Black Friday vs. Small Business Saturday: Where Should You Put Your Energy?
Ah, Thanksgiving weekend — when Americans pretend to be grateful for what they have and then immediately trample each other in Walmart for a flat-screen TV. For small business owners, this weekend is the Super Bowl of sales… but here’s the big question: should you go all in on Black Friday or save your energy for Small Business Saturday?
Spoiler alert: you probably can’t (and shouldn’t) try to dominate both. Each has its perks, its pitfalls, and its place in your strategy. Let’s break it down without the corporate fluff.
Black Friday: The Big Box Battlefield
Black Friday is the Hunger Games of retail. Big-box stores slash prices to insane levels, people line up at 3 a.m., and everyone loses their dignity in the name of a bargain. For small businesses, competing in this arena is… brutal. You can’t (and shouldn’t) try to out-discount Walmart. If your margins are already tight, Black Friday is where profits go to die. But here’s where you can win: making Black Friday about exclusivity, not discounts. Limited runs. VIP-only offers. Early access bundles. Instead of screaming “50% off everything!” try whispering “This is only for our inner circle.” Suddenly, you’re not playing their game — you’re rewriting the rules.
Small Business Saturday: The Underdog Holiday
Small Business Saturday (the day after Black Friday) is basically the marketing industry’s apology for how gross Black Friday has become. But it works. Consumers are primed to spend, and the narrative shifts from “get the cheapest deal” to “support local.” This is where small businesses shine. People want to feel good about shopping — and shopping with you gives them bragging rights and warm fuzzy feelings. Use that. Make it personal. Share your story. Put faces behind your brand. Run events or collabs with other small businesses. Small Business Saturday is less about racing to the bottom with discounts and more about building loyalty that lasts beyond one weekend.
So Where Should You Focus?
If you’re a small business with limited time and budget, bet heavier on Small Business Saturday. It’s the one designed for you. That doesn’t mean you skip Black Friday altogether — but don’t waste energy trying to play Amazon’s game. Instead, position Black Friday as a teaser or warm-up, then let Small Business Saturday steal the show. Example: drop a small Friday offer for your VIP email list, then go big on Saturday with in-store perks, exclusive bundles, or storytelling campaigns.
How to Maximize the Weekend Without Burning Out
Plan Ahead. Don’t wing it the week of Thanksgiving. Your offers, emails, and graphics should be ready weeks in advance.
Segment Your Audience. Not everyone needs to see every offer. Send your best deals to your VIP list, while keeping social media broader.
Bundle, Don’t Slash. Instead of discounting everything, create bundles that increase your average order value. People love “gift sets.”
Make It an Experience. Whether it’s a pop-up event, live shopping on Instagram, or just killer customer service, lean into the community vibe.
Don’t Forget Cyber Monday. You don’t have to compete with Amazon here either — just extend your Small Business Saturday momentum online.
The Bottom Line
Black Friday is chaos. Small Business Saturday is opportunity. If you have to pick one, go where your strengths are — the place where your story, your values, and your personality can outshine faceless corporations. Because your small business isn’t just selling products. You’re selling connection.
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