The Truth About Black Friday: Sales, Hype and What No One Talks About

Let’s talk about the elephant in the room: Black Friday

Every November, your social media feed becomes flooded with success stories.

Posts shouting:

“We sold out in 2 hours!”

“I made £20K in one weekend!”

“30 new clients signed up today!”

And while those headlines sound impressive, there’s a truth that often gets buried beneath the noise.

How much of that was actually profit?

Because a high number of sales doesn’t always mean a healthy business. Sometimes, it simply means more work, more pressure, and very little financial gain.

The illusion of success on social media

Social media has a habit of showing us the glossy side of entrepreneurship. But behind those “sold-out” stories can be sleepless nights, razor-thin margins, and business owners wondering if all that effort was really worth it.

A successful-looking launch can still mean:

• Little or no profit after expenses

• Overwhelming admin and delivery stress

• A spike in short-term customers who never return

It’s easy to get swept up in the hype, but it’s worth remembering that not every sale is a smart sale.

The truth about discount hunters

There’s a big difference between a loyal client and a discount hunter. Loyal clients value your expertise, come back for more, and recommend you to others. Discount hunters appear for the deal and vanish as soon as your prices return to normal.

Black Friday tends to attract the latter. And while it can give you a temporary boost, it rarely builds long-term business growth. In fact, you can end up working harder for less money while filling your books with one-time buyers who were never your ideal clients to begin with.

Is Black Friday really good for your business?

For product-based businesses, Black Friday can be powerful when used strategically. It can help clear stock, boost visibility, or introduce new customers to your brand.

But for service-based businesses - coaches, designers, stylists, or consultants - heavy discounting can do more harm than good.

When you reduce your prices too much, you risk:

• Devaluing your brand and your expertise

• Training your audience to wait for discounts

• Overbooking yourself and losing the time freedom you built your business for

Your business deserves to be built on value, not volume.

A smarter approach to seasonal selling

You don’t need to disappear during Black Friday, but you do need to be intentional. Instead of cutting your prices, focus on strategies that maintain your profit and strengthen your positioning.

Try these instead:

1. Add value instead of reducing price. Offer a bonus, upgrade, or limited-time extra that feels like a gift, not a discount.

2. Reward loyalty. Give exclusive perks or early access to your existing clients and community.

3. Leverage visibility. Use the buzz of Black Friday to grow your audience rather than slash your prices.

4. Position with confidence. Standing strong in your worth can actually elevate your brand, proving you’re not led by trends or panic marketing.

Remember: profit matters more than popularity

A weekend of high sales means nothing if your margins are gone and you’re left exhausted. The goal isn’t to make the most noise, but to make the smartest moves.

Building a sustainable business means focusing on quality, consistency, and connection. You want repeat clients who value you, not discount chasers who ghost you.

So next time you see those big Black Friday numbers on your feed, take a deep breath and remind yourself: not every headline tells the full story.

Build a business that thrives beyond Black Friday

You deserve a business that grows all year round, not just during sale season. Let’s create a strategy that helps you attract loyal clients, build recurring income, and increase profit without sacrificing your peace.

Book a Business Strategy Day and start planning a 2026 that’s structured, sustainable, and stress-free.