Black Friday isn’t just a single day anymore — it’s an entire season that shapes how consumers spend and discover local businesses. By mid-November, inboxes are filled with flash sales, ads are live, and social media feeds are stacked with influencer recommendations and special promotions. Customers are planning where to shop and who to book with before the holidays even begin.
This year, shoppers are being more selective but still ready to spend. According to Drive Research, 71% of consumers will shop online, and nearly one in four plan to spend $1,000 or more on holiday purchases. Additionally, 29% plan to shop in person, presenting opportunities for local businesses to reach customers throughout the long weekend, including Small Business Saturday.
Now more than ever, visibility and convenience matter — even for businesses that don’t sell physical products. Whether you run a med spa, restaurant, HVAC company, or law firm, your customers are online looking for value. With the right mix of Black Friday marketing strategies, you can make this season your most successful one yet. Here’s how to prepare your small business for Black Friday and Small Business Saturday 2025.
What’s Changed: Black Friday & Small Business Saturday Trends
Black Friday has evolved from a doorbuster event to a digital marathon. Many shoppers begin browsing weeks in advance — sometimes even before Halloween. Meanwhile, since 2010, shoppers have spent an estimated $201 billion on Small Business Saturday.
As Drive Research notes, the rising costs of living are prompting more thoughtful spending, meaning customers are comparing value before committing to purchases. For local businesses, this means you don’t need a retail storefront to participate. The focus has shifted toward offering service value, customer experience, and convenient ways to buy or book online.
Small Business Saturday & Black Friday Marketing Ideas for Small Businesses
Even if you’re not in retail, there are creative ways to stand out this season. It starts with building a strong digital foundation — and then connecting with customers where they’re already spending time.
Optimize Your Online Presence Early
Your website is your digital storefront, and it should make a great first impression for the “window shoppers” stopping by. Be sure to prominently display your business hours, contact details, and any seasonal offers front and center.
Create a simple Black Friday or Small Business Saturday landing page or even a basic popup inviting customers to learn about your promotion or book an appointment. For example:
- A med spa might offer a limited-time gift card deal.
- A plumber could promote winter maintenance discounts.
- A boutique hotel could bundle weekend stay packages.
Does your website need a refresh before the holiday rush? Townsquare Interactive’s website design services and search engine optimization (SEO) solutions can help you quickly get discovered by the right customers.
Use Email & SMS To Announce Exclusive Offers
Email remains one of the most effective ways to drive engagement during the holidays. Send out “early access” or “VIP” announcements to your list a week before Black Friday to build anticipation.
You can also schedule text reminders with special booking codes or same-day incentives. For example:
- “Book a service on Black Friday, and get 20% off your next visit.”
- “Join our VIP list for early access to Small Business Saturday deals!”
Townsquare’s automated email and SMS marketing tools make it easy to send professional, branded messages — no tech expertise required.
Run Social Ads That Capture Local Attention
Social media is where customers discover deals mid-scroll. Create countdown posts or sponsored ads that highlight limited-time promotions, bundled offers, or seasonal tips. If you’re a contractor or local service provider, try showcasing customer testimonials, before-and-after photos, or behind-the-scenes videos to humanize your brand.
Need help reaching your ideal audience? Townsquare’s social ads service can target customers in your area and track campaign performance.
Simplify Scheduling and Payments
At this busy time of year, when competition is high and customers are bombarded with offers, make it easy for customers to book appointments or pay online without calling or waiting.
With integrated scheduling software and billing tools, you can handle everything from quotes to payments in one dashboard. Automating these steps means fewer missed leads and a smoother experience for your customers — not to mention fewer headaches for you and your team.
Celebrate Local Loyalty on Small Business Saturday
Small Business Saturday is about community connection as much as it is about commerce. It’s a chance to share your story, express gratitude to loyal customers, and remind people why shopping locally matters.
Try these ideas:
- Partner with nearby businesses for joint promotions.
- Host a customer appreciation event or giveaway.
- Share “thank you” videos or local spotlights on social media.
- Set up a selfie station and a branded hashtag, and invite customers to share their content and tag you on social media.
Even a simple “shop small” post can inspire engagement and boost visibility. Use the day to strengthen relationships that last long after the holiday rush.
Turn Holiday Traffic Into Long-Term Growth
One of the biggest mistakes some small businesses make is treating Black Friday as a one-time event. In reality, it’s the perfect opportunity to build lasting customer relationships.
Follow up with holiday customers through newsletters, loyalty rewards, or referral programs. You can track leads, segment customers, and stay organized with Townsquare’s cloud-based CRM.
After the season wraps up, keep your brand top of mind by scheduling recurring campaigns or remarketing ads — tools available in Townsquare’s all-in-one business management platform.
Kick Off the Holidays With Black Friday Marketing
Black Friday and Small Business Saturday 2025 are opportunities for every local business to connect, engage, and grow, both online and in person. As consumers spend cautiously and seek out brands they like and trust, now is your time to shine.
With the right mix of Small Business Saturday and Black Friday promotion ideas, you can stand out from your competitors, convert more leads, and keep those customers coming back.
Ready to get your business holiday-ready? Partner with Townsquare Interactive today to build a marketing strategy that works overtime all year long.