Black Friday Lost in Translation
Black Friday started in the United States as a single day of extraordinary retail discounts following Thanksgiving (celebrated on fourth Thursday in October). Its power has always been rooted in urgency: one day, limited stock, and a fear of missing out.
In Europe, however, the concept has often been diluted. Instead of a one-day shopping frenzy, we see “Black Week” or even “Black Month” campaigns. While this may seem like a clever way to extend sales, it undermines the original idea. If discounts are always available, urgency disappears – and so does much of the impact.
Europe stretched Black Friday so thin that one day of frenzy has turned into a whole week (or even a month) of discounts.
For small businesses, this is an opportunity. By approaching Black Friday strategically, without copying big retailers, you can create real buzz, boost sales, and strengthen your customer relationships. Let’s break down the do’s and don’ts that will help you get it right.
✅ Black Friday Do’s
1. Create Real Urgency
The essence of Black Friday is urgency. Keep your promotion short, ideally one day (or one weekend at most), and make it clear when the offer ends. Use countdown timers on your website, reminders in email campaigns, and social media stories that highlight the ticking clock.
2. Prepare Your Logistics in Advance
Nothing ruins a Black Friday campaign like stockouts, slow websites, or delivery delays. Small businesses should:
Audit stock levels well before launching.
Stress-test their website checkout process.
Align with shipping partners about delivery times.
If customers face technical hiccups, they won’t wait – they’ll go elsewhere.
3. Highlight Value, Not Just Discounts
Big retailers compete on slashing prices. Small businesses can’t and shouldn’t play that game. Instead, emphasize unique value:
Limited-edition products
Exclusive bundles
Free gifts with purchase
Priority access for loyal customers
People will happily pay a fair price if they see something special.
4. Test Your Campaign Before the Big Day
Run a smaller promotion in early November to test your messaging, email subject lines, or ad targeting. This way, you can adjust before the stakes are higher.
5. Communicate Clearly Across Channels
Promote your offer in advance via:
Email campaigns (teasers + launch + last call)
Social media (stories, reels, pinned posts)
Website banners or landing pages
Make sure all channels are consistent – confusion kills conversions.
❌ Black Friday Don’ts
1. Don’t Stretch It Into a Month
Calling every November discount “Black Friday” only trains customers to wait until the last minute for better deals. Keep it sharp, keep it short.
2. Don’t Offer Fake Discounts
Customers are savvy. If you mark up prices in October only to “slash” them in November, you’ll damage your reputation. Transparency builds trust; manipulation destroys it.
3. Don’t Overpromise and Underdeliver
Avoid exaggerated claims or discounts you can’t sustain. Nothing backfires faster than canceling orders or delaying shipments because you weren’t ready.
Customers are savvy. Transparency builds trust; manipulation destroys it.
4. Don’t Copy Big-Box Retailers
You don’t have their margins or supply chain. Competing purely on discount percentages is a losing game. Instead, lean into your agility and personal touch.
5. Don’t Forget About Customer Experience
Black Friday shouldn’t only be about quick sales. Think long-term: how will you convert these one-time buyers into repeat customers? Add handwritten notes, loyalty coupons, or a follow-up email to build relationships.
Add handwritten notes, loyalty coupons, or a follow-up email to build relationships.
Examples of Black Friday Done Right
Local boutique: Instead of “50% off everything,” they offered a limited-edition holiday gift set with only 50 available. Sold out in hours.
Online course creator: Bundled their top three workshops into one discounted package. Revenue tripled compared to normal months.
Eco-friendly shop: Offered discounts only on sustainable products while spotlighting their mission. Customers loved the alignment with values.
Conclusion: Quality Over Quantity
Black Friday can be overwhelming, especially for small businesses watching giant retailers dominate the headlines. But remember: success doesn’t come from endless discounts or noisy campaigns. It comes from clarity, authenticity, and urgency.
This year, resist the temptation to stretch Black Friday into a week-long marathon. Focus on delivering one powerful, well-executed campaign – your customers (and your bottom line) will thank you.
It's ok to say NO
And sometimes it just makes more sense for your brand and values (and profit margin) to not go along with Black Friday offers. I really loved how VivoBarefoot stood their grounds last year (even though I had my fingers crossed for a discount on my go-to shoes). Let's see what they will come up with this season!
