Don't panic! Black Friday's not just for the big guys

It's approaching that time of year when shoppers zip up their pockets to save ahead of the pre-Christmas Black Friday splurge.

That can leave small firms feeling short-changed and cash-starved – and a bit left out of the mega-hype.

To put it into perspective, Amazon makes more than 17% of its sales in the Black Friday frenzy, with shoppers seeking out deals on electronics, accessories and fashion. So, there's a compelling argument to get involved.

According to eBay's consumer research, 49% of us will be hitting Black Friday, Cyber Monday and the pre-Christmas sales this year.

Christhl Scharing is the former head of sales at Liberty Art Fabrics and Diesel Kids in New York, and now a sales expert and Enterprise Nation adviser.

We asked her to share some of her top tips on how small businesses can get even just a tiny piece of the Black Friday action.

Christhl, who runs global sales consultancy Stylehappy, advises small brands not to panic – but urges them to take part.

"Don't panic, plan! Approach this season with intention, story and style and you'll convert clarity into loyal customers."

> Jump to Enterprise Nation's Black Friday offer <

Christhl's top-five tips for small business Black Friday sales

1. Lead with clarity, not panic

Before you decide on any offers, get clear on why you're doing Black Friday. Is it to clear stock, gain new customers, reward loyal ones or test product bundles?

A clarity-first approach ensures every action connects back to your wider strategy for growth.

2. Protect your brand value

If your product is premium or craft-based, resist deep discounts that devalue your story.

Instead, add value, free shipping, a complimentary mini, exclusive packaging or early-access perks. Customers remember thoughtful touches more than slashed prices.

3. Use the moment to grow your audience

Even if you don't discount, show up.

Create engaging content, like "How to gift consciously this season", "Behind the scenes of our craftsmanship", or "Three ways to shop small this Black Friday". Momentum is visibility, not just markdowns.

4. Plan for loyalty, not one-day sales

Make it easy for every Black Friday customer to stay in your world. Add a thank-you email, refer-a-friend incentive or exclusive invitation to your newsletter or community. The real win is in retention!

5. Keep your energy calm and confident

It's easy to get swept up in comparison. Remember you don't have to play by everyone else's rules. A small business's strength lies in connection, curation and care. In short: nurture value.

VIDEO: How to sell with more confidence and less stress

Hear more of Christhl's sales tips in this recent Lunch and Learn webinar:

Enterprise Nation's Black Friday offer

Over the Black Friday Week, 24 to 28 November, Enterprise Nation will promote its members' seasonal products and services FOR FREE!

No charge. No commission. Just daily emails sharing your seasonal offers with the whole community.

Aaron Asadi, Enterprise Nation's CEO, says:

"We want a better deal for small businesses. We do our best to support in every way we can. And we love it. That's why we're backing the brilliant and sustainable small business community over Black Friday.

"So if you want us to promote your Black Friday offers to our 150,000 members, register your interest now by emailing hello@enterprisenation.com with the subject header "Buy British on Black Friday" and including a link to your site in the email.

"Let's come together to change things for the better."

People also read

• The Black Friday Playbook

• How small businesses can win on Black Friday and Cyber Monday

• Black Friday: Three tips for boosting your sales on Amazon