Black Friday and Christmas 2025: A Six Week Marketing Plan for Small Businesses
Black Friday marketing for a small business does not need a big budget. It needs a plan. This year Black Friday falls on 28 November, Cyber Monday on 1 December and Small Business Saturday on 6 December. That gives you six weeks from today to get ready.
Here is a simple week by week plan you can follow.
Week 1 (13 to 19 October): Decide your offer
Choose one clear offer rather than lots of small ones. Customers are flooded with deals in November, so simple wins. Options include:
- A percentage discount on selected products or services
- A bundle, such as two treatments for the price of one and a half
- Free delivery or a free gift with orders over a set amount
- Bonus value on gift vouchers, such as £60 of vouchers for £50
Check your margins before you commit. A discount that brings in lots of orders but no profit is not a win.
Week 2 (20 to 26 October): Test your website
Open your website on your phone and pretend to be a customer. Does it load quickly? Can you find what you need? Does the checkout, booking form or contact form actually work?
A slow or broken website will cost you sales exactly when traffic is at its highest. Fix problems now while you have time.
Week 3 (27 October to 2 November): Build your list
Encourage people to sign up for early access to your offer. Email and WhatsApp lists are yours. Social media reach can drop at any time, but your list stays with you.
A simple message works: “Join our list and get our Black Friday offer 48 hours before everyone else.”
Week 4 (3 to 9 November): Create your content
Prepare your photos, short videos, social posts and emails in advance. Good product and behind the scenes photos make a big difference. Schedule what you can, so you are not rushing when you are busiest.
Week 5 (10 to 16 November): Start teasing
Let people know something is coming. Countdown posts, sneak peeks and “save the date” emails build interest without giving everything away.
Week 6 (17 to 23 November): Launch early to your list
Many shoppers start looking before Black Friday itself. Open your offer to your email list a few days early. It rewards loyal customers and spreads orders out, which makes life easier for you and your team.
Do not forget Small Business Saturday
Small Business Saturday on 6 December is the perfect moment to remind people why shopping local matters. Share your story. Introduce your team. Thank your regular customers. People love supporting a business when they know the faces behind it.
Gift vouchers are your secret weapon
Gift vouchers bring in money now and new customers in January, when trade is usually quieter. Promote them from late November right up to Christmas Eve. Digital vouchers that can be bought on your website are ideal for last minute shoppers.
After the rush
Once it is all over, spend an hour reviewing what happened. Which products sold? Which posts got the most engagement? Where did new customers come from? Write it down. It will make next year much easier and more profitable.
Your quick checklist
- Offer chosen and margins checked
- Website tested on mobile
- Email or WhatsApp list growing
- Content prepared and scheduled
- Small Business Saturday post planned
- Gift vouchers ready to sell
Frequently asked questions
When is Black Friday 2025?
Black Friday 2025 is on Friday 28 November. Cyber Monday follows on 1 December.
When is Small Business Saturday 2025?
Small Business Saturday UK 2025 takes place on Saturday 6 December.
Should small businesses take part in Black Friday?
Only if the offer still makes a profit. Many small businesses do well with added value offers, such as bundles or bonus gift vouchers, rather than deep discounts.
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Only if the offer still makes a profit. Many small businesses do well with added value offers, such as bundles or bonus gift vouchers, rather than deep discounts.