How To Have A Successful Black Friday Sale

Black Friday is right around the corner. Will you be taking advantage of this “buying holiday” in order to get more photography bookings and sales?

My guess is you REALLY want to do a Black Friday sale for your photography business but you’re just not sure what to do or where to start.

Sound about right?

No worries friend, I’ve got you covered.

Here are the key points we’ll be going into detail on (for those of you who are skimmers haha).

Key Points:

  • Defining Your Sale
  • Build Anticipation
  • Have Scarcity
  • Have Urgency
  • Plan Ahead & Automate

Step 1) Defining Your Sale

Defining what type of sale you want to do is going to vary based on how you price yourself as a photographer. I have a LOT to say about pricing but you’ll have to search my blog for those posts so I can keep this on topic.

That said hopefully you’re doing a “Session Fee (+$100 credit) + Collection” type of pricing set up, this is what I teach to ALL of my Boudoir Certified students. This is where somebody would pay a session fee to book their session, have a DAVO sales session right after their photo shoot & then they’d choose and pay for the collection they’d like to purchase.

If you’re pricing yourself this way (as I & my students do) then I’d highly recommend you do a sale where you just discount the session fee price.

For example, if your session fee is normally $300 then you’d have your session fee be $99 for your Black Friday sale + include a $100 credit for them to spend on their collection. If you’re not familiar with doing the “$100 credit” it’s great to include this because it shows people they will be purchasing later and can be a good incentive to get them to move up to a higher collection to purchase as well.

Once you’ve decided on the type of sale you’re going to offer it’s time to start building anticipation for the sale!

Step 2) Building Anticipation for Your Black Friday Photography Sale

Building anticipation for the sale is KEY. If you’ve done a Black Friday sale in the past that didn’t work it could be a number of things but could have been especially due to not building enough anticipation.

You want to start building anticipation for the sale during the 5 days leading up to the sale.

Here’s the schedule you’ll want to use to build anticipation & where you should post about it.

Day 1)

What: Status announcing you’ll be doing a Black Friday sale & how they can get on your email list to receive updates as soon as they’re available.

Where to Post: Facebook Business Page, Your Facebook Group, Your Email List, Your Many Chat List – everywhere!

Start marketing for your Black Friday sale early with a post like this!

Day 2)

What: Facebook Live: announcing you’ll be doing a Black Friday sale & how they can get on your email list to receive updates about it as soon as you have them. Tell them it will sell out fast so they need to be on your email list in order to be first to get the details.

Where to Post: Facebook Business Page, Your Facebook Group, Your Email List, Your Many Chat List – everywhere!

Day 3)

Poll status asking “who’s excited to see what we’ve got in store for Black Friday this year?” [Me! Already on your email list] [Yes, I’ll get on your email list now!] And also say in the status “Hop on my email list so you can be first to get the deets! [link]”

Where to Post: Facebook Business Page, Your Facebook Group, Your Email List, Your Many Chat List – everywhere!

Polls are a great way to interact with your audience base. Utilize this in your marketing for a Black Friday sale!

Day 4)

Facebook Live: Tell a story that happened to you on Black Friday once and then share details about your Black Friday sale & build that excitement!

Where to Post: Facebook Business Page, Your Facebook Group, Your Email List, Your Many Chat List – everywhere!

Day 5)

Status – repeat Day 2 but change it up a tad

Step 3) Have Scarcity

Make sure that your sale has scarcity built into it. Think about a few items that you bought. Were you influenced to buy it because time was running out to get it? Or because it was only on sale for a few days?

Well, that’s what it takes most people to buy whether we like it or not. There’s nothing wrong with discounting your services if you do it the RIGHT way.

So what you need to do to get them to take advantage of your Black Friday sale offer is to build in scarcity by limiting the quantity.

So for you, that would mean choosing how many shoots booked you’d limit the offer to.

I’d suggest 5 to 10. So in your offer you’d say something like “This offer is limited to 10 people only” or “only 10 spots left”

Step 4) Have Urgency (timer and bonus)

Make sure that your sale has urgency built into your Black Friday sale as well.

Urgency means the offer is only for a limited time. Ends at midnight, etc.

For you your offer would end 24-72 hours upon posting it, it’s up to you if you want to do a 24 hr sale, 48 hr sale or 72 hr sale. I wouldn’t recommend having a sale longer than 72 hours or you won’t build enough urgency.

So in your marketing be sure to tell them when the sale ends and how much time they have left to get your offer. That will greatly increase their chances of buying now vs later.

In addition to the timer piece you also want to have some kind of “fast action bonus.” This is so you can say “book your shoot now to get this awesome price because time runs out and you’ll also get this _____ bonus if you book now!”

I’d recommend doing one of the following bonuses (but no more then one and NO free prints or products of ANY KIND, if you do this I will be a mad mentor mama haha): extra outfit, extra prop, extra set, or extra makeup look.

Step 5) Plan Ahead & Automate

Now one of the most important parts of your sale is to plan ahead and automate as much as you can!

So plan out all of the presale posts and the posts that will happen during the sale as well. The best thing to do is to map it out in a notebook or excel document.

For a 24hr sale I’d recommend the following posts (or until you’re sold out):

[Post to the following places for all posts below: Facebook group, facebook business page, email list, personal Facebook page, ManyChat, any other places you have an audience]

  1. 8am Post: Announcing the saleHave fun announcing the start of your Black Friday sale!
  2. Noon Post: Similar but update how many spots left & talk more about the sale in detail via Facebook Lives on all platforms
  3. 3pm Post: Similar post but update how many spots left
  4. 6pm Post: Similar but update how many spots left & talk more about the sale in detail via Facebook Lives on all platforms
  5. 9pm Post: Similar post but update how many spots left

Then come up with all of the copy and imagery for the social posts (examples above) and schedule them either natively inside of Facebook or using a scheduling app.

You’ll want to make sure to monitor these posts so you can interact with people who comment on them when it’s time, etc.

Now go plan your sale and kick some boudie!

Want more boudoir marketing advice?

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Are you ready to host a successful Black Friday sale to take advantage of this "buying holiday"? Let me show you my guide on how to!

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Molly Keyser

Boudoir photographer and business coach, I am dedicated to changing the world with the power of a camera. Originally from Wisconsin, I'm now in Texas, but I help photographers around the world learn how to go full-time with boudoir photography.