Ep. 80 - Black Friday Blueprint 2.0

Black Friday Blueprint 2.0: How Smart Spa Owners Plan Their Most Profitable Weekend

Thanksgiving is four weeks away. And if the thought of Black Friday makes your stomach drop a little, this is the episode, and the system, that’s going to change that.

I’ve been running a Black Friday promotion at my spa every year since 2019. And this year, updating the whole thing took me 30 minutes. Here’s how that’s possible and how you can get there too.

Document Everything. Seriously, Everything.

The single most important thing you can do right now is create a document and call it Black Friday 2026.

Inside it, write down every deal you’re running, who it applies to, the exact dates, every email subject line, every link, every graphic, every coupon code. Add your notes at the end about what worked, what you’d do differently, and what you want to try next year.

Then do the same thing next year. And the year after that.

Because here’s what happens when you do: this year I opened my Black Friday Blueprint from 2025 and almost everything was already done. The emails were written. The Canva graphics were linked. The promotion structure was set. The only thing I had to change was the dates, because those shift every year. That part took 30 minutes. Everything else was ready.

That is a boring, beautiful business. And that’s exactly what we’re building.

The Right Offer for This Market

Black Friday in 2026 is not Black Friday in 2021. Back then, we could post one thing and sell out. Clients were hungry, demand was high, and discounts worked like a magnet.

That’s not where we are now. There are more providers than ever, clients are being choosy, and the spas that are going to win this season are not the ones slashing their prices the deepest. They’re the ones whose clients already trust them.

Your offer should feel like you’re caring for people, not putting things on clearance.

My promotion stays the same every year and it always will. We do 20% off all online retail sales during cyber weekend. Members get an additional 10% off, making it 30% total, plus early access starting 24 hours before everyone else. And we do our annual buy 100, give 100 gift card sale for members starting the day before it opens to everyone else.

That’s it. Simple, generous, and completely aligned with what our clients actually want.

Start Talking About It Now

There is no such a thing as talking about your Black Friday promotion too early.

I have a story that proves it. For Mother’s Day one year, we promoted our special facial for two straight months through email, social media, and in-person conversation. And right before Mother’s Day, one of my team members came up to me and said her own sister had just asked if we were doing anything for the holiday.

Her sister. Two months of marketing. Still didn’t know.

Start now. Tell clients in the treatment room. Put up a room sign. Mention it in emails. Tease it on social media. The clients who need it most are the ones who are going to miss it if you wait until the week before.

And when you talk to clients in person, offer to make it easy for them. Say something like: if you know what you want, I can write it all down and charge the card on file on the day the sale goes live. Everything will be packaged and ready for you to pick up. You don’t have to drive anywhere or fight any crowds.

That’s not a sales pitch. That’s genuine service. And the revenue is a side effect.

Protect the Profit, Protect the Rest

Q4 can be one of the most profitable quarters of the year. But that doesn’t mean it’s time to spend everything that comes in.

Set money aside now so that when January and February arrive, which tend to be slower for most spas, you’re not scrambling. Use what you earn in Q4 to carry you confidently through Q1. That’s not just good cash management. That’s what keeps your team stable and your business calm year-round.

And whatever you do this year, write it all down when it’s over. What worked. What you’d do differently. What the numbers looked like. Put it in the document. Your future self will be so glad you did.

Ready to transform your business and get the support you need? Join the free masterclass

Listen to the full episode of the S.P.A. Business Podcast for the complete email schedule, how to time your member-only promotions, and why switching from “Cyber Weekend” to “Black Friday” actually helped bring in more clients.