Your Ultimate Black Friday 2024 Playbook: Tools and Tips for Women in Business

Photography by Christina @ wocintechchat.com

As Black Friday 2024 approaches, it’s time for women in business to step into their power and prep for one of the biggest sales days of the year. Here’s a guide packed with marketing strategies, impactful language, and mindset tips to help you cut through the noise and drive sales like a pro. Let’s transform that small business mindset and position you to stand confidently against larger competitors this season.

One of the biggest challenges for smaller businesses is overcoming the fear of not being seen or competing with big-box brands. Remember, your unique brand has something those larger stores can’t replicate: a personal, authentic touch. Instead of worrying about what the big companies are doing, focus on the value you bring that no one else does. Think about your purpose, your story, and your customers. Speak directly to your audience’s needs and aspirations, showing them that every purchase supports a dream, a community, and a real impact.

The right words are powerful, especially when encouraging people to support a business with heart and purpose. Use language that inspires connection, urgency, and excitement. Here are some words and phrases to try in your marketing copy: “Handcrafted with love,” “Every purchase supports a dream,” “This holiday season, make a meaningful impact,” “Limited time only,” “One day only – don’t miss out,” “Special Black Friday treat, just for you.” Instead of focusing on ‘products,’ focus on ‘experiences’ or ‘gifts,’ like “Give the gift of self-care,” “Discover treasures crafted for you,” “Find the perfect gift for everyone you love.” Think about transformation language, like “Invest in yourself,” “Take your holiday to the next level,” or “Elevate your self-care routine.” Align your messaging with your audience’s goals and remind them that their support is invaluable.

Build anticipation by dropping hints about your Black Friday sale weeks in advance. Create a feeling of exclusivity with a VIP list for loyal customers and early access to discounts or products. Use engaging subject lines for emails, such as “Sneak Peek! Get Ready to Shop Early This Black Friday,” “VIP Access: Black Friday Deals Just for You,” or “Be the First to Access Our Biggest Sale of the Year.” Encourage customers to sign up by highlighting benefits like early access or exclusive discounts.

Advertisement

Engage with your audience directly on social media to bring a personal touch and keep up with real-time conversations. Use stories, polls, and countdowns to build excitement and post live updates about limited deals and restocks throughout Black Friday. Highlight testimonials and real customer experiences to build trust and credibility—seeing others connect with your brand will make new customers feel more comfortable buying. Share your story authentically—why did you start your business? What does it mean to you? Showing up as yourself creates a bond that’s impossible for big brands to replicate.

Harness the power of scarcity by offering limited-time deals or products. Phrases like “only a few left,” “exclusive Black Friday bundle,” and “once it’s gone, it’s gone!” trigger urgency and the fear of missing out. Add countdown timers on your website or in emails to add visual urgency, reminding customers that your deals won’t last forever.

Even on a massive shopping day like Black Friday, customers crave a personal touch. Use personalized email marketing and segmented lists to tailor your messaging. If you have return customers, remind them of products they previously purchased and offer complementary items. Show them you remember their needs and preferences, which bigger brands can’t do at the same level. Try a message like “Hey [Name], we noticed you loved [Product]! This Black Friday, we have something special just for you…”

Providing a buy now, pay later option can make it easier for customers to spend more without feeling the pinch. Services like Afterpay, Klarna, and PayPal’s Pay in 4 are popular options that make purchasing accessible for customers.

Stand out by focusing on more than just profits. Use Black Friday as an opportunity to spotlight your values. Share a portion of proceeds with a local charity or start a campaign that resonates with your audience. Show your customers that they’re contributing to something meaningful, adding emotional value to their purchase. You might say, “Shop with purpose,” “Together, we make a difference,” or “Your support fuels our mission.”

The relationship with customers doesn’t end on Black Friday. Following up with thank-you messages, exclusive post-Black Friday discounts, or updates on new products can deepen your customer relationships. Building these connections will keep customers coming back long after the holiday season.

By blending strategy, storytelling, and community impact, you can create a Black Friday experience that’s memorable, meaningful, and, most importantly, profitable. Show up authentically, make your messaging impactful, and give your audience something they can’t get anywhere else—your unique vision, purpose, and passion. This Black Friday, your small business isn’t small at all—it’s thriving, bold, and ready to make its mark.