Do Black Friday Sales Work for Premium Services? How to Join In Without Discounting
You’re seeing Black Friday promotions everywhere. Countless businesses are offering discounts and running limited-time deals. But will this work for your high-ticket online course, coaching program, or consulting package?
It’s tempting. Black Friday feels like the perfect opportunity to boost revenue before the year ends. But if you’re selling a premium service, discounting might not be the move you think it is.
Let’s talk about when Black Friday sales make sense for high-ticket offers and when they can actually hurt your business.
Why Black Friday feels like a good idea
Black Friday is one of the biggest shopping days of the year. In 2024, U.S. consumers spent over $10 billion online during Black Friday alone. Shoppers are actively seeking deals and eager to make purchases.
For product-based businesses, Black Friday is a no-brainer. But for service providers, the rules are different. Your offer isn’t a product someone can grab off a shelf. It’s a transformation. It requires trust, commitment, and often a significant investment of time and money.
The problem with discounting high-ticket offers
When you discount a high-ticket offer, you’re not just lowering the price. You’re changing the way people perceive your value.
If your coaching program is $5,000 and you suddenly drop it to $2,500 for Black Friday, potential clients start wondering: Was it ever really worth $5,000?
Discounting can also attract the wrong buyers. People who purchase based on price alone are often less committed to the work. They’re looking for a deal, not a transformation. And when things get hard, they’re more likely to disengage or ask for refunds.
Your pricing communicates value. When you discount, you risk undermining the very thing you’re trying to sell.
When a Black Friday promotion can work
Black Friday doesn’t always mean slashing your prices. There are ways to participate without devaluing your offer. Here’s when it makes sense:
You offer a bonus instead of a discount. For example, include a bonus training, an additional coaching session, or a downloadable resource that complements your program. This way, you’re adding value without lowering your price.
You run a VIP upgrade promotion. Reward your current clients by offering an exclusive, limited-time VIP upgrade. This could include priority support, additional one-on-one time, or exclusive access to future content or courses.
You host a paid workshop or masterclass. Instead of discounting your main program, run a special live workshop on a relevant topic. Price it accessibly, and use it as an opportunity to deliver high value and introduce attendees to your higher-ticket offer.
When to skip Black Friday altogether
Sometimes the best move is to sit it out. Here’s when you shouldn’t run a Black Friday sale:
Your offer is already priced appropriately. If your pricing reflects your value and your ideal clients are buying at that price, don’t mess with it.
You’re building a premium brand. If you’re positioning yourself as a high-end expert, discounting sends the wrong message.
You don’t have time to execute it well. A half-hearted Black Friday promotion won’t help your business. If you’re already stretched thin, skip it.
Your audience isn’t conditioned for it. If your clients are used to working with you at a certain level, a sudden discount can feel off-brand.
What’s right for your business?
Does Black Friday make sense for your business model? It depends on your offer, your audience, and your long-term goals. If you’re building a brand based on transformation, not transactions, you don’t need to prove your worth through discounts. The right clients will invest when they’re ready, whether it’s a sales holiday or not.
Build a business that doesn’t rely on discounts
Ultimately, you want to build a business that doesn't rely on discounts. Your pricing should reflect your value year-round, not just when there's a sale. If you want to participate in Black Friday, do so strategically by adding value rather than cutting prices. And if it doesn't make sense for your business model, skip it entirely. The right clients will invest when they see the value, regardless of the day.
Want to talk through your pricing strategy and whether Black Friday fits into your business model? Book a free strategy call and let's create a plan that works.