Black Friday Ideas for Small Businesses for 2025

Helen Davies

October 30, 2025 • 20 min read

Helen Davies is a content creator for Square Signs. She enjoys blogging about DIY projects, business branding, and interior as well as exterior design. If you want brilliant ideas on styling your home or office, you’ll love the trendy tips she has in store!

Black Friday is almost here, and it’s a great chance for small businesses to grow. To have a successful shopping event, it’s important to start planning early. The purpose is to make bigger sales and benefit from the shopping season. During this busy time, small businesses can stand out and attract more customers with the right approach. We’ve put together some proven Black Friday marketing ideas and deals for small business owners that can help you boost your sales and grow your brand.

Why are Black Friday Promotions Important For Small Businesses

Black Friday is a busy time, and small businesses need to be well-prepared to compete. With the right planning and smart Black Friday deal ideas for small businesses, they can attract more customers and keep up with bigger companies.

According to the Adobe holiday trends report:

• Shoppers spent $241.1 billion during the 2024 holiday shopping season;
• Black Friday saw record-breaking online spending of $74.4 billion globally and $10.8 billion in the US;
• Cyber Monday topped that, with $13.3 billion in sales.

The chart below will offer a better understanding of just how big the shopping season 2024 was.

Black Friday Marketing Ideas For Small Businesses

This section covers Black Friday sale ideas for small businesses that can help you stay one step ahead of the rest.

Create Customized Gift Guides

A successful business always focuses on a gift guide that is largely based on customers’ needs. In other terms, it solves the shopper’s problem of what to buy. Small businesses should learn what their target audience actually wants so that they can meet their needs and offer them specific products. Now, let’s take a look at a few trusted ideas to improve Black Friday results for your small business.

Why it works
First and foremost, gift guides simplify the choice for small business Black Friday campaigns. They offer a curated selection to the shoppers with a manageable product selection. This makes the perfect gift easy to find. Secondly, the gift guide answers shoppers’ most pressing questions of what to buy. Finally, gift guides provide valuable information. If they become favorites, people share them with families and friends, generating organic traffic.

How to do it
You can be sure your gift guide is effective once it simplifies customers’ shopping experience and boosts your revenue. Take the following steps to reach your ultimate goal:

• Analyze your top-selling products as well as those with the lowest return rates, and take a look at the past season's successes. Thus, you’ll have a clear understanding of what people actually buy without having to guess it;
• Categorize your products into specific sections, such as “Gifts for Her,” “Gifts for Him,” and “Gifts under $50.” This saves customers the time and effort of searching for specific products;
• Use realistic imagery to tell a story and evoke emotion. This helps customers visualize their gift’s appeal;
• Focus on benefits rather than features when writing product descriptions. A good example can be “This candle brings cozy calm,” instead of “It’s soy wax.”
• Ensure your guide is inescapable:
• Feature it on your homepage;
• In email newsletters;
• Push clickable snippets across all social media channels.

Communicate Your Offers

Clear communication saves busy shoppers’ time. It cuts through the Black Friday and Cyber Monday chaos, as it clearly states what the deal is about, how much it costs, how much customers will save, and when it ends.

Why it works
Communicating your offers functions well when it provides clarity and instills urgency. Black Friday campaign idea entices buyers looking for offers and urges them to take immediate action to avoid missing out on the great deal. It also builds trust. This works well since shoppers see that the price of the deal they saw advertised matches the price at checkout.

How to do it
Apply a multi-channel approach to be sure your message is clear and consistent.

• Use an impactful way to state the promotion. Instead of writing: “Save on Selected Items,” write “50% Off All Winter Apparel” to describe your offer in detail and how much the customer benefits from it.
• Consider the strategic placement of your offer. Use a sticky announcement bar on your website, display it on your homepage banner, or feature it in your product photos. Finally, install bold Black Friday signage announcing your discounts and promotions.
• Simplify the checkout process by making any coupon codes easily accessible. In the case of a coupon code being automatically applied, you can simply state: “Your 25% Black Friday Discount Has Been Applied.”

Get some tips on how to make the best Black Friday signs.

Provide Early Access to Loyal Customers

Your most valued customers should feel as though they’re your top priority. Give them a head start on your major Black Friday promotions. This will create a sense of exclusivity for them and secure early sales for you.

Why it works
Early access is a powerful sales tool, as it creates a sense of scarcity and drives immediate conversions. Besides, this Black Friday idea reinforces customer loyalty by granting access to exclusive products before the Black Friday frenzy kicks off.

How to do it
Effective implementation is based on several factors, about which I am going to speak below:

• Segment your audience to reveal who qualifies for early access. Watch for customers who’ve spent a specific amount on orders (over $500, for example) in the past year. Or, all active email contacts who’ve been enrolled in your reward programs, etc.
• Set clear dates to announce the early access window (for example, “Starting November 28th, 6 PM”). This will surely maximize the feeling of urgency.
• Offer dedicated coupon codes and send them only to the segmented list.
• Craft exclusive messaging to emphasize the privilege. This message can be formulated as “Your Exclusive Shopping Experience Starts Now” or “A Thank You From Us: Your VIP Offer.”

Offer Limited-Time Flash Sales

Offering limited-time flash sales is another top-tier Black Friday deal idea for small businesses. It boosts site traffic and sales volumes. Let’s see how.

Why it works
Flash sales are effective as they harness two potent psychological drivers: urgency and scarcity. Although we’ve mentioned these two factors several times throughout this blog, none of the previous points explain these two drivers better than flash sales do.

Flash sales are about the short time window. They force shoppers to stop browsing and complete their purchase right away. They make shoppers understand that the discount only lasts a few hours. The deal becomes more valuable than in the case of sitewide discounts that last a week.

How to do it
Executing flash sales requires meticulous timing, clear promotions, and an unparalleled on-site experience.

• Schedule strategically by planning short windows (for example, a two-hour sale at midday or a four-hour “Midnight Madness” event).
• Select high-value products that have perceived value throughout time, but allow for a healthy profit. You can also include items you need to sell in bulk in your flash sales campaign. Display a message like “60% Off” that makes the deal too good to miss.
• Announce with clarity and aggressive language that includes the deal, product, and precise end time.
• Use countdown timers on your product pages, landing pages, and emails. This way, you’ll reinforce the limited-time urgency.
• Use Email or SMS alerts to send a “Starting Soon” notification fifteen minutes before the sale becomes active. A “Fifteen Minutes Remaining” alert will prompt customers who viewed your product without purchasing it to take the final step.

Think of Conditional Discounts

Conditional discounts are a type of discount that allows customers to use once they meet a specific requirement. This can refer to spending a minimum amount, buying a specific product combo, or being a new customer.

Why it works
Conditional discounts are anchored on value perception. Customers focus on the perceived reward rather than the extra cost they’re willing to pay. They feel like they’re earning the discount rather than spending money. More generally, customers add an inexpensive item to the cart to cross the minimum spend threshold. This maximizes the transaction’s value for your business.

How to do it
You need to pay attention to specific targeting and clear communication to make clients understand the value proposition.

• Choose the threshold best aligned with your business goals. The value proposition can sound like “Spend $X, Get Y% Off” or “Spend $X, Get a Gift.” You can include quantities or bundles, such as “Buy 2, Get 1 Free” or “Purchase A Full Set and Save 30%.”
• Highlight the reward that should be superior to the effort of meeting the condition. Bold visuals will get the job done by underlining the great value customers are receiving.
• Implement smart pop-ups in the shopping cart with real-time updates. For example, “You are only $12.50 away from Free Shipping!” Your customers will get actionable guidance to complete the condition.
• Promote the “Cost to Qualify” principle and focus on the low entry barrier. Otherwise, if you’re promoting the “Buy a T-Shirt and Get a Hat 50% Off” deal, you need to advertise the lowest price point of the hat when paired with the shirt.

Offer Bundle Products to Increase Order Value

This is a highly recommended strategy to increase your average order value.

Why it works
Product bundling is a good Black Friday idea for small businesses because it shifts the customer’s focus from the individual item price to the entire bundle value. The psychological triggers it raises include increased perceived value. That being said, customers start viewing your bundle as a better deal than buying items separately. You group two or more items for one price and ensure the customer spends more on a single transaction. This process boosts your average order value. Finally, offering bundle products clears your inventory by pairing fast-moving items with slow-moving ones.

How to do it
Successful bundling requires thoughtful grouping and clear presentation.

• Create thematic solutions catering to specific needs. Don’t just group random items. Create bundles that offer a complete solution:
  • A good example for the beauty industry might include a “Winter Hydration” bundle with a face serum, a moisturizer, and a lip balm;
  • A bad example would include a “Random Restock” bundle with a luxury face mask, a basic nail file, and a single sample-sized tube of toothpaste.
• Display the value and savings clearly. Use messaging like, “Buy the Bundle and Save 25%” or “Total Value: $120 | Bundle Price: $90.” You’ll make the deal irresistible by anchoring the original price that’s higher than the one offered in the bundle.
• Use a dedicated landing page for each bundle. This way, you’ll ensure customers can add the entire set to their cart with a single click.

Offer a Free Gift with Purchase

Offering a gift with every purchase provides an excellent opportunity to introduce new products. This Black Friday marketing idea increases average order value and drives conversions. Let’s dive into the details.

Why it works
This promotion is otherwise called GWP, which plays directly into the psychological thrill of customers to get something “extra” for free. Customers focus on the paid item and the gift, without thinking about the money they’re spending. Make the gift conditional on a minimum spend and motivate shoppers to add extra items to their cart to secure the reward. Use this GWP deal to introduce new or slow-moving products. If your buyers love the free sample, they’ll likely purchase the full-size product later.

How to do it
GWP demands clear rules, a valuable gift, and prominent promotion.

• Establish an achievable condition to encourage customers to spend a little more money. A great example of this might be “Free Gift On All Orders Over $75” or “Buy Any Item From The New Collection And Get A Free Gift.”
• Promote the gift visually in your marketing materials. Use high-quality gift images that emphasize the value of the gift itself. Effective messaging might be as follows: “FREE $20 Value Skincare Mask With Every Purchase Over $50.”
• Ensure the gift is automatically added to the cart once the buyer meets the conditions. Don’t require them to enter a specific code or manually select the gift to avoid confusion.

Partner with Influencers

Partnering with influencers rapidly extends your brand’s reach. It drives highly motivated traffic to your limited-time offers.

Why it works
Influencer marketing is effective, especially during Black Friday and Cyber Monday. That’s because it taps directly into the high-trust relationship an influencer has with their audience. By instant reach, we mean the fact that, instead of spending months building your target audience, partnering with an influencer exposes your products to thousands of followers. The big advantage is that they trust the influencer’s recommendations and will take your products into serious consideration as Black Friday purchases. Besides, influencers create real-world content such as unboxing videos and genuine product reviews that convert much better than traditional product photography.

How to do it
Create a successful partnership with influencers by planning strategically, setting clear goals, and having unique incentives.

• Define your goal and budget by defining what factors mark a successful campaign. For example, 50 new customers, $5,000 in sales, 20,000 unique website visits. Then set a budget for payment. You can offer the influencer a flat fee, gift products, or a small commission as payment.
• Identify the right partner by highlighting the relevance over size. You might need a micro-influencer with high engagement in your niche rather than a mega-influencer with a broader audience. Targeting the right audience has always been the gold standard.
• Outline the required content format and the posting schedule. Agree on what you want the influencer to share. It might include one Instagram reel, three stories, a swipe-up link, or a dedicated blog post.

Partner With Other Small Businesses

Partnering with a non-competing business whose customers share your target demographics exposes your brand to thousands of ideal potential clients.

Why it works
If you offer a joint Black Friday promotion, for example, a discount on your products plus a discount for the partner brand, you’ll create a high-value deal. You can also share the cost of paid advertising, graphic design, and email marketing. This strategy builds community trust. It also positions both brands as trustworthy alternatives for massive retailers.

How to do it
The most important factor in making a Black Friday breakthrough is finding the right partner.

• Find and identify complementary partners that share a similar customer profile. A good example for a sign-making company might include a collaboration with a local interior designer or a custom furniture maker rather than a gym, as the latter lacks product relevance.
• Determine a shared promotion that benefits both sets of customers. For example, run a deal offering a 20% discount voucher for the partner’s store for customers who spend $100 at your store (or vice versa).
• Set clear rules for promotional deals, visuals, and messaging. You should ensure that the partnership is announced across both companies’ channels.

Consider Product Drops

This is a modern small business Black Friday deal that involves the scheduled release of limited-edition products.

Why it works
The breakthrough of this tactic lies in changing the customer mindset. It generates a fear of missing out as the product is limited. This tactic builds extreme hype and anticipation, as getting the limited-edition product makes the buyer feel like they’ve won a rare item.

How to do it
A successful strategy requires focused pre-launch marketing.

• Show an exclusive product and not just a slightly discounted one. Use “Limited-Edition Black Friday Signature Series”, or “The Black Friday Archive Collection - Limited to This Weekend Only” promotional messages.
• Use run-ups to market the drops. Start seven to ten days beforehand. Reveal details bit by bit. You can use social media, like Instagram stories or reels, or even polls with questions like “Guess What It Is.”
• Countdown timers always work great. You can also encourage people to sign up for SMS or email notifications.
• Release the product drop right at the time you had advertised. It should be visible only on your website. This gives you complete control over the process and helps build a direct audience.
• Use language like “Act Fast,” “Once Sold Out, Never Restocking,” etc, to drive urgency.
• Always follow up after the drop with a “Sold Out” celebration message on social media platforms. This way, you’ll confirm the scarcity you exposed on your website was real.

Host an Online or In-Store Black Friday Event

Hosting a dedicated Black Friday event deepens customer engagement. Implementing this marketing strategy to make a transactional sale a memorable brand experience.

Why it works
In truth, a specific event moves beyond a static website sale. It generates excitement and social proof. Time-bound events compel attendees to purchase right then and there. It also requires customers to mark a time on their calendar, anticipating this special moment.

How to do it
The event execution should be flawless. It should be entertaining and contain a call to action. You can have the best event by following a set guide.

For in-store events:

• Propose doorbusters to drive early morning foot traffic. Treat the first fifty customers with limited-quantity items, for example;
• Set a festive atmosphere by offering free coffee or donuts;
• Highlight exclusive items during the event that people can’t find online. This lets your customers feel that their presence at your event is not in vain.

For online events:

• Host a VIP livestream shopping event. Organize it for your email subscribers or loyal customers. Start a couple of hours before the general sale begins.
• Educate your customers by demonstrating products and hosting a Q&A session to allow your clients to discover more about your offerings.
• Offer an event-only discount code to make the attendance count. You can even provide a gift with any purchase completed during the livestream.

Improve the In-Store Experience

Creating a top-notch in-store Black Friday experience is vital for small businesses. When done right, it leads to impulse buying and high foot traffic.

Why it works
Small businesses should wisely improve their store layout for the Black Friday event, as it addresses the sensory needs of holiday shoppers. Everything counts. The energy, music, smells, and visual imagery create an exciting atmosphere and become a key driver for spontaneous buying. With wayfinding signage, you’ll avoid buyer frustration due to them not being able to find deals.

How to do it
Focusing on training your staff and optimizing store layout is key to a successful in-store experience.

• Display clear signage that’s relevant to your business. It should be bold and direct. Your signage should voice the discounts you’re currently offering and become a favorite with exquisite imagery.
• Place high-margin speed bumps, better known as impulse items, such as gift cards or accessories, near the register for last-minute purchases.

Promote your Top Products

This is a foundational Black Friday idea for small businesses, helping you get social proof and customer confidence. By labeling specific products “Bestsellers,” you’ll show people that they’re in high demand and validate the purchase for new customers.

Why it works
Customers feel safer when buying popular and high-ranked products.

How to do it
Effective promotion requires data-backed labeling and maximum visibility.

• Tag your products with confidence-boosting labels to show their status.
• Use phrases like “BGCM Bestseller,” “Highest Rated,” or “Customer Favorite.”
• Display dedicated visuals:
  • Think of vinyl banners showing your promotional discounts, set up in high-traffic areas.
  • Use wayfinding floor decals to guide visitors. Improve your store branding by integrating branded elements along with sale messages.
  • A retractable banner is a good medium that boosts Black Friday revenue.
  • Yard signs are informational and promotional freestanding items that can be installed right at the entrance of your store.

Pro Tip: Square Signs offers an intuitive online design tool with customizable Black Friday templates to help you design exactly what you have envisioned. No graphic design experience needed.

Optimize Your Online Presence

Your digital channels handle a massive surge in traffic. Use them wisely and convert browsers into buyers.

Why it works
Technical optimization helps create high-volume traffic, as no one wants to scroll a slow-loading or buggy website during this busy day. A mobile-friendly site reduces friction and allows customers to complete purchases instantly.

How to do it

• Test site speed to ensure your server can handle three to five times your normal traffic volume.
• Confirm all the buttons are functioning correctly on the desktop and mobile designs.
• Ensure consistent branding by promoting key offers, sale dates, and deals across your homepage banner, email header, and social media bios.
• Use security badges, customer reviews, and “selling fast” counters to validate the quality of your products.

Retarget Last Year’s Black Friday Shoppers

This Black Friday sale idea is effective and worth trying because it targets an audience that has already been engaged.

Why it works
They trust your brand, know your products, and thus, there’s no need to exert additional efforts to reassure them about your commitment. By studying what they have looked for or purchased, you already know what their intentions and expectations are. This data allows you to make highly relevant offers within the price points that appealed to them.

How to do it
Successful retargeting is based on data segmentation and crafting personalized offers based on their past support.

• Isolate this group within your marketing tools. Create a specific segment for all customers who placed an order between Black Friday and Cyber Monday. Retarget them with your email marketing.
• Craft personalized offers to renew the incentive. If they have previously bought a seasonal item, offer them the newest version.
• Offer a discount on the higher tier of the product they previously bought.
• Use conditional website pop-ups to display a welcome message or a dedicated link specifically for the returning customer when they visit your website.

Use Email Marketing

I spoke about email marketing within the above-mentioned sections several times, but it’s worth being mentioned separately. It stands in a superior position and presents a high-converting strategy for Black Friday sales. It allows you to communicate directly, instantly, and personally to your most valuable asset, that is, your existing audience.

Why it Works
Email is of utmost importance for your social media and paid ads during Black Friday, as it reaches a warm and pre-qualified audience with high intent. In other terms, an email list comprises subscribers who have willingly given their consent to be targeted by marketing campaigns. You can segment your list based on demographics and past purchases, send personalized deals, and make your customers feel special. Let’s break down how to do it in detail.

How to do it
A successful email campaign is a series of strategic messages delivered before, during, and after the BFCM event.
To succeed in the pre-launch or teaser phase, you need to:

• Send teaser emails, seven to ten days prior to the event, with an intriguing message that announces the sale dates. A countdown timer in this phase can build hype.
• Offer your most engaged subscribers a VIP access code to secure immediate sales.
• Send out gift guide emails that will allow your customers to create wish lists before the discounts hit.

To succeed in the main launch phase, you need to;

• Send a launch email in the morning with a bold headline that states the steepest discount. A good example is “SALE LIVE! 50% OFF EVERYTHING.” Don’t forget to insert links to the main sale page.
• Use instant flash sale alerts to notify your prospects about limited-time deals that will expire within hours.
• Send an evening scarcity reminder that highlights low-stock bestseller products with urgency-generating messages, such as “LAST CALL! 3 Hours Left!”

To succeed in the post-sale phase, you need to:

• Extend your sale for the Cyber Monday event. Thus, you’ll capture last-minute shoppers.
• Trigger a cart-abandonment series to trigger the final email to those who added items to their cart but didn’t buy.
• Send a post-purchase email, thanking your customers for choosing you, providing shipping updates, and subtly introducing them to your loyalty program.

FAQ

How to do Black Friday as a small business?

Implement reward programs for loyal customers with scaling discounts. Offer early access to existing customers, and implement product bundles. You need to maintain a fast and mobile-friendly website. Ensure your checkout page is bug-free, and the discounts are automatically applied.

What are effective Black Friday marketing ideas?

The most effective Black Friday marketing ideas for small businesses are creating urgency and communicating clearly. Run flash sales, send limited-time alerts, and create product drops to enhance impulse buying and build hype.

How to upsell and cross-sell on Black Friday?

Use conditional discounts and sell product bundles that group complementary items. This makes the customer feel like they're earning value rather than just spending more.

When do I need to prepare for Black Friday sales as a small business?

As a small business, you should prepare at least sixty days ahead of Black Friday. That includes setting your strategy, securing inventory, and testing your website to ensure excellent customer support.

Start preparing for your Black Friday promotions with our custom signs today!