Alternative Black Friday Promotions for Small Businesses

Black Friday is a big opportunity for all businesses, but it’s often seen solely as the domain of high-street retailers and online giants. Yet, small companies that don’t traditionally participate, like garages, salons and bars, can still benefit from the Black Friday buzz.

Here’s how you can create a Black Friday strategy that suits your business, draws in new customers, and boosts your visibility, all without running a generic sales promotion.

1. Value-Added Services Over Discounts

For businesses like hairdressers and massage parlours, discounting services can eat into profit margins or disrupt regular bookings. Instead, offer additional value with bookings or purchases made during Black Friday:

Garages could provide a free winter car check for customers who book a service or MOT. Highlight the value of preventive maintenance ahead of winter, which is often top-of-mind in the UK during November.

Hair salons and barbershops could offer a complimentary mini-treatment or product sample with a booking made on Black Friday. Many will appreciate a bonus hair treatment before the Christmas party season, making this an attractive add-on.

Cafes, pubs and bars could reward loyalty instead of cutting prices. Offer a buy-one-get-one-free voucher for a future visit or an extra thrown in with purchases over a certain amount.

Adding value rather than cutting costs shows customers you care about their experience and satisfaction. Plus, you can increase bookings and visits without reducing your overall revenue.

2. Black Friday Events to Drive Foot Traffic

Hosting an event on Black Friday can be an ideal way to attract customers, especially if your business is in the hospitality or service sector. A one-off experience can make people curious to come by and see what’s on offer.

Bars could put on a Black Friday happy hour with exclusive cocktails or deals for large groups. Make it a limited-time experience to add an air of exclusivity.

Spas could set up a mini-treatment event, where customers can book a 15-minute express service like a hand massage, eyebrow threading or beard trim at a reduced rate.

For auto businesses, offer a winter safety day, where customers can drop in for quick tips, a free tyre tread check or a demonstration on simple DIY maintenance.

Special events create a sense of community and excitement. They also help new customers get acquainted with your business, potentially converting them into loyal patrons.

3. ‘Buy Now, Use Later’ Gift Cards

For many companies, Black Friday can be an excellent time to encourage customers to invest in future experiences. If a discount is viable, consider offering a slight reduction on gift cards to be redeemed later.

Restaurants could offer 10% extra value on gift cards bought on Black Friday. If they purchase a £50 voucher, they get £55 in credit.

Gyms could introduce a January kickstart card, where customers can buy memberships at a reduced rate, but only for use in the new year when people are setting fitness goals and looking for a new workout spot.

Service providers like marketing agencies could offer vouchers clients can redeem in the first quarter of the new year. A ‘use later’ strategy can help ease a seasonal lull in bookings.

This type of offer encourages customers to plan for future visits, which helps spread out demand. Plus, gift cards are a flexible way to bring in revenue now while giving customers a reason to return.

4. Black Friday Bundles

Bundle deals can work well for non-retail businesses because they allow you to group services or products in a way that gives customers a little extra value while increasing their overall spend. Think about the products or services that pair well together and offer them as a limited-time bundle.

Hair salons could create a pamper bundle that includes a haircut, treatment and blow-dry for one price or add a take-home product for customers to try.

Eateries could offer a dining experience bundle, where customers can pre-purchase a three-course meal at a set price, available only on Black Friday.

A fitness class could assemble a starter pack with a class pass, a branded water bottle and an induction or trial session with a trainer.

Bundling encourages customers to try new services and spend more than they might otherwise. It also lets you introduce less popular services or products in a way that feels like added value to the customer.

5. Social Media Competitions and Giveaways

Another cost-effective Black Friday promotion is to host a giveaway. Use social media to get people engaged and draw attention to your business.

Offer a prize relevant to your business, such as a free service, a gift card or a Black Friday bundle. To enter, ask participants to like, comment or tag a friend in your social post. You could even request that they share a story about their favourite experience with your company.

Highlight the giveaway throughout with countdowns and live updates. You could also collaborate with a complementary local business to extend your reach.

Giveaways create brand awareness and increase your visibility on social media, often bringing in new customers who might not have discovered your business otherwise.

6. ‘Pay It Forward’ Promotions

Paying it forward can be a great way to spread goodwill while making customers feel positive about supporting your business. Rather than offering a direct discount, encourage customers to buy something for someone else.

Coffee shops could run a campaign where customers pre-purchase a drink for someone else, like NHS staff, local charity volunteers or homeless people.

Barbers could allow clients to buy a pre-paid haircut for a local unemployed person preparing for a job interview.

‘Pay it forward’ promotions appeal to customers who want to give back. By positioning your Black Friday as a community-focused event, you will likely attract customers who appreciate companies with a cause.

Practical Tips for Promoting Your Offers

Once you’ve decided on your Black Friday strategy, it’s time to ensure it reaches the right audience. Here are some cost-effective, actionable tips to help you get the word out:

1. Optimise Your Google Business Profile

Ensure your Google Business profile is current - especially your opening times, contact details and photos that showcase your services or products. Update your ‘posts’ section with your Black Friday promotion details and include a clear call-to-action. This approach will help people searching for your services find your offer quickly.

2. Use Relevant Hashtags on Social Media

If you’re promoting your Black Friday offer on social media, local and targeted hashtags can help you reach your audience.

For example, if you’re a tattoo artist in Huddersfield, use hashtags like #HuddersfieldTattoo or #HuddersfieldBlackFriday to connect with local customers.

3. Build Excitement with Email Marketing

If you have a database of (opted-in) customer contacts, use it. Create a series of simple marketing emails leading up to Black Friday, letting your subscribers know what to expect and encouraging them to book early. Consider sending a teaser email 2-3 days before Black Friday to drum up interest.

Highlight urgency with phrases like ‘While Stocks Last’ or ‘One Day Only’ to motivate quick responses.

4. Promote Offers Through Your Website

Even if your website doesn’t get substantial traffic, updating your homepage or adding a pop-up with Black Friday details can make a significant impact. A simple banner at the top of your page that mentions Black Friday specials can help capture customers who visit your site directly. If you’re using an online booking system, make sure there’s a link.

5. Share Customer Testimonials

If your Black Friday offer includes a popular service, product or experience, consider sharing past customer testimonials or photos to show its value. Customer reviews and photos of happy clients can build trust, encouraging new customers to give your business a go.

Share a short quote from a customer who loved your winter car check or hair treatment, along with a photo. People are more likely to be interested if they see others who have had a positive experience.

6. Partner with Local Businesses

Collaborating with complementary businesses nearby can boost your visibility and reach. For example, a live music venue could team up with a local bar, offering customers a discount voucher at each other’s locations. This approach allows both businesses to gain new customers while providing added value for supporting local establishments.

You could even share each other’s promotions on social media, tagging in the relevant handles to maximise visibility.

Final Tips for Black Friday

Remember, Black Friday promotions don’t need to be about slashing prices. By getting creative and focusing on experiences, bundles or goodwill initiatives, you can turn the event into a unique opportunity to showcase your business’s personality. Whatever you choose, promote your offers on social media, your website and via email to ensure your message reaches as many potential customers as possible.

With a well-thought-out Black Friday approach, even the smallest companies and sole traders can get involved and make a memorable impression that results in future growth.

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