Boost Your Sales With Smart Black Friday Marketing Strategies For SMBs

Black Friday is barreling toward us like a runaway shopping cart, and for many CEOs, it can feel like a make-or-break moment. You’ve poured your heart, soul, and countless late nights into building something incredible. Now, it's time to boost sales and capture your share of the holiday shopping event of the year.

Forget the frantic scramble, we're here to talk strategy! Specifically, Black Friday marketing strategies that are designed for small and midsize businesses (SMBs) that want real results, without chaos or burnout.

This guide is packed with savvy, proven Black Friday marketing ideas that will get you noticed, turn browsers into buyers, and help you confidently run your best Black Friday campaign yet.

How does a Black Friday campaign help boost your sales

Let’s get one thing clear: Black Friday marketing campaigns aren’t just about offering discounts. When done right, they become powerful brand-building tools that drive sales, attract potential customers, and deepen relationships with your existing community.

Benefits long-time and would-be customers

Your loyal customers have been with you through product drops, launches, and slow seasons. A well-executed Black Friday promotion becomes your way of saying thank you and gives them a reason to come back for more.

At the same time, a compelling Black Friday promotion can catch the attention of potential customers who’ve been eyeing your products but haven’t made the leap. With the right messaging and offer, you reduce hesitation and convert them during the peak holiday shopping season.

Solidifies your business as a trusted and memorable brand

A strategic Black Friday marketing campaign tells your audience you’re current, credible, and worth their attention.

According to Forbes’ 2024 Black Friday report, online sales jumped 16%, with 460 million email contacts reached in the lead-up. These numbers are a clear sign that customers are highly engaged during this window.

Brands that showed up saw stronger visibility, increased trust, and higher brand recall. In fact, retailers that participated in Black Friday and Cyber Monday 2024 reported stronger customer retention and a 9.5% year-over-year increase in transactions.

Showing up consistently with a well-timed offer positions your business as a trusted choice, and trusted brands drive more sales.

Create a sense of urgency

One of the most powerful aspects of Black Friday is its built-in sense of urgency.

• Limited-time offers

• Flash sales

• Countdown timers

• “Only X left in stock” messages

These all tap into what behavioral psychologists call loss aversion or the fear of missing out (FOMO). And it works! When customers feel time is ticking, hesitation disappears and conversion rates soar.

Chance to turn shoppers into loyal customers

Black Friday deals often appeal to one-time buyers. However, standout campaigns have the potential to prime first-time customers to become loyal advocates when paired with thoughtful follow-up, value-added content, and exclusive perks.

In the following sections, we’ll guide you through simple yet effective strategies that can help you launch a successful Black Friday campaign.

#1 Prep like a pro: The early bird gets the Black Friday worm

You wouldn't run a marathon without training, right? The same goes for Black Friday. Preparing early adds to the success of your Black Friday marketing campaign. By getting a head start, you can build anticipation, refine your digital presence, and be ready when Black Friday shoppers visit your site in search of deals.

Audit your digital storefront

First things first, before you even think about discounts, take a hard look at where customers will land. Your website needs to be polished and high-performing.

• Mobile-first check: Recent statistics show that online shoppers spent $10.8 billion during Black Friday sales. Is your site lightning-fast and perfectly optimized for phones?

• Quality check user interface, buttons, and check-out: Is your website easy to navigate? Are your ‘Add to Cart’ buttons obvious? Is your checkout smooth?

• High-quality images and compelling copy: Do your product photos look clean, professional, and inviting? Are your descriptions clear, benefit-focused, and built to convert? Strong visuals and persuasive copy work together to build trust and make your offer irresistible.

Consider booking a professional audit or exploring our digital marketing services to ensure everything’s optimized.

Craft irresistible offers and bundles

Discounts are good, but do you know what’s better? BUNDLES! Bundles and strategic offers add value for your customers, increase your average order value, and make your promotions feel more intentional and targeted.

Here are smart, high-converting Black Friday promotion ideas to consider:

• Tiered discounts: "Spend $50, get 15% off”, “Spend $100, get 25% off." This encourages higher average order values.

• Exclusive bundles: Combine complementary products into irresistible packages. Common examples of this are gift sets or 'starter packs.'

• Limited-edition products/services: Create FOMO (Fear Of Missing Out) with special items available only for Black Friday.

PRO TIP: A free gift with purchase can be the cherry on top that nudges shoppers to make a purchase.

Plan your content calendar

A clear content plan ensures consistency across your marketing channels. Therefore, it is essential to plan your social media posts, emails, and blog content.

• Teaser campaigns: Start hinting at your Black Friday deals 2-3 weeks in advance. Build excitement!

• Behind the scenes: Show the human side of your business. Share prep footage to build anticipation and connect emotionally with your audience.

• Countdown timers: Adding countdown timers to your website or emails helps create a sense of urgency and encourages users to take action.

Need help strategizing and planning your Black Friday campaign? Read our article on Marketing Strategy vs. Marketing Plan before you start.

#2 Master your email & SMS marketing

Email marketing and SMS are your direct revenue channels. They outperform social media in conversion rate and help you segment and personalize your Black Friday strategies for different customer types.

Segment your audience for precision targeting

Your long-time customers deserve different attention from first-time visitors. Divide your email list into these segments and tailor your marketing campaigns accordingly:

• Past purchasers: Offer them early access or exclusive, deeper discounts as a token of appreciation.

• Cart abandoners: Remind them of their forgotten items, maybe with a small extra incentive.

• New subscribers: Welcome them with a special introductory Black Friday offer.

Craft compelling subject lines and previews

The quote "Don't judge a book by its cover" doesn't always apply to emails. Like it or not, your subscribers DO judge your subject line. That's why it's essential to ensure they capture your audience's attention and encourage them to open your email.

• Urgency & scarcity: "Black Friday Starts NOW! Limited Stock!" or "Flash Sale: 24 Hours Only!"

• Intrigue & benefit: "Your Biggest Savings This Year Are Inside..." or "Unlock 30% Off Your Favorites!"

• Emojis (use sparingly): A well-placed emoji can grab attention in a crowded inbox.

PRO TIP: Use Subjectline.com to check the score of your subject line. This tool is free and gives you specific suggestions for improvement.

Build an automated campaign flow

Don’t just send one email. Most people won’t open, click, or act the first time. A single message can easily get buried under hundreds of other deals. That’s why you need a strategic email sequence that builds awareness, creates urgency, and nudges people to take action.

Here’s a sample Black Friday marketing campaign flow to consider:

• Email #1 - Teaser email: "Something Big is Coming!" (send 1-2 weeks out)

• Email #2 - Early access/VIP email: "You're Invited! Shop Our Black Friday Deals First!" (send day before)

• Email #3 - Launch email: "It's HERE! Our Black Friday Sale is LIVE!" (send on Black Friday morning)

• Email #4 -Reminder emails: "Last Chance!" or "Deals Ending Soon!" (send later in the day/weekend)

• Email #5 -Post-sale follow-up: "Thanks for Shopping! Here's a Sneak Peek at Cyber Monday Sale!" (send after the sale)

Use SMS for timely, high-impact reminders

SMS, on the other hand, should be used sparingly. Unlike email, texts are more personal, and sending too many can quickly feel intrusive. That’s why it’s best to reserve SMS for urgent Black Friday reminders only.

Use SMS strategically for moments like:

• A few days before your Black Friday sale goes live

• The morning of the sale

• Final-day reminders as the clock runs out

A well-timed text can cut through the noise and drive quick action, especially when inboxes are overflowing.

#3 Amplify your reach: Social media posts & paid ad promotion

Social media and paid ads are a powerhouse combo when it comes to driving Black Friday sales. Together, they help you reach a wider audience, engage your community, and convert high-intent shoppers at scale.

Leverage organic social media engagement

Start by maximizing your free reach. Social media is where trust is built and excitement grows before a sale ever goes live. Use these content types to engage your audience and build anticipation:

• Interactive posts: Polls, quizzes, and 'this or that' stories related to your products keep your audience engaged

• User-generated content (UGC): Encourage customers to share their excitement. Repost their stories

• Live streams/Q&A sessions: Build authenticity and answer customer questions in real-time about your Black Friday offers

• Platform-specific tactics: Consider creating shoppable posts on Instagram, product carousels on Facebook, or even short, punchy videos on TikTok that showcase your deals.

Strategic paid advertising campaigns

Once your organic foundation is in place, paid ads become your scale tool, helping you reach more potential customers with precision and speed.

Black Friday is one of the best times to run paid ads, especially if:

• You’ve already tested messaging with your organic content

• You’ve warmed up your audience

• You’re ready to retarget site visitors and cart abandoners

Here’s how to make your Black Friday ad campaigns count:

• Retargeting ads: Display ads specifically to individuals who have visited your website but haven't made a purchase. Remind them of what they left behind!

• Lookalike audiences: Create audiences that resemble your best existing customers, expanding your reach to high-potential buyers.

• Offer-specific ads: Design ads that highlight your most irresistible Black Friday deals with clear, direct calls to action.

• Budget allocation: Don't blow your budget on day one. Plan to increase spending on Black Friday itself and Cyber Monday.

PRO TIP: If you’re new to paid ads or feeling stretched thin, consider partnering with a seasoned digital marketing agency. The right team can optimize your spend, run conversion-focused campaigns, and ensure you get the best return during this critical window.

#4 Nurturing loyal customers post-purchase

Congrats, you've made the sale! But the real work is just beginning. As we mentioned earlier, Black Friday presents an opportunity to convert one-time shoppers into lifelong customers. This is where truly savvy strategies extend beyond the big day itself.

Exceptional post-purchase communication

The moment someone buys from you is just the beginning of the relationship. Great post-purchase touchpoints reinforce trust, show appreciation, and reduce buyer’s remorse.

Here’s how to keep the momentum going:

• Personalized thank-you emails: Go beyond generic templates and express genuine gratitude.

• Order tracking & updates: Keep customers informed every step of the way. Transparency builds trust.

• Product care guides/tips: Add value by helping them get the most out of their purchase.

• Encourage reviews and referrals: Word of mouth remains the most powerful marketing tool.

• Automated review requests: Schedule emails a few days after delivery, asking for honest feedback.

• Incentivize reviews: Offer a small discount on their next purchase for leaving a review.

• Referral programs: Empower your satisfied customers to spread the word and reward them for doing so.

Plan for repeat business (Cyber Monday & beyond)

Don't let Black Friday be a one-hit wonder. Create a path for customers to stick around.

• Cyber Monday sneak peeks: Offer exclusive access or different deals for Cyber Monday to keep momentum.

• Loyalty programs: Enroll Black Friday customers into your loyalty program to encourage future purchases.

• Segment for future campaigns: Tag these new customers so you can market to them effectively in the future.

A happy customer from Black Friday is a potential advocate for your brand throughout the year. This long-term thinking is crucial for sustainable growth.

Create your 12-month marketing campaigns with our Marketing Plan App. Access it at no cost!

Frequently asked questions

1. When should I start planning my Black Friday marketing strategies?

You should start planning 2-3 months in advance. This gives you ample time to audit your website, craft compelling offers, plan content, and set up your email sequences without last-minute panic.

2. What's the best Black Friday discount?

It depends on your business, but tiered discounts (e.g., 'spend more, save more') or exclusive bundles often perform very well as they increase average order value. Limited-edition products also create a sense of urgency and excitement.

3. Should I offer free shipping for Black Friday?

Absolutely, if feasible. Free shipping is a huge motivator for online shoppers and can significantly reduce cart abandonment. Consider setting a minimum order value to qualify for free shipping, which will help protect your margins and ensure a more consistent revenue stream.

4. How can I stand out from larger competitors?

Focus on what makes your brand different. Highlight your values, build community, and deliver an experience that feels human. If you're unsure how to position your brand or scale your efforts, partnering with a digital marketing agency can give you the expert support you need to create standout campaigns and strategy.

5. What's the difference between Black Friday and Cyber Monday strategies?

Black Friday traditionally focuses on broader, doorbuster-style deals, while Cyber Monday often targets online-exclusive offers, sometimes with different product focuses or deeper discounts on specific categories. It's wise to have distinct yet complementary strategies for both.

Boost sales with smart black friday marketing strategies

There you have it — practical and effective Black Friday marketing strategies designed for small businesses ready to grow. These tactics help you build anticipation, increase visibility, and convert seasonal shoppers into long-term customers.

A successful campaign doesn’t come from last-minute hustle. It comes from planning, knowing your audience, and executing with clarity. Whether you're refining your current approach or launching for the first time, this is your opportunity to make a real impact.

If you need support, we’re here to help. Whether it’s crafting a high-converting campaign, setting up automation, or managing ads, The Bellamy Co. is your go-to digital marketing agency for strategy and execution.

Book a free discovery call to receive personalized support for your marketing and operations for Black Friday 2025 and beyond.