Do this before setting your Black Friday prices
Every year, Black Friday rolls around, and it can feel like you already know the playbook.
Pick the products. Decide on a discount. Put up the banners. Send the emails. Wait for the orders to come in.
And when last year’s 20% off worked well, it’s tempting to do the same thing again.
But Black Friday isn’t really the same event every year.
Customer demand changes. Trends change. Your inventory changes. The products people want change. And what worked for your business last year might not make as much sense this year.
So if your 20% discount worked last Black Friday, simply repeating it – or bumping it up to 30% or even 40% – isn’t necessarily the answer.
One thing you can do differently this year is to be really clear with the main goal of your Black Friday campaign.
Look at what’s happening around your business.
What’s changed in your industry? What are customers responding to? What are they spending on, avoiding, or actively looking for? What products are trending, and which ones are losing momentum?
Let those insights shape your offer.
If you need to clear slow-moving inventory, a sitewide discount could drive orders without moving the products you actually want to sell.
If you want to acquire new customers, a first-order incentive or entry-level offer could make that first purchase easier.
If you want to increase your store’s average order value, a bundle or spend-more-save-more offer could work better than a flat discount.
Whatever your goal is, your Black Friday offer should respond to it – not the other way around.
And while there are only a few examples here, there are even more pricing strategies you can use in this tutorial, each suited to a different goal:
Prefer watching over reading? Here’s the YouTube video:
Remember, Black Friday doesn’t have to be a race to the biggest discount.
It’s a chance to build an offer that actually works for your business.
–Johnny H.