Black Friday is quickly approaching and with this unofficial “holiday” (the irony of calling it a holiday is not lost on me) comes a lot of stress and expectation, for both business owners and consumers. 

While some are excited by this mania, I am generally in favour of opting out of the season as a whole – and encouraging others to do the same. 

If you’re overwhelmed at the prospect of crafting a Black Friday offer for your business or are feeling pressure to make unnecessary purchases, I’m here to invite you to step back, reflect on your intentions, say no, and prioritize what feels right for you.

Let’s take some time to review (and de-bunk) some of the misconceptions around Black Friday so you can reclaim your time, energy, and bank account. 

The business pressures of Black Friday

As a small business owner, pressure tends to come from:

• Feeling the need to discount your offers or services

• Feeling like you’re missing out on sales if you don’t participate 

• Trying to follow intense promotion and posting schedules to effectively market your offer amidst all of the online noise 

• Fear of missing out (FOMO), driven by the feeling that “everyone else” is doing something so you must too in order to avoid being left behind

• Fear that your audience expects a discount or offer from you and you risk losing them as a customer if you don’t show appreciation 

But the reality is, 

1. Discounting your offer and services is never necessary. 

Doing so may negatively impact your profit margins and subsequently your income goals – especially if you’re already undercharging for what you offer like so many small business owners are. 

Discounts can also reduce brand value, causing a race to the bottom with customers expecting lower and lower prices in the future and therefore waiting until the next sale comes along to purchase. 

Own your pricing! What you offer is valuable and you should never feel pressured to discount or underprice your services. 

A lot of time, energy, expertise, and thoughtfulness are held within your business offerings, and your pricing should reflect those benefits. 

2. You may or may not miss out on sales.

Every marketing tactic or discipline you utilize should be strategic – based on your unique company and business goals. 

Will you miss out on sales by opting out of Black Friday? Maybe. But sales in general are unpredictable and tend to be out of our control. 

Sales results depend on a diverse range of factors, including buyer budgets, the size of your audience/network, life events that divide attention, fluctuating audience reach and engagement, and more. It’s part of the reason I never guarantee increased sales when working with clients (though we will work together to mitigate these factors). 

While you can’t control sales, you can control the marketing tactics you employ to try and hit sales goals. This includes the number of emails you send out, how often you post on social media, the ads you run, and more, which brings me to my next point…

3. Black Friday sales funnels and marketing promotions will require a lot of your time and energy – likely more than usual.

There is a lot of noise from other brands around Black Friday, which may make it harder for your business to stand out. 

Advertising budgets from larger companies also tend to dramatically increase around this time of year, making it increasingly challenging for small businesses to compete. 

You likely will have to schedule more emails and social media posts than you’re used to, to have the same level of reach and engagement that you normally do. Not only can this feel uncomfortable,* it can also stretch company resources thin.

So, is the energy required to show up consistently worth it? Will you really see a return on your advertising spend? Will people be inclined to open your emails? Will your ideal clients see your social media posts? Or will they simply be overwhelmed with all of the noise and block out everything?

Maybe you would feel more inspired and motivated to save your resources to try and boost sales during another period when sales are typically lower? 

The beauty of all of this is that you are in charge of your business and can choose how to navigate this season. Heck, if you want to be semi-involved you could always just send out one sales-focused email and see what happens. There are no steadfast rules you have to follow. 

*While it may be uncomfortable to show up so regularly, you should never feel ashamed of promoting your offers! Remind yourself of the transformation they hold for your ideal client. Remind yourself that people are looking for the solution you offer. And remind yourself that your audience is not going to see every piece of content you create. 

4. It’s more empowering to turn FOMO into JOMO. 

Fear of missing out serves no one, instead causing detrimental impacts on our energy, motivation, and mental health.

“Many of us are trapped in a relentless pursuit of the ideal… This constant striving, driven in part by the fear of missing out (FOMO), leaves us feeling as though satisfaction is always just out of reach. We're conditioned to chase, achieve, and measure ourselves against ever-changing perceived standards. We are constantly in the state of ‘becoming.’”

– From FOMO to JOMO: The Joy of Missing Out, by Sara Nasserzadeh Ph.D.

Life is filled with endless instances of opportunity cost – by choosing to do one thing we are actively choosing not to do all of the other things that could have filled that same allotment of time.

Choosing to participate in Black Friday is a completely valid decision, as long as you’re making this decision strategically, with an active awareness of the time, energy, and money that it will require from you. 

Just as valid though, is choosing not to participate in Black Friday. 

Once you’ve made this decision, go all in! Rather than focusing on what you’re potentially missing out on, take some time to get grounded in the moment. What joy does this decision allow? What exciting things are you now freed up to do? 

There can be a lot of happiness in choosing *not* to do things.

5. Your audience likely doesn’t expect a discount from you.

Chances are, this is just a story you’re telling yourself! Would your customers appreciate a discount? Sure! But if you’re attracting the right audience, they likely see the value of what you offer already – discount codes and bonuses aside. 

Plus, with the general cultural shift of people wanting to support small businesses more often, your customers are likely already motivated to choose your brand for the quality and intention you offer. 

The personal pressures of Black Friday

In a similar way, there can be pressures associated with Black Friday on the consumer side. 

Maybe you feel like you’re missing out if you don’t purchase something or “take advantage” of a particular sale. 

Maybe you feel pressure to support certain businesses even if you don’t have the financial freedom to do so. 

Or maybe you’re simply overwhelmed by the extreme number of emails, social media posts, and ads flooding your feeds and inbox this time of year.

While Black Friday sales can be a great opportunity to show some love to businesses you enjoy supporting, or to purchase something you’ve been eyeing for a while, they can also lead to impulsive buying or financial strain. 

Instead, try to approach the day with a sense of strategy and intention, ensuring any purchases you do make are aligned with your values and budget. 

Reclaim Black Friday 

Whatever the source of your stress or overwhelm, I’m giving you permission to opt out this year. 

Skip the hustle, bustle and pressure of the season, take a deep breath, and instead focus on meaningful ways to support yourself and your business.

Here are a few alternative (and arguably more valuable) ways to spend your day: 

✔ Sleep in and enjoy a slow morning sipping your coffee and reading a book

✔ Write in your journal

✔ Start reflecting on your year and planning for 2025

✔ Get outside and go for a walk

✔ Support a local business that is women or minority-owned

✔ Call a friend or family member you haven’t caught up with in a while

✔ Cook a healthy meal or bake a fun recipe

✔ Disconnect from the online world with a mini digital detox: delete social media apps from your phone, unsubscribe from promotional emails and clean up your desktop

✔ Spend time cultivating a hobby you tend to otherwise neglect (getting creative in ways unrelated to your business can be a great way to get re-inspired) 

✔ Start batching content or tasks to plan for time off this upcoming holiday season

Which activities are calling your name? What else would you add to this list?

If you’re looking to opt out of Black Friday but are still hoping to dedicate quality time to your business, I’ve prepared a couple additional resources to support you.

01: Ready Set Relax Time Off Planner

Take control of your upcoming time off with the Ready Set Relax Time Off Planner—your go-to guide for seamless planning before, during, and after your break!

This free digital download will help you prepare for a holiday season that feels aligned and stress-free. 

Packed with practical checklists, planning tools, and communication templates, this planner will help you ensure your business runs smoothly while you recharge.

02: 2024 Reflections Journal

Crafted to help guide you through thoughtful year-end reflection and 2025 planning, my 2024 Reflections Journal recently launched online!

This comprehensive journal will help you process the highs and lows of the past year, gain clarity on your values, and set a clear path for the future. (While it’s not free, it’s also not going to break the bank! 🙂)

I hope you enjoy a mania-free Black Friday this year as we kick off the first big shopping day of the year. May you give yourself the gift of time doing what means the most to you.