What Time to Start Marketing for Black Friday

Okay, let’s talk about the Big One. Black Friday. It’s not just a shopping day - it’s basically the Super Bowl for marketers. And spoiler alert: if you’re waiting until Thanksgiving to start thinking about it, you’ve already missed the first half!

Black Friday is where dreams (and Q4 goals) are made, but only if you plan ahead. The good news? You don’t have to stress or turn into a sleepless, caffeine-fueled goblin to win. You just need to start early and start smart. Let’s break down when and how to market for Black Friday so your business gets the spotlight it deserves.

1. Start Brainstorming in August (Yes, Really)

If this feels early, that’s because it is. But smart brands are already plotting their Black Friday promos by August. Think of it as your strategy month - outline your offers, look at your inventory (physical or mental), and set your goals.

This is when you decide: what are you promoting, how big is the discount, and what’s the plan to get eyes on it?

2. Create Your Marketing Materials in September

Now’s the time to build out your graphics, emails, landing pages, and social content. September is PRIME for creating before the chaos begins. Not only will you be ahead of the curve, but you’ll also be able to test a few things without feeling frantic.

Bonus: you can start warming up your audience with teaser content and low-key buzz.

3. Launch Your Pre-Launch in October

Black Friday is no longer a one-day event - it’s a whole SEASON. In October, you want to start teasing your offer and getting people on your email list. Maybe it’s a waitlist, a VIP preview club, or an “early access” sign-up.

Build that list now, so when your promo hits? You’ve got a hungry audience ready to go.

4. Warm Up Your Audience (Before You Pitch Anything)

Don’t go from zero to sales pitch. Start sharing value NOW. Send helpful emails, show behind-the-scenes peeks, or offer mini freebies.

If your people hear from you regularly before your sale, they’re WAY more likely to open your emails and buy when it’s go time!

5. Use Social Media to Build Anticipation in Early November

The start of November is your pre-party. You can drop countdowns, reveal hints about your offers, share behind-the-scenes prep, or ask questions like “What’s on your holiday wishlist?”

Make it FUN and interactive - it’s not about being salesy yet, it’s about building excitement.

6. Schedule Your Campaigns by Mid-November

By the second week of November, you want all your sales content LOCKED IN. Emails, social posts, automations, and ads should be ready to go. (Trust me, nothing’s worse than writing a flash sale email at 1am the night before!)

Schedule as much as you can so you’re not stuck scrambling!

7. Go Live the Week of Thanksgiving

Yes, Black Friday is the headline, but you should absolutely start your sale before Friday. Many brands open their offers on Monday or Wednesday of Thanksgiving week - this gives your audience more time and you more momentum.

Plus, inboxes are wild on Friday, so get in early!

8. Send Multiple Reminders (Without Being Annoying)

You’re going to have to email more than once. That’s just the reality of inbox overload. Plan for a launch email, a “sale’s live!” reminder, a social proof update, and a final call. If you’re nervous about being pushy, just remember: people are BUSY.

Your gentle nudges are actually helpful!

9. Don’t Forget About Cyber Monday

So many entrepreneurs focus on Black Friday and forget that Cyber Monday is its own epic event. If your offers are digital or service-based, Monday might even be the bigger opportunity!

Plan a second wave of promos or extend your sale through the weekend to catch extra buyers!

10. Keep It Simple (and Sane)

Don’t overcomplicate it. Pick ONE great offer, ONE clear call to action, and make your messaging super clear. Trying to do too much just leads to confusion and burnout.

Your audience doesn’t need a million choices - they need one irresistible reason to click “buy!”

11. Evaluate and Celebrate in December

When it’s all done, take a breath - and then take NOTES. What worked? What didn’t? What would you do differently next year? This is gold for future planning, and it helps you wrap up the season feeling like the marketing rockstar you are!

Black Friday doesn’t have to be chaotic. When you start early and stick to a simple, smart plan, you’ll feel calm, confident, and ready to crush your goals - without the burnout.

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