Ah, Black Friday…that magical time of year when entrepreneurs collectively lose their minds and slash prices in the name of “getting one last push before year-end.”
But let’s be honest: discounting isn’t always strategy. Sometimes, it’s panic in a sparkly outfit.
I get it. You see everyone else posting sales graphics, and suddenly it feels like you should too. The pressure to “join the noise” is real.
But before you send that 50%-off email, pause for a second. Because not every sale is a smart one, and not every customer is worth the discount.
The Psychology of Panic Pricing
Discounting often starts with fear:
“What if I miss out?”
“What if my competitors outshine me?”
“What if people stop buying if I don’t?”
But here’s the truth: a discount doesn’t automatically create demand. If your customers buy only when your prices drop, you haven’t built loyalty. You’ve built dependency.
And dependency isn’t a business model. It’s a slow bleed on your profit margin.
How to Set Boundaries Before You Discount
Before you offer any sale, ask yourself:
- What’s my why?
Are you rewarding loyalty, clearing inventory, or just following the crowd? If it’s the latter, close Canva and walk away. - Can I afford it?
Know your profit margin before you slash your price. You can’t “make it up in volume” if you’re losing money per sale. - What’s the long game?
Are you trying to attract a new audience or nurture the one you already have? A strategic promotion should serve a future goal, not just a dopamine hit today. - How will I measure success?
If you run a sale, define what winning looks like: new leads, repeat clients, increased visibility. Data over drama, always.
Alternatives to Discounting
If you’re craving that holiday buzz but don’t want to gut your margins, try:
???? Adding value instead of subtracting price.
Bonus resources, extra sessions, early access, these build goodwill without costing your bottom line.
???? Rewarding loyalty.
Offer something exclusive to existing clients or subscribers. It feels intimate, not desperate.
???? Partnering up.
Team with another business for a bundled offer that expands reach while sharing the cost.
???? Focusing on storytelling.
People connect with purpose, not percentages. Remind them why you do what you do.
You Don’t Have to Compete for Noise
Black Friday is chaos by design. But your business doesn’t need to shout to be heard, it needs to stand out for being steady, smart, and strategic.
So this year, skip the panic pricing and focus on profit with purpose.
Your brand (and your bank account) will thank you come January.
