Marija Todorovska - 11/27/2020 - Digital Marketing - 4 Comments

How to Create Black Friday Campaigns for Your Small Business

It is common sense that two of the biggest shopping days of the year are Black Friday and Cyber Monday. A few years ago, this shopping euphoria was a trend in the USA, but it got viral in a short time. We can agree that Black Friday is a huge opportunity for small businesses to generate a massive sales increase. Many companies see a small increase on Black Friday without putting in any extra effort. Imagine what will happen if you do put in the extra effort!

If you think that small businesses can’t take advantage of the major shopping weekend in the year, you are wrong. Almost every marketing strategy is applicable to any small business. Of course, there are those which are more suitable. Let’s have a look at the tactics you can use to create a strong Black Friday campaign for your small business and benefit from it.

What Is Black Friday?

Before we dive into Black Friday’s marketing ideas, let’s see what actually is this big day. It is the Friday right after Thanksgiving. Somehow it marks the beginning of the Christmas shopping season. As it is the biggest shopping season, retailers are marketing products’ prices down in order to attract shoppers. This happens both ways - online and offline.

It all began as a one-day shopping event when everyone is excited to shop. Nowadays it’s a whole journey that lasts four days, ending with Cyber Monday. The prices are marked down for all four days. But every business has its own Black Friday marketing strategy. Some have the same discounts four days along and others have some combinations.

Now that we know what we have to know, let’s see why is Black Friday good for small businesses and how you can boost sales with Black Friday.

Check Out These Creative Black Friday Campaigns for Your Users

Bundle Your Products

Everybody loves gifts! Creating bundles is a great way to drive sales. People like to get more for their money. If they can get five items for the price of three, they will surely take that deal. 

Making the impression that they are having more products or services for the price of one makes an irresistible deal. Find a few products that will make a great package and offer it as a bundle. This will make your customers say: “What a deal! I’m taking it!”.

Give an Additional Value 

Giving an added value allows you to keep your normal pricing while throwing something else in. This is very similar to the product bundle. This time the customer gets more for the same price than they usually would. 

You can get creative and offer different value-add without having to make an extra cost for it. Depending on your industry, it can be an extra product, an additional free subscription, or anything you can think of. We are leaving it to your imagination.

Products Bundle

Arrange Giveaways for Early Birds

We are all familiar with the blocked doors on Black Friday. This behavior makes it clear that shoppers are euphoric about getting more on this day. Every business wants to attract them to spend their money on their products or services. 

If you’ve been asking yourself how you make a Black Friday deal that drives sales not only on this day, the answer is early bird giveaways. Rewarding early customers with some bonus is a great tactic. Besides the great experience they will have, it will help as word-of-mouth marketing for your business. The “early birds” will spread some great words about your irresistible offer. And if you are lucky, they will promote you on social media, which is great!

Generate Early Awareness

You shouldn’t leave your Black Friday campaigns for the last minute. You have to be prepared and make customers aware that you have great deals for them. The sooner you start, the more reach you will get. Where can you get instant awareness if not on social media?

Using social media for promoting Black Friday campaigns is a must. You can use Facebook and Instagram to bring your offers to the customers’ attention. For example, you can use Facebook Ads on people who like your page. That is how you will reveal the great offer to your audience. Then you can invite those people to share the deal with their friends. You can also consider creating an event on Facebook.

Using shoppable posts on Instagram is also a good practice. Make special posts for this deal and watch customers taking away your products. Remember that good creative designs can make wonders.

Use Your Email List Wisely

You should not forget about your past customers. Make sure that you contact them and let them know about your promotion. You can use automation emails and send your offers to any segment of your customers you find relevant.

Create a good looking email or a newsletter containing all of the information about the deal. Use engaging creatives and a well-structured copy. Make it clear and keep it as simple as possible.

Using email marketing is a good idea on how to advertise on Black Friday. It's because it is a personal way of advertising. People like it when brands talk to them like they are special. Also they want to feel that you made this deal specifically for them. At the end of the day, who doesn’t want to feel special?

Create a Discount Coupon

This is one of the easiest Black Friday promotion ideas. It takes the least of your time creating it. You can offer discount coupons no matter if you have a physical store, an online store, or even both.

You don’t even have to make extra costs for printing it. You can simply make it available for download. Or even better - you can send the coupon right in their inbox. In that way, you will make it more personalized. 

These days, discount coupons are often replaced with discount codes. You can choose either one or leave it to the customers’ choice. Today, every eCommerce store has this ability, so take your chances and use it to your advantage!

Discount Coupons

Can’t Offer Cash Discounts? Offer Free Shipping!

Do your maths and if you come to the conclusion that you can’t lower your price, you can still give something. You can always offer free shipping! Offering this you'll have one of the most powerful promotion ideas! So go ahead and you can use it for Black Friday.

Many customers would add products to their cart if they are offered free shipping. It is common sense that shipping costs are often a barrier for shopping online. So, why don’t you break that barrier for Black Friday?

If possible, you can combine free shipping with same-day delivery. This tactic will encourage your customers to take your deal.

Reward Your Loyal Customers

Loyalty is everything. One of the highest goals that one business can achieve is to ensure the loyalty of its customers. That means exceptional quality and service. 

Use Black Friday as an opportunity to show your customers how much you appreciate their loyalty. Send them some special deals to show them that they are special to you. It can be some kind of VIP offer that no one else receives, but your loyal customers.

Bonus Tip #1: Make Sure to Start Your Campaign Early

Being organized is the key to success. Make sure you have everything ready. Even better - start before everyone else does! Get people to sign up for your email list early. Also, generate and share your discount coupons and codes that can be used only for Black Friday.

This will help you increase your reach since you provide more time for bringing your campaigns to your customers’ attention. Also, starting early will improve your conversion rate as you will already give your customers something that they cash in on.

Bonus Tip #2: Act Late

Everyone is familiar with the early bird offers. But reversing the game can do magic. Everybody is looking at Black Friday as unmissable offers. You can use this not only one or four days a year, but incidentally through the whole year. You can make Black Friday “throwbacks” to imply to-good-to-miss deals.

If you want to stand on your own and be unique, try running your own Black Friday without acting early or late.


No matter for which Balck Friday strategy you decide, put your marketing ideas to work now. There are plenty of possibilities for small businesses to make the most of the boost in sales on the biggest shopping weekend of the year. 

Now is the time for you to make the last push for this year and finish it strong. Almost every one of the shared tactics and strategies can be executed with limited financial resources. So, don’t be passive! Take advantage of the year’s biggest spending weekend and make the most of it. 

Get creative and get to work. Find the tactics that suit your business best and implement them into your overall strategy. That is how you will ensure the best return on this major shopping euphoria all around the world! Good luck!

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