Black Friday Sales for Service-Based Biz: Yay or Nay?
How to stay aligned to your goals and authentic to your brand when it seems like every Jenny on the Block is running a Black Friday, Cyber Monday sale.
Emma Bowdler
I’m a cheerleader for women and an accountant bursting with personality.
As November rolls around, there’s one weekend that looms increasingly large, promising great deals and—let’s face it—some pretty stress-inducing sales sprints.
Like any opportunity to make a buck, the whole ‘Black Friday, Cyber Monday’ extravaganza has become a major date on the sales and marketing calendar. Tbh, it makes sense. It’s perfectly timed a month out from Christmas and New Year. And it’s *just* long enough before our extended holiday shutdown period in Australia, giving businesses the opportunity to connect with clients before they switch to holiday mode.
Now, if you’re in the product game, there’s probably already a rather large and shiny ‘SALE!’ sign in your shop window, be it virtual or real. But what if you’re a service-based business? Can you cash in on the Black Friday buzz without feeling like you’re just adding to the noise?
Let’s dive into how to decide if your service-based biz can lean into this moment with integrity, and use it to deepen connections with your ideal clients, or if you should just sit this one out.
🖐️ Top Five Things to
Consider Before Saying ‘YES’
to a Black Friday Promo
1. Why Do You *Really* Want to Run a Black Friday Sale?
Before you whip up that Canva template and start ringing your sale bell, take a beat. Are you doing this because you wanna boost business before heading into a slower season?
Or maybe you’re after some fresh faces to start booking up the New Year? Be clear about why you’re doing it, and why it makes sense for your business, with your sales cycles, and your offering. Because if you don’t at least know that, it’s gonna be pretty hard to make decisions on everything else from your messaging to your sales strategy.
🛒 Hot Tip:
Be real with yourself. If you know deep down that you’re just doing this because you’re feeling pressured by FOMO alone, don’t bother.
Your ideal clients can also probably feel the difference between a strategic and authentic sale and a panicked one, anyways.
2. How Can You Value Add, Not Just Discount?
Service-based businesses can run into dicey waters with discounting because it’s all too easy for clients to hear ‘sale’ and think ‘bargain’ instead of ‘value’. But beyond your messaging, it’s important to think about what value you can *add* while keeping that premium glow intact. Because slashing prices on your expertise can send the wrong signal, like you’re putting yourself on the discount rack.
Could you do a limited-time offer?
For example: ‘Book a New Year planning session and get a personalised finance checklist free!’
Could you bundle up your services, or toss in a free consult with a booking?
E.g. ‘Black Friday Bundle: Book three sessions, get one on us!’
Or could you throw a little extra love towards your long-term clients?
This way, you’re saying: ‘Hey, I see your investment, and I’m here to make it worth every damn dollar’.
🛒 Hot Tip:
Sales for service-based biz is largely about showing your clients that you’re in this for the long haul; that you’re offering more without cutting corners.
Think of it as building loyalty, not just closing a sale.
When clients see you’re giving real value, they’re not just snagging a deal; they’re teaming up with someone who’s actually cheering them on for more than a moment.
3. Does it Pass the Brand Values Sniff Test?
No one wants to feel like they’re selling out their core values for a quick win.
Ask yourself: does this promotion feel like us? Is it aligned with what we stand for?
Black Friday sales can sometimes feel like a frenzy, but there’s no need to jump head-first into that chaos if it doesn’t suit your brand’s vibe, especially if your brand is built on slow, steady and sustainable. Of course, that’s pretty much good advice for any time of year, but especially now when our feeds are full and inboxes are overflowing.
If you’re still keen to give it a go, think carefully about the tone and framing of your offer.
Could you craft a message that reinforces what you believe in?
How can you use this moment to further educate people about what’s really important?
When your messaging speaks to your values, it shows clients that every part of your business, even a promo, comes with intention and integrity.
🛒 Hot Tip:
Black Friday doesn’t have to be just a cash-grab; it can be a chance to live your values.
You can even add a social impact angle, like donating a portion of the sales to a cause you care about, or offering pro-bono services to a local women-led business.
4. Do You Have the Bandwidth
to Pull It Off?
Sales take effort and, in many ways, a ‘barely there’ sale is often worse than no sale at all. The last thing you want is to be knee-deep in promo setups, email sequences, and social campaigns only to feel the return was less than worth it. So, if it’s feeling too tight to manage, maybe it’s not your year—and that’s ok! FWIW, a well-timed, thought-out promo down the line can often have way more impact than a rushed, last-minute scramble because you don’t want to miss the bargain boat.
📋 Quick Checklist to Make Sure You’re Ready to Press Play:
✅ Do you have time to create some eye-catching graphics, write up a strong promo email sequence, and schedule your social posts?
✅ Can you handle a surge of inquiries, consultations, or client questions?
✅ How will you plan for follow-ups, onboarding, or even a little extra customer support if things get busy?
✅ And don’t forget the backend: Are your systems ready to track bookings, payments, and responses?
🛒 Hot Tip:
If you don’t even have time to map this all out, you might not have time to run the *actual* promo campaign.
We’re not saying everything has to be perfect, but you’re better to hold off and launch it with gusto later than rush and miss those key details.
5. Do You *Actually* Give a Shit?
Aaaaaand there it is—the million dollar question. Does this offer feel like something that lights you up, or are you just ticking a box?
Because if you’re not genuinely excited about what you’re offering, chances are your clients won’t be either.
On the other hand, when you’re genuinely invested, that energy is contagious, and clients get attracted to it. They’ll be more likely to jump in now and stick with you down the track because they’re drawn to your enthusiasm, not just your discount.
🛒 Hot Tip:
After the promo, give clients a reason to stick around long into the New Year with another special offer that builds on what they’ve just invested in.
This is a chance to build connections, not just conversions—so grab it by the pom poms.
Still on the Fence?
Let’s Slice Through the Confusion!
Whether Black Friday is calling your name and you want some help with your pricing strategy, or you’re still not quite sure if it’s the right fit, we’d love to help.
Our team is here to help you get clarity on what’s holding you back and whip up a plan of attack.
Book a
Slice of Advice
Session:
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