Black Friday marketing ideas for small businesses

Black Friday got its first real foothold on British highstreets in 2014, when retail giants Argos and John Lewis got on board. Since then, what began as a US-based sales event is now a cornerstone of the UK retail calendar. Big and small businesses alike now use Black Friday to reach customers, create urgency and kickstart the festive shopping season.

Consumers have adopted the trend wholeheartedly too, with millions of shoppers heading out in search of November bargains. With the volume turned up to 11 across all marketing channels at this time of year, it’s the businesses that plan early who are the ones that profit.

Black Friday bucks the trend

While the rise in living costs and wage stagnation have created a challenging landscape for B2C businesses, Black Friday is the occasion that defies the prevailing economic mood. Indeed, the desire to grab a deal is all the more appealing to consumers in these straightened times. That mindset can only boost the uplifts we see around this date.

In 2024, PwC forecast UK spending at £7.1 billion, returning to pre-pandemic levels. NielsenIQ reported that retail sales rose 122% above a typical week, with in-store footfall up 40.5% week on week. Shoppers may be more selective, but they’re still spending — and print remains a powerful tool to grab attention when and where it matters.

Whether you run a shop, a café, a salon or an independent brand, a well-timed, well-designed print campaign can help you stand out from the noise, drive footfall and boost sales.

The power of peak season print

 

Black Friday is all about visibility, persuasion and presence, areas where print in particular excels. From shopfront banners and window posters to flyers, packaging and point-of-sale displays, print shapes the shopping environment and guides every customer journey.

According to RetailNext, UK stores saw a 4.8% year-on-year rise in traffic on Black Friday 2024, and the British Retail Consortium reports that over a quarter of Black Friday revenue was driven by direct mail. When the competition for attention is at its highest, print gives businesses the reach, credibility and impact to stand out and sell.

Online Black Friday marketing ideas

 

Create a buzz on social media

Activity like ALDI’s annual “Kevin the Carrot” Christmas campaign has taught us that Social media is a great way to build seasonal anticipation. 

Start early. Schedule teaser posts, countdowns and sneak previews of your offers in the weeks before the day. Use short video clips or carousel posts to show products and prices, and keep your tone consistent across all platforms.

On the day itself, make use of high-contrast imagery and a limited colour palette so your visuals cut through crowded feeds. While paid ads can help, organic reach still works well when your audience shares genuine excitement — so encourage customers to tag your brand and share their finds.

Send exclusive offers by email

Reward loyalty by giving subscribers early access or exclusive deals. Timing is crucial — emails sent the evening before Black Friday often perform best, catching people as they plan their shopping.

Keep subject lines short and clear (“Early access: your Black Friday deal starts now”) and link directly to landing pages rather than your homepage. You can also offer an incentive for subscribers to show a message or QR code in-store to claim a discount or freebie, bridging the online-offline divide.

Stagger your offers throughout the day

Sustained attention means sustained revenue. Instead of one blanket discount, rotate offers every few hours to maintain interest. Research by NielsenIQ shows product categories peak at different times of day: technology in the morning; fashion in the afternoon; entertainment in the evening. Matching deals to these natural rhythms keeps customers checking back.

Offline Black Friday marketing ideas

 

Use flyers to reach local audiences

Printed flyers are a proven, low-cost way to attract attention beyond the screen. Deliver them door to door, hand them out at local transport hubs or include them with other mailings. Highlight your most attractive deal and use a QR code or discount code to track performance.

Make your shopfront impossible to ignore

Print brings your brand to life in three dimensions. Use Posters, Banners and Window Clings and Stickers to make your space unmissable. High-contrast graphics, bold typography and clean layouts work best. A single message like “Up to 50% off today only” will outperform a cluttered display.

Roller Banners are a quick, professional way to command attention in indoor spaces. Position them near entrances, in foyers or alongside key displays to promote offers, highlight products or feature bold, life-size imagery that draws customers in.

Create your own gift guide

Printed catalogues and brochures are ideal for customers browsing for Christmas gifts. Highlight bundles, stocking fillers and bestsellers, and leave space for customers to tick or circle items. A physical guide keeps your brand in hand long after shoppers have left your store.

Small but meaningful giveaways

A little generosity goes a long way. Free coffee for early visitors, a printed Tote Bag for the first 50 customers, or a raffle ticket with every purchase can all make your business memorable. These tactics encourage dwell time and repeat visits across the weekend.

Support a cause

Black Friday can be more than just sales. A charity partnership adds purpose and positive publicity. For example, Bristol-based Pieminister ran Black Pie Day in aid of Shelter, donating profits instead of discounting pies. Customers remember gestures that make a difference.

Integrate your print and digital strategy

• Keep visuals consistent. Match colours, fonts and messaging across online ads and printed materials.
  
  
• Drive measurable engagement. Include QR codes or discount codes on printed collateral to track traffic.
  
  
• Prepare early. Allow time for printing, distribution and display installation before the rush.
  
  
• Stay visible all weekend. Many shoppers now buy over several days rather than just Friday. Keep signage up until Cyber Monday.
  
  

Black Friday facts

• £7.1 billion forecast UK spend in 2024 (PwC)
  
  
• +40.5% week-on-week in-store footfall boost on Black Friday 2024 (RetailNext)
  
  
• 122–125% sales uplift during Black Friday week (NielsenIQ)
  
  
• 26% of Black Friday revenue attributed to direct mail marketing (British Retail Consortium)
  
  

Be ready when the rush begins

Black Friday marks the unofficial starting gun for Christmas retail. With print that commands attention — Flyers, Posters, Banners, Brochures and more — you can give your business the visibility it needs to finish the year strong.