Black Friday Marketing : Where It Started and How to Make the Most of It

Once seen as a distinctly American phenomenon, Black Friday has now firmly taken root in the UK retail calendar. Each November, businesses of all sizes — from global brands to local independents — compete for customer attention with limited-time offers, flash sales, and festive discounts.

But what’s the story behind Black Friday? And how can small, local businesses use it to their advantage without getting lost in the noise of big-box retailers?

In this blog, we’ll explore the origins of Black Friday, how it has evolved, and — most importantly — how your business can make the most of it this year, especially through smart, community-focused marketing.

 

Where Did Black Friday Marketing Come From?

Black Friday originated in the United States, traditionally taking place the day after Thanksgiving — marking the start of the Christmas shopping season. The term “Black Friday” was reportedly first used by Philadelphia police in the 1960s to describe the heavy pedestrian and vehicle traffic that occurred on this day. Retailers, however, soon gave the term a more positive spin, referring to it as the point in the year when stores would finally move “into the black” (i.e., become profitable).

Fast forward to the 21st century, and Black Friday has evolved into a global shopping event, with businesses offering dramatic price drops and one-day-only promotions. In the UK, Black Friday only started gaining serious traction around 2010 — boosted by American companies like Amazon and Apple running UK-based deals.

Now, it’s not just one day. Many brands offer “Black Friday Week” or even “Black November” promotions, using the momentum to drive pre-Christmas sales.

 

Why Black Friday Marketing Matters for Small & Local Businesses

While the headlines are often dominated by major retailers slashing prices on electronics and tech, Black Friday presents a big opportunity for small and local businesses to boost sales, increase visibility, and build relationships with new and existing customers.

With many people actively hunting for deals and gifts in the run-up to Christmas, it’s an ideal time to:

• Clear older stock
• Introduce new customers to your brand
• Encourage repeat purchases with loyalty incentives
• Stand out locally with personalised service

Importantly, you don’t have to slash your prices to compete — you just need to be visible, prepared, and smart in your approach.

 

How to Make the Most of Black Friday

Here are some tried-and-tested tips to help you plan and execute a successful Black Friday marketing campaign for your local business:

 

1. Start Early — Plan Your Offer Now

Don’t leave it until the last minute. Planning ahead allows you to:

• Promote your offer in local directories like The Link Directories
• Schedule social media content in advance
• Prepare in-store signage or online banners
• Order any required print materials or packaging

Think carefully about your objective: Do you want to drive footfall, increase online sales, shift stock, or raise brand awareness?

 

2. Choose the Right Offer

You don’t need to offer 70% off to be successful. Instead, create an offer that:

• Feels like a genuine saving
• Is simple and easy to understand
• Encourages urgency (limited stock, ends Friday, etc.)
• Adds value without hurting your bottom line

Examples include:

• Buy One, Get One Half Price
• 20% Off Everything on Friday Only
• Free Gift with Purchase
• Exclusive Black Friday Bundle

You could also reward loyalty by giving your regular customers early access to your deal or an extra discount.

 

3. Use Local Print Advertising to Build Anticipation

In the weeks leading up to Black Friday, let your community know you’ll be running an offer. Advertising in The Link Directories is a great way to:

• Reach thousands of local households
• Get ahead of the competition
• Build awareness among customers who may not follow you online

You can include teasers in your advert like:

• “Black Friday Offer Coming Soon – Keep an Eye Out!”
• “Special Deal in November Edition – Don’t Miss It!”

 

4. Leverage Your Social Media Channels

Use your Facebook and Instagram platforms to:

• Create countdown posts
• Tease your offer with “sneak peek” posts
• Use Stories for real-time updates
• Highlight your limited stock or time-limited nature
• Repost customer purchases or feedback

Remember to include clear calls to action, such as:
👉 “Tap to shop”
📞 “Call to reserve”
📍 “Visit us on Friday for in-store exclusives”

 

5. Make the Experience Personal

Local businesses have one major advantage over national chains: you can offer a more personal, human service.

• Greet customers by name
• Offer tailored advice
• Provide local delivery or click & collect options
• Handwrite thank-you notes for online orders

These little touches build long-term loyalty — something Black Friday giants can’t match.

 

6. Extend the Momentum into December

Don’t stop once Black Friday is over. Use the increased attention to:

• Collect email addresses for future promotions
• Upsell Christmas gift vouchers or festive services
• Promote a “Small Business Saturday” deal the following weekend
• Launch a December loyalty card or reward scheme

Final Thoughts

Black Friday doesn’t have to be overwhelming or expensive — with the right planning, it can be a simple, effective way to boost your business in the run-up to Christmas.

By combining smart offers, local visibility through print (like The Link Directories), and a dose of personal service, you can turn Black Friday from a retail frenzy into a meaningful moment for your business and your customers.

📞 07858 114061
📧 sarah@thelinkdirectories.co.uk
🌐 thelinkdirectories.co.uk