The Ultimate Small Business Guide to Black Friday, Cyber Monday & Giving Tuesday
How to Make the Most of the Biggest Week of the Year
The week after Thanksgiving isn’t just busy - it’s the Super Bowl of small business marketing.
Between Black Friday, Small Business Saturday, Cyber Monday, and Giving Tuesday, your brand has four powerful opportunities to show up, sell, connect, and give back.
This guide breaks down exactly what to do, what to post, and how to maximize engagement, sales, and visibility without feeling overwhelmed.
Black Friday (The Big Launch Day)
Goal: Visibility + Traffic + First Wave of Sales
Black Friday is noisy - the key is clarity and confidence.
Your customers need to know what you’re offering, why it matters, and how long they have to grab it.
What to Prepare Ahead of Time:
Your main offer (discount, bundle, bonus, freebie, or loyalty perk)
Clean, simple graphics
An email announcement (send early AM)
Countdown Stories
A “pin to top” post with details
What to Post on Black Friday:
Launch Graphic
Bold, easy to read
Exact savings or offer
Clear CTA
Behind-the-Scenes Story
Packing orders, prepping, or a simple “Happy Black Friday!”
Show the human side
Comparison or Value Breakdown
“Here’s what you get vs what you normally pay”
Perfect for service providers
Reminder Posts Throughout the Day
A midday reminder
Evening “last call”
Extra Tips:
Keep captions short - everyone is scrolling fast.
Add urgency: limited quantities, countdown timer, “while supplies last.”
Use email + social + Stories at the same time for maximum reach.
Small Business Saturday (Relationship Day)
Goal: Community + Connection + Brand Loyalty
Small Business Saturday is all about heart, story, and your local impact.
What to Highlight:
Why your business matters
How you contribute to the community
What makes your brand different
Client or customer stories
Content Ideas:
A carousel introducing YOU and your story
Customer testimonials and photos
“Thank you for supporting local” message
A list of your favorite local businesses (tag them)
Behind-the-scenes of your team, space, or process
Post Tone:
Warm, personal, grateful - this is your “thank you for choosing small biz” day.
Extra Tips:
Use tags - they increase community reach.
Collaborate with other small shops on a giveaway or shared post.
Share UGC (user-generated content) from customers who tag you.
Cyber Monday (Online-Only & Upsell Day)
Goal: Final sales push + digital product focus + add-ons
Cyber Monday is clean, quick, and online-only - it’s your chance to highlight digital offers, subscriptions, downloads, bundles, and last-chance deals.
What to Promote:
Digital products
Online services
Website-exclusive bundles
Gift cards
“Buy this, get this” promotions
What to Post:
Morning Email Blast
“Cyber Monday is LIVE!”
Clear offer + button
Offer Carousel
Products + prices + what’s included
Behind-the-Scenes Story
You working on packaging, your team logging orders, etc.
Evening Reminder
“Cyber Monday ends at midnight!”
Extra Tips:
Cyber Monday shoppers are fast-clicking - make your checkout process simple.
Offer a bonus for early buyers (discount code or freebie).
Consider a “last chance of the year” message for urgency.
Giving Tuesday (Impact Day)
Goal: Community impact + connection + brand trust
Giving Tuesday is your opportunity to show your values and heart.
This doesn’t have to mean donating huge amounts - it’s about showing your impact.
Ways to Participate:
Donate a percentage of sales
Sponsor a local family or classroom
Collect items for a nonprofit
Volunteer as a team and share photos
Partner with a charity and share their mission
What to Post:
Your Cause + Why You Support It
Be transparent and heartfelt
How Customers Can Join In
Easy, clear call to action
Behind-the-Scenes of Your Team Giving Back
Photos and videos work best
Impact Recap at the End of the Day
People love seeing results
Extra Tips:
Keep it genuine - avoid making it feel like a marketing ploy.
Tag the organization with permission.
Thank your customers for being part of the impact.
The Bottom Line
This post-Thanksgiving week is one of the biggest opportunities of the year for small businesses.
When you show up intentionally - with strategy, clarity, and authenticity - you’ll:
- Increase your visibility
- Build trust
- Strengthen your community presence
- Drive sales without feeling salesy
- Position your brand for holiday momentum
Black Friday drives traffic.
Small Business Saturday builds loyalty.
Cyber Monday boosts conversions.
Giving Tuesday strengthens your brand’s heart.
Together? They create a powerhouse marketing week that can fuel your business well into the new year.
