{"id":4526,"date":"2025-11-18T08:00:00","date_gmt":"2025-11-18T08:00:00","guid":{"rendered":"https:\/\/entrepreneurship.asu.edu\/blog\/?p=4526"},"modified":"2025-11-14T19:25:52","modified_gmt":"2025-11-14T19:25:52","slug":"preparing-for-black-friday-and-cyber-monday-strategies-for-small-businesses","status":"publish","type":"post","link":"https:\/\/entrepreneurship.asu.edu\/blog\/2025\/11\/18\/preparing-for-black-friday-and-cyber-monday-strategies-for-small-businesses\/","title":{"rendered":"Preparing for Black Friday and Cyber Monday: Strategies for Small Businesses"},"content":{"rendered":"\n
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Photo by Getty Images<\/em><\/figcaption><\/figure>\n\n\n

Black Friday and Cyber Monday are two of the biggest shopping days of the year, but they can feel intimidating for small businesses. How can you stand out when big-box retailers are slashing prices, inboxes are overflowing and social feeds are packed with promos? Here\u2019s the good news: you don\u2019t need a massive marketing budget to win customers this holiday season. With a bit of planning and some creative ways to stand out, your small business can compete and finish the year strong.<\/span><\/p>\n

Here are eight useful tips and strategies to help you get ahead this holiday season:<\/span><\/p>\n

1. Start Early with Your Promotions<\/b><\/h3>\n

Don\u2019t wait until Thanksgiving week to tell customers what you\u2019re offering. Build anticipation with teaser posts, early-bird email campaigns and social media countdowns. Give your loyal customers first access to deals and encourage them to share with friends.<\/span><\/p>\n

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Photo: Cici Colbert, Founder and CEO of Alla Herbs<\/em><\/p>\n\n\n\n

Cici Colbert, Founder and CEO of <\/span>Alla Herbs<\/span><\/a>, is doing just that. \u201cI\u2019m literally getting my planning in order for holiday shopping now,\u201d she said. \u201cI\u2019m putting together some self-care and wellness gift sets and offering an option to purchase an eucalyptus shower bundle subscription as a gift with a 20% off promo.\u201d<\/span><\/p>\n

Planning ahead, like Cici does, sets you up for a stronger holiday season. It not only increases your chances of driving more sales, but also helps your team navigate the rush with less stress. With a clear plan in place, you can focus on higher-quality marketing and sales efforts that truly help you stand out from the competition.<\/span><\/p>\n<\/div><\/div>\n\n\n\n

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Alla Herbs promotion<\/em><\/figcaption><\/figure>\n\n\n

2. Focus on What Makes You Unique<\/b><\/h3>\n

You may not beat big-box stores on price, but you <\/span>can<\/span><\/i> win on quality, originality and story. Highlight what makes your products special\u2014whether it\u2019s handmade craftsmanship, locally sourced materials or a mission that gives back to the community. People love to support businesses they connect with emotionally.<\/span><\/p>\n

3. Optimize Your Website and Checkout Experience<\/b><\/h3>\n

If you sell online, make sure your website is ready for increased traffic. Test your checkout process to remove friction. Fewer clicks, faster load times and multiple payment options mean fewer abandoned carts. And don\u2019t overlook your product pages: high-quality photos with multiple angles help shoppers visualize exactly what they\u2019re getting, which builds trust and boosts conversions.<\/span><\/p>\n

4. Offer Limited-Time or Exclusive Deals<\/b><\/h3>\n

Scarcity drives action. Consider offering early-access specials for the first 20 customers, free gifts with purchase or one-day-only bundles. For Cyber Monday, think about digital exclusives like free shipping, a special discount code or a new product drop.<\/span><\/p>\n

5. Leverage Social Media and Email Marketing<\/b><\/h3>\n

Your social platforms and email list are powerful, low-cost ways to drive traffic. Share behind-the-scenes content, post customer testimonials and use engaging visuals to show off your products. Schedule posts and emails ahead of time so you can focus on fulfilling orders during the rush.<\/span><\/p>\n

If you’re setting up your email marketing efforts for the first time, platforms like <\/span>Klaviyo<\/span><\/a>, <\/span>MailChimp<\/span><\/a> and <\/span>HubSpot<\/span><\/a> are great places to start. To learn how to build and grow your email list, <\/span>this guide<\/span><\/a> can help you get up and running.<\/span><\/p>\n

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Photo by SeventyFour from Getty Images<\/em><\/figcaption><\/figure>\n\n\n

6. Partner with Other Local Businesses<\/b><\/h3>\n

Collaboration is a practical way to expand your reach, especially for brands with limited budgets. Partnering with nearby or complementary businesses can amplify visibility through joint efforts.<\/span><\/p>\n

When audiences or values align\u2014think wellness and lifestyle, food and home goods or fashion and accessories or even real estate and home concierge services\u2014social media becomes a powerful, low-cost way to collaborate. Sharing social media audiences allows both brands to boost engagement and visibility without doubling the effort.<\/span><\/p>\n

Here are two simple ways to activate that collaboration online:<\/span><\/p>\n