Ep. 29 - Black Friday Blueprint
If you have not started planning for Black Friday, you are not too late. This is going to be all about how to get started and how to make it even easier next year.
Black Friday is arguably the biggest money weekend of the year. And if you plan it right, it absolutely can be for your business.
The truth is, most spa owners throw something together very last minute, cross their fingers, and hope for the sales to come in.
But that is not a strategy. That is gambling with your biggest revenue weekend.
I'm going to give you a simple Black Friday blueprint that will help you maximize sales this year and make it 10 times easier next year. I promise.
Step 1: Make the Irresistible Offer
First things first, let's keep things simple. You do not need 12 different sales and complicated bundles.
In fact, too many choices overwhelm your clients and will probably stop them from buying from you at all.
This is something I call the In-N-Out method. If you notice the menu at In-N-Out, the line is almost always around the corner. But the thing is, they only have three things on their menu. Very, very small, uncomplicated menu. And they got really, really good at it.
That's what you're going to do too.
Create ONE irresistible offer:
Buy $100, get $100
An exclusive membership perk
Whatever makes sense for your spa
The key is to make it clear and easy to understand so it's easy to buy. One offer, everywhere, all weekend long. That's it.
Keep it clear. Keep it simple.
Step 2: Market Early and Market Often
Not just the week of Black Friday. By then it's way too late.
You should be promoting it NOW. I know this sounds way too early, but you want to be the first person they think of when they're ready to buy for Black Friday.
If you think about it, when they're going through the list of all the people they know who are doing a Black Friday promotion, you're going to be as close to the top as possible because you were the person who mentioned it first and mentioned it often.
Black Friday isn't just about what you post the day before Thanksgiving. It's about building up anticipation, getting people excited.
You need to start marketing weeks in advance. Tease your audience. Build a waitlist. Get clients excited to buy. And even (dun dun dun) pre-order.
People can pre-order. That's perfectly acceptable and will actually make things so much easier for you and for your clients.
My ideal client is a busy, high-achieving mom. She doesn't have time to run down to the spa and swipe her card. We can do that for her, and her things will be here waiting when she comes in next.
Talk about it everywhere:
In your emails
In your stories
In the treatment room (please, ladies!)
Remind them over and over again.
A Story About Marketing Often Enough
I had a team member who came up to me and said, "Hey, my sister is asking if we have any promotions this month."
I about ripped my hair out. I was like, "WHAT? Are you not talking about this at home? With your sisters?" I could not believe her sister didn't know.
That's always been my reminder: There is no such thing as talking about something too much because there are still going to be people who don't know.
The biggest mistake I see spa owners making is only posting about it once or twice and then wondering why nobody bought.
Consistency matters so much. Your clients are busy and distracted. You want to make sure they hear about your offer more than once.
Step 3: Document Every Step (This Is the Most Important Part)
This is what the professionals do. You document everything you do:
Every email you send
Every caption you write
Every text message you send off
The timeline
The graphics
What reels you did
EVERYTHING
Save it all in a folder on Google Drive.
Because in a year, you're going to come back to it. You're either going to use them again or you're going to tweak very small, minor things. And if you're smart, you're going to tweak them to be evergreen so you can reuse them time and time again.
Guess what? Next year, Black Friday won't be stressful at all because you're going to pull up your SOP doc, tweak a few things, and boom—you're done.
No reinventing the wheel. No scrambling. No late-night panics.
You're going to know exactly what you're doing. And so will your clients.
That is the most important thing: Your clients are going to know what to expect from you. It will be predictable. And it will be so easy for them to say yes because they know how awesome it was the year before.
Your Homework
Start your Black Friday SOP Google Drive folder right now. Even if it's just a blank Google doc with the title "Black Friday 2025," get it ready.
As you go through this year's promotions, drop everything in there:
Everything you send
Every deadline you put
Every little step
You will thank yourself next year.
Ready to turn big weekends into profitable, predictable revenue generators?
Fill out this intake form to book a free 30-minute discovery call with me. I can't wait to talk about this with you and get you having an even easier year to come. If this episode gave you the clarity you were needing, please share it with another spa owner who is stressing over their Black Friday sales.
