When Black Friday rolls around each year on the day after Thanksgiving, it’s an opportunity for small businesses to compete with larger retailers to attract holiday shoppers and loyal customers. Historically, it’s also a time for shoppers to go wild, purchasing gifts for family members for the upcoming holidays, whether it’s Hannukkah, Christmas, or Kwanzaa. In fact, in 2023, online sales on Black Friday were up 7.5 percent, according to Forbes. So, even with a shift to online shopping and a struggle at many retail malls around the country, this holiday shopping tradition seems to be holding up quite well today. In fact, Black Friday originated in the US and has spread throughout the globe today. Everyone from children to adults today knows Black Friday as the start of the holiday shopping season.
This article will help you find out how to make the most of Black Friday for small businesses. Offering exclusive, limited-time deals, creating unique product bundles, and enhancing the customer experience with personalized service are just a few strategies to drive sales.
You can also promote your deals online, as that’s how many shoppers shop, utilizing email marketing and social media posts. Of course, preparing your staff and managing your inventory is critical, too. Whether operating a brick-and-mortar store or an online business, these strategies can help maximize success on Black Friday.
Good news for small business retailers like you, too: shoppers are interested in supporting small businesses in their communities. With a conscious shift towards sustainability in the world, shoppers are looking locally to make their purchases.
Here are a few tips to get you going on your small business Black Friday planning:
Celebrate small businesses this Thanksgiving! Read our blog for top ways to support and uplift our local heroes this holiday season.
Top Black Friday Sales Tactics for Small Businesses
1. Promote Your Deals Online
Online shopping was increasing in popularity before the pandemic, but it really took off during those years when stores had to shutter their doors for safety. Today, it’s shifted even more. Recent data reveals that 90.6 million Americans shopped online on Black Friday 2023, accounting for a significant share of total shoppers, with 48 percent of U.S. consumers making their purchases online.
What does this mean for you? Make sure your website is up to date, easy to use, and has an easy shopping platform for purchases.
Also, ensure your website is easy to find when it comes to search engine optimization. A few helpful tips to keep your website looking fresh include making your navigation easy to use, optimizing your website so it is user-friendly on a mobile device, and using full-screen, exciting images in your design. You can also use social media for driving potential customers to your website, as we’ll discuss next.
2. Use Social Media for Marketing
Social media is a powerful tool when it comes to marketing strategies for a small business. A fun idea to engage customers is to use a hashtag or other means to get people entered into a contest or giveaway at your store. In addition to fun, one-time events like that, you should always be promoting your business on Instagram, Facebook, X or other social media platforms so you can blast out the big news about your Black Friday sale, flash sales, gift guide, or exclusive deals.
Ready to boost your marketing game? Get started now with these top tips for successful marketing.
3. Offer Shipping Deals
Nobody likes to pay for shipping – especially around the holidays when people place many orders, and the costs can add up. A way to sweeten the shopping experience for your customers on Black Friday is to offer free shipping to your customer base. You can even run that promotion through the holidays to continue to entice shoppers – special offers and special discounts go a long way this time of year.
4. Utilize Extended Return Policies
Similar to shipping, return policies are a big factor when customers consider where to spend their hard-earned money. If your return policy is a little short (two weeks, perhaps), now is the time to extend that to longer – a few months, perhaps. Customers will feel more connected to you and appreciate the extra effort at the holidays – especially when it comes to returning gifts.
5. Get Involved in Your Community
Now’s the time to choose a charity in your community and donate a percentage of your sales this season. Your customers will appreciate that you’re choosing to operate a retail store with good values. You can even be part of a local community event like a tree-lighting and offer coupons to your store and free cocoa and cider. These small gestures go a long way in reminding people of your value in the community.
6. Make it Personal
Small businesses are in the unique position to do something small and personal that means a lot to a customer. This might mean adding a small note in the email or bag with each purchase or adding a couple of samples this time of year. For example, if you’re a candy shop, you could add a small baggie of holiday-themed treats to each purchased bag. You can also put a coupon in the bag for a percentage off their next purchase. Whatever it is, the idea is to do something meaningful so your customers feel like you care about them – which you do.
7. Give Customers a Top-Notch Experience.
Whether they’re shopping in your store or on your website, make it a priority to get your customers what they need, without the hassle. Online stores that hang and have technical issues are not going to go over well with busy holiday shoppers. For those who are shopping in store, make sure you have enough staff to check out customers in a timely manner. Long lines are an unwanted aspect of the holiday season.
And make sure user experience tops your list of to-dos, as well. For the website, that means that it’s easy for customer to find the items they’re looking for and check out. If they have questions, a helpful button is available for them to receive the answers they need.
Looking Forward to More Shopping Holidays
Now that you’ve got a plan for Black Friday as far as staffing, inventory, shipping, and deals, remember that Cyber Monday and Small Business Saturday are just around the corner – and two more opportunities for grabbing holiday shoppers a bit early. There’s also a new shopping holiday on the block – Pink Friday, a spinoff of Black Friday but for small business owners just like you. Set your countdown timer to these shopping holidays and happy selling this holiday season!
Looking for peace of mind during the holidays? Let Guidant Financial handle the heavy lifting with our Payroll and Bookkeeping & Tax services. As the year winds down, you can wind down too, knowing that your payroll obligations are managed smoothly and your finances are meticulously prepared for tax season. Our expert team ensures compliance with the latest regulations and offers tailored solutions to keep your business financially healthy and ready for the new year. Trust us to take care of the details, so you can focus on what really matters – growing your business and enjoying the holiday season.
Call us today at 425-289-3200 for a free, no-pressure business consultation to get started — or pre-qualify in minutes for business financing now!
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— Tom Gonzalez, Woof Academy
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