A small handmade candle business focused on creating cozy, limited-edition gift bundles for Black Friday. They paired their best-selling candles with a wick trimmer and matches, branded as "The Ultimate Hygge Kit."

Instead of offering sitewide discounts, they sold the bundle at a slightly lower price than buying the items individually. The result? Their average order value (AOV) increased by 35%, and they doubled their revenue compared to the previous year—all without a steep discount.

The founder said, “It was all about presenting value rather than slashing prices. Customers loved how easy it was to gift our bundle, and we didn’t lose our margins.”

A small eco-friendly clothing brand used free shipping as their Black Friday hook. Instead of discounting their collection, they offered free shipping for orders over £75 and a free reusable tote for orders over £100.

This simple tweak encouraged customers to add more items to their carts to qualify. The result? The brand saw a 20% increase in average order value and sold out of their totes within 48 hours.

The founder shared, “We didn’t want to compromise our values with crazy discounts, so free shipping and a bonus item felt like the perfect solution. It worked like magic.”

A small skincare business was sitting on too much inventory of their summer collection as Black Friday approached. Instead of writing off the products, they repackaged them into exclusive "Holiday Glow Sets."

They promoted these sets as “limited-time Black Friday deals” and created urgency with a countdown timer on their website. They sold out of the leftover stock within hours and generated enough revenue to fund their new winter product launch.

The owner said, “We turned what felt like a problem—overstock—into a bestseller by rethinking how we presented it to customers.”

A small jewelry business rewarded their loyal customers with early access to their Black Friday sale. Subscribers to their email list received exclusive discount codes 24 hours before the sale went live.

This strategy made their VIP customers feel special and created a sense of exclusivity. The email campaign had a 65% open rate and generated 40% of their total Black Friday sales before the sale even started for the general public.

The founder said, “It was so rewarding to see our loyal customers snapping up pieces early. They felt appreciated, and we loved seeing the early sales roll in.”

A small home decor brand introduced a “Black Friday Exclusive” product—a hand-painted vase that wouldn’t be available again. With only 50 pieces in stock, they hyped it up on Instagram Stories for weeks before the launch.

On Black Friday, the vases sold out within two hours, driving massive traffic to their website. Many customers who missed out on the vase still purchased other items.

The founder reflected, “Scarcity is so powerful. People wanted the vase so badly that they came back to buy something else when it sold out. It was our best Black Friday yet!”

The common thread in these success stories is creativity and strategy. None of these small businesses relied on massive discounts to win Black Friday. Instead, they focused on:

• Adding value with bundles or freebies

• Encouraging higher AOV with free shipping or incentives

• Tapping into customer loyalty with VIP perks

• Creating urgency with scarcity or exclusivity

Instead of discounting individual products, pair complementary items together into bundles. For example, if you sell candles, create a cozy set with a candle, a wick trimmer, and a match jar. Not only does this increase the perceived value, but it also encourages customers to spend more without asking for huge discounts.

Pro tip: Shopify data shows that product bundles can increase average order value (AOV) by as much as 20–30% .

Everyone loves a freebie, and adding a little extra can feel more rewarding than a discount. For example, offer a mini version of one of your products or a limited-edition Black Friday item for orders over £50. This gives your customers something exclusive without cutting into your profits too much.

Think about it this way: You’re adding value instead of taking it away.

Free shipping thresholds are a classic for a reason. 70% of online shoppers are more likely to buy if free shipping is offered. “Spend £50 and get free shipping” works because it nudges customers to add just one more item to their cart. You could also try progressive discounts like, “Save 10% when you spend £40 and 20% when you spend £80.”

Little incentives can make a big difference.

People love a good flash sale. It creates a sense of urgency and gets shoppers excited. For example, run a “2-Hour Only” deal on one of your bestsellers or offer different discounts throughout the day. Add a countdown timer to your website, and boom—you’ve created instant FOMO.

Make your loyal customers feel special by giving them early access to your Black Friday deals. Did you know that repeat customers spend 67% more than new ones? Send a secret discount code to your email list or create a VIP-only collection they can shop before anyone else. Not only does this boost sales, but it also strengthens your customer relationships.

Ever noticed how “limited-edition” products always sell out? There’s a reason for that. Create a product that’s only available for Black Friday, or highlight items in low stock to encourage people to grab them before they’re gone.

Phrases like “Only 20 available!” can work wonders. Fun fact: Scarcity tactics can increase conversions by up to 200%.

Let’s talk about those magic words at checkout: “You might also like...” Recommend complementary products or upgrades while customers are shopping. For example, if someone’s buying a candle, suggest a matching accessory or a larger size.

This small tweak can add serious revenue without offering discounts.

If you have a rewards program, Black Friday is the perfect time to offer double points. Customers love the idea of earning something extra, and loyalty members spend 12–18% more per year than non-members. It’s a win-win for you and your customers.

With so many shoppers becoming more conscious of their impact, this is a great time to market your products as sustainable and thoughtful gifts. In 2022, 44% of shoppers said they were more likely to purchase from brands with eco-friendly practices.

Share behind-the-scenes stories about your materials or highlight your eco-friendly packaging—it’s a great way to connect with customers who want their Black Friday purchases to align with their values.

Let your audience feel the buzz before Black Friday even starts. Send email teasers, share sneak peeks on Instagram Stories, and create countdowns on TikTok. Your energy will get them excited to shop with you!

And don’t forget retargeting ads. Studies show that retargeted customers are 70% more likely to convert , making them an excellent audience to focus on during Black Friday.

Black Friday is a perfect time to increase your average order value (AOV). Use upselling, free shipping thresholds, or “Buy More, Save More” offers to encourage customers to spend more in one go. It’s all about working smarter, not harder.

Black Friday doesn’t have to be the end of your sales season. Use it as a springboard for Cyber Monday or Small Business Saturday. Follow up with an email to anyone who didn’t purchase, showcasing any leftover deals or reminding them about your bestsellers.

Black Friday is a goldmine of opportunity, but you don’t have to lose sleep (or your margins) to make it work for you. By focusing on value, loyalty, and smart incentives, you can drive sales and still protect your profits.

And remember, it’s okay to experiment. Not every tactic will work for every business, but the beauty of being a small business owner is that you can pivot quickly. Try these ideas, track your results, and learn what works best for you.

Let’s make this Black Friday your best one yet. You’ve got this!

Which of these strategies are you going to try this year? Let me know in the comments or tag me on Instagram—I’d love to cheer you on! 🎉