The Entrepreneur’s Guide to Black Friday: Should Your Company Participate This Year?

For consumers, Black Friday is a day of deals, but for small business owners, it can feel overwhelming—a whirlwind of discounts, ads, and pressure to compete with big brands. If you’re juggling a million other responsibilities, you might wonder, “Do I need to participate in Black Friday to succeed?” The truth is, Black Friday isn’t one-size-fits-all. While it can be a valuable opportunity for some businesses, it’s not the only path to a successful holiday season. To weigh the pros and cons, explore alternatives, and create a holiday strategy that works for your unique business, read on! (There’s a quiz at the end, too!)

Why Black Friday Works for Big Brands

Big brands thrive during Black Friday because they’ve built an entire ecosystem around discounts, urgency, and mass production. These companies rely on economies of scale to produce items cheaply, allowing them to slash prices without cutting too deeply into profits. Their massive marketing budgets drive home the fear of missing out (FOMO) with countdowns, doorbuster deals, and one-day-only promotions that create a frenzy among shoppers.

For them, Black Friday is a well-oiled machine that draws in crowds and generates huge sales numbers. It’s no wonder these brands dominate headlines every November—but does this model really make sense for smaller, creative businesses?

Challenges for Small Businesses

For small businesses, Black Friday can feel like trying to squeeze into a party where the dress code doesn’t match your style. The pressure to offer steep discounts can be at odds with your brand values, especially if you pride yourself on craftsmanship, sustainability, or fair pricing. Competing with companies that can afford to offer 70% off isn’t just stressful—it’s unnecessary.

Then there’s the risk of over-preparing (and being left with unsold inventory) or under-preparing (and disappointing customers). For small business owners who are already juggling a million things, the high stakes of Black Friday might feel more like a gamble than an opportunity. But don’t worry—there are plenty of ways to navigate the holiday season that don’t require playing the big brands’ game.

How to Determine Whether Black Friday Promos Are Right for Your Business

Step 1: Define Your Goals for the Holiday Season

Before diving head-first into the holiday sales frenzy, take a moment to reflect on your why. Are you hoping to clear out inventory to make space for new creations? Or is your goal to attract new customers who will fall in love with your work and return long after the holidays? Maybe you want to strengthen relationships with your loyal customers by offering them something special.

Whatever your motivation, ask yourself if discounts align with your brand’s ethos. If you pour time, love, and expertise into your products or services, slashing prices might not feel authentic—or necessary. Your “why” will guide the best strategy for your business, ensuring you’re staying true to what you value most.

Consider Other Seasonal Strategy Options

Not every business needs to jump on the Black Friday bandwagon. For some, Small Business Saturday—a day dedicated to celebrating independent businesses—may be a better fit. Cyber Monday might appeal to those with a strong online presence. You could also create your own special event or promotion that reflects your brand’s values and schedule.

Remember, it’s not about competing with big-box stores; it’s about offering value—whether that’s through thoughtful bundles, limited-edition items, or a personalized shopping experience. The right strategy is the one that resonates with your customers and feels manageable for you.

Step 2: Offer Alternatives to Steep Discounts

If steep discounts don’t feel right for your business, don’t worry—there are plenty of creative ways to entice customers without cutting into your profits. Bundling products or services can increase their perceived value while encouraging larger purchases.

Think about offering exclusive, limited-edition items or preorders for holiday gifts that your customers can’t find anywhere else. Free shipping or small “thank you” gifts (like a custom note or a sample item) can also make a big impact. These strategies not only preserve your pricing integrity but also show customers that you value their support in a thoughtful, meaningful way.

Create a Memorable Experience

Sometimes, the best way to stand out is to make the shopping experience itself unforgettable. Host a virtual shopping event or a holiday-themed studio tour to give customers a peek behind the scenes of your work.

If you’re a maker, consider live demonstrations or workshops tied to the season—like showing how your ceramic ornaments are made or offering a mini weaving class. These experiences foster connection, create excitement, and turn your customers into champions of your brand—all without relying on discounts.

Focus on Your Brand’s Strengths

Play to what makes your business unique. Gallery owners might consider offering limited-edition art prints or framing discounts for existing customers. Ceramicists, weavers, and knitters could create holiday bundles featuring complementary items (like a mug and coaster set or a scarf and matching mittens).

Graphic designers could offer personalized services, like custom holiday card designs. Whatever your niche, focus on creating offerings that reflect your brand’s identity and connect deeply with your audience. This not only drives sales but also reinforces why your work is special.

Step 3: Stay True to Your Brand—No Matter What

It’s tempting to think that you need to slash prices to stay competitive during Black Friday, but the truth is, discounting isn’t always the right move—especially if your work is already priced fairly to reflect its quality and the time you’ve invested. Your customers come to you because they value what you do, not because you’re the cheapest option.

By maintaining your pricing, you communicate that your work is worth what you charge, which helps build trust and loyalty over time. Remember, people who appreciate your brand will stick around because of the value you bring, not the discounts you offer.

The Beauty of Saying No

If the idea of participating in Black Friday feels out of sync with your brand, it’s okay to opt out. Saying no can be a powerful choice, freeing you to focus on other meaningful ways to connect with your customers.

Instead of stressing over discounts, you could use this time to share the story behind your work, host a holiday Q&A on Instagram, or send handwritten thank-you notes to loyal clients. Black Friday isn’t a rule—it’s just one of many tools. Choosing not to participate can be a bold and refreshing statement that sets your brand apart.

Practical Tips for a Black Friday Strategy That Works

If you decide to embrace Black Friday, the key is to create a strategy that feels manageable and aligned with your business. Start by setting clear boundaries—what can you realistically handle without burning out? Assess your inventory to ensure you’re neither over-prepared nor caught off guard by demand.

Once your plan is in place, focus on early marketing. Email teasers sent weeks in advance can build excitement, and social media storytelling is a great way to showcase the thought and care behind your holiday offerings. Streamline operations wherever possible by automating email workflows, payment processing, and shipping labels.

Lastly, prepare your website to handle an uptick in traffic, ensuring a smooth experience for customers eager to support your business.

Post-Black Friday: Building on the Momentum

Once Black Friday has come and gone, take some time to reflect on the experience. What worked well, and what could you improve? Did customers love certain offerings or bundles? Use this feedback to fine-tune your strategy for the future.

Don’t forget about customer retention—follow up with those who shopped with you by sending a heartfelt thank-you or a special loyalty offer to keep them coming back. Finally, make notes now to refine your approach for next year.

Whether you decide to repeat Black Friday, tweak your strategy, or skip it entirely, reflecting on this year’s results will set you up for an even stronger holiday season down the line.

Final Thoughts: Black Friday Is Yours to Define

There’s no “right” or “wrong” way to approach Black Friday—only what feels authentic to you and your business. Whether you decide to jump in with a creative strategy, focus on Small Business Saturday, or skip the frenzy altogether, the most important thing is staying true to your values and what works for your unique circumstances.

Your customers appreciate the heart and soul you pour into your work, and your holiday strategy should reflect that. So take a deep breath, think about your goals, and start planning your holiday season today in a way that feels sustainable, joyful, and entirely yours.