Kai is a seasoned PR strategist and celebrity publicist who has helped athletes, entertainers, and entrepreneurs achieve rockstar visibility. She is the founder of PR Rockstar Skool, where she empowers brands to master PR, build influence, and monetize their media presence.
Let's be honest – Black Friday can feel like an army of retail giants facing off against one determined unicorn (that's you, small business owner). But here's what I've learned from working with independent businesses: you don't need to play their game of million-dollar campaigns and deep discounts. Small businesses have something the big boxes can never quite capture - real stories, genuine relationships, and the kind of authentic personality that makes customers feel like they're part of something special.
In this article, we'll explore how to transform Black Friday from a price-slashing frenzy into an opportunity to showcase what makes your business unique, while staying true to the values that got you started in the first place.
Your story is your magic
One of the greatest superpowers small businesses have is their authenticity—their magic that sets them apart from the cookie-cutter giants of big retail. Customers don’t just want another product; they want to know the story, the spark, and the inspiration behind it. According to a study by Fit Small Business, 86% of consumers say authenticity is important when deciding what brands they like and support. Black Friday is your moment to sprinkle that magic and let your unique tale shine.
Take my sister's journey, for example. On her website, every product she creates tells a story infused with love and intention. She'll light up as she explains how her soap was inspired by a family trip or how her newest artisanal bar was born out of a quest to create something nourishing yet luxurious for sensitive skin like her own. Even the beautiful designs of her soaps have a story—crafted with molds sourced from exciting new shops she discovered. But what truly brings her joy is how this business has transformed her life. She traded the chaos of corporate life for quiet mornings spent with her kids, experimenting with new scents and designs while her soaps cured. These aren't just products she's selling—they're pieces of her heart and her journey. And when her customers hear these stories, they're not just buying soap—they're stepping into a world of self-care, family, and connection, joining a movement that started with one woman's dream to create something meaningful by hand.
Lean into your magic, and let your story do the talking—it’s what makes your brand the unicorn in a sea of horses.
Unicorn Tip: Create a short social media video, a livestream, or an email series leading up to Black Friday, giving your audience a behind-the-scenes look at your process or sharing your brand's journey.
Create Black Friday buzz with unique connections
While big brands chase volume, small businesses like yours can harness the magic of intimacy to build genuine excitement. Your unicorn charm lies in making your audience feel special and seen—turning Black Friday into a celebration of your one-of-a-kind brand.
Here’s how to enchant your audience:
Give them those special behind-the-scenes moments: snap a photo of your morning routine as you make orders, or share a quick video of packaging up those first holiday orders. These little glimpses make customers feel like part of your journey.
Show some extra love to your loyal customers. Send them a warm note offering first access to new products – they're the ones who've been cheering you on since day one, after all.
Let your community be part of the magic. Imagine asking your customers to help name your winter collection! Excitement is contagious. Everyone loves throwing ideas into the mix and waiting to see which names are chosen.
One of my clients hosted a seasonal Fashion Show on Instagram Live, bringing her community together in a truly magical way. She invited friends and family to model her products, creating a lively and interactive showcase of her holiday favorites and special offerings. As she shared mesmerizing and sometimes funny commentary on each piece and engaged with viewers' questions in real-time, the session felt like an exclusive behind-the-scenes experience. The live feedback from her audience added a special touch, making everyone feel like part of the process. The response was phenomenal—sales flowed during and after the lively virtual experience.
The secret is simple: when you invite your audience into your world, they'll not only shop, they'll become loyal fans who can't wait to support you again.
Partner with unicorn influencers who believe in your magic
Forget the world of celebrity endorsements and sky-high budgets. Small businesses can create their own magic by teaming up with relatable micro-influencers—those unicorns of the digital world who genuinely love your products. These influencers may have smaller followings, but their audiences are deeply engaged, making them perfect allies to spread your story. A report by Capital One Shopping Research found that micro-influencers have up to a 60% increased engagement rate compared to macro-influencers.
For instance, if you craft handmade jewelry, imagine partnering with a lifestyle influencer who adores artisanal designs and values craftsmanship. Their audience, already aligned with your vibe, will naturally gravitate toward your unique offerings.
Unicorn Tip: Seek out influencers whose personal brands align with your values. Whether it’s sustainability, creativity, or individuality, a sincere partnership will sparkle brighter than a cookie-cutter sponsorship. Authenticity is the key to unlocking their magic—and yours!
Spark conversations that create connections
Black Friday isn't just about boosting sales—it's your chance to strengthen the heart of your business: your community. Instead of bombarding your audience with sales messages, focus on creating genuine magical moments that resonate. A report by Queue-it found that 64% of consumers want brands to connect with them. Think interactive experiences that spark real connections:
A creative photo contest where customers share their favorite holiday traditions
Or a live Q&A session where you share the story behind your best-selling products
One boutique designer I worked with turned their Black Friday campaign into a celebration of their customers, featuring real stories and photos from their community. The result? Not just sales, but something more valuable—a herd of loyal customers who felt personally connected to the brand's journey. Because at the end of the day, when you're a small business unicorn in a sea of retail giants, your superpower isn't just what you sell—it's the authentic relationships you build along the way.
The magic is in the details
As a small business unicorn, your size is your strength. You can add personal touches that big retailers simply can't match. While they're focused on moving massive inventory, you can craft meaningful moments – like slipping handwritten notes into packages or creating limited-edition items that feel special. Printful research indicates that 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Take this example: a juice bar owner I worked with created a unique seasonal blend only available for a limited time. Imagine if they sold it only on Black Friday. That one thoughtful offering quickly became a customer favorite, with people still raving about it years later. If she had sold it on Black Friday, it could have easily become an annual best-seller and a cornerstone of her holiday lineup.
Lastly, let your unicorn spirit shine
Black Friday doesn't have to be about matching the retail giants discount-for-discount. As a small business, you have something far more valuable: your own unique magic. By focusing on genuine connections, authentic stories, and thoughtful touches that only a small business can provide, you can transform this hectic shopping season into something truly magical and memorable.
Think of it this way – while others are racing to the bottom with pricing, you're rising above by staying true to your values and your vision. This Black Friday, lead with what makes you special. Your customers aren't just looking for deals – they're looking for businesses like yours that add a touch of wonder to their shopping experience. When you embrace what makes you different, you won't just make sales – you'll create lasting relationships that sparkle long after the holiday rush fades.
Read more from Kai Cole Henderson
Kai is a seasoned PR strategist and celebrity publicist with a career dedicated to helping entrepreneurs achieve high-impact visibility and lasting media success.Known as The Legacy Creator, she founded "PR Rockstars" on the Skool platform to empower brands to master public relations, build influence, and monetize their media presence. With a career spanning celebrity campaigns and multimillion-dollar deals, Kai now helps entrepreneurs turn their brands into media powerhouses. Her mission: be seen, be heard, be remembered.
