Black Friday. You can’t miss it. The annual spectacle where rational consumer behaviour takes a back seat and retailers slash prices in a frenzied attempt to outdo each other.
It’s a time when price promotions stop being a planned tactic and start becoming an all-consuming panic.
Instead of sticking to a steady rhythm of regular, confident, consistent marketing – businesses get sucked into chasing short-term spikes.
It can feel like a tidal wave that you have to join. But before you dive in at the end of November (Friday 28th this year, to be specific), it’s worth slowing down and asking: What’s the real cost of this price‑promotion race?
What’s so wrong with deep discounting?
When price becomes the main driver of your campaign, you may risk more than just margin. For example:
- When you constantly tell customers your product is worth less, you begin to erode your brand’s perceived value. Over time the “original” price no longer feels genuine.
- Data suggests many promotions are unprofitable. A lot of the time, price promotions don’t bring in new customers or grow overall sales. They just change when people buy. For example, a customer who was planning to purchase in December might bring their spend forward to grab a Black Friday deal in November.
- When customers learn to wait for the next big sale, immediate demand goes down. Currently loyal customers may stay loyal to your discount, not your brand.
In short: discounting may deliver short‑term spikes, but long‑term it can damage what you’re building.
When you might join the discount race (and how to do it safely)
I’m not saying “never discount”. There are moments it can work: launch offers, clearing stock or using a limited‑time deal to reach new people. But you’ll want to apply it with care.
Here are some checkpoints for small businesses:
1. Know your positioning
If you position your business on quality, service or local roots (rather than lowest price), then discounting can confuse your message. Ask: Will a steep discount undermine what we’re saying we stand for?
2. Use discounting as a tool, not the headline
Rather than saying “everything half price”, consider something like “exclusive bundle for 48 hours” or “free service upgrade with purchase this week”. It feels like value without screaming “cheap”.
3. Make sure the reduced margin is worth it
If you’re giving away margin, check you’re gaining something valuable (new customers, larger basket size, clear upsell route). If you’re just servicing existing customers at a lower price, you’re eating margin for no long‑term gain.
4. Maintain brand standards
“This is cheaper” often leads to “must be lower quality”. Some businesses reduce service levels, product quality or make concessions to hold margin. Over time that impacts reputation. Especially locally, where we are a small county!
Why you might not join the crowd (and what you can do instead)
If most of your competitors are discounting prices, maybe your advantage lies in not doing that.
If you stand for something different (local service, craftsmanship, an ethical supply chain, a niche) then you can use that as your hook, instead of the discount.
Here are alternatives:
- Offer something exclusive rather than cheaper. For example: a limited‑edition product, early‑access for past customers, or a local only event.
- Wrap value around the sale: free local delivery, added support, a bonus service. The price stays firm, but you create extra value.
- Communicate what makes you different: use this period to share your story, your values, your reasons for being there. Too often Black Friday messages blur into “cheap price” noise.
- Build loyalty outside the sale: make sure people remember your brand for you, not just the discount. If they only remember your discount, they’ll go to the one with the bigger discount next time.
Checklist for a smarter Black Friday for a small business in Cumbria
Use this to guide whether, how or why you might run a promotion:
- What is my main goal for this promotion? (New customers, inventory clear‑out, upsell, local buzz)
- What will the reduced price mean for margin, and is that acceptable?
- Can I track whether the discounted sale is new business, or just moving forward future sales?
- Does the promotion align with my brand identity and values?
- What happens after Black Friday? What will I say to my customers when the price returns to normal?
- Could I offer value instead of discount (bonus service, limited edition, local benefit)?
- How will I measure the success (customer retention, repeat purchase, margin impact)?
- Am I prepared to not discount heavily and instead communicate why I’m different?
What next for your business?
Black Friday can feel like the stampede every business is expected to join.
But chasing the crowd isn’t always the best move when you’re trying to build something resilient, local and lasting.
From eroding margins to training your customers to wait for discounts, this time of year can be more harmful than helpful if not handled carefully.
But it can also be an opportunity; to clarify your positioning, strengthen your brand and find creative ways to add value without cutting your prices to the bone.
About Twenty Twenty Studio
Dan McAulay is the founder of Twenty Twenty Studio in Carlisle. He works with businesses across Cumbria on brand strategy, creative campaigns and outsourced marketing support.
With more than twelve years’ experience in the industry, he has supported start-ups taking their first steps, family businesses looking to grow, and established firms shaping long-term brand strategy.
If you’re wondering how best to approach Black Friday (or whether to sit it out altogether), you can chat with Dan on LinkedIn at: www.linkedin.com/in/danmcaulay or follow Twenty Twenty Studio on social media at @bytwentytwenty
