Black Friday marketing for small businesses is not just for national retailers. Small businesses that plan ahead and execute with intention can see some of their strongest revenue periods of the year during the BFCM weekend. The key is starting early, being strategic, and not trying to compete with Amazon on price — because you do not need to.

Here is how to make the holiday weekend work for your business.

Start Your Email Sequence Before Thanksgiving

If your first promotional email goes out on Friday morning, you have already ceded the advantage to businesses that started building anticipation a week earlier. The inbox gets crowded fast during the holiday week.

Plan a multi-email sequence structured around building momentum:

  • 10 to 14 days before: Tease that something is coming. Build anticipation without revealing all the details. Give your subscribers the sense that they are getting access to something before the general public.
  • 3 to 4 days before: Announce your deal with full details. Frame it as a subscriber-exclusive preview — "you are hearing about this first."
  • Black Friday morning: Your primary promotional email. Clear subject line, clear offer, clear deadline. This is not the email for nuance.
  • Sunday or Cyber Monday: A follow-up for anyone who did not act on Friday, with either a reminder or a related offer.

Email marketing consistently delivers the highest ROI of any channel for holiday promotions. If you do not have a list built yet, this weekend is a reminder to prioritize that for next year.

Build a Dedicated Promotion Landing Page

Do not send your Black Friday traffic to your homepage. Build a focused landing page for your promotion that:

  • Has one clear headline matching your email or ad creative exactly
  • Shows the offer prominently — price, percentage off, or what the bundle includes
  • Includes a real deadline with a visible countdown
  • Has a single call to action (buy now, book now, claim the offer)
  • Loads fast on mobile — the majority of your visitors are browsing on their phones

This focused approach eliminates distractions and significantly increases the chance that visitors convert. If you need help building a promotion page, talk to your website team well before the holiday weekend — not the Tuesday before Thanksgiving.

Looking for help planning your holiday marketing campaign? At Amble Media Group, we work with small businesses in Frederick, MD to build and execute promotions that drive real results. Contact us for a free consultation.

Create Urgency That Is Real, Not Manufactured

Urgency drives action — but only when it is genuine. Artificial scarcity destroys trust faster than it builds conversions.

Tactics that create real urgency:

  • Limited quantity: "Only 20 consultation slots available at this rate"
  • Time-limited pricing: "This offer ends Sunday at midnight — no exceptions"
  • Early-bird bonuses: "The first 15 customers receive a complimentary add-on"
  • Bundle value: A package that is genuinely better value than purchasing components separately

Avoid fake countdown timers that reset every time someone visits the page. Savvy shoppers notice, and it signals that everything else you are saying might also be inflated.

Run a Targeted Retargeting Campaign

Not everyone who visits your site or landing page will convert on the first visit. Retargeting ads follow those visitors as they browse elsewhere, keeping your offer visible over the course of the weekend.

Set up a retargeting campaign on Facebook and Instagram specifically for the BFCM window. Use consistent creative and messaging with your landing page so there is visual continuity. Cap frequency at three to five impressions over the weekend to stay visible without becoming obnoxious.

If paid social is new territory for you, read our guide on running Facebook ads on a small business budget before setting up your first retargeting campaign.

Compete on What Large Retailers Cannot Offer

Most small businesses cannot match national retailer pricing, and attempting to compete on price alone is a losing strategy. But local promotions can be more compelling than a percentage off:

  • "Shop Small" messaging — Many consumers actively seek out local businesses during the holiday season. Make your local identity a central part of your story, not a footnote.
  • Extended or special holiday hours — Convenience is its own competitive advantage.
  • Gift wrapping, local delivery, or personal service — Services big-box retailers genuinely cannot replicate.
  • Collaboration with nearby businesses — A joint promotion between two complementary local shops doubles both businesses' reach without doubling the cost.
  • Exclusive in-store experiences — A trunk show, tasting event, or meet-the-owner moment creates something online shopping cannot touch.

Update Your Google Business Profile

If you have a physical location, verify your holiday hours are accurate in your Google Business Profile before the weekend. A business with incorrect hours listed loses customers who show up during hours you are actually closed — and likely leaves a negative review about it.

Post about your Black Friday promotion on Google Business Profile at least 24 hours before it begins. When people search for your business directly, you want them to see the offer immediately.

Measure What Worked After the Weekend

After BFCM, pull your numbers and extract the lessons that make next year better:

  • Which email subject line delivered the highest open rate?
  • Which ad creative drove the most clicks at the lowest cost?
  • What was your landing page conversion rate?
  • Did retargeting outperform cold traffic?
  • Which offer type drove the most revenue — discount, bundle, or bonus?

These answers compound. A BFCM campaign that improves by 20% each year becomes a significant revenue event within a few seasons.

Frequently Asked Questions About Black Friday Marketing for Small Businesses

When should small businesses start promoting Black Friday deals?

Start at least two weeks before Black Friday. Tease your promotion 10 to 14 days out, announce full details three to four days before, send your main email on Black Friday morning, and follow up on Sunday or Monday. Businesses that start earlier consistently capture more sales.

How can small businesses compete with large retailers on Black Friday?

Do not compete on price alone. Instead, lean into what large retailers cannot offer: local connection, personalized service, unique experiences, and genuine "shop small" messaging. Bundle services, create exclusive subscriber offers, build in-store experiences, and partner with complementary local businesses to amplify your reach.

What is the most effective Black Friday marketing channel for small businesses?

Email marketing consistently delivers the highest ROI for holiday promotions. Your list is an audience that already knows and trusts you. A well-timed email sequence to engaged subscribers typically outperforms cold advertising spend during the holiday weekend.

At Amble Media Group, we help small businesses in Frederick, MD plan and execute holiday marketing campaigns that drive real revenue. Contact us — even with limited lead time, there is still room to build something effective.