Should YOU run a Black Friday offer? Let’s talk about it.

It’s that time of year again…
Black Friday is fast approaching, and soon our inboxes, social feeds, and TVs will be absolutely bombarded with offers, discounts, and deals on things we didn’t even know we needed.

But here’s the thing:
So many small business owners feel guilted into doing their own version of Black Friday — believing they must follow suit and slash prices just because everyone else is doing it.

I won’t be.

My service is my time — and I value it far too much to discount it.

And here’s the bit most people don’t think about…

👉 When you discount heavily, are you actually attracting your ideal client?
Or are you simply attracting bargain-hunters who disappear as quickly as they arrived?

Now, if you run a product-based business, and you’ve got old stock you want to clear, that’s a different story.
Think of Next and their famous Boxing Day sales — they haul out the racks of old stock and clear it quickly.

If you know your numbers and you’re not losing money, then that’s a win.

But when it comes to your time, your coaching, your expertise — the very things that are your most valuable and limited resources — discounting “just to get sales in the door” can quickly become a race to the bottom.

Busy doesn’t equal profitable.
And volume means nothing if the margin is gone.

That said… I do think seasonal or special occasions are a great excuse to get in touch with your audience.

You don’t need to join the masses on Black Friday to reach out.
There are hundreds of special days throughout the year — industry-specific dates, national celebrations, even fun themed days — that you can use as a natural touchpoint with your list without cutting into your margins.

The moral of the story?
👉 Don’t feel pressured into running a Black Friday sale.
👉 And if you do choose to run one, make sure you know your numbers so it doesn’t cost you in the long run.

If you want access to the 2026 Special Days Calendar so you can plan your marketing around the dates that actually make sense for your business, just reply:
“Days”

And if you need help working out what you can safely discount (or whether you should at all), reply with the word:
“Numbers”

I’ll reply personally.

Have a brilliant weekend.

Speak soon,

Cherie