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Black Friday is Friday, November 27. That's 20 days from today.

Every year I watch small store owners do the same thing: they know it's coming, they mean to prepare, and then it's Thanksgiving week and they're writing a sale email at 11 pm. The weekend comes and goes, and it feels like Black Friday is just for the big brands.

Here's the idea for this issue: if you spread the work over the next four weeks, you can walk into Black Friday with everything already done. One clear offer, a store that loads fast, and five emails scheduled to send themselves. Then the weekend runs while you pack orders.

Shopify's own Black Friday Cyber Monday report for 2025 shows how big this weekend has become:

Worth saying honestly: these are totals and averages across every Shopify store, from tiny shops to huge brands. They aren't a promise for yours. But almost 95,000 stores had a record day. You don't need to be big to have one. You need to be ready.

When I talk to owners after the weekend, the reasons are almost always the same:

None of these need a big budget. They need a plan and a bit of time each week.

One focus per week. Tick it off, then move on.

One clear offer beats five confusing ones. If a shopper gets your deal in three seconds, they're far more likely to buy. Small stores usually win with value, not deep discounts:

The 60-second margin check: take your price, subtract product cost, shipping you pay and about 3% in fees. That's your profit per sale. Keep your discount to no more than half of it. A $40 hoodie that costs $23.20 to make, ship and process leaves $16.80, so a discount of $8 or less keeps you safely profitable.

If you fix the small things that slow shoppers down, more of your Black Friday visitors turn into buyers, without spending more on ads.

Email is the one channel where no algorithm decides who sees your message. Write these once, schedule them, and let them do the selling:

All five are written for you, ready to copy, in the free kit below.

Your new customers are most valuable when they come back. On December 1, send a simple thank-you with no selling. A few days later, ask for a review. Then tag everyone who bought so you can welcome them back in the new year.

Bottom line: you don't need a big team or a big discount to have a great Black Friday. You need one clear offer, a store that's easy to buy from, and your emails scheduled before the rush. Start this week, and the weekend can run itself.

What's your Black Friday offer this year? Hit reply and tell me. I read every one.

Source: Shopify, Black Friday Cyber Monday 2025 data. Figures are Shopify's approximate, unaudited totals.