How Service Businesses Can Win Black Friday Without Discounting Their Worth

It’s coming for us all — Black Friday.

Every business owner’s inbox fills up with “last chance!” emails and countdown timers, and it can feel like the entire internet is shouting buy now or else!

And sure, if you sell candles, sweaters, or cute printable templates — you probably love this time of year. But for service-based business owners like designers, coaches, organizers, or consultants? The pressure to run a sale can feel… weird.

Because let’s be honest — it’s not as easy to slap a 30% off tag on your time, creativity, or expertise.

So if you’ve ever wondered “Should I do something for Black Friday?” or “How can I take advantage of the buzz without undercutting myself?” — this post is for you.

Let’s talk about how to show up strategically (and profitably) when your “product” is you.

Why Black Friday Is Tricky for Service Businesses

Most service businesses struggle to find their place in the Black Friday chaos for three main reasons:

You can’t easily discount your time.Your time is your product. And when you discount your time, you’re not just lowering your price — you’re lowering your perceived value.

Your value isn’t tangible or instant.When someone buys a candle, they get that instant dopamine hit — they can light it, smell it, post it on Instagram. But with a service, the transformation takes time. That means you need a different strategy to spark excitement.

You don’t want to train people to wait for a sale.Discounts can be dangerous for service-based brands. If clients start thinking, “I’ll just wait until she runs a sale,” you’ve unintentionally made full price feel optional.

So yes — it’s tricky. But it’s not impossible. You just have to be smart about how you approach it.

Strategy #1: Add Value Instead of Discounts

Repeat after me: “I will not slash my prices.”

Instead, stack value.

Think of it like tying a bow on top of your existing offer. Your core service price stays the same, but you add a bonus that feels special and seasonal.

Here are a few examples to spark ideas:

• Photographer: Book your spring session this weekend and get a free mini gallery upgrade.

• Coach or Therapist: Buy four sessions and get a free digital journal guide.

• Designer: Book a rebrand and get one month of maintenance support — free.

You’re not devaluing your time; you’re enhancing the experience.

Strategy #2: Create a Pre-Sale for the New Year

One of my favorite Black Friday ideas for service pros: sell now, deliver later.

Most of us want to enjoy the holidays — not pack our schedules with last-minute projects. So instead of discounting your services, sell spots for next year.

Here’s how that could look:

• Copywriter: Book your January project by Cyber Monday and lock in current rates.

• Coach: Pre-sell January coaching packages with a small deposit to secure your spot.

• Consultant or Organizer: Offer a limited number of “New Year Reset” spots at your current pricing.

You’re taking advantage of the buying momentum without burning yourself out — and your clients get something to look forward to in the new year.

Strategy #3: Skip the Sale and Focus on Visibility

You don’t have to sell something on Black Friday. You can still benefit from the increased online activity simply by showing up.

Here are a few ideas:

• Run an “anti–Black Friday” campaign — share why you’re not discounting and what you stand for instead.

• Host a client appreciation week — send thank-you notes, spotlight clients, or share testimonials.

• Offer a free, themed resource — like a “Holiday Marketing Checklist” to grow your email list.

• Do a give-back campaign — pledge a donation for every email sign-up or new client inquiry.

Sometimes, the best move is not selling — it’s reinforcing your values and deepening relationships.

The Bottom Line

You don’t need to discount your worth to stand out this season. You just need a plan that makes buying from you feel timely and easy.

So ask yourself:

• What does my audience need most right now?

• What would be fun for me to create or offer?

• What can I realistically fulfill during the holidays or in January?

If your idea feels exciting, generous, and smart — it’s probably the right one.

And if you’re still unsure where to start?

Let’s figure it out together.

👉 Book a free intro strategy call with me, and I’ll help you brainstorm your Black Friday (or anti–Black Friday) plan — one that gets results without sacrificing your sanity or your value.