Something’s shifted this year.
Customer behavior is changing in real time, and what worked two or three Black Fridays ago isn’t landing the same way.
People are overwhelmed.
Some are still buying - especially at the higher end - but how they’re buying looks different.
There’s an undercurrent of uncertainty about what’s ahead, and that’s reshaping how people make decisions.
The usual BFCM playbook might not apply this year.
Most Black Friday advice still leans on the same tactics: post more, slash prices, run a flash sale.
But that overlooks what’s actually going on with your customers right now.
Here are five things most BFCM advice skips over.
1. Simple Beats Clever Right Now
One clear offer will almost always outperform complex tiered discounts or bundle math.
I have a retail client who ran tiered discounts successfully - you know, “spend $50 get 10% off, spend $100 get 20% off” kind of offers.
Over the last 12 months, those just stopped landing. Her customers weren’t biting.
This year, she’s doing something different:
“$40 off boots.” That’s it.
And for her loyal customers, “goodie bag with any $200 purchase.”
Simple. Instantly understandable. No mental math.
When people are already maxed out, complexity pushes them away.
Every layer you add - comparing bundle options, calculating discount tiers, trying to hit the next threshold - creates friction.
What you can do: Ask yourself - can someone get this in 3 seconds or less? If you have to explain how it works, it’s probably too complicated. One clear number, one clear benefit.
For service-based businesses:
Instead of “Holiday Reset Coaching Package with 4 bonus modules,” try “3 sessions for $300.” Clean, clear, no overthinking.
People aren’t just buying with logic right now - they’re buying with emotion.
And emotional buyers want ease, clarity, and trust.
2. Your Existing Customers Are Your Goldmine
Most Black Friday advice focuses on getting new customers in the door.
But your past customers? They already trust you.
They’re easier to reach than cold traffic, and they often spend more.
That same retail client tested the “goodie bag with $200 purchase” at an in-person event. Her regulars loved it. They felt spoiled - not sold to.
Early access. Thank-you gifts. First pick of limited items.
These small gestures - the ones that say “I see you, I appreciate you” - go further with past customers than steep discounts aimed at strangers.
Framing your offer as a gift - to themselves, or someone they care about - can go a long way this time of year. It feels thoughtful, not sales-y.
What you can do:
Email your existing customers first - before you blast your whole list. Give them something that feels like recognition, not just a coupon code. Maybe it’s early access. Maybe it’s a small gift. Maybe it’s just a real thank-you paired with a simple offer.
For service-based businesses:
Think early access to Q1 booking slots, a bonus session for returning clients, or a personal check-in with someone you’ve worked with before.
3. Watch What’s Working Now - Not What Worked Last Year
Customer behavior is shifting in real time. Some are buying high-ticket items. Some are pausing. Some are hunting for value in totally new ways.
Your own data is more valuable than any industry average. Your people aren’t everyone’s people.
The patterns you're seeing in your business right now - what people are asking about, hesitating on, how they’re making decisions.
What you can do:
Look at the last 30 to 60 days. What’s selling? What are people asking about? Where are they dropping off? What objections keep coming up?
Use that to guide your offers.
For service-based businesses:
Notice what’s coming up in discovery calls and inquiry emails. If everyone’s asking about payment plans, that tells you something. If they’re all saying “I’ll circle back in January,” that tells you something too.
4. Test Your Website While Logged Out, On Mobile
You’re seeing the admin version of your site. Your customers aren’t.
I troubleshoot website issues year-round, and I see it constantly - shipping gets turned off by mistake, discount codes don’t apply, something breaks and no one notices because they’re logged in on desktop.
It matters even more when your traffic spikes.
What you can do:
Before things get busy, run through your site like you’re a brand-new customer:
- Log completely out
- Pull it up on your phone
- Click every call-to-action
- Test your discount codes
- Check your contact forms
- Go through the full checkout flow
You want to catch the snags now - not when someone’s halfway to buying and bounces out of frustration.
For service-based businesses:
Test your booking links, contact forms, and payment pages - especially on mobile. Make sure it’s easy to go from “I’m curious” to “I’m booked.”
5. Plan Your January Bridge Now
Black Friday doesn’t really end on Cyber Monday. Not if you play it right.
Not everyone who’s paying attention right now is ready to buy right now. But they’re noticing you. They’re keeping tabs. What are you saying to them?
When I launched Your Website Buddy a couple years ago, I ran a Black Friday promo. A few folks told me they loved it - but the holidays were just too hectic.
So I circled back in January and ran a second mini-promo. Some of those same people signed up then.
The visibility you build now doesn’t have to convert now to be worth it.
What you can do:
Create a way for people to bookmark you for later.
Prep a “January bridge” offer.
What will you say to folks who browse but don’t buy?
A “gift now, start later” angle can work really well.
People love the idea of setting up something good for their future self - like gifting a January reset, a fresh start, or even just peace of mind.
Maybe it’s a waitlist for Q1. Maybe it’s a New Year Planning Session or Reset Bundle.
Maybe it’s a quiet follow-up email that says, “Still thinking about it? Here’s what I’ve got coming.”
For service-based businesses:
Give people permission to wait.
Try: “Not ready to commit during the holiday chaos? I’ve got two January spots opening - want me to hold one?”
Or: “Here’s what we’ll be focusing on in Q1 if you’re looking to reset.”
If You’re a Service Business
These principles work whether you sell products or services. You don't need to offer discounts to benefit from Black Friday season.
This is a high-attention time. People are actively looking for resources, even if they're not ready to buy until January. You can:
- Keep your offers simple and clear
- Lean on past clients first
- Pay attention to what’s happening now - not last year
- Test your booking flow - especially on mobile
- Give people permission to wait, and plan to follow up in January
You’re not just selling sessions - you’re offering clarity, relief, momentum. Position your offers with that in mind.
And this season, you can frame those offers as a gift.
“Give yourself the support you’ve been putting off.” “Start the year feeling 10 steps ahead.” It’s not a sale - it’s an upgrade.
In Case You Skimmed (no shade):
- Clear beats clever
- Start with your existing customers
- Get visible (even without discounts)
- Frame your offers with gifts and giving
- Use your own data
- Test your mobile experience
- Think beyond November
Keep It Simple
You don't have to do all 5 of these. Pick one or two that fit your business and your capacity.
This isn't about adding more tactics to an already overwhelming season.
The point is to pay attention to what's actually happening with your customers right now, and respond to that instead of following a generic playbook.
Want to See What’s Actually Working?
Starting November 14, I’m running a live analytics experiment - tracking real metrics for a real client through the end of the year. Every Friday on my YouTube channel, I’ll share what we tested - blog posts, product descriptions, meta data, social posts - and what the numbers actually show.
Because the only thing more powerful than advice - is data.
We’re talking:
- Keyword rankings
- Product page traffic
- Actual conversions
Real tactics, real metrics, real business.
