it’s that time of year again. The inboxes are about to explode, the “early access” emails are flying, and your brain is bouncing between Should I run a sale? and I don’t want to discount my soul for 20% off.

Let’s talk about it.

Because while Black Friday can absolutely be a smart way to boost your revenue, it can also be total chaos if you go in without a plan.

So here are the biggest mistakes I see small business owners making when it comes to Black Friday, and you can grab my Free (for a limited time only) Black Friday Profit Guide.

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1. Waiting until the week of to plan

If your idea of a “marketing plan” is posting “Surprise! Sale’s live!” on Instagram, we need to talk.
You need time to design graphics, write emails, test links, and actually hype people up. The best Black Friday sales are teased weeks in advance, not thrown together at 10pm with a Canva template and a prayer.

Start at least 3–4 weeks early next year. Future you will thank you.

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2. Discounting everything (and yourself)

Don’t forget, when you see someone else offering crazy discounts like 50% off, that your time/energy/services have, and you don’t need to try to price-match your competitors.
Also, you don’t need to discount everything to participate. Instead, pick one service, one product bundle, or a bonus offer that makes sense for your audience. The goal isn’t to cheapen your brand, it’s to create urgency without losing your worth.

Value-add offers > deep discounts.

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3. Forgetting to prep your systems

If your checkout link breaks, your email automation misfires, or you accidentally send your “exclusive” code to everyone… that’s the fast track to panic.
Before your sale starts, test everything: links, discount codes, checkout flows, and automations. Then test again.
Because nothing says “holiday meltdown” like waking up to 20 DMs saying, “The link doesn’t work!”

Systems are sexy. Check them twice.

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4. Not warming up your audience first

If your first mention of your sale is the day it drops, you’ve already lost half your sales.
Start hinting early. Share behind-the-scenes peeks, drop countdowns, or give VIP email subscribers early access. People buy from brands they already feel connected to, so keep showing up before the promo starts.

Your audience needs a warm-up, not a surprise party.

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5. Forgetting the follow-up

You hit “send” on that last sale email and collapse into a sugar-cookie coma. I get it. But friend, your job’s not done.
You’ve just brought new customers into your world… don’t ghost them now.
Send a thank-you email, follow up with tips or tutorials, and keep the momentum going into December. That’s how one-time buyers become loyal fans.

Post-sale strategy = the secret sauce of sustainable growth.

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Bec’s Final Thoughts…

Black Friday doesn’t have to drain your energy or your profit margin.
It’s not about doing what everyone else does, it’s about being intentional, strategic, and a little bit scrappy (in the best way).

You’ve built something amazing. You don’t need to burn out trying to keep up.
So plan ahead, protect your peace, and pour yourself a coffee. you’ve got this.

Grab My Free Black Friday Profit Guide Here

Black Friday is Just Around the Corner. But Don’t Worry, I Got You!

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