How Small Businesses Can Win at Black Friday (Without Losing Money or Their Soul)
Black Friday Is Coming — Are You Ready?
Black Friday is around the corner, and every business owner is asking the same question:
“Should I participate in Black Friday — and if so, how?”
Let’s face it — Black Friday 2025 isn’t just a sales day anymore. It’s a global event.
Last year, Black Friday generated over $9.8 billion in online sales, marking a 7.5% year-over-year increase (Adobe Analytics, 2023).
But while the big players are celebrating record profits, many small businesses feel left out.
They believe they can’t compete with massive discounts, big ad budgets, and marketing teams running 24/7 campaigns.
I’m here to tell you — you can win at Black Friday.
You just have to play a different game.
My First Black Friday Campaign: A Lesson in Smart Marketing
When I started my first marketing job here in the U.K., I worked for a small local company.
They were passionate, creative but when I asked if they were doing a Black Friday campaign, they said:
“No, we don’t do that. We’ll lose money.”
Sound familiar?
A lot of small businesses think the same way.
But I convinced them to try something small, safe, and strategic no crazy discounts, just smart messaging and timing.
The result?
Huge returns.
Increased brand awareness.
Their most profitable season ever.
That’s when I learned a key marketing truth:
Black Friday isn’t for the biggest brands. It’s for the smartest ones.
Why Black Friday Feels So Hard for Small Businesses
Let’s be honest, the competition is wild.
Big brands spend millions.
They run week-long campaigns.
They have entire departments planning for months.
Meanwhile, you might be a team of one, creating content, fulfilling orders, answering DMs, and trying to stay visible.
Here’s the thing:
You don’t have to compete on price or scale.
You need to compete on connection.
Standing out doesn’t mean being cheaper.
It means being clearer, warmer, and more human.
That’s your advantage as a small business, your ability to connect personally.
Why Sales Drop Before Black Friday and What to Do About It
Here’s an insight most people miss:
Sales drop right before Black Friday.
Consumers stop buying because they’re waiting for deals.
It’s not that your product isn’t good, they’re just waiting to see if they can get it cheaper later.
What to do instead of panicking:
Use this period to build anticipation.
Tease your upcoming offer on social media.
Collect email signups with early access promises.
Show behind-the-scenes content of what’s coming.
When Black Friday arrives, your audience will already be waiting for you.
6 Smart Black Friday Marketing Strategies for Small Businesses
These are the exact principles I use with my own clients at AD.MD. Marketing Design to help them sell more without selling out.
Be Enthusiastic - Energy Sells
If you’re not excited, your audience won’t be.
Show up on camera. Share your passion.
Talk about your product like it’s your best friend.
Remember, people buy energy and emotion, not just items.
2. Be Transparent About Your Discounts
Explain what your offer means for your business.
For example:
“When I give you 20% off, that’s me giving back part of my profit to thank you for supporting me this year.”
This kind of marketing transparency builds trust, and turns one-time buyers into long-term supporters.
3. Reward Your Loyal Customers
Use Black Friday as a relationship-building opportunity, not just a revenue push.
Send early access to your newsletter subscribers.
Offer secret discounts to repeat buyers.
Thank them publicly on social media.
That’s how you build brand loyalty and convert your audience into your community.
4. Use Your “Weakness” as Your Superpower
If you can’t offer 50% off, be honest and make it funny.
Example:
“I can’t give you 50% off , I have bills to pay , but your earlobes will still look fabulous without the extra weight of that price tag.”
Authenticity and humor go a long way online.
It’s what makes people remember you.
5. Use Storytelling to Sell
I come from the film industry, so I know the power of a good story.
If you’re selling menswear, you could say:
“Imagine walking into Christmas dinner in that perfect suit.
Nobody will ever know you got it 30% off.”
That’s marketing psychology in action.
You’re not selling fabric, you’re selling confidence.
6. Build Momentum - Don’t Drop It All at Once
Don’t just appear on Friday morning with a discount.
Start building excitement at least one week before.
Share sneak peeks
Announce countdowns
Go live on social media to reveal your deals
A slow buildup creates emotional investment.
When the day arrives, your audience is ready to buy.
The Real Purpose of Black Friday: Building Relationships
If you take one thing from this blog post, let it be this:
Black Friday is not about losing money, it’s about gaining loyalty.
Use it to:
Grow your email list
Reconnect with old customers
Tell your story
Strengthen your brand identity
You might not make every sale this weekend,
but the connections you build will pay off for months, even years, to come.
Be Genuine, Not the Biggest
If you’re a small business wondering how to handle Black Friday this year:
Don’t skip it, and don’t copy the big brands either.
Find your way.
Be honest.
Be a little funny.
Be human.
Because people don’t fall in love with offers, they fall in love with stories.
And if you show up authentically, tell your story, and make people feel something, that’s how you win Black Friday… and every other day after it!
Want help designing your next marketing campaign?
Connect with AD.MD. Marketing Design and let’s build something that lasts !
