Black Friday Strategies for SMEs

Black Friday and Cyber Monday (BFCM) are the biggest shopping events of the year, officially beginning on the 29^th of November. For small businesses, they present an incredible opportunity to boost sales and attract new customers. With millions of consumers on the hunt for great deals ahead of the Christmas period, this is your chance to get your products in front of eager buyers. But to stand out amidst the flood of deals, it’s important to have a solid strategy in place.

Business Foundations has developed a guide of actionable Black Friday strategies for SMEs that will help you capture sales, build your customer base, and create excitement around your brand.

1. Create Timed Deals to Build Urgency

The key to Black Friday and Cyber Monday sales is urgency. Customers are more likely to make a purchase if they feel like they might miss out. To encourage quick decision-making, consider offering timed deals that are available for a limited period, such as early bird discounts or daily flash sales. This can create a sense of urgency that drives people to buy sooner rather than later.

2. Start Early to Avoid the Sales Saturation

Whilst the bulk of Black Friday sales happen on the day itself, starting early can give you an edge over businesses who start their sales closer to or on the 29^th. By promoting your deals ahead of time and launching your sale a few days before Black Friday, you can capture the attention of early shoppers and avoid the intense saturation of deals that typically happens on the day itself.

3. Offer Conditional Sales to Protect Your Margins

One of the most common pitfalls of Black Friday sales is the risk of sacrificing too much profit in order to make a sale. To avoid this, consider offering conditional sales, where customers must spend a certain amount to receive a discount. For example, you could offer “10% off when you spend $50 or more.” This way, you can maintain your margins while still incentivising customers to spend more.

4. Curate Gift Guides for Your Customers

Gift guides are a fantastic way to show potential buyers how your products fit into their holiday shopping plans. By creating a gift guide, you can curate products for specific demographics (e.g., gifts for men, women, children), different price ranges, or even by use (e.g., “best stocking stuffers” or “perfect gifts for the home”). This content can be shared across your blog, social media platforms, and in your e-newsletters, helping customers discover how your products could be the perfect fit for their holiday shopping needs.

5. Add Value with a Gift with Purchase

If you’re hesitant to offer deep discounts during Black Friday, an alternative strategy is to offer a gift with purchase. This could be anything from a free sample of another product to a mystery gift or even a complementary item that pairs well with what they’ve bought. Everyone loves a freebie, and offering something extra with their purchase can increase the perceived value of your product while preserving your margins. A well-curated gift with purchase can make customers feel like they’re getting more for their money without you having to slash prices.

6. Promote Your Sale Early to Build Anticipation

The key to a successful Black Friday sale is not just offering great deals but making sure your customers know about it. To do this, start promoting your sale in advance by announcing the dates of your sale across your social media channels, through e-newsletters, and prominently on your website. The more time customers have to plan, the more likely they are to return to your store when the sale begins. Plus, this early promotion helps you stay top-of-mind amidst the frenzy of BFCM deals from larger businesses.

7. Leverage Your Social Media and E-Newsletters

Throughout the run-up to Black Friday, use your social media channels and email newsletters to generate excitement. Share teasers about upcoming deals, countdowns, and sneak peeks of what’s to come. You can even create exclusive offers for your social media followers or email subscribers, making them feel like they’re part of an exclusive club. These efforts help build anticipation and can keep your business front and centre in your customers’ minds as they make their purchasing decisions.

8. Focus on Customer Experience and Retention

It’s easy to get caught up in the excitement of sales, but remember that customer experience is key. Offer excellent customer service, make sure your website is user-friendly, and ensure your shipping and returns policies are clear. Happy customers are more likely to return after the BFCM rush, and word-of-mouth referrals can be priceless for SMEs. Consider offering incentives for future purchases or loyalty rewards to convert first-time buyers into long-term customers.

Black Friday and Cyber Monday provide SMEs with a golden opportunity to tap into the holiday shopping rush. With the right strategy—timed deals, early promotions, gift guides, and value-added incentives—you can stand out from the competition, increase sales, and build long-lasting customer relationships. Whether you decide to offer discounts, gifts with purchase, or exclusive bundles, the goal is to create a memorable experience that keeps your brand top of mind well after the shopping frenzy ends.

By starting early, offering compelling deals, and promoting them effectively, you’ll be able to capture the attention of customers and make the most of this crucial sales period.

If you’re looking to increase your sales in the lead up to the Christmas period, you can get up to 4 hours of 1:1 digital support with a Digital Action Plan for just $110, register here.