For businesses, as well as Christmas, Black Friday and Cyber Monday can be the busiest and most profitable times of the year. With everyone rushing to get the best deals, how can you make sure your sales are a success?

In this session we have two brilliant guests alongside our host Dave Wallace, who helps us understand:

💬 How to use calendar events to ignite engagement

💬 How to navigate your online sales and e-commerce

💬 Why monitoring your Black Friday and Cyber Monday sales is essential

This is Rebecca McCalla.

She is the founder of Little Adventure Shop, an online children's outdoor clothing and equipment brand that helps to kit out kids for all their little adventures.

From reading her points, you will learn:

💻 The importance of your margins

💻 Keeping customers and bringing in new ones

💻 Where to set the limit with your reduced price points

Black Friday is a balancing act

“Black Friday is a time you love to hate because it’s very busy,” says Rebecca. “It’s very much about getting new customers in and getting back our existing customers, whilst offering them some good deals but also maintaining our margins as much as possible”.

So as well as driving business, the owners need to think about not only quick sales, but also making sure that they maintain their margins for it to actually be a success. It’s all well and good having a large number of products flying off your shelves or website, but you will have to weigh up if your price points will cost your business more than it’s worth.

Consider how much you can afford to cut prices down where you can still give your customers a good deal to entice them to come back and become repeat customers.

Use the big named holiday to your advantage

Black Friday and Cyber Monday are holidays that businesses can use to promote different sections of stock or clear items that need to be sold fast. Rebecca explains that “it’s good to offer some discounts and incentives to buy” but for her business, she doesn’t want to “be giving the message that we’re in it to knock it out cheap”.

Think about what the main aim of your Black Friday or Cyber Monday events are and work your campaign around that.

Rebecca told us that she is using Black Friday to create awareness for brands that are not as well known in her shop, to get the name out there and give it a boost. She says it’s more useful to her business that way because most products that she sells are really well-known brands that she can “sell out of the day in, day out”.

This shows how Rebecca has prioritized the focus on her customer base, products and strategic plan to create repeat customers to try out new areas of stock.

Try different approaches

Over the years strategies alter and you may have to adapt, taking into consideration what competitors are doing.

Rebecca points out that her approach changes year on year and reflected on a particular year where they didn’t quite hit the sweet spot - “even though the turnover was good, it costs lots,” she said.

Be aware of the calm before the storm - you might feel a lull in your sales, or good traffic and lower conversions before Black Friday because people are waiting for deals.

“For us as a small business, keeping up with the shipping was bonkers!” Rebecca said about the huge influx of sales. If you’re a small business keep this in mind when you are planning your approach for this year!

Don't be afraid to react

If something is not working, change it! Don’t wait until the whole period is over and then reflect on why it wasn’t a complete success. If you see something isn't working, change it so it works in favour of your business.

It’s better to keep an eye on traffic and conversions online and change things mid-stream so you can be closer to achieving the goals you have set. Even in stores, if a certain promotion is not working, think about how you can change it to bring new customers.

“Weather is a massive driver for demand and will influence us,” says Rebecca. “Nothing set in stone, it's about seeing what needs adapting at the time. You need to be prepared and think stuff through,” she concludes. “Be on top of information and the data, the devil is in the detail. It’s not just about turnover”.

Thanks for the great advice, Rebecca!

This is Wizz Selvey, CEO of Wizz & Co.

She has 12 years of buying experience in Selfridges, has worked with brands and global retailers but she also helps independent brand founders scale, helping them navigate and market profitably.

From reading her points, you will learn:

💻 How the integration of US Holidays has affected the UK market

💻 Why communication between departments is key for Black Friday success

💻 Where you can build loyalty and relationships with VIP customers

How do I build excitement for the Black Friday deals?

US holidays are becoming more important to our UK calendar, so brands need to be strategic about promotion strategies. Wizz agrees that it can be great to get opportunities for a sale, but having a strategy and sticking to it is key.

“If you're not looking at your bottom line, you can actually hemorrhage cash, and you can get stuck with no stock to sell when it comes to Christmas,” Wizz adds.

How Black Friday has changed

Black Friday used to be a blanket discount across all products, but it has become more sophisticated where brands are now analysing profits more closely and being clever with price points to suit them. Of course, it is business, but customers are clocking on to what is a good deal and what is worth walking away from..

“Exclusions can disappoint the customers,” says Wizz. Be aware of how your customer will perceive your brand based on these discount events.

For example, more people are being mindful of how much they are consuming. If you are a sustainable brand, Black Friday can jar what your values are. Stay true to your brand and consider a balance between making customers happy and what’s right for your business.

It again comes down to thinking about your strategy.

Nurture your VIP customers

Talking of keeping customers happy, segment your most interactive, regular customers and understand how you can reward them. By segmenting you can focus on how you can market your brand to each section, some may need less convincing to buy your products than others!

“If people have signed up to an email list for example - perhaps give them something slightly more special like an early discount that is exclusive to those who are on your subscriber list,” Wizz says.

For the people that are interacting and wanting to hear from you, make sure you nurture them as a small business to build organic loyalty and stronger values. If customers have an amazing experience, it's much easier to get a second sale. “Think of it as a VIP customer event,” Wizz adds.

If you have not got people on an email list, before Black Friday starts, make sure you plant a seed to actually get people to sign up for exclusive offers and deliver on this.

Communication in your team

Communication is vital. If you are a slightly larger business, you may have different teams managing different aspects of the event.

Have a holistic full view, make sure teams are talking to each other and remember to check the stock as well as the sales and profits. If you don’t have enough stock this could be a short-lived holiday season sale.

Wizz had some great points to take on there, especially about customers becoming more sales-savvy!


So, what have we learned? Know your customers, market towards them, but keep in mind your profit margins and monitor what your competitors are doing. Don’t be afraid to change variables if your sales are not reaching your goals. The power is with you, so go for it!

We can’t wait to give you more advice and webinars in the new year and support your entrepreneur journey! Subscribe to our email list so you don’t miss out on any news, events or surprises!