Black Friday and Cyber Monday are two of the biggest money-making days of the year and if other businesses are profiting, why shouldn’t photographers profit too? Below I will share some ways you can profit by running your own Black Friday sales in your photography business.
Here are a few ways that you can get in on the profits from Black Friday and Cyber Monday this year.
1) Create a special bundle. Create a special Black Friday/Cyber Monday Bundle that is unique to this shopping holiday. Perhaps bundle a print credit, a session fee, and an album or frame. If you are a personal brand photographer, you could create a bundled package of sessions or 2-for-1 sessions available only for those who place a deposit over the Black Friday/Cyber Monday weekend. Remember to set an expiration date on these special offers, not only a special date when they have to purchase, but a special date when they have to have their sessions done. For example, you could say something like, "For all sessions taking place prior to March 2023".
2) Offer a special promotion on mini sessions. It’s the holiday season, so you may already have a holiday mini session shoot coming up but if you don’t, maybe this would be the perfect time. I’m not suggesting that you have the mini session on Black Friday or Cyber Monday, but rather sell the spots on those two days at a special price.
3) Sell your digital files. Whether or not to sell your digital files can be a bit of a controversial topic, but if you’re a photographer that normally chooses not to sell digital files with your photography packages, perhaps you can make Black Friday and Cyber Monday the ONLY two days out of the year that they are available for purchase. You could also limit this deal to past clients that you maybe haven’t worked with lately. What you’d do is send out an e-mail to those clients only, letting them know that they will have a chance to purchase their files on over those two days. If you’re choosing to work with clients from the past, choose clients who have purchased prints in the past but haven’t purchased from you in a year or more.
4) Partner with other businesses. If you don’t want to have your own Black Friday deal, you could work with some other businesses that are promoting offers. Find out whether you could promote their deal by sending an e-mail to all your clients and if you could get a special referral credit from anyone who makes a purchase. You could tell your customers to let that business know you that sent them or ask the business to give you a special code to use in your emails.
If you are a Personal Brand photographer, you could post special Black Friday affiliate deals for business on your blog. Perhaps you post an affiliate link from Amazon and list the top 3 or 5 places to find the best Black Friday Deals for small businesses.
5) Offer a special deal on photo cards. People are always looking for holiday cards at this time of the year so why not incentivize them to purchase customized holiday greetings from you at a special price if they place the order with you on Black Friday.
6) Create a special Black Friday deal for “new clients.” Create a special price for products purchased on Black Friday or Cyber Monday. You could post it on your personal social media accounts or send an e-mail to your customers. You never know when a referral could come your way.
7) Offer a special Black Friday deal for sessions taking place on certain calendar dates. Find the dates you are not normally busy, dates. you are slower and you want to be booked. Airlines do this all the time. A lot of airlines have special "low fare dates" that they want to fill up so they offer special rates. Post a list of special dates on your blog or calendar and send out an e-mail or social media post for Black Friday/Cyber weekend. Let people know they get a special "Black Friday/Cyber Monday" rate on specific dates. But they must go to your website to see what dates these are. If you send an e-mail, you can create a segment of people who clicked on your e-mail and re-target them with another e-mail the next day. Or if you are doing Facebook advertising you can re-target those who have been to your website to check the dates.
As always, with specials during Black Friday or any time of the year, you want to make sure that you are getting paid what you’re worth and that your discounts aren’t going to hurt your business. Just make sure it’s a win-win for your business as well as your clients and take advantage of this shopping holiday to make a little extra cash so that you can buy your special Black Friday deals too.
By the way, you can sign up here to get on my list for access to my Friday Deals.
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