Black Friday is coming and you can almost feel the black friday deals buzz. 

Everywhere you look, big brands are teasing massive discounts. Ads are flying across your feed. Customers are already saving up.  

And you? You’re probably thinking, “Maybe my small business should join too.” 

But before you drop your prices and join the Black Friday train, pause for a second. Ask yourself: Can my small business really afford it 
 
Here’s what every small business owner should consider before jumping into the Black Friday deal wave.

7 Practical Questions to Answer Before You Commit To Black Friday Deals

1. Can Your Profit Margin Survive a Discount? 

Black Friday deals look attractive until you realize your margins are crying for help.   
 
Let’s say your product costs ₦5,000 to produce and you sell it for ₦8,000.   
That’s a ₦3,000 profit. If you run a 30% Black Friday discount, you’re down to ₦5,600, leaving you with ₦600 profit.   
 
Now, add delivery costs, ads, or packaging — and suddenly you’re making a loss.   
 
Tip: Don’t discount for the sake of it. Instead, discount strategically. Offer deals on old inventory, slow-moving items, or bundles that still keep you profitable. 

2. Are You Ready for the Rush? 

 A successful Black Friday deal sale means more orders, more stress, and more expectations.  
 
Can your business handle that?   

If 100 people place an order at once, do you have: 
– Enough stock? 
– A reliable delivery system? 
– Customer service that can keep up? 

If not, a Black Friday deal sale might damage your reputation instead of boosting it. Remember, one disappointed customer can cost you ten potential ones.

3. Does It Fit Your Brand Strategy? 

Not every brand needs to do Black Friday.   

Luxury, handmade, or niche brands often lose credibility when they slash prices too low.   
 
If you’re positioning your brand as premium, frequent discounts can send the wrong message,  that your product isn’t worth full price.   
 
Instead, you could: 
– Offer value-added deals (e.g. “Buy one, get a bonus item”) 
– Give exclusive access to loyal customers 
– Reward referrals or pre-orders 

4. What’s Your Real Goal?

Before joining the hype, define what success looks like for you.  

Is it:

– Clearing old stock? Read how to clear out excess inventory

– Gaining new customers?

– Building awareness?

Each goal requires a different strategy.  

If your goal is to gain new customers, offer smaller, attention-grabbing deals that introduce people to your brand but make sure you have a plan to retain them after the sale.  

5. Are You Prepared to Market Smartly?

Black Friday isn’t just about discounts; it’s about creating visibility for your business. Like if no one knows about your deal, then no one’s buying.  

So plan your marketing early:

– Build anticipation on WhatsApp, Instagram, Facebook, Tiktok or email.

– Use countdowns and sneak peeks to keep customers hooked.

– Partner with micro-influencers in your niche.

– Make your offer clear, urgent, and easy to act on.

Remember: a mediocre offer marketed well can perform better than a great offer no one knows about.

 6. Have You Calculated the Post-Sale Effect?

After Black Friday, what happens next?  

This is a good business as some small businesses get trapped in the discount cycle. If you are not strategic in your sales,  customers start waiting for the next sale instead of paying full price.  

To avoid this, follow up with:

– Personalized “thank you” messages.

– Exclusive offers for repeat buyers.

– Loyalty programs to keep customers engaged after the sale

Bottom Line

Before you join the Black Friday train, make sure your business is ready for the ride.  

Discounts should help you grow and sell your products and services, not leave you drained or struggling to recover.  

So this year, don’t just follow the trend of black Friday deals, be strategic for it. Because your brand’s long-term growth is more important than one week of sales hype.