How to Market Your Black Friday Sale as a Handmade Maker

In our BFCM 101 Blog here, we broke down the basics: what this weekend is, why it matters, the myths to ignore, and the most common promotions makers run.

✨ Now let's take the next step together. ✨

By this point, you should have a clear offer in mind - maybe it's a discount, maybe a bundle, maybe free shipping or a limited edition product. (If you're still deciding, head back to the 101 guide first and then come back here when you're ready!)

This blog is all about what happens after you pick your offer: how to market it so people actually see it, remember it, and buy from you.

 

1. Define Your Sales Goal

Before you start posting or emailing about your offer, take a step back and ask yourself:

• What’s realistic for me to fulfill?
• What revenue target feels exciting but achievable?
• Do I want this sale to grow my revenue, my email list, or my repeat buyers most?

🌟 Your goal should guide your marketing strategy. If your focus is list growth, focus on VIP early access. If your goal is revenue, lean into bundles or higher-ticket items.

 

2. Position Your Offer with Intention

"20% off" is fine. But it's important to show why this sale matters to your customers.

Ask yourself:

• What product or collection am I leading with?
• What problem does it solve for my customer right now? (Think: gifting, self-care, holiday stress relief, etc.)
• How can I frame this as an "easy yes" for them?

✨ Instead of "20% off everything," try:

Gifting Angle

"Your holiday gifting = handled. This cozy candle trio with free shipping makes it easy to check everyone off your list."

Self-Care Angle

"This season isn't just for giving to others. 20% off our self-care favorites because you deserve a gift too!"

Early Access Angle (for VIP or email list promos)

"Early access starts now! Shop our best-sellers before anyone else and enjoy a free thank-you gift, just for being here."

 

3. Build Your Messaging Framework

Every email and social media post you write should answer these three questions:

1. Clarity: What's the offer? (Be specific. Make it obvious. Tell us exactly what it is.)
2. Connection: Why does it matter to your customer? (Does it make their life easier, more joyful, more meaningful? Are they impacting their community by supporting local?)
3. Urgency: Why now? (Is it a limited time deal? Are quantities limited? Tell them why they can't wait and need to buy it now.)

Customers wont remember every discount they see this time of year. But what they will remember is how you made them feel when they read your post.

 

4. Plan Your Content

You don’t have to post every single day (showing up even 2–3x/week is a huge win!) -  and you don’t need a huge email list to make this holiday season successful!

The goal? Consistency and positioning, not perfection. 

Think of it as taking your audience on a little journey: Teasing → Announcing → Reminding → Celebrating

To help make showing up this season a little easier for you, I've put together a free guide of some of my best ideas on how to market your sale for each part of that journey.

You can take these post ideas and turn them into emails, carousels, Reels, stories, or even TikToks - whatever channels you can show up on consistently. This isn't about doing more or figuring out how to build an email list last minute but making it work FOR YOU.

5. Keep It Manageable

Burnout is real - and the fastest way to it is trying to do all the things. Here are a few ways to lighten the load:

• Schedule emails and social media posts ahead of time.
• Prep supplies early (and restock your favs from MWFC!)
• Batch create content like Reels or photos.
• Have a sell-out plan (gift cards, pre-orders, waitlists).

 

6. Reflect and Refine

Once the dust settles and your promotion is over, take a few minutes to reflect.

• What sold best?
• Which content performed the best?
• Where did you feel most stretched?

These notes will save you so much stress next year - don't skip this part! Trust me.

 

Marketing your BFCM sale doesn't have to feel like shouting into the void. It's about clear offers, heartfelt messaging, and guiding your audience through a story. 

Start with the foundations we covered here in BFCM 101. Then use this guide as your playbook to market your sale with confidence. Keep it simple, stay true to your story, and connect with your people. 

And don't forget: you don't need to run the deepest discount to succeed. You just need to show up with clarity, intention, and heart.

Wishing you a sold out season and cheering you on, always.

 

And don't forget to grab the free BFCM Marketing Plan for Makers!

 

Related Quick Links

Blog: Black Friday & Cyber Monday 101 for Handmade Makers