Don't do Black Friday, do this instead!

Thanksgiving is just around the corner—that messy, chaotic, beautiful day when family comes together to laugh, argue, and eat way too much. It’s the smell of something amazing bubbling in the kitchen, the sound of too many voices talking over each other, and that one cousin who always shows up late but somehow leaves with the best leftovers.

But after Thanksgiving—after full bellies and a full dose of football—Black Friday takes center stage. And while I’ve never quite been a Black Friday shopper, a few years ago, I broke with all my long-held convictions.

After hours of feasting, reminiscing, and dodging questions about my life choices from distant relatives, it was time to head home. As we drove back, my mom and I were deep in post-dinner Thanksgiving mode, feeling equal parts satisfied and sleepy. That’s when we saw it.

It was 7 PM on Thanksgiving, and the Walmart parking lot was a spectacle. Not just full—it was overflowing. Cars lined the grass, the curb, and basically any patch of ground that could hold a vehicle. If I didn’t know better, I’d have thought Walmart was hosting a free Beyoncé concert.

My mom and I exchanged a look. We weren’t exactly Black Friday shoppers—normally, we avoided the chaos. But something about that scene pulled us in. Curiosity, FOMO, or maybe just the lingering adrenaline from too much pie. Whatever it was, ten minutes later, we were in the electronics aisle, standing shoulder-to-shoulder with bargain hunters in search of the deal.

That’s when we saw them: two flat-screen TVs. Same brand, same size, and identical in every way. Both were marked at a ridiculously low Black Friday price, and my mom decided we should grab them both. She’s the kind of person who never leaves a good deal on the table.

But then we got to the checkout line, and the plot thickened.

One TV rang up at the sale price, just as advertised. The other? Full price.

“Wait a second,” my mom said, her eyes narrowing. “They’re the same TV. Why isn’t this one on sale?”

Enter the cashier, whose awkward smile made it clear she didn’t have a good answer. She tried, though. “Well… um… they have different serial numbers,” she said.

“And?” my mom shot back, arms crossed. “What does that have to do with anything?”

“Well, the sale is only for this serial number,” the cashier mumbled, gesturing vaguely toward the screen.

At this point, my mom’s inner negotiator kicked into high gear. She doesn’t just ask questions—she interrogates. She pointed out the identical specs, waved the flyer for emphasis, and even brought up the holiday spirit (classic mom move). Meanwhile, I chimed in with just enough sarcasm to keep things interesting.

“So, let me get this straight,” I said, holding up the flyer. “These are literally the same TV, but because of a number on the box, one is a deal and the other isn’t? Makes total sense.”

The cashier, clearly outmatched, called over her manager, who also didn’t seem ready for my mom’s level of persistence. After what felt like hours (but was probably closer to 15 minutes), they finally caved. We walked out with both TVs at the sale price, victorious.

Victory? Sort of. But as we loaded the boxes into the trunk, I couldn’t help but feel duped.

“This whole Black Friday thing is a scam,” my mom said, shaking her head. “People think they’re winning, but they’re not.”

She was right. That night wasn’t just a lesson in shopping; it was a lesson in marketing.

Black Friday isn’t designed to help customers win—it’s designed to create the illusion of winning.

That night taught me a valuable lesson: deals aren’t always what they seem. And for small business owners, the pressure to create those “too-good-to-be-true” moments during Black Friday can feel impossible to navigate. Sure, slashing prices might bring in customers, but at what cost? For many small businesses, those deep discounts can cut into profits, devalue your brand, and leave you feeling more stressed than successful.

But here’s the good news: you don’t have to play the Black Friday game to thrive during the holiday season. In fact, there are smarter, more sustainable ways to stand out and connect with your audience—without turning your business into a discount bin.

If you’re feeling the pressure to slash your pricing or run flashy sales just to keep up, here are five alternative strategies to help you own the holiday season:

1. Small Business Saturday

Ah, Small Business Saturday—the day when shoppers pause their marathon of buying cheap toasters from mega retailers to actually support the community. It’s your time to shine, and unlike Black Friday, it’s built just for you. The best part? No one’s expecting you to offer 90% off (phew).

How to Make the Most of It:

1. Turn on the Charm: Use this day to tell your story. People love to hear how their purchase is helping someone pay for dance lessons, keep their cat in organic kibble, or just live their entrepreneurial dream. Seriously, milk the “every dollar spent here makes a difference” angle—it works.
2. Throw a Party (Or the Digital Equivalent): If you have a brick-and-mortar spot, offer a cozy vibe. Think free cider, live demos, or a mini giveaway that makes people feel like VIPs. If you’re online, host a live Q&A or launch a “one-day-only” bundle that screams exclusivity.
3. Tag-Team With Other Small Businesses: Collaborate with fellow small biz owners to create a killer gift guide or bundle. Example: Your handmade candles + someone else’s luxe blankets = an irresistible “Cozy Night In” kit. Boom—two audiences for the price of one.
4. Use the “Shop Small” Momentum: The hashtags (#SmallBusinessSaturday, #ShopSmall) are already trending, so jump on them. Local organizations also love shouting out participating businesses, so wave your “support small” flag high and proud.

2. Giving Tuesday

After Black Friday’s frenzy and Cyber Monday’s online shopping marathon, we get Giving Tuesday—a refreshing palate cleanser for anyone drowning in capitalism guilt. It’s your chance to say, “Hey, we’re not all about profits; we care about giving back.” Plus, customers love feeling like their dollars are doing something good, even if they’re still buying stuff.

How to Make the Most of It:

1. Pick a Cause That Matches Your Brand: If you sell eco-friendly yoga mats, partner with an environmental nonprofit. If you run a bakery, donate to a food bank. People can smell a disingenuous “we care” campaign from a mile away, so make it authentic.
2. Make It Easy to Give: Options like “Round up your purchase to donate” or “We’ll match every dollar you give” are simple and effective. And let’s be honest—it makes your customers feel like saints for barely lifting a finger.
3. Show Your Receipts (Literally): When you donate, show where the money’s going. Post photos, videos, or quotes from the recipients. Your customers want the warm fuzzies of seeing their dollars at work. Don’t let them down.
4. Don’t Just Sell—Engage: This is the one day of the year where you can not push your products and still win. Post about the cause, share stats, and maybe even challenge your followers to volunteer. Bonus points if you involve your team and post some behind-the-scenes goodness.

3. The Roundup

Let’s face it: customers are drowning in holiday “deals” and need someone to cut through the noise. Enter you, their savvy guide to the best finds. The Roundup lets you curate deals from your niche like the expert you are while sneakily slipping in some affiliate links to pad your pockets. Who says capitalism can’t be classy?

How to Make the Most of It:

1. Be Selective: Choose products that complement your brand, but make it look effortless. If you sell skincare, highlight spa accessories. Run a coffee shop? Feature artisanal mugs or home brewing gadgets. Stay in your lane but keep it fun.
2. Work Those Affiliate Links: Got a chance to earn commissions while helping your audience shop smarter? Do it. Add affiliate links to your blog, emails, or social posts and watch the passive income roll in. (Disclaimer: you may still need coffee to fuel all this brilliance.)
3. Add Personality, Not Just Products: Don’t just say, “Here’s a deal.” Say, “Here’s a deal that’ll make you the favorite gift-giver of the year.” Share why you love each item—and bonus points for throwing in some sass.

4. The Anti-Black Friday (Patagonia Style)

Patagonia’s infamous anti-Black Friday campaign, which encouraged people not to shop, proved that sometimes less is more. As a small business, you can take a similar approach to stand out in the noisy holiday season. Think of it as marketing with a conscience—snarky conscience optional (but encouraged).

How to Make the Most of It:

1. Lead With Your Why: Why are your products worth investing in? Why does intentional buying matter? Use this campaign to talk about sustainability, quality, or your values. Customers love brands that stand for something (besides markdowns).
2. Show Off Your Humanity: Highlight your process, your people, and your purpose. For example: “We’re not into mass production or flash sales—every piece we create is made with love and designed to last.” Heartwarming? Check.
3. Use Humor to Win Them Over: Think something like Patagonia’s famous “Don’t Buy This Jacket” campaign. Add a twist: “Don’t Buy From Us—Unless You’re Ready to Keep It Forever.”

5. The Black Friday Hangover Sale

By Saturday, Black Friday shoppers are either exhausted, broke, or questioning their life choices (thanks to that $20 sweater they didn’t need). Enter the Black Friday Hangover Sale, where your products are the antidote to bad impulse buys.

How to Make the Most of It:

1. Wait for the Dust to Settle: Launch your sale a few days after Black Friday when inboxes have quieted down and wallets have reset. Timing is everything—position yourself as the smart, thoughtful choice.
2. Highlight What Makes You Different: No cheap knockoffs here. Talk about the quality, value, and uniqueness of what you’re offering. Bonus if you throw in a cheeky line like, “No buyer’s remorse, guaranteed.”
3. Offer Perks, Not Discounts: Keep your pricing intact but sweeten the deal with free shipping, gift wrapping, or a bonus item. It’s about value, not slashing your worth.
4. Nail the Messaging: Frame your sale as the sensible choice. “When the frenzy fades, invest in something meaningful.” Make shoppers feel like they’re making an upgrade, not a mistake.

If this article made you think, laugh, or take action, share it with a friend who needs a little inspiration (or a good distraction).

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