Black Friday Is Coming… and If Your Marketing Plan Is “I'll Figure It Out,” We Need to Talk.

Let's talk about making holiday sales without losing your mind, slashing your prices, or spending Thanksgiving weekend glued to your phone.

Can I tell you something?

There is nothing quite like being a small business owner in October.

You're trying to keep up with customers, post something on social media, answer messages, figure out where your next sale is coming from, and somewhere in the middle of all that, someone mentions Black Friday.

And you think...

Oh, crap. Am I supposed to be doing something for that?

Maybe you tell yourself you'll work on it this weekend.

Then the weekend comes.

Laundry. Groceries. Family. Life.

Monday rolls around, and guess what?

Still no Black Friday plan.

Sound familiar?

Listen, I get it.

When you're running a small business, you're not just the CEO. You're the marketing department, sales team, tech support, accountant, and occasionally the janitor.

And somehow you're supposed to be a marketing genius, too.

But here's something I've learned about business.

Being busy doesn't automatically mean you're building a profitable business.

Ouch, right?

I know. But somebody needed to say it.

The Problem Isn't Always That Nobody Wants What You're Selling

Have you ever spent forever creating a social media post?

You find the perfect Canva template.

Change the colors 14 times.

Rewrite the caption.

Finally hit publish.

And then...

Nothing.

Maybe your best friend likes it.

Maybe your mom comments with three heart emojis.

Bless them both. 😂

But nobody buys.

And that's when the little voice starts.

Maybe my prices are too high.

Maybe I need more followers.

Maybe I'm just not good at this.

But what if none of those things is the real problem?

What if people simply don't understand why they need what you're offering?

That's a completely different problem. And one you can actually work on.

Golden Nugget #1: Stop Selling the Thing. Start Selling What the Thing Does for Someone.

Let's say you make beautiful handmade gift baskets.

You could post:

“Holiday gift baskets available. $45. Message me to order.”

Okay. Fine.

But what if you said:

“Have three people on your Christmas list who are impossible to shop for? I've got you. Thoughtful, ready-to-give holiday baskets without spending another Saturday wandering around Target.”

See the difference?

One tells people what you're selling.

The other reminds them of a problem they already have.

People need a reason to care before they need a reason to buy.

And that little shift can change the way you market your business.

Here's Where Most Small Business Owners Get Stuck

They know they should promote something for Black Friday.

They just don't know WHAT.

Should you discount?

Create a bundle?

Offer a bonus?

Run a flash sale?

And how much is too much?

Because let's be serious. We're trying to make money here, not work twice as hard for half the profit.

This is where planning matters.

Not the kind of planning where you buy a cute notebook, write three things down, and never open it again.

I'm talking about getting clear on what you're selling, who it's for, and why someone would want it.

That's exactly why I put together the Black Friday Sales Planner.

Something practical to help you get your ideas out of your head and start putting together an actual plan.

Because the last thing you need is another holiday season spent winging it.

👉 GRAB YOUR BLACK FRIDAY SALES PLANNER

Golden Nugget #2: Your Best Black Friday Offer Might Not Be a Discount

I want you to think about something.

When was the last time you bought something because it made your life easier?

Not because it was 40% off.

Because it solved a problem.

Maybe it saved you time.

Made you feel more confident.

Took something off your already overflowing to-do list.

Your customers are no different.

A photographer might offer a holiday photo package with a little something extra.

A hairstylist might create a special package for clients who want to head into the holidays looking fabulous.

A business coach might offer a focused strategy session to help someone finally tackle the thing they've been putting off.

None of those businesses necessarily needs to slash its prices.

Sometimes adding value is more powerful than cutting the price.

Here's your homework:

Ask yourself this one question:

What is something my customer would LOVE to have taken off her plate before the holidays?

Don't overthink it.

Just write down your answer.

You might be surprised at what comes up.

Can We Talk About the Emotional Side of Running a Business for a Minute?

Because I don't think we talk about this enough.

It's hard putting yourself out there.

It's hard watching other businesses announce sold-out offers while you're wondering why your phone isn't ringing.

It's hard showing up on social media when you're not even sure anyone is paying attention.

And sometimes, when sales are slow, you start questioning yourself.

Your ideas.

Your prices.

Your ability to actually make this business work.

I've been in business long enough to know that confidence doesn't magically appear because you put CEO in your Instagram bio.

Sometimes you have to build it while you're still figuring things out.

And I want you to remember something.

A slow sales week is information. It is not a verdict on your worth or your future as a business owner.

You don't need to become someone else to sell your products or services.

You do need to get comfortable showing people why what you offer matters.

And that's something you can learn.

Golden Nugget #3: Don't Wait Until Black Friday to Start Talking About Black Friday

This one is huge.

Imagine walking into a room full of strangers and immediately saying:

“Hi! Want to buy something from me?”

Awkward, right?

But that's pretty much what happens when we disappear for weeks and then suddenly show up with a giant SALE graphic.

People need a little warming up.

They need to know what you do.

Who you help.

Why they should trust you.

And why your offer might be exactly what they've been looking for.

You don't have to announce every detail of your promotion today.

But you can start conversations.

You can talk about the problems your customers face.

You can share a behind-the-scenes look at what you're working on.

You can ask questions.

Marketing isn't just about announcing what you sell. It's about helping people see themselves in what you're offering.

And that's where things start getting interesting.

Okay, But How Do You Put All This Together?

This is the part where I see so many talented women get overwhelmed.

Because knowing a few good marketing tips and actually turning them into a sales campaign are two very different things.

You might have a fantastic product.

You might even have a great Black Friday idea.

But you still need to figure out how to package it, talk about it, promote it, and give people a reason to take action.

And trying to piece that together from 27 different Instagram reels?

No, thank you.

That's why I'm hosting the Black Friday Sales Lab through Phoenix Business Women.

We're getting together to actually work on our Black Friday promotions.

Not just listen to another presentation, take a bunch of notes, and promise ourselves we'll do something with them later.

We're going to roll up our sleeves, work through the important decisions, and start building a plan that makes sense for YOUR business.

And because I know how busy life gets, there are three session options to choose from.

👉 CHOOSE YOUR BLACK FRIDAY SALES LAB SESSION

One Last Thing Before You Go...

I want you to imagine something.

It's the week before Black Friday.

Instead of scrambling to come up with an offer, you've already decided what you're promoting.

You know who you're talking to.

You've started sharing your message.

And you have a plan for what you're going to do next.

Now, does that guarantee you'll make a boatload of sales?

Of course not.

Anyone promising that is selling you a fairy tale.

But wouldn't it feel good to know you're giving your business a real opportunity instead of just hoping something happens?

Because here's what I want for the women building businesses in our community.

I want you to stop feeling like you're always playing catch-up.

I want you to feel confident talking about what you sell.

I want you to make decisions that support your business AND your life.

And yes, I want you to make money.

Because passion is wonderful.

But passion doesn't pay the electric bill. 😉

Your Black Friday Plan Starts Here

If Black Friday has been sitting on your mental to-do list, here's your chance to do something about it.

Start with the Black Friday Sales Planner to get your ideas organized.

Then come join me at the Black Friday Sales Lab, where we'll turn those ideas into an actual promotion you can start putting into action.

👉 GET THE BLACK FRIDAY SALES PLANNER

👉 SAVE YOUR SEAT AT THE BLACK FRIDAY SALES LAB

You don't need a perfect business to have a successful holiday season.

But you do need to give yourself a fighting chance.

And girlfriend, winging it isn't a strategy. ❤️

Nichole

Founder, Phoenix Business Women

Helping women get seen, build connections, and grow businesses they're proud of.