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Seven Ways to Go Beyond Black Friday If You're a Small Business

by Joe Manna  |  
November 22, 2013
  |  4,175 views

Black Friday is a big deal to small businesses. Consumers in 2012 spent on average $423 during Thanksgiving weekend, or $59.1 billion total (a 13% increase from the previous year), according to the National Retail Federation (NRF).

This year, on Friday, November 29, retailers will open their doors early to attract Black Friday shoppers with attractive discounts and bundled services. Entire shopping communities are abuzz with ad-scan leaks, rumors, and analysis of Black Friday offers.

As a regular shopper on Black Friday myself, I can attest that for many consumers it's thrilling to find the best deal and to partake in people-watching while eager shoppers camp outside the doors the night before.

But what about small businesses?

It's not a fair fight for entrepreneurs to go toe to toe against large retailers that make Black Friday a success through steep discounting, aggressive marketing, and massive advertising budgets. Nevertheless, small businesses, too, can capitalize on Black Friday.


The core strategy to make Black Friday work for your smaller business is to position on the value of your products and services while marketing creatively to consumers.

It's likely customers won't spend Thanksgiving camping out at your front door, but you can increase sales and do it in a calculated, meaningful way.

1. Don't heavily discount your products or services


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Joe Manna is senior content strategist for Infusionsoft, provider of sales and marketing software for small business. He oversees corporate blog strategy, blogger relations, and Web analytics, in addition to contributing to the Infusionsoft blog.

Twitter: @joemanna

LinkedIn: Joseph Manna

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  • by Alinn Louv Fri Nov 22, 2013 via web

    Great article Joe! I think these are great for small businesses, especially 5 and 6 which will make businesses stand out compared to those big brands. If you're interested, I recently wrote an article about harnessing hashtags for easy and quick social media campaigns - http://bit.ly/1bYCxp7

  • by Swapnali Bhosale Thu Nov 28, 2013 via web

    Helpful tips that wont cost more but will still help in increasing sales

  • by Ken Barber Sat Dec 14, 2013 via web

    Great article Joe. I would just add one more tip to your list, which is to encourage small businesses to begin or continue monitoring what their competitors are doing all throughout the holidays. You don't have to be a big company to do it - there are a lot of great tools out there. But this will let them make the smarter decisions when it comes to marketing.

    For example, this infographic from my company, The Search Monitor, shows the data we pulled about how retailers behaved over Black Friday weekend. Our small biz clients have benefited a lot from this info.

    http://www.thesearchmonitor.com/lighthouse/8-surprising-search-marketing-lessons-from-black-friday/

    Anyway, great article. Keep up the good work.

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