Black Friday is coming. Again.
And if you're like most online entrepreneurs I work with, you're probably watching everyone prep their launches and wondering: Should I be doing this too?
I recently hosted a Black Friday SOS class for my business club clients. When I asked who'd done a Black Friday sale before, 80% said they never had. That told me everything I needed to know. The biggest question isn't “what should I sell” but “should I even do this?”
So let me walk you through exactly how to make that decision.
My Black Friday Wake-Up Call
Let me be real with you. I've screwed up Black Friday before.
Picture this: I'm at the airport, about to board a flight, and I suddenly realize it's Black Friday. My best friend had been prepping her sale for weeks. And there I was, sitting on the airport floor, frantically trying to throw something together too. I hoped to do well and make some quick cash while I was at it.
Unsurprisingly, it failed.
Spectacularly, I might add.
Because no matter how big your following is, how experienced you are, or how good your product is, if you don't prepare for it, Black Friday won't work. Just like everything else in business that's actually worth doing, it requires preparation.
When Black Friday ISN'T Right for You
Let's start with the signs you should skip it:
You're in the middle of a big launch. Running two launches at once is overwhelming for you and confusing for your audience. If you're already promoting something major, don't distract from it with a completely different Black Friday offer.
You have zero time to prepare. When you fail to plan, you plan to fail. Period. If it's already late November and you're just thinking about this now, it might be too late for this year.
You're testing a brand new offer. Black Friday is not the time to test something you've never sold before. It's a crowded, noisy marketplace. If you're launching something brand new, you need a quieter environment to gather relevant feedback and data.
You're only doing it because everyone else is. FOMO is not a business strategy. If you have launches happening at other times or a solid business model that doesn't need Black Friday, don't force it.
The Two Paths: Cash Flow vs. Lead Generation
If you've decided Black Friday makes sense for your business, you need to pick ONE clear goal. Not both. One.
Path 1: Cash Flow Injection
This is when you want to generate revenue fast. For this path, use something proven. A product people already know and trust. A bundle. A 1+1 offer.
Years ago when I was still doing one-on-one coaching, I offered two coaching calls for the price of one during Black Friday. It was a solid deal on something my audience already valued.
Path 2: Lead Generation
This is when you want to turn your followers into hot leads who'll buy from you in the future. Maybe you just grew your following significantly and need to build trust.
For this path, create a no-brainer intro offer. Something low-ticket but high-value. A digital product that lets people dip their toe in and experience your teaching style.
One of my clients recently grew 3,000 followers in two weeks. For her, Black Friday isn't about massive revenue. It's about getting those new followers to trust her enough to eventually invest in her bigger offers.
Offer Ideas That Won't Undermine Your Brand
A lot of entrepreneurs worry that Black Friday means slashing prices and looking desperate. It doesn't have to.
Here are smarter approaches:
- Stack bonuses instead of cutting prices. Offer extras that are only available during Black Friday. This adds value without discounting your core offer.
- Create limited-time or limited-access offers. One of my e-commerce clients launched a holiday box exclusively on Black Friday. It wasn't available any other time.
- Pull micro-offers from your premium content. I have a 100k template inside my 5k program. I'm considering offering just that template for 100 euros during Black Friday. It's valuable on its own, and it helps me identify who's serious about scaling. Those buyers become warm leads for my bigger program.
The Mistakes You Must Avoid
Don't decide the night before. I learned this the hard way. Last-minute Black Friday sales don't work because your audience isn't warmed up and you're not prepared.
Don't be vague. With all the noise during Black Friday, your messaging needs to be crystal clear. When is your sale? What exactly are you offering? Make it obvious.
Don't discount your flagship offers. If you just launched something at premium positioning, don't turn around and slash the price. It annoys people who just paid full price and dilutes your authority.
Test your tech stack. Always test your links, checkouts, and bonus delivery before launch day. When it's the weekend and everyone's inboxes are flooded, you can't afford technical issues.
Black Friday Alternatives
Not feeling Black Friday? Try these instead:
Pink Friday happens the week before Black Friday and focuses on supporting female-owned businesses. I love this option.
Small Business Saturday is the day after Black Friday. As entrepreneurs, we need to keep shopping local. If 80% of people are shopping online, local businesses need our support.
Lead generation campaigns. Instead of selling, use the busy period to promote a webinar or other lead magnet. I've done this successfully when I didn't want to run a traditional sale.
Viral content opportunities. Use the weekend to create content about shopping local or supporting entrepreneurs. These posts tend to perform really well.
Your Action Plan
If you're doing Black Friday, here's your plan:
- Identify your ONE goal (cash flow or lead generation)
- Choose the right offer type that matches that goal
- Decide on your pricing strategy (discount, bonus, bundle, or micro-offer)
- Set your timeline with specific milestones
- Create your content AFTER you've made all the strategic decisions
You can't write compelling emails or social posts if you don't know your price, your bonuses, or your timeline. Make decisions first, create content second.
The Bottom Line
You don't have to do Black Friday. But if you do, do it with purpose and intention.
I've created a 7-Day Black Friday Flash Sale Guide with the exact timeline, decision frameworks, and offer examples you need. It's worth a lot if you actually apply it.
Download the 7-Day Black Friday Flash Sale Guide: fastforwardamy.com/bf25
And if you want ongoing support for launches like this, check out my Online Business Club membership where we plan these strategies well in advance so you're never scrambling at the last minute.
Listen to the full podcast episode here:
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