Looking to crush your sales this Black Friday? You're in the right place. Whether you're selling handmade jewelry, running a local fitness studio, or managing an online boutique, this guide is packed with Black Friday campaign ideas you can start using today.
Here's the thing about Black Friday - it's not just for the big retailers anymore. Small businesses like yours can absolutely crush it during the holiday season with the right approach.
The best part? You don't need a massive budget or a marketing team to make it happen. In fact, we'll show you how to use simple tools like popups, forms, and countdown timers to create urgency and capture leads.
In this guide, you'll find:
- Simple email campaigns that actually get opened
- Social media ideas that get people talking (and buying!)
- Text message strategies that bring in quick sales
- Eye-catching designs anyone can create
- Real past examples from big brands and some from businesses just like yours
Shortcuts:
- Planning Your Black Friday Marketing Campaign
- 15 Email Marketing Campaign Ideas
- 12 Social Media Campaign Ideas
- 8 SMS Marketing Campaign Ideas
- 8 Creative Black Friday Campaign Design Ideas
- 8 Industry-Specific Black Friday Campaign Ideas
- FAQ: Black Friday Campaigns
Why Your Business Needs a Black Friday Campaign
Let's be real - your customers are already shopping for holiday deals. They're checking their phones, scrolling through Instagram, opening emails, and looking for the best offers.
The good news? You can reach them all these ways without breaking the bank.
A solid Black Friday campaign helps you:
- Get noticed before the holiday rush
- Turn browsers into buyers
- Keep customers coming back after the holidays
- Stand out from the competition (even the big guys!)
Planning Your Black Friday Marketing Campaign
Don't worry - planning a Black Friday campaign doesn't have to be complicated. Let's break it down into simple steps that won't overwhelm you or your schedule.
When to Start Planning
Here's a simple timeline that works for most small businesses:
Three Months Before (August)
- Decide which products or services you'll promote
- Figure out your discounts
- Start saving some money for ads (if you want to use them)
Two Months Before (September)
- Take photos of your products
- Write up your sale descriptions
- Make sure your website can handle more traffic
- Start building excitement on social media
One Month Before (October)
- Set up your email lists
- Create your social media posts
- Design your ads
- Test everything on your website
Two Weeks Before
- Send your first emails
- Start posting teasers on social
- Double-check all your prices and codes
Setting Goals You Can Actually Track
Don't just wing it - set some real goals you can measure. For example:
- How many sales do you want to make?
- How many new customers do you want to get?
- How much money do you want to bring in?
- How many email signups are you aiming for?
Quick tip: Look at your normal daily sales and aim for at least double that during Black Friday. If you usually make 5 sales a day, shoot for 10-15 during your campaign.
What This Might Cost You
You can run a great Black Friday campaign on almost any budget, but here's a rough idea:
Tiny Budget (Under $100)
- Focus on free tools like social media and email
- Use free design tools like Canva
- Spend a little on social media ads if you can
Medium Budget ($100-500)
- Run some paid ads on Facebook or Instagram
- Invest in better email marketing tools
- Maybe hire someone to help with designs
Bigger Budget ($500+)
- Try multiple types of ads
- Use premium marketing tools
- Consider getting help with copy or design
Remember: Start small and test what works for your business. You can always spend more next year once you know what gets results.
15 Email Marketing Campaign Ideas That Are Game-Changers
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Let's be honest - email marketing for Black Friday is still one of the best ways to make sales.
Why? Because people actually check their emails when they're looking for deals! Here are 15 ideas that really work, even if you're new to email marketing.
Before Black Friday
1. The VIP Sneak Peek
- What it is: Give your email list early access to deals
- Example: "Nike members get first dibs on Black Friday deals - 24 hours before everyone else."
- Why it works: It makes customers feel special and creates FOMO.
2. The Countdown Series
- What it is: Send a series of emails counting down to your sale
- Example: "Sephora has a 7-day countdown that reveals a new deal each day."
- Why it works: It builds excitement and keeps people opening your emails.
3. The Mystery Deal
- What it is: Hide your biggest discounts until Black Friday
- Example: "Ulta Beauty's mystery envelope - open on Black Friday to reveal your special discount."
- Why it works: It creates suspense and encourages email opens.
4. The Early Bird List
- What it is: Special signup list just for Black Friday deals
- Example: "Join Bath & Body Works Black Friday VIP List for exclusive deals."
- Why it works: It grows your email list with interested buyers.
5. The Bundle Teaser
- What it is: Preview special product bundles coming on Black Friday
- Example: "Lululemon's Black Friday bundles - save up to 70% on matching sets."
- Why it works: It gets people planning their purchases
During Black Friday
6. The Hour-by-Hour Drops
- What it is: Release new deals every few hours
- Example: "Target's Flash Deals - new savings drop every 2 hours."
- Why it works: It keeps people checking their email all day.
7. The Cart Reminder
- What it is: Remind people about items they left in their cart
- Example: "H&M: Your Black Friday cart is about to expire!"
- Why it works: Creates urgency to complete the purchase.
8. The Price Drop Alert
- What it is: Let people know when items they viewed go on sale
- Example: "Good news! That jacket you looked at is now 50% off."
- Why it works: It catches people right when they're interested.
9. The Extended Hours Notice
- What it is: Surprise extension of your sale
- Example: "SURPRISE! Old Navy's Black Friday sale extended 12 more hours."
- Why it works: It gives procrastinators one last chance.
10. The Stock Alert
- What it is: Warn about products running low
- Example: "⚠️ Only 5 left of the bestselling holiday bundle!"
- Why it works: It creates real urgency to buy now.
After Black Friday
11. The "Oops, We Forgot You" Email
- What it is: Special offer for those who didn't buy
- Example: "Missed Adidas' Black Friday? Here's a special 24-hour code just for you."
- Why it works: It catches those who meant to buy but got distracted.
12. The Thank You Reward
- What it is: Special bonus for Black Friday shoppers
- Example: "Thanks for shopping with us! Here's $10 off your next purchase."
- Why it works: It turns one-time buyers into repeat customers.
13. The "Best Of" Round-Up
- What it is: Show your most popular Black Friday deals
- Example: "Our top 5 bestsellers are still available at Black Friday prices!"
- Why it works: It uses social proof to drive last-minute sales.
14. The "We're Not Done Yet" Series
- What it is: Transition into Cyber Monday deals
- Example: "Love our Black Friday deals? Wait till you see what's coming Monday..."
- Why it works: It keeps the momentum going through the weekend.
15. The Feedback Request
- What it is: Ask for reviews while offering a discount
- Example: "How'd we do? Share your experience and get 15% off your next order."
- Why it works: It gets reviews while setting up future sales.
Quick Tips for Your Email Campaigns:
- Keep subject lines short and snappy
- Use emojis (they actually help emails get opened!)
- Always test your emails before sending
- Make sure your "Buy Now" buttons are big and clear
- Include your return policy to make people feel safe buying
12 Social Media Campaign Ideas That Get People Clicking
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Let's face it - everybody's scrolling, looking for deals on social media during Black Friday. Here's how to make sure they stop and shop with you, whether you're on Instagram, Facebook, TikTok, or all three!
Instagram Ideas
16. The Reveal Reel
- What it is: Short video revealing your biggest deals
- Example: Gymshark's dramatic price drop reveals on workout sets.
- How to do it: Film yourself flipping price tags or using transition effects.
- Why it works: It gets shares and saves, which means more people see it.
17. The Instagram Story Countdown
- What it is: Daily deals or previews using story countdown stickers
- Example: SHEIN's "Deal of the Day" countdown stories.
- How to do it: Use Instagram's countdown sticker and post one deal each day.
- Why it works: People turn on notifications for the countdown.
18. The Try-On Haul
- What it is: Show real people trying your Black Friday deals
- Example: Aerie's staff trying on PJ sets that'll be on sale.
- How to do it: Film quick try-ons of your best deals.
- Why it works: It helps people imagine owning your products.
Facebook Ideas
19. The Facebook Live Shopping Event
- What it is: Live stream showing products and answering questions
- Example: LuLaRoe's live Black Friday "shop with me" event
- How to do it: Go live, show products, drop special codes.
- Why it works: It creates a fun, interactive shopping experience.
20. The Share-to-Win Contest
- What it is: Give prizes for sharing your Black Friday post
- Example: "Share this post and follow us for a chance to win our $500 Black Friday bundle!"
- How to do it: Create a simple graphic with clear rules.
- Why it works: It gets your deals in front of new audiences.
21. The Flash Sale Group
- What it is: Private Facebook group for special deals
- Example: "Join our VIP Black Friday group for exclusive deals!"
- How to do it: Create a group and drop special codes just for members.
- Why it works: It makes people feel like insiders.
TikTok Ideas
22. The Behind-the-Scenes Prep
- What it is: Show yourself getting ready for Black Friday
- Example: Small boutique owner packing orders with special Black Friday gifts.
- How to do it: Film quick clips of your prep work.
- Why it works: People love seeing the human side of business.
23. The Deal Transition Challenge
- What it is: Creative transition showing before/after prices
- Example: "Wait till you see these Black Friday prices! #blackfridaydeals."
- How to do it: Use popular TikTok transitions with your products.
- Why it works: It catches attention and often goes viral.
24. The Duet Campaign
- What it is: Ask customers to duet with your products
- Example: "Duet this to show what you're buying this Black Friday!"
- How to do it: Post clear videos that are easy to duet with.
- Why it works: It creates user-generated content for free.
General Social Media Ideas
25. The Early Access Code Hunt
- What it is: Hide early access codes in your social posts
- Example: "Find all 5 letters in our posts to unlock early access!"
- How to do it: Spread code letters across multiple posts.
- Why it works: It increases engagement across all your posts.
26. The Bundle Vote
- What it is: Let followers vote on Black Friday bundles
- Example: "Which bundle should be 70% off? Vote in our poll!"
- How to do it: Use polls on Instagram/Facebook stories.
- Why it works: It creates engagement and guarantees interest in winning bundles.
27. The Influencer Preview
- What it is: Partner with small influencers to preview deals
- Example: Local fitness influencers showing gym gear deals
- How to do it: Send products to micro-influencers in your niche.
- Why it works: It reaches targeted audiences who trust the influencer.
Quick Social Media Tips:
- Post at times when your customers are usually online
- Use popular hashtags like #BlackFriday #BlackFridayDeals #SmallBusiness
- Respond quickly to comments and questions
- Save your best ideas for when people are most likely to buy
8 SMS Marketing Campaign Ideas That Actually Work
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Text messages get read - like, almost instantly! In fact, people usually check texts within 3 minutes. Here's how to use SMS during Black Friday without being annoying or spammy.
SMS Campaign Ideas
28. The Early Warning Text
- What it is: First alert about your Black Friday sale
- Example: "🚨 Your early alert! Our biggest sale starts in 48 hours. Reply YES for a reminder when it goes live."
- When to send: 2-3 days before Black Friday.
- Pro tip: Give them a reason to keep your text (like a special code).
29. The Exclusive Code Text
- What it is: Special discount just for SMS subscribers
- Example: "VIP Alert 🌟 Use code TEXT25 for an extra 25% off our Black Friday prices. Valid only for the first 50 orders!"
- When to send: The morning of Black Friday
- Pro tip: Make the code easy to remember but unique to SMS.
30. The Flash Sale Alert
- What it is: Super short, limited-time deals
- Example: "⚡ FLASH SALE: Next 30 mins only! All jackets 70% off with code FLASH70. Shop now: [link]."
- When to send: During slower sales hours
- Pro tip: Create real urgency with a very short time window.
31. The Back-in-Stock Alert
- What it is: Text when popular items return
- Example: "It's back! 😍 The sellout holiday bundle is back in stock for Black Friday. Grab yours: [link]."
- When to send: As soon as items restock
- Pro tip: Only text people who showed interest in that item.
32. The Cart Reminder
- What it is: Reminder about items left in the cart
- Example: "Hey! That cozy sweater in your cart is almost sold out. Complete your order now to save 60%: [link]."
- When to send: 2-3 hours after cart abandonment
- Pro tip: Mention if stock is running low.
33. The Last Chance Text
- What it is: Final reminder before sale ends
- Example: "⏰ 3 HOURS LEFT! Don't miss 50-70% off everything. Shop now before prices go up: [link]"
- When to send: 3-4 hours before sale ends
- Pro tip: Include exact end time of sale.
34. The Second Chance Offer
- What it is: Special offer for those who didn't buy
- Example: "Missed our Black Friday sale? Here's a secret 40% off code just for you: SECOND40. Valid today only!"
- When to send: Day after Black Friday
- Pro tip: Make it feel exclusive to them.
35. The Thank You Bonus
- What it is: Special offer for Black Friday buyers
- Example: "Thanks for shopping with us! 🎁 Here's $10 off your next purchase: THANKS10. Valid until Dec 24."
- When to send: Evening of Black Friday
- Pro tip: Include an expiration date to encourage another purchase soon.
Important SMS Tips:
- Never text too early or too late (stick to 10 am - 8 pm)
- Keep messages under 160 characters when possible
- Always include a way to opt-out
- Use emojis (they work great in texts!)
- Make sure your links are short and clean
- Test all links before sending
Remember: People trust you with their phone number - don't abuse it! 2-3 texts during Black Friday is plenty.
8 Eye-Catching Black Friday Campaign Design Ideas
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No fancy design degree needed! These design ideas for Black Friday work great with free tools like Canva or even your phone's basic photo editor.
Landing Page Designs
36. The Deal Dashboard
Make your deals pop with POWR Popup Maker - highlight flash sales, show exit-intent offers, and capture emails from interested shoppers before they leave
- What it is: One page showing all your Black Friday deals
- Example: Old Navy's grid layout showing every category on sale
- How to do it: Create a simple grid with clear prices (Was $50, Now $20).
- Pro tip: Put your best deals at the top of the page.
37. The Countdown Page
- What it is: Landing page with live countdown timer
- Example: Best Buy's Black Friday countdown with "Deals Dropping In..."
- How to do it: Use a free countdown timer tool on your site.
- Pro tip: Use an "Add to Calendar" button for your sale.
38. The Price Drop Reveal
- What it is: Interactive design that reveals deals when clicked
- Example: Amazon's "Deal Reveal" cards that flip when clicked
- How to do it: Use simple accordion buttons or flip cards.
- Pro tip: Make the savings super obvious (SAVE $50!)
Ad Designs
39. The Before/After Price
- What it is: Simple split image showing the price difference
- Example: "Was $100 | Now $40" with a striking line through the old price
- How to do it: Use bold colors and big numbers.
- Pro tip: Use red for old prices and green for new ones.
40. The Bundle Stack
- What it is: Photo showing all items in your bundle deals
- Example: Sephora's "Holiday Beauty Bundle - $200 Value for $49"
- How to do it: Layer products in one eye-catching image.
- Pro tip: Show the total value prominently.
41. The Urgency Banner
- What it is: Eye-catching banner for limited-time deals
- Example: "Today Only!" or "First 50 Orders Only!"
- How to do it: Use bright colors and bold fonts.
- Pro tip: Keep text super short - 3-4 words max.
Email Designs
42. The Simple Price Drop
- What it is: Clean email showing just the savings
- Example: Big product image, big crossed-out price, big new price
- How to do it: Focus on one main product image and the savings.
- Pro tip: Use lots of white space - don't clutter it up.
43. The Deal Categories
- What it is: Visual menu of different sale categories
- Example: "Shop 50% Off Tops | 60% Off Pants | 70% Off Accessories"
- How to do it: Use a grid layout with clear category images.
- Pro tip: Make each category a clickable button.
Quick Design Tips:
- Stick to 2-3 primary colors
- Use big, readable fonts
- Make your "Shop Now" buttons huge
- Test how everything looks on phones
- Keep file sizes small for fast loading
- Use high-quality product photos
8 Industry-Specific Black Friday Campaign Ideas That Convert
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Let's look at campaigns that work specifically for your type of business. These are field-tested ideas that real businesses have used successfully.
Apparel & Fashion
44. The Mix-and-Match Deal
- What it is: Bigger discounts when buying complete outfits
- Example: "Buy any top and bottom, get 30% off. Add accessories, get 40% off!"
- Why it works: It increases the average order value (AOV).
- Pro tip: Show pre-styled outfits to make it easy.
45. The Size-Inclusive Flash Sale
- What it is: Special deals for most-requested sizes
- Example: "Extended sizes just added to Black Friday sale - all sizes same price!"
- Why it works: It makes all customers feel valued.
- Pro tip: Promote heavily to your most-requested size ranges.
Beauty & Fitness
46. The New Year Package
- What it is: Bundle deal focused on New Year's goals
- Example: "Get ready for 2025! 3 months of classes + free workout gear for $199."
- Why it works: It taps into New Year planning.
- Pro tip: Offer payment plans for bigger packages.
47. The Gift-Ready Bundle
- What it is: Pre-packaged beauty or fitness bundles
- Example: "Best-Sellers Bundle: 5 full-size products + free makeup bag, $49."
- Why it works: It makes gift-buying super easy.
- Pro tip: Include a free gift box or wrapping.
Home & Garden
48. The Room Refresh Deal
- What it is: Bundled discounts for entire room updates
- Example: "Buy any 3 living room pieces, get 40% off + free delivery."
- Why it works: It encourages bigger purchases.
- Pro tip: Show styled room photos for inspiration.
49. The Season Prep Package
- What it is: Bundles for the upcoming season
- Example: "Winter Ready Bundle: Snow shovel + salt + winter doormat, 60% off."
- Why it works: It feels timely and necessary.
- Pro tip: Create bundles for different climate zones.
Food & Drink
50. The Holiday Host Bundle
- What it is: Everything needed for holiday entertaining
- Example: "Party Perfect Pack: Wine + cheese board + glasses, 40% off"
- Why it works: Solves an immediate holiday need.
- Pro tip: Include serving suggestions and recipes.
51. The Subscribe & Save Extra
- What it is: Extra Black Friday discount for subscription sign-ups
- Example: "70% off first box + free holiday bonus when you subscribe."
- Why it works: It creates recurring revenue.
- Pro tip: Offer easy cancellation to reduce hesitation.
Quick Tips for Any Industry:
- Focus on solving holiday season problems
- Create bundles that make sense for gift-giving
- Remember shipping cutoff dates for holidays
- Make gift receipts easy to get
- Offer gift wrapping if possible
- Include free samples with bigger orders
FAQ: Black Friday Campaigns
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When should I start planning my Black Friday marketing campaign?
Start planning your Black Friday marketing at least 3 months in advance (August). Big retailers start their Black Friday campaigns early, but you can be more agile as a small business. The key is to have your deals, photos, and marketing materials ready by early November.
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How do I create a Black Friday email campaign that actually works?
The most successful Black Friday email campaigns start with a clear, mobile-friendly design and compelling subject lines. Start with a teaser email 2 weeks before, then send your main announcement 1 week before. During Black Friday, limit emails to 2-3 maximum to avoid overwhelming customers.
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What makes a good Black Friday marketing campaign on social media?
Focus on creating shareable content that showcases your best deals. Use eye-catching images, video reveals of deals and interactive elements like polls or countdown stickers. Don't forget to use relevant hashtags like #BlackFriday and #SmallBusiness to increase visibility.
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How do I design an effective Black Friday campaign that stands out?
Keep your Black Friday campaign design simple and bold. Use high-contrast colors, clear pricing (original and sale prices), and obvious call-to-action buttons. Make sure your designs work well on mobile devices since most shoppers will see them on phones.
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Should I run my Black Friday campaign ads on Facebook or Instagram?
Running Black Friday campaign ads on both platforms works best for most small businesses. Instagram typically performs better for visual products (fashion, beauty, home goods), while Facebook often works better for services and higher-priced items. Start with a small budget on both and scale up what works.
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How long should my Black Friday campaign run?
While Black Friday traditionally lasted one day, most successful campaigns now run from Thanksgiving through Cyber Monday (4-5 days). Some businesses start earlier in November and extend through the first week of December. Test what works best for your customers.
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What should I include in my Black Friday SMS campaign?
Keep SMS messages short and action-focused. Include your best deal, a clear deadline, and a direct link to shop. Don't forget to mention if quantities are limited. Most importantly, make the offer exclusive to SMS subscribers to make it feel special.
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How do I create urgency in my Black Friday campaign without being pushy?
Use honest scarcity (limited quantities) and genuine deadlines. Show real-time stock levels when possible. Focus on value rather than just discounts - explain why your deal is worth grabbing now.
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Is BFCM the same as Black Friday?
Yes, BFCM is an acronym for Black Friday Cyber Monday that includes the entire Black Friday weekend. In 2024, the BFCM period is November 29 - December 2.
Conclusion: Making Your Black Friday Campaign Work for You
Look, running a successful Black Friday campaign doesn't have to be overwhelming. You don't need a huge budget or a marketing team - you just need a solid plan and a few good ideas that make sense for your business.
Start with the basics:
- Pick 2-3 ideas that feel doable for your business
- Focus on the marketing channels you're already comfortable with
- Set up your deals and discounts early
- Test everything before the big day
Remember: Your small business has something the big retailers don't - a personal connection with your customers.
Use that to your advantage in your Black Friday marketing campaign. Share your story, show the faces behind your business, and make your customers feel special.
What to Do Right Now:
- Mark your calendar for Black Friday 2024 (November 29)
- Pick your best products or services for deals
- Choose your campaign ideas from this guide
- Start planning your timeline
- Bookmark this guide for reference
- Set up your marketing tools: Install essential Black Friday tools like countdown timers, popups, forms, and social feeds to make your campaign professional and effective.
Got questions about running your Black Friday campaign? Need more specific advice? Drop us a comment below or check out our other marketing guides.
And hey - don't forget to sign up for our blog for more tips on running successful sales campaigns all year round.
Good luck with your Black Friday campaign! Remember, starting small and doing it well beats trying everything at once. You've got this! 💪
Author Bio
Hey, it's Mick and I'm the Head of Growth and Partnerships at POWR. My career spans two decades, primarily marketing in the healthcare space, with stints in broadcast television, advertising and copy editing.
I went to the College of Journalism at the University of Louisiana - Monroe and a storyteller at my core. My wife Elizabeth, son Gavin, and pup Jolene currently call Lafayette, Louisiana home.
Follow me on LinkedIn.
