Should your small business take part in Black Friday?
Originally published October 2024 — updated June 2026
Black Friday divides opinion among small business owners. Some swear by it, others avoid it entirely — and honestly, both are valid positions depending on your business. If you're weighing up whether to get involved this year, here's a straightforward look at the pros, the cons and what to consider before you decide.
The case for joining in
Taking part in Black Friday can make real sense for small businesses, particularly if you're product-based or offer services that lend themselves well to gifting or seasonal promotions.
Increased visibility — Black Friday brings a surge in people actively looking to spend. Even if they don't buy immediately, getting in front of new eyes during this period has value
New customers — people who might never have discovered your business could find you through a well-timed promotion or a boost in social media activity
Clearing space — if you have products, it's a natural opportunity to shift older stock and make room for new inventory heading into Christmas
Momentum into Christmas — a successful Black Friday campaign can carry energy and new followers into the rest of the festive season
The case for sitting it out
Black Friday isn't right for every business and there's no shame in opting out if it doesn't align with what you do.
Margin pressure — heavy discounting can eat into your profits significantly, especially if you're a solo or small team business without much room to absorb the difference
Brand perception — for wellness practitioners, coaches, creatives and premium service providers, a discount-heavy approach can undermine the value of what you offer
Operational strain — a sudden spike in enquiries or orders can be hard to manage if you don't have the capacity to handle it without compromising your quality or your wellbeing
It can attract the wrong clients — people drawn in purely by a discount aren't always the clients you want to keep long term
So what should you do?
The honest answer is that it depends on your business, your audience and what you actually want to achieve. A few questions worth asking yourself:
Does a promotion feel aligned with my brand, or does it feel forced? Can I handle an increase in demand without it affecting the quality of my work? Is there a way to add value rather than simply reduce price?
For many wellness, creative and lifestyle businesses, Black Friday works better as an opportunity to increase visibility and get in front of new people — through great content, a lead magnet or a well-timed campaign — rather than a straight discount event.
If you do decide to take part, make sure your social media is planned in advance, your website is ready to handle more traffic and your messaging is clear. A rushed Black Friday promotion can do more harm than good if it isn't thought through properly.
Not sure how to approach your festive marketing this year? Book a free Social Brew call and let's talk through what makes sense for your business.
