Why I'm Anti-Black Friday (And You Don't Have To Participate Either)
Can we talk about Black Friday for a minute?
As a Squarespace web designer, I’ve seen countless small business owners feel pressured to slash prices during Black Friday - even when it doesn’t align with their values. In this post, I’m sharing why you don’t need to jump on the discount bandwagon, how running sales out of fear can actually harm your brand, and what to do instead. If you’ve ever felt torn between staying true to your pricing and joining the noise of “limited-time offers,” this one’s for you.
Every November, my inbox explodes with "MASSIVE DISCOUNTS!" and "LIMITED TIME ONLY!" and honestly, it makes me feel a bit sick.
Not because there's anything inherently wrong with sales - but because of the pressure so many small business owners feel to participate, even when it doesn't feel right for them.
I've been there myself. You see everyone else running 40% off promotions and suddenly you think: "Should I be doing that too? Am I missing out? Will people think I'm overpriced if I don't?"
So let me say this loud and clear: You don't have to participate in Black Friday.
Here’s why…
The Problem With Black Friday for Small Businesses
When small businesses jump on the Black Friday bandwagon…
Your offers get diluted because they're expected. Everyone's shouting the same "limited time" message, so yours gets lost in the noise.
You take a massive dent in your income - not because it makes strategic sense for your business, but because you felt pressured to join in.
Your unique service becomes just another discount in an oversaturated market.
And worst of all? If people don't book during your sale week, you feel rubbish. Like you've failed somehow, even though the entire concept was making you uncomfortable from the start.
My Black Friday Experience
I ran a Black Friday discount once. Just once. And it felt awful from start to finish.
When no-one booked during that week, I felt like I'd done something wrong. But then I also felt guilty knowing that clients who'd booked before the sale had paid more than potential sale customers.
It didn't sit right with me. None of it did.
Because if people genuinely want to work with you, they will - discount or not.
Your ideal clients aren't waiting for Black Friday to decide if you're worth it. They're waiting for the right timing, the right service, the right connection with you as a person.
You Don't Owe Anyone a Discount
Your prices reflect your expertise, your time, and the value you deliver.
You've spent years building your skills. You've invested in training, equipment, software, your own development. You bring something unique to the table that no one else can replicate.
So why on earth should you slash your prices by 40% just because it's the last Friday in November?
You shouldn't. And you don't have to.
But What If You Want To Run a Promotion?
Look, I'm not saying sales are bad. If they work for your business model and feel good to you - brilliant! Do them.
But here's my advice: Run them on YOUR terms, not because you feel pressured.
Instead of joining the Black Friday chaos where everyone's competing for attention, create a one-off exclusive offer that's only available for a specific week or month - at a time when NO ONE else is running sales.
Stand out by going against the grain. Your offer will be way more impactful when it's not competing with thousands of other ‘limited time’ promotions.
Maybe that's a special package in January when everyone's feeling motivated for the new year. Or a summer exclusive when people are thinking about their business growth. Or literally any time that ISN'T late November!
The point is that you control the narrative. You decide when and how to offer something special. Not because the calendar told you to.
What I'm Doing This Black Friday
Absolutely nothing.
No discounts. No pressure. No last-minute scrambling to come up with an offer that doesn't feel authentic to my business.
Just the same brilliant Website in a Day service I always offer, at the price it deserves.
And you know what? That feels really, really good.
My prices reflect the transformation my clients experience. The confidence they gain. The business growth that follows. The pride they feel when they share their website link for the first time.
That's worth full price, regardless of what day it is.
Permission to Sit This One Out
If you've been feeling that pressure to create a Black Friday offer even though it makes you uncomfortable - consider this your permission slip to sit it out.
You don't owe anyone a discount. You don't have to justify your prices. You don't have to participate in something that doesn't feel right for your business.
Your ideal clients will find you when they're ready. And they'll happily pay your full prices because they see your value.
So this Black Friday, maybe join me in doing absolutely nothing? Let's celebrate our worth instead of discounting it.
Here's to knowing what we're worth - every single day of the year.
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