Before offering discounts, make sure your prices, inventory and checkout process can handle the promotion. Here’s a seven-day plan and when skipping Black Friday may be the smarter choice.
A busy Black Friday can be expensive for a new business.
Discounts reduce what you earn on each sale. Extra inventory ties up cash. Advertising costs money before you know whether customers will respond.
For a business with little sales history, the biggest risk isn’t missing Black Friday. It’s spending more to participate than the promotion brings back.
This year, Black Friday falls on November 27. Small Business Saturday follows November 28, and Cyber Monday is November 30.
You don’t have to participate in all three. Choose the opportunity that fits your customers, products and budget.
First, Decide Whether Black Friday Makes Sense
Black Friday can work when you have products ready to sell, enough inventory to meet demand and customers who respond to promotions.
But a new business selling handmade goods, specialized services or products with narrow profit margins may have little room for deep discounts.
A neighborhood shop might focus on Small Business Saturday. A service provider could promote a limited number of appointments or gift certificates. A new online store might offer a holiday bundle rather than discounting everything.
SCORE’s holiday retail playbook recommends treating holiday shopping dates as distinct opportunities rather than running one promotion across the entire season.
You can also choose not to run a sale. Introducing your business and showing customers what makes it different may be more valuable than cutting prices. On personal branding for small-business owners we explain how an owner’s experience and reputation can help build customer trust.
Know What You Can Afford to Discount
Before announcing a deal, calculate what each sale actually costs.
Suppose you sell an item for $40. The product costs $18, and packaging and payment processing add another $4. That leaves $18 before rent, labor, advertising and other expenses.
Offer a 25% discount, and the selling price drops to $30. You now have $8 left before those other costs.
You might sell more items but earn considerably less from each one. These figures are hypothetical; use your actual costs.
If margins are tight, consider a small bundle, a gift with a qualifying purchase or a limited offer on products already in stock. Avoid buying large quantities based only on hoped-for demand.
Set a Budget You Can Afford
Decide how much cash you can spend before the campaign begins. Include advertising, packaging, extra labor, delivery and promotional materials.
With a hypothetical $150 budget, you might use free social media posts and customer outreach, reserving most of the money for unavoidable costs. This is an example, not a recommended amount.
Do not use money needed for rent, payroll, taxes or essential supplies. Protecting cash may be more valuable than a temporary sales spike.
Make Buying Easy Before Promoting Anything
A promotion cannot help much if customers struggle to complete a purchase.
Check prices, payment systems and business hours. If you sell online, test checkout on a phone and confirm shipping costs, pickup options and return policies. If you sell in person, prepare clear price signs and a plan for lines, sold-out products and returns.
Check out our guide to helping customers find your business where we explain why accurate hours, contact information and an easy-to-use digital presence matter.
Make sure you can fulfill every order you accept. A smaller promotion that runs smoothly beats promising more than you can deliver.
Your Seven-Day Black Friday Preparation Checklist
Use this countdown for Black Friday, Small Business Saturday or another holiday promotion. Start earlier if inventory orders or shipping require more time.
- Day 7 — Choose your event. Decide which shopping date fits your customers.
- Day 6 — Review inventory. Identify available products and what you cannot afford to replace.
- Day 5 — Calculate your offer. Check costs, fees and the amount left after any discount.
- Day 4 — Set your spending limit. Include marketing, packaging, labor and delivery.
- Day 3 — Prepare checkout. Test payments and confirm hours, pickup, shipping and returns.
- Day 2 — Tell customers. Share one clear offer through existing channels.
- Day 1 — Run a final check. Confirm inventory, staffing, prices and how you’ll handle demand.
Afterward, compare sales revenue with product costs and extra expenses. Record what sold, what customers asked for and what you would change.
Free Help for Small Business Saturday
The U.S. Small Business Administration offers free Small Business Saturday marketing materials, including posters and social media resources.
Use them to explain when you’re open, what you sell and how customers can buy. Keep the message simple and the offer’s conditions clear.
Your first holiday campaign doesn’t have to break sales records. It should help you learn what customers want without putting your business at financial risk.
