What to do if your Black Friday sales aren’t as good as you hoped

You’ve done the hard work, launched your Black Friday event, and… It’s not the result you’d hoped for, and now you’re left wondering what to do next.

First, let’s set the tone: panic won’t help. Neither will complaining to your loved ones (we’ve all been there). Action is your first port of call.

Here are 10 things you can do right now to salvage your sales mid-event:

1. Don’t Panic. Take Action.

Sitting in a spiral of self-doubt won’t help. Be proactive. Your event still has time to turn around, but only if you focus your energy on doing, not stressing.

2. Send More Emails.

Email is still one of the most effective sales channels, and chances are, there’s more you can do here:

• Resend emails to people who didn’t open the first one.

• Target warm leads, like people who clicked on your email or browsed your site.

• Segment your list: Focus on customers who’ve added to their cart but haven’t purchased. A specific email targeting them on the last day of your sale can work wonders.

• Try a new angle: Highlight specific products, share testimonials, or emphasise urgency.

3. Ramp Up Your Social Media Presence.

There’s no posting too much during Black Friday—it’s a noisy space, and you need to be visible.

• Aim for 2–3 posts per day if you can. Yes, it’s a lot, but it’s necessary.

• Use your stories to showcase products, countdown timers, and behind-the-scenes looks.

• Add direct calls-to-action, like “Shop now” or “Swipe up for deals.”

4. Tap Into Influencer Relationships.

Have you worked with influencers in the past? Now is the time to reach out:

• Ask them to share your deals.

• Offer them a special discount code for their audience.

• Send a quick email or DM—they might be happy to support you mid-sale.

5. Share Influencer and Celebrity Content.

If an influencer or celebrity has previously posted about your brand, resurface that content now. Share it on your stories or posts to reinforce your credibility and visibility.

6. Try a Flash Sale Within Your Sale.

If you started your Black Friday event with a time-sensitive deal that’s now expired, bring it back temporarily to create urgency.

• Offer an hour-long flash sale for your email list or social followers.

• Promote it as “X deals for X hours” or “limited to the first X orders.”

• If you have the margin, this can give sales a serious boost.

7. Team Up with Other Small Businesses.

Collaborate with other small businesses to swap email space or share each other’s deals.

• Create a “Best Deals Roundup” email featuring 4–5 businesses.

• Shout each other out on social media to expand reach.

• This not only boosts sales but also builds community within the small business space.

8. Add the Magic Words: “More Lines Added.”

When sales slow down, customers need a reason to check back in. Adding new products or promoting “more lines added” creates renewed excitement.

• Send an email announcing the update.

• Move products around on your site so it feels fresh to returning visitors.

• Post on socials to drive traffic back to your store.

9. Know When to Let It Go.

If you’ve tried everything and still feel like you’ve hit a wall, sometimes the best thing you can do is step back. Stressing won’t bring joy or help your sales—focus on what you’ve learned instead.

10. Plan Better for Next Year.

This isn’t meant to kill your vibe, but it’s crucial: learn from this experience.

• Did you set clear targets, or were you hoping for the best?

• How prepared were you? If you think you could have done more, you’re probably right.

• Watch what other businesses are doing—what strategies worked for them?

Black Friday is a massive opportunity, but it takes intentional planning and execution. Use this year’s event as a stepping stone to do better next time.

Bonus Tips

• Leverage Reviews: Share customer reviews or testimonials in your content to build trust mid-event.

• Create Urgency: Use countdown timers on your website or in emails to emphasise the time-sensitive nature of your sale.

• Experiment with Ad Spend: If you’re running ads, consider tweaking your audience or copy for better results.

Final Thought

Black Friday isn’t easy, and not every campaign will hit it out of the park. What matters is how you respond, learn, and grow from the experience. Remember, your business is yours—run it in a way that aligns with your vision, and don’t compare your journey to someone else’s.