Let’s talk Black Friday, cookiers — that wild, exciting time when everyone’s inbox is full of sales and your feed is bursting with “last chance” graphics. It’s easy to wonder: should your cookie business join the madness?
The truth? Black Friday can absolutely work for bakers — if you do it intentionally. I’ve seen it go both ways: I’ve had years where it boosted my holiday sales and years where I poured in tons of effort… only to realize the profit didn’t match the work.
So today, I want to share what actually works, what doesn’t, and how you can run a Black Friday sale that’s both profitable and peaceful.
#1: Don’t Let Discounts Eat Your Profit
My very first Black Friday sale was… chaotic. I stayed up late designing sets, sending emails, and posting on social media. It felt exciting — until I sat down afterward and realized I’d barely made any money. Why? I discounted too deeply.
By the time I added up my ingredients, packaging, and hours of work, I’d given away most of my profit.
If you’re planning a sale this year, start by running your numbers first. A “big sale” isn’t worth it if you’re losing sleep (and money) to make it happen.
#2: Sell Smarter, Not Harder
You don’t have to slash prices to join the Black Friday buzz. There are easier, more profitable ways to create excitement — without draining your energy.
Here are a few of my favorites:
- Gift cards: Light lift, easy sale. Customers can buy now and redeem later — perfect for those who already love your cookies.
- Bundles: Try a “buy two, get one” deal on Christmas sets or mini packs. It gets people ordering early and increases your average sale.
- Upsells: Add a small freebie — like a mini cookie or cute tag — instead of a discount. It feels like a bonus without cutting into your profit.
#3: Try Early Bird or VIP Offers Instead
Here’s my favorite way to “do” Black Friday: make it an early bird special for your Christmas pre-orders or cookie classes.
Instead of offering a huge discount, let your best customers (especially your email list!) get first dibs on your holiday sets.
It builds excitement, rewards loyalty, and drives early sales — all without you working twice as hard. You can even keep the momentum going through Shop Small Saturday or Cyber Monday. The key is to focus on connection, not chaos.
#4: Keep It Simple and Manageable
At the end of the day, your goal isn’t to compete with Amazon or Target. Your goal is to remind people why they love your cookies — because they’re personal, handmade, and filled with joy.
So keep your Black Friday plan simple:
- One clear offer
- Easy delivery or pickup
- No complicated discounts to track
When it’s easy for your customers to buy (and for you to manage), it’s more likely to be profitable.
🎯 Final Thoughts
Black Friday doesn’t have to mean burnout.
It can be your chance to build momentum, reward your loyal customers, and kick off the holiday season feeling organized and confident.
You don’t need to do all the things — just the right things. The ones that help your business grow, not drain you dry.
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