Black Friday Guide for Small Equestrian Businesses

With constant ads and emails about Black Friday deals already, it can seem overwhelming as a small business owner.

Are you supposed to match the big retailers and offer big discounts for what seems like the whole of November?

Answer: no.

Be proud to own a small business and don't feel pressured into offering freebies and discounts.

If you've been planning for Black Friday/Cyber Monday and a sale works for your brand then go ahead!

There are other ways to tackle it though if that's not right for you and your business. Here are some ideas to help your horse brand survive the Black Friday and Cyber Monday craziness.

1. Stand Your Ground

You don't have to offer any discounts.

Highlight what makes your small business different and the people behind the brand.

More people are looking to shop local and from small businesses. Show them why you're different and who their purchase supports.

You could do some behind-the-scenes style posts about your team and the process to make your products/do your services. Sticking with your value encourages customers not to seek out sales from you and only purchase at a reduced price. Know your worth and stand your ground.

2. Support a Charity

Instead of offering a discount or gift with purchase, why not donate to a charity on behalf of your customer?

This works great for companies who value sustainability and community as their customers will really appreciate their purchase making a difference.

You could support a charity that you already work with, or ask customers on social media in the run up to Black Friday to nominate a charity.

3. Buy Now, Receive Later

If you want to offer a discount but aren't sure you can keep up with orders then offer it to customers later. This works really well for service based businesses or custom pieces.

For example, a customer could buy a portrait of their horse with 25% off, knowing that you will deliver it in the new year. Or, purchase a massage session that can be redeemed the following month.

This helps to spread out your workload so you can take advantage of increased sales without overloading yourself.

4. Offer Gift Vouchers

Instead of reducing your prices, why not offer a gift voucher with the purchase of a certain item, or over different amounts?

This can encourage a higher order value and also encourages customers to come back and shop with you again.

The value of the gift voucher is higher to the customer than what it actually costs you and your business. Plus, the customer is likely to spend more than the voucher amount on their next purchase. Win-win!

5. Clear Older Stock

Black Friday and Cyber Monday can be a good chance to clear out older stock. Make way for new inventory by discounting lines that haven’t sold as well, or are no longer current.

Another option is to offer this stock as a gift with purchase. Purchases over different amounts could qualify for different gifts, or have different deals on each day.

Communicate clearly with your customers and they will continue to support you - you may even find you have a few more supporters who don't want to shop at the big retailers.

Will your equestrian business be doing something for Black Friday?