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Navigating Black Friday and Cyber Monday: Should Small Business Owners Offer Sales on Services?


In the world of small business, the holiday season brings both excitement and challenges. As Black Friday and Cyber Monday approach, many entrepreneurs find themselves contemplating whether to join the frenzy of discounts and promotions or stick to their regular business strategies. This blog aims to explore the pros and cons of offering Black Friday or Cyber Monday sales on services for small business owners, helping them make an informed decision that aligns with their goals and customer base.

The Pros

Increased Sales and Revenue

The most obvious advantage of participating in Black Friday or Cyber Monday sales is the potential for increased sales and revenue. Consumers actively seek deals during this time, and offering a discount on your services can attract new customers and encourage existing ones to make additional purchases.  Make sure that you don’t offer discounts so large that you may lose revenue when people purchase.

Customer Acquisition and Retention

Running a sale on services can be an effective way to acquire new customers. People who may have been considering your services but were hesitant due to budget constraints might be more inclined to make a purchase during a sale. Additionally, offering exclusive deals to existing customers can foster loyalty and encourage repeat business.  This may also include having loyal customers bring in their friends and family to purchase from you for the first time.

Marketing and Brand Exposure

Black Friday and Cyber Monday are widely recognized shopping events, and participating in them provides an opportunity for increased marketing and brand exposure. Promoting your sales through various channels, such as social media, email newsletters, and your website, can attract attention and potentially lead to a broader customer base.

Competitive Edge

During the holiday season, consumers actively compare prices and look for the best deals. Offering a Black Friday or Cyber Monday sale allows your small business to stay competitive and capture the attention of price-sensitive shoppers who may otherwise choose a competitor.

The Cons

Margin Squeeze

One of the significant drawbacks of offering discounts on services is the potential for a margin squeeze. Small businesses, often operating on thinner profit margins, need to carefully calculate the impact of discounted services on their bottom line. It’s crucial to strike a balance between attracting customers and maintaining profitability.

Perceived Value Issues

Discounting services may unintentionally communicate a lower perceived value to customers. If your services are priced based on quality and expertise, a sudden discount might make clients question the standard pricing and the value they receive. It’s essential to frame the sale in a way that emphasizes the unique value proposition your business offers.

Operational Challenges

Managing increased demand during a sale can pose operational challenges, especially for service-based businesses. Ensuring that your team can handle a surge in orders without compromising on quality is crucial. Adequate preparation and communication with customers can help mitigate potential issues.

Cannibalization of Future Sales

While a Black Friday or Cyber Monday sale can boost short-term revenue, there’s a risk of cannibalizing future sales. Customers may delay purchasing decisions in anticipation of sales events, leading to a lull in business immediately following the promotion. Careful planning and strategic timing can help minimize this risk.


Ultimately, the decision to offer Black Friday or Cyber Monday sales on services should align with the unique characteristics and goals of your small business. Careful consideration of the pros and cons, along with a thoughtful strategy, can help you make the most of these shopping events without compromising the long-term health of your business.

If you decide to participate, focus on effective marketing, clear communication, and delivering exceptional value to customers. Conversely, if the cons outweigh the benefits for your specific business model, consider alternative promotions or loyalty programs that maintain the perceived value of your services while still rewarding your customer base. Balancing short-term gains with long-term sustainability is key to navigating the holiday season successfully as a small business owner.


Kevin Dunlap (#KevinADunlap) has been a serial entrepreneur since starting his first business in 1999. He has been a teacher, network marketer, stuntman (, real estate consultant, and Realtor. He has authored four books ( and hosted an international podcast (#LifesLittleLessons). He is now a business coach and strategist for #OptimalPerformanceAcademy. You can schedule a complementary 45-minute discovery session to talk about your business at