Black Friday + Cyber Monday 101 For Handmade Makers
Let’s talk Black Friday, Small Business Saturday, and Cyber Monday - aka the biggest shopping weekend of the year!
If you’ve ever felt unsure about how this weekend applies to you as a handmade maker, you’re not alone. I remember my first few years - the pressure, the hype, and honestly, the overwhelm of not knowing where to start.
"Do I need a giant discount? Do I even have time to pull something off? Will anyone buy from me when all the big-box stores are running massive sales?"
Here’s the truth: you don’t need to do it like the big brands to win.
In fact, your strength as a small business is that you’re personal, thoughtful, and one-of-a-kind. Customers aren’t just buying a product - they’re buying your story, your craft, and the love you put into every single order.
Let’s break down the basics together!
What is BFCM (and why does it matter) ?
Firstly...what does BFCM even mean?
It's an acronym for Black Friday + Cyber Monday! Now, let's dive into those sales over Black Friday weekend and explain why they're important.
Black Friday
The unofficial kickoff of holiday shopping. The sales usually start on Friday, the day after Thanksgiving- sometimes, they can even begin later in the evening on Thanksgiving day!
Small Business Saturday
This day was created just for you. It started as a trend that has really taken off in recent years, and it encourages customers to shop small, local, and handmade! This takes place the day after Black Friday.
Cyber Monday
This is the online 'last call' before the sale weekend wraps up. This takes place the Monday following Black Friday, and can be especially lucrative for online sellers.
Now that you're familiar with the important sale dates, let's bust some common BFCM myths.
"I have to run the deepest discount."
You don't need 50% off to compete. A bundle deal, free gift, or even free shipping can feel just as valuable to your customers.
"Only big brands win."
Handmade makers stand out because they're unique. Big box stores can't replicate your story or your craftsmanship.
"It's too late to do anything."
Even if all you do is plan one clear offer and send a few emails about it, you're still ahead of where I was my first year!
Common Types of BFCM Promotions
Here are a few tried-and-true promotion approaches for makers:
- % or $ Off Order: Simple and expected, but doesn’t have to be deep.
- Free Shipping: Huge win for customers who hate extra fees.
- Discounted Bundles: Boost your average order value while making gifting easier.
- Free Gift With Purchase: Add value without discounting heavily.
- Limited Edition Products: Scarcity and exclusivity drive urgency.
You don't have to participate in every single sale (Black Friday, Small Business Saturday, Cyber Monday). In fact, running one consistent sale all weekend long is often the easiest and most manageable option!
Or if you'd rather just focus on one day, I recommend choosing either Black Friday or Small Business Saturday for the best impact.
Consider offering a bigger discount for a limited time at the start of your sale to build hype and drive early traffic.
- Your Offer: Decide ahead of time what you're promoting, your discount (if any), and the dates it will run. Keep it simple and clear for your customers.
- Check Inventory: Make sure you have enough stock or supplies on hand to fulfill orders smoothly.
- Marketing Channels: Choose 1-2 places to promote your sales (like Instagram and email). Focus on what you can realistically keep up with.
- Prep Operations: Think through your packaging, shipping timelines and how you will communicate with your customers if delays pop up (we all know how shipping can be during the holiday season!)
Tips To Set Yourself Up For Success
We asked our MWFC Maker Community and combined a few hard-earned lessons of our own to come up with some of the best tips for setting yourself up for a smooth and successful sale weekend.
- Keep it simple. One clear, compelling offer is way better than juggling five complicated ones.
- Start talking early. Tease your sale 7-14 days ahead so your customers can plan (and get excited!!).
- Work smarter, not harder. Schedule your emails and posts in advance so you can actually enjoy your weekend.
- Check your inventory. Knowing what you have on hand helps you avoid mid-sale surprises! (Thanks, Amanda, for this one!)
- Call in support. Ask your partner, friends, or teens to help pack orders, cook dinner and/or run your kids to practice because you're going to need help! (Great advice from Christine!)
- Build in rest. Seriously! Block it off like it's an appointment (More great advice from Christine - she gets it!)
- Have a Plan B. If your best-sellers sell out, consider offering pre-orders or gift cards so you don't miss out on those sales.
This was a crash course in BFCM sales - the 101 version. If you're just getting started, focus on:
- Choosing one clear offer
- Sharing it early and often
- Making it easy for customers to shop
But if you're ready to take the next step, we've got two free resources to help you plan with confidence.
Read the Blog: How to Market Your Black Friday Sale as a Handmade Maker - your guide to what happens after you choose your offer. We'll walk through how to actually market your sale so people see it, remember it, and buy from you!
Grab your free guide: BFCM Marketing Plan for Makers - a step-by-step workbook and content calendar to help you market your products and show up consistently this season.
Friends, I know this season can feel overwhelming...but you don't have to do it perfectly to succeed. Even small, simple steps can set you up for a win.
Remember that you're not just running a sale. You're sharing your creativity, your heart, and your story with the world - and that's something no big box store brand can ever compete with!
Happy making!
Hi! I'm Kenna!
Co-founder of Midwest Fragrance Company, business builder since 20, fueled by coffee and grounded by yoga. I’ve learned (mostly the hard way) what it takes to grow a maker business, and I share those lessons here… the real ones, not the highlight reel.
At MWFC, we sell all the supplies you need to create scented products that truly shine ✨
Want to keep following along? Find us on Instagram @midwestfragranceco
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