Don't Spend Thanksgiving Night Creating Your Black Friday Posts

It was the Wednesday night before Thanksgiving in 2019. My kids were home from college, my family had already eaten dinner, and they were settling in to watch a movie.

I was still at my office.

I'd been working since 8:00 that morning. It was almost 9:00 at night, and I was trying to create social media content for Black Friday. I was figuring out what to say, how to say it, and how to get everything ready before the promotion starte

Other businesses had been sharing their content for weeks. I was playing catch-up.

And after all that stress, those posts barely got any attention. They didn't bring in business, either.

I missed time with my family for content that didn't even do what I needed it to do.

I share that story because I don't want you making the same mistake.

If you're trying to figure out what to post for Black Friday, Small Business Saturday, and Cyber Monday, here's something important to remember: Your Black Friday marketing shouldn't begin on Black Friday.

The businesses that get noticed aren't necessarily the ones shouting the loudest on the day. They're the ones that have already given people a reason to pay attention.

Let's make a plan that helps you show up without spending your holiday weekend scrambling.

Black Friday Is More Than One Day of Posting

One of the biggest mistakes I see businesses make is treating Black Friday and Cyber Monday as two dates on the calendar.

They plan to post a discount on Friday, maybe repeat it on Monday, and hope people buy.

But people don't necessarily wake up on Black Friday and decide who they're buying from. They've often been paying attention for days or even weeks.

That means your marketing needs a lead-in.

And this applies whether you own a retail shop, sell products online, offer professional services, coach clients, or run a one-person business.

You don't need a physical storefront or a big product launch to participate. You need something relevant and valuable to offer, along with a plan for communicating it.

What to Post Before Black Friday

In the days leading up to Black Friday, your goal isn't to make the sale just yet. It's to give people a reason to watch for what's coming.

Think of this as building anticipation, but keep it specific and genuine.

You could:

• Share a behind-the-scenes look at what you're preparing.

• Give people a peek at a product or service you're bringing back.

• Mention a customer favorite that will be part of your promotion.

• Let your audience know you're planning something special.

You might say something as simple as:

"I don't usually do this, but I'm planning something special for this week. Keep an eye out!"

You can also make the lead-in interactive. Ask your audience to guess what you're offering. Give them three or four possibilities and let them vote.

Their answers might even give you ideas you hadn't considered.

The point isn't to create vague hype. Give people a real reason to look forward to your announcement.

When Friday arrives, they won't be seeing your offer for the first time. They'll be seeing the thing you've already told them was coming.

Your Black Friday Weekend Content: Three Simple Beats

Once Black Friday weekend begins, you don't need to repeat the same sales message four days in a row.

Think of the weekend as a short story with three important moments.

1. Black Friday: Make the Big Reveal

This is when you deliver what you've been teasing.

Be clear about what you're offering, who it's for, what's included, and how people can take advantage of it.

Don't bury the offer under too much explanation or several unrelated posts.

If you're running a sale, explain the details. If you're not discounting anything, you can still give people a compelling reason to take action.

For example, you could offer:

• A gift certificate for someone who could use your services.

• Early enrollment for a program launching in January.

• A complimentary bonus with a new booking.

• An additional training, guide, or VIP session for people who sign up during the weekend.

Black Friday doesn't require you to slash your prices or undervalue your work.

The goal is to make the offer clear, useful, and easy to understand.

2. Small Business Saturday: Make It Personal

This is a good opportunity to show people what it's actually like to work with you or support your business.

Instead of posting a generic message thanking your amazing customers, share a specific story.

Talk about a real client, a real result, or something that happened during the year that shows the value of what you do.

For example, you could share how a client overcame a challenge, reached a goal, or used your product in an unexpected way.

Always get permission before sharing a client's story or identifying details. You can also change a name to protect someone's privacy.

Specific stories help people understand the experience behind your business. They give your audience something more meaningful than another sales message.

3. Cyber Monday: Give Them a Gentle Reminder

Cyber Monday doesn't have to mean creating an entirely new promotion.

You can bring attention back to the offer you introduced on Friday.

Share a testimonial, answer a common question, or remind people what's included and when the offer ends.

Keep it helpful. You're giving people another opportunity to consider something they may already be interested in.

You don't need ten reminder posts or a countdown clock every few hours.

A clear, thoughtful reminder can be enough.

A Real Example: Building Excitement for a Social Media Calendar

When we promoted one of our social media calendars during a Black Friday campaign, we didn't reveal everything in the first post.

We started by letting people know something was coming.

One post showed me working at my computer, planning something special. Another gave people a partially hidden look at what was being prepared.

Then came the reveal.

We were announcing a new product and giving people the opportunity to get access to it.

That gradual introduction made the campaign more interesting. People had a reason to follow along and find out what was coming.

You can use the same approach with your own business.

Show a little of the preparation. Give people a glimpse of what's coming. Invite them to guess. Then deliver the offer when you said you would.

You don't have to copy another business's campaign. Look at what others have done for inspiration, then find a way to make the idea your own.

Don't Forget the Rest of Your Marketing

Your social media posts are important, but they shouldn't be the only place your Black Friday promotion lives.

Think about where you want interested people to go next.

Do you have a landing page with the details of your offer? Can someone sign up for your email list or request more information? Is there a useful free resource you can share with people who aren't ready to buy?

A lead magnet can give people a reason to visit your website and exchange their email address or phone number for something useful.

Even if you're not selling anything during the weekend, you can still use the increased attention to build relationships with potential customers.

Your social media content should connect to your larger marketing plan.

Your Four-Post Black Friday Action Plan

Here's what I want you to do: set aside one afternoon before the holiday rush and plan four posts.

You don't need four days of noise. You need four intentional pieces of content.

Post 1: The Tease

Share a preview of what you're preparing. Give people a reason to watch for your announcement.

Post 2: The Reveal

Introduce your Black Friday offer. Explain what it is, who it's for, and how people can take advantage of it.

Post 3: The Personal Story

For Small Business Saturday, share a specific customer experience, client result, or story that demonstrates the value of your business.

Post 4: The Gentle Reminder

For Cyber Monday, bring the offer back to people's attention. Answer a question, share a testimonial, or remind them of the details.

Write these posts while you have the time and headspace to make them sound like you.

You can use AI to brainstorm ideas, organize your thoughts, or help you get started. You can also look at campaigns from other businesses for inspiration. Just don't copy their content. Your posts should reflect your business, your customers, and your voice.

Then schedule what you can ahead of time.

Make This the Year You Enjoy Thanksgiving

I still think about that Wednesday night in 2019.

I remember sitting in the office, trying to create content while my family was home. I remember how much time I spent on those posts and how little came from the effort.

That night didn't make me a single sale. But it did make me determined not to let social media content become the reason I missed another important moment with my family.

You don't have to wait until the last minute. You don't have to sound like every other business shouting about a discount. And you don't have to spend your holiday weekend glued to your computer.

You need a plan, a clear offer, and content that gives people a reason to pay attention.

If you need help creating those posts, try the free Social Media AI HELPer. It works with ChatGPT and guides you through creating content for your business by asking questions about what you want to communicate.

Think of it as having help brainstorming and putting your ideas into words, without starting from a blank page.

Visit Social Media AI HELPer to get started.

Plan your content ahead of time. Schedule what you can. Then go enjoy the holidays with the people who matter to you.

That's what painless posting should make possible.