Instead of creating a new product for Black Friday, feature something that has already sold well and delivered results. This strategy increases the likelihood of success and minimizes effort during a busy season, focusing on smart framing rather than risky invention.
The speaker deliberately ran her promo the week before Thanksgiving. This tactical timing allowed her to avoid competing with large retailers for ad space, which spikes costs during the actual Black Friday window, and also protected her team's holiday time.
A Black Friday promotion should supplement, not replace, your most important end-of-year objective. If planning and executing a promo distracts from the "one thing" that will drive significant growth, it's strategically better to opt out entirely and maintain focus.
While avoiding new products is the rule, an exception exists for a simple, low-cost offer. The strategic goal isn't profit, but customer acquisition. Getting someone to make a small purchase significantly increases their likelihood of buying higher-priced offers later.