The countdown is officially on!
Black Friday is November 27, 2026.
That means the holiday shopping season isn’t something happening in the distant future. It’s happening right now.
And whether you’re selling physical products, offering services, or running a nonprofit organization, the final months of the year present opportunities to connect with your audience.
The key is having a plan.
1. Decide what you’re actually promoting.
Before you start designing graphics or writing emails, figure out what you want people to do.
Are you offering a discount? Promoting a service package? Encouraging customers to book before year-end? Selling gift certificates? Raising funds for Giving Tuesday?
Choose one primary goal and build your messaging around it.
A clear offer is easier to communicate and easier for customers to understand.
2. Get your website ready.
Imagine running a great holiday campaign only to send potential customers to a website with outdated information, broken links, or a confusing checkout process.
Not ideal.
Take some time to review your website before the holiday rush.
Make sure your offers are easy to find, your contact information is accurate, and your website works well on mobile devices.
And don’t forget to test your forms, booking links, and checkout process.
3. Don’t rely on one social media post.
One post announcing your Black Friday special probably isn’t going to cut it.
People are busy. Algorithms are unpredictable. And your audience may not see everything you publish.
Instead, plan a series of messages.
Start with a teaser. Follow up with details. Share reminders. Answer questions. And give people a clear reason to take action.
You can also repurpose the same message across email, social media, your website, and other appropriate channels.
4. Show your email list some love.
Your email subscribers have already expressed an interest in hearing from you.
Don’t overlook them.
Consider giving subscribers early access to your promotion, an exclusive offer, or a helpful holiday shopping guide.
And if you haven’t emailed your list in months, don’t make your first message a sales pitch.
Reconnect first.
5. Make it easy to buy or book.
This one sounds obvious, but you’d be surprised how many businesses make potential customers work too hard.
If someone is interested in your offer, can they figure out what to do next?
Your marketing should include a clear call to action.
Shop Now. Book Your Consultation. Claim Your Offer. Register Today.
Whatever the next step is, make it obvious.
6. Remember that not every promotion needs to be a discount.
You don’t have to slash your prices to participate in holiday marketing.
Consider offering additional value instead.
Maybe it’s a bonus service, complimentary consultation, bundled package, early booking incentive, or exclusive resource.
For some businesses, maintaining your pricing while offering something extra may make more sense than a traditional sale.
7. Don’t forget what happens after the holidays.
The goal shouldn’t be to make one sale and disappear.
Think about how you’ll continue building relationships with customers after the promotion ends.
A thank-you email, helpful follow-up, request for feedback, or invitation to stay connected can go a long way.
The bottom line?
A successful holiday campaign doesn’t have to be complicated or expensive.
It just needs to be thoughtful, clear, and easy for your customers to act on.
And if you haven’t started planning yet, there’s still time to put together something meaningful.
