I’ve talked before about some of the potential problems with Black Friday sales, especially for service providers. While discounting your Pilates classes or physical therapy services might seem like the expected move for Black Friday, it’s not necessarily the best option.

Cutting prices on your services can deeply impact your bottom line. It can also make your services seem less valuable than they actually are, which can discourage clients from paying full price for the rest of the year.

But most customers still expect some kind of Black Friday deal, so what should you do? Here are some of my favorite promotions that help you meet your clients’ expectations without impacting your profits or devaluing your services.

Black Friday promo #1: Add a bonus

Instead of slashing the price of your services, can you add value instead? Here are some examples of this approach:

• Give new yoga students a free posture assessment in addition to their first class.
• Add a free pair of grippy socks to a monthly Pilates class membership.
• Give away a free meal planning resource to physical therapy clients.

These are just a few examples, but there are limitless options. Think about what brings clients to your door, and use that knowledge to create something valuable to them. 

Then, just add that freebie to your normal packages or services during your Black Friday promotion! Your clients get something extra, and you don’t have to worry about lowering profitability.

Black Friday promo #2: Upgrade your service packages

Instead of adding an extra resource, what about just giving an additional session to clients who buy a service package during Black Friday? For example, if you offer a package of 10 Pilates classes, your Black Friday promo could be 11 classes for the same price.

While this approach technically discounts your services slightly (you’re making a bit less per session), it’s not exactly the same as just offering a 20% discount on all your classes:

• You’re still bringing in the standard amount of revenue for the service package.
• You’re encouraging clients to come to your studio more often, which can increase the chance they’ll buy another package once they use this one.
• You don’t have to invest any time or energy into developing a bonus resource.

Adding value to your services this way fulfills the expectation of a Black Friday deal without significantly reducing your revenue.

Black Friday promo #3: Create a strategic bundle

Think about some of the most popular Black Friday deals on physical products — they’re often limited-time bundles. Customers enjoy the idea of saving money and getting multiple things in one fell swoop.

And you can do the same things with your services! Consider creating a Black Friday bundle of two or more of your services. Here are some examples:

• A bundle of five group Pilates classes plus one private session
• A month of sauna access with a package of yoga classes
• A “starter kit” bundle that includes a yoga class, Pilates class, spin class, barre class — whatever your studio offers
• A monthly membership for in-studio Pilates classes plus access to your library of at-home video classes

If you plan strategically, you’ll encourage clients to purchase something they might not have otherwise. This increases revenue and gives you the chance to show customers another aspect of your expertise, encouraging them to become loyal clients.

Black Friday promo #4: Build a done-for-you program

Do you have any existing classes, videos, or resources you can use to create a packaged program? For example, if you recorded some Pilates classes for your students during COVID, turn those videos into a 15- or 30-day Pilates program. If you already have the assets, it won’t take much work to put them together in a follow-along format.

The same goes for other types of recorded or created content. Sell the recording of a live workshop you did a while ago. Pull specific videos from your online yoga classes to create a program for flexibility or low back pain. 

If you’ve been running your studio for a while, there’s a good chance you have some content you could turn into a program. Just look at what you have and get creative! Putting those assets to work helps diversify your income and gives you an easy Black Friday offer.

Black Friday promo #5: Run a “buy one, give one” promo

Many people enjoy giving back, especially during the holiday season. Consider offering a “buy one, give one” program where clients can buy a service and donate the second one. For example, they could buy a PT session for themself and another one to donate to your practice’s need-based program.

This type of program allows people the chance to be generous in a way they might not have thought of otherwise. You can also consider matching donations to make it even more attractive. For example, consider adding one extra PT session to the scholarship bank for every two that get donated. Or give clients a free group class if they donate three classes.

Black Friday promo #6: Collaborate with local businesses

Do you have other businesses in your area that serve a similar clientele? Consider creating a Black Friday promo with them. For example, you could sell a bundle of services from various businesses: Pilates classes, a coupon from the local smoothie place, and a yoga mat from the local athletic store.

You could also partner with your local community to create a charitable program. For example, for every X number of Pilates packages you sell during Black Friday, you’ll donate Y number of free sessions to the local community center. 

Black Friday isn’t just about discounts

Black Friday can be a great opportunity to expand brand awareness and increase your revenue. But you have to plan your promotion strategically! In general, simply discounting the cost of your offers isn’t the best approach for a service-based business.

Instead, find ways to add value. Bundle a few services together, create a done-for-you program, add a bonus to your standard packages — all of these ideas give clients more value without reducing your revenue. 

Do you want more advice about Black Friday? Maybe you have a promotion you’re considering or want a few more ideas specific to your business. I’d love to help! Right now, I’m offering a special on my 1:1 coaching calls. Get 30 minutes with me for just $99. Book your call, and we’ll get your Black Friday plan in place in no time!