How to compete with big brands on Black Friday with a small budget

Ask yourself: what can I offer that big corporations can’t?

While every business strives for a balance of speed, cost, and quality, large corporations often struggle to achieve all three at once. They’re complex, with many moving parts, which makes them slow to react and less adaptable.

Big retailers may excel at slashing prices, particularly in sectors like electronics, toys, and apparel. But they can't be as personal, or customer-focused, as you can. So, while you might not be able to out-discount them, you can outshine them in other ways. Think about what you do best, whether it’s offering a personalised service, higher-quality products, or faster response times. When you know – lean into it.

Big corporations have one-size-fits-all solutions and aim for the masses, but you can offer something more tailored. You know your customers better than they do. When you understand your customers’ specific needs and challenges, you can provide solutions that feel personal – because they are.

Imagine finding shoes that fit perfectly, as if they were made just for you. That’s the level of personalisation and care you can provide. And that’s your secret weapon.

When you combine this personal touch with a strong presence in your local community, you gain another edge. Attend local events, partner with nearby organisations, and engage with your community on a personal level. Your customers will appreciate the connection – and it’s something a corporate giant simply can’t replicate.

A couple of additional tips:

• Use wording like “Shop local”, “Handmade”, or if your products were produced in the local area – mention this as well. This way you’ll attract conscious shoppers.
• Collaborate with other small businesses, especially if your products and services complement one another. You can share marketing costs and broaden your reach.

One of the best parts of running a small business is the ability to experiment. You won’t be slowed down by layers of approval and long processes. Black Friday is a great time to try something new, and the internet gives you a platform to do just that.

Even if you have no budget or it’s very limited, here are a few ideas you can use to sell more on Black Friday:

• Encourage your customers to share their purchases or experiences with your brand. 
• Highlight user-generated content, reviews, and photos to create trust and excitement.
• Use social media to showcase your products, offer a behind-the-scenes look at your business, or even host a live Q&A. This personal touch can help you stand out in a sea of impersonal ads.
• Work with micro-influencers to promote your brand. Micro-influencers with smaller, engaged followings can be more affordable and often more effective for targeting niche audiences.
• Instead of relying solely on discounts, create special bundles or offer experiences like virtual consultations or limited-edition products.
• Create Urgency with flash sales or limited-time offers. This will build excitement and encourage quick action, even if you’re not cutting prices dramatically.

One of the greatest strengths of a small business is the ability to provide personal, human customer service. Your customers know they’re not just another number. They can call you, speak to someone who knows their name, and get help from someone who truly cares.

In contrast, big corporations often struggle with this. Their customer service can be impersonal, slow, or even automated. You can use your ability to offer direct, knowledgeable service as a key selling point.

By building strong relationships with your customers, you’ll not only earn their loyalty after Black Friday but also valuable feedback. Since you don’t need multiple layers of approval, you can act on that feedback quickly – something large corporations wish they could do as easily.

Instead of worrying about what you lack, focus on what makes your business special. Your agility, flexibility, and personal touch are things that big brands can’t easily replicate. So, play to your strengths. Embrace the opportunity to try new things, connect with your customers, and build something truly unique.

This Black Friday, you don’t have to compete on price alone. You can stand out by being personal, creative, and community-focused. Plan your strategy, lean into what makes you different, and trust that your small business can thrive. You've got this!