special gifts with purchase for repeat customers
• Double rewards points during Black Friday

Make your promotions easy to understand. Clear pricing and simple terms help customers make quick decisions. Instead of “20% off select items,” specify “All sweaters 20% off” or “Buy any two candles, get one free.”

If you sell online, consider offering free shipping with a minimum purchase. Many customers expect free shipping during the holidays, and this can prevent abandoned shopping carts.

Display your promotions prominently in your store or on your website. Use clear signage to highlight sale items and terms. Online retailers should feature Black Friday deals on their homepage and make them easy to find from any page on their site.

Keep some flexibility in your promotional planning, too. Having a backup offer ready helps if your initial promotion isn’t connecting with customers or if you need to match an unexpected competitor’s deal.

Leverage Online and In-Store Sales Channels

Give your customers options for how they shop with you this Black Friday. More shoppers now move between online and in-store shopping, often checking prices online before visiting local stores. You may increase sales by capturing both types of sale.

PwC’s research finds that “early sales, Black Friday and Cyber Monday drive online shopping,” while “in-store purchases occur post-Cyber Monday through New Year’s Day.” If possible, aim to leverage both. 

“Holiday shoppers tell us they’re embracing both digital innovations and traditional in-store experiences throughout the purchase journey,” PwC notes. 

Make your website work harder

Check that your website can handle increased traffic during Black Friday. Test your checkout process to ensure it works smoothly on both computers and mobile devices. Update your product photos and descriptions now, before the holiday rush begins. Make sure you optimize your top pages so they load quickly and can handle any surge in traffic. 

Small changes to your online store can boost sales:

• Add a Black Friday deals section to your navigation menu
• Show real-time inventory levels for popular items
• Display shipping deadlines prominently
• Add a countdown timer for limited-time offers

Blend online and in-store shopping

Let customers shop their way with flexible pickup options. Offer in-store pickup for online orders to save them shipping costs. If possible, provide curbside pickup for customers who want a contactless option.

Nearly half of Gen Z (49%) and millennials (48%) are opting for in-store pickup, says PwC research, while 89% of baby boomers plan to use home delivery for at least some holiday purchases. 

Consider selling through additional online channels. Popular marketplaces like Etsy, Amazon Handmade, or local online markets can help you reach more customers. Pop up shops or local festivals may allow you to connect directly with customers. Just factor marketplace fees into your pricing to protect your profits.

Improve the in-store experience

Make your store easy to navigate during busy shopping periods, including clear signs to direct customers to sale items. If space allows, set up a separate checkout area for online order pickups to reduce wait times for in-store shoppers.

Keep your best-selling items well-stocked in both your store and online inventory. Have a plan for quickly restocking shelves and updating online inventory counts throughout the day.

“Have sufficient inventory and staff to respond to orders timely,” Walter warns. 

Train your staff to handle order fulfillment for both in-store customers and online store sales, if that applies. Make sure everyone knows your Black Friday promotions and policies. This helps them answer customer questions quickly and keep lines moving.

Track sales across all channels to spot trends. If you sell both Notice which products sell better online versus in-store. This information helps you plan future promotions and inventory placement.

Collaborate with Other Local Businesses

Team up with nearby businesses to create a stronger local shopping experience this Black Friday. When small businesses work together, you can attract more customers than you can alone. 

Find compatible partners 

Look for businesses that complement yours rather than direct competitors. A bakery might partner with a coffee shop, or a boutique could team up with a jewelry store. Your products or services should make sense together but not overlap.

Create joint promotions 

Share customers by offering combined deals. A spa could provide discount certificates to a nearby salon’s customers, while the salon offers spa vouchers to their clients. Or organize a passport-style promotion where customers collect stamps from participating stores to earn a reward.

Pool your marketing resources 

Split advertising costs with other local businesses. You’ll reach more people while spending less. Create a shared holiday shopping guide or run joint social media campaigns. Each business can promote the group effort to their own customer base.

Make it easy for customers to buy

Design a simple map showing participating stores and their Black Friday specials. Share this online and in print. Consider coordinating your hours so customers can visit multiple stores easily.

Try these collaboration ideas:

• Host a joint early-morning shopping event
• Create a neighborhood shopping punch card
• Share each other’s Black Friday posts on social media
• Bundle gift cards from multiple businesses
• Organize sidewalk sales together

Keep track of which partnerships bring the best results. Successful Black Friday collaborations often lead to year-round business relationships that benefit everyone involved.

Remember to put all partnership agreements in writing, including promotion details and how you’ll handle any issues that arise. Clear communication helps prevent misunderstandings during the busy holiday season.

Prepare Your Business for the Black Friday Rush

Start your Black Friday preparations at least six weeks early if at all possible. This gives you time to handle unexpected issues and train your team properly.

Get your payment systems ready 

Test your point-of-sale system and card readers before the rush begins. Have a backup payment method ready in case of technical problems. Make sure you have enough receipt paper and cash in various denominations for the day.

Update your tech

There’s nothing worse than having your website go down while customers are trying to buy, so make sure your website and online store can handle more traffic. Test the checkout process on different devices. If you use scheduling software or appointment systems, verify they’re working correctly. Update software before the big day. 

Manage your inventory 

Take stock now to avoid running out of popular items:

• Order extra inventory for promoted items
• Set aside backup stock for display items
• Create a restock schedule for Black Friday
• Track inventory across all sales channels

Some suppliers will allow you to purchase on net-30 terms, which gives you time to sell your items and pay from cash flow. Some net-30 accounts also help your business establish business credit if you pay on time. 

Schedule and train your team 

Plan staff schedules to cover all areas of your business. Include extra coverage for peak hours and breaks. Train everyone on:

• Your Black Friday promotions and policies
• Register and payment procedures
• Common customer questions
• Where to find popular items
• What to do if problems arise

Organize your space 

Prepare your store or workspace for more customers:

• Clear paths to popular items
• Set up signs to direct traffic flow
• Create a separate area for pickup orders
• Add extra registers if possible
• Designate a space for lines

Have a backup plan 

Plan as much as you can, but be prepared for common problems:

• Keep spare receipt rolls nearby
• Have extra shopping bags ready
• Write down important phone numbers
• Save backup copies of sale signs
• Keep a sheet of promotion details at each register

The day before Black Friday, do a final walkthrough, whether that’s online or in your store (or both). 

Check that all prices are marked correctly and signs are in place. Make sure your team knows their schedules and responsibilities. A well-prepared business runs more smoothly during busy sales events.

Use Social Media to Build Excitement for Black Friday

Start building Black Friday buzz on your social media channels several weeks before the big day. Share behind-the-scenes photos of your team preparing for the sales event or new holiday inventory arriving at your store.

Instagram and Facebook Stories work well for quick updates and sneak peeks of your upcoming deals. Post short videos showing popular items that will be on sale. Share photos of gift-worthy products at different price points to help customers plan their shopping lists.

Pinterest can be great for showcasing physical products, but since it’s evergreen, be careful about posting pricing information that may soon be out of date. 

Create a simple countdown to keep your offers top of mind. Post daily updates highlighting different products or deals. This steady stream of content helps maintain customer interest without overwhelming them with too many posts at once.

Consider running a social media contest to boost engagement. Ask customers to share your posts or tag friends for a chance to win early access to Black Friday deals. A local candle maker might offer a holiday gift set to one lucky follower who shares their favorite seasonal scent.

Paid social media ads can help you reach more local shoppers. Even a small ad budget can increase your visibility during the competitive holiday season. Target your ads to people in your local area who have shown interest in similar products or services.

Use location-specific hashtags to connect with nearby shoppers. Combine popular tags like #BlackFriday with local ones such as #ShopLocal[YourCity] or #[YourNeighborhood]Shopping. This helps customers who specifically want to support small businesses find your posts.

Share customer reviews and testimonials leading up to Black Friday. Real feedback from satisfied customers is one of the best ways to build trust with new shoppers. Thank customers who tag you in their posts and ask permission to reshare their content.

Remember to respond promptly to comments and messages about your Black Friday sales. Although your day will be hectic, good social media engagement now can lead to lasting customer relationships beyond the holiday season.

Extend Your Black Friday Deals for Cyber Monday and Beyond

Plan your holiday promotions as a series of connected sales rather than a single-day event. This approach helps you maintain steady sales throughout the season and reduces the pressure to make all your holiday revenue on Black Friday.

Transform your Black Friday momentum into Small Business Saturday and Cyber Monday sales. Change up your offers to keep things fresh and give shoppers new reasons to shop with you. 

Consider extending popular deals that perform well. If certain items sell steadily through Black Friday, continue those promotions into the following week. Let customers know about the extension through your email list and social media platforms to create another surge of sales.

Create special offers for late shoppers. Many people can’t shop during Black Friday weekend. Offering promotions later in the season helps you reach these customers. A gift shop owner might introduce new deals each week leading up to Christmas, focusing on different gift categories.

Email marketing campaigns keep customers engaged after Black Friday ends. Send targeted offers based on what customers browsed or purchased during your Black Friday sales. Include helpful content like gift guides or shipping deadlines to make your emails more valuable.

Turn holiday shoppers into year-round customers by including bounce-back offers with Black Friday purchases. Give them a reason to return in January or February when sales typically slow down. A clothing boutique might offer a coupon valid in the new year, for example, with any holiday purchase over a certain amount.

Track which promotions drive the most sales throughout the extended holiday season. This data helps you plan next year’s promotional calendar more effectively. Notice which items sell best on different days and which offers motivate customers to make repeat purchases.

Set realistic expectations for extended promotions. While sales may not match Black Friday numbers, steady business through December often proves more profitable than a single day of deep discounts.

Warning: If your sales efforts are successful, your product, promotions and other intellectual property may be vulnerable to knock offs. Patents, trademarks and copyrights are the “crown jewels of any business that drive profits,” notes  Gary ONeill, managing director at Examiners Edge, and a SCORE certified mentor and workshop leader.

“If these creative assets are not protected, your business is vulnerable to (free) imitation. Business owners should proactively protect these assets before they display their products and services to prospects and competitors, e.g. on Black Friday.”

Measure Your Success and Plan for Next Year

Even if your holiday sales efforts don’t get the results you hoped, you can gather valuable information, suggests SCORE Mentor Christopher Jacob. “My number one tip is to not be afraid to try something innovative that has an unknown likelihood of success,” he advises. 

“Often marketing experiments may lead to inconclusive or non statistically significant results. This is one of the very few days you can supercharge your learnings, which often may have more long term value than a short term revenue boost,” he maintains.

Track more than just your total Black Friday sales numbers. Looking at different aspects of your holiday performance helps you make better decisions for future sales events.

Compare your numbers to last year’s performance. Look at your total sales, but also examine your average order value, and how many items each customer purchased. A higher total sale might look good, but if you sold everything at deep discounts, your profit margin could be lower.

Watch your website analytics during Black Friday. Note which pages got the most views and where customers spent the most time. This shows you which products interested people most, even if they didn’t buy. 

A jewelry store owner might notice many customers viewed silver necklaces but purchased earrings instead, suggesting an opportunity for future promotions. Track conversion rates and try to understand why customers left without buying. 

Pay attention to when customers shop. Track your busiest hours both online and in-store. This information helps you plan next year’s staffing and promotional timing. 

If most of your online sales happened before 10 am, you might want to focus your best deals during early morning hours next year.

Notice which marketing channels brought in customers. Ask shoppers how they heard about your sales. Track which email offers got the most clicks and which social media posts drove the most engagement. This helps you focus your future marketing budget where it works best.

Look at customer feedback from the day. What did shoppers say about your deals, store layout, or checkout process? Save both compliments and complaints – they help you improve next year’s event.

Review your inventory decisions. Identify which items sold out too quickly and which didn’t sell as expected. Note any backup inventory you needed and where you could have ordered less. This makes next year’s ordering more accurate.

Start a Black Friday planning document while this year’s event is fresh in your mind. 

Write down what worked well and what you’d change. Include notes about:

• Promotion timing
• Popular products
• Staffing levels
• Customer feedback
• Technical issues
• Inventory challenges

Store these insights where you’ll find them when planning next year’s event. Good data helps you make better decisions and grow your holiday sales year after year.

Nav’s Verdict: Black Friday and Small Business

“Historically Black Friday was important because a certain type of business, namely Retailers, made a significant portion of their annual sales on that day. Today, it is a day where consumers in unison across the country have their credit cards out beside them (or virtually in mobile wallets) ready to spend on just about anything,” notes Jacob. 

“So to not participate in Black Friday, is to essentially say to all those potential customers with cards at the ready, that you don’t want their money, at the exact moment in the year they are ready to buy,” he observes.

With Thanksgiving and Black Friday falling later than usual this year, small business owners should plan now to make the most of the holiday shopping season, starting on this popular holiday shopping day and continuing through the New Year. 

Nav can help your business prepare for Black Friday and the holiday season. 

• Find the best payment processors for your business. 
• Let Nav help you find a business line of credit to handle unexpected expenses
• Consider a 0% intro APR business credit card to pay for purchases over time
• Monitor your cash flow and get real-time insights
• Build, manage and monitor your business credit with Nav Prime

FAQs about Black Friday for Small Business

Is Black Friday good for small businesses? 

Black Friday can offer a great opportunity for small businesses to boost their fourth-quarter revenue. While large retailers often dominate Black Friday headlines, small businesses can successfully compete by offering unique products, personalized service, and carefully chosen promotions that protect their profit margins.

How does Black Friday benefit businesses? 

Black Friday helps businesses increase year-end revenue and clear inventory before the new year. Many businesses acquire new customers during Black Friday who continue shopping with them throughout the year. The holiday shopping season also creates opportunities to strengthen community connections and build customer loyalty through special offers and events.

Why is it called Black Friday and why is it so important to businesses? 

The term “Black Friday” originated in Philadelphia in the 1960s, describing the heavy traffic and crowds that filled stores the day after Thanksgiving. Later, retailers adopted the term to represent the day their profits would put them “in the black” for the year. 

Today, Black Friday marks the official start of the holiday shopping season, when many businesses earn a significant portion of their annual revenue.

How do businesses promote their Black Friday deals and attract customers? 

Successful Black Friday promotion combines email marketing, social media marketing, and even local advertising to reach customers. Many businesses start promoting their sales several weeks early through preview emails and social media posts. Creating urgency through limited-time offers and exclusive deals helps drive customer interest. Partnering with other local businesses can also increase visibility and attract more shoppers.

How to increase sales on Black Friday? 

Focus on creating compelling offers that work for your business model and profit margins. Bundle complementary products, offer early-bird specials, and provide loyalty rewards to encourage larger purchases. Make shopping convenient with multiple payment options and clear store layouts. Keep your website updated with accurate inventory and easy checkout processes for online shoppers.

How do I get my business ready for Black Friday? 

Ideally you want to start preparations at least six weeks before Black Friday. Order inventory based on previous sales data, train staff on promotions and procedures, and test all payment systems. Update your website and online store to handle increased traffic. Create clear signage for promotions and organize your space for efficient customer flow. Have backup plans ready for common issues like inventory shortages or technical problems.

Is Black Friday worth it for businesses? 

Black Friday can be profitable when approached strategically. Instead of competing solely on price, focus on creating value through unique products, excellent service, and special experiences. Track your metrics including profit margins, not just total sales. Many businesses find that spreading promotions across the entire holiday season, rather than focusing on a single day of offering discounts can produce better long-term results.

How do businesses profit on Black Friday? 

Ecommerce businesses as well as retailers can boost their bottom line during the holiday shopping season, including Black Friday, Small Business Saturday, and Cyber Monday, by carefully optimizing their promotions and pricing. 

Rather than offering storewide discounts, the most successful businesses focus deals on specific products while maintaining margins on others. 

Many increase profits through strategic product bundling, minimum purchase requirements for special offers, and cross-selling complementary items. They also use Black Friday to create a positive customer experience that helps them build their customer base for future sales.