Every year, many estheticians who are new to business will go into Black Friday weekend with the same plan: “I’ll throw a good promotion together and post it on Instagram.” By Sunday night, they’re stressed, underbooked, and wondering why their “deal” didn’t work. This post breaks down 4 costly Black Friday mistakes that estheticians make every year, and how to avoid them so you can actually profit this time instead of panic.
And because I’m not about to leave you guessing, I made you a free guide: 9 Ready-to-Launch Black Friday Weekend Promotions for Estheticians. It’s your shortcut to picking a high-profit, low-stress promo that fits with beauty businesses perfectly.
Let’s get into it.
Mistake #1: Launching Without a Plan
If your promo idea starts with “I’ll figure it out later,” it’s already halfway to chaos.
You’d never perform a treatment without a protocol, so why go into the busiest sales weekend of the year without one?
When you skip the planning phase, your message gets lost in the noise. Clients get confused. Your calendar stays empty.
What usually happens
- You post a random discount graphic without context
- You forget to email your list or set up reminders
- You scramble at midnight to fix broken booking links
- You lose track of who actually booked what
Black Friday isn’t about throwing a discount into the void. It’s about building momentum, guiding your clients, and making your business look prepared and professional.
A good plan helps you control the conversation. Instead of reacting, you’re leading, and that’s where the real bookings come from.
What to do instead
Think of your promo like a facial protocol: prep, perform, finish.
Step 1: Tease it early. Start dropping hints a week out. Let clients know something exciting is coming.
Step 2: Announce it clearly. When it’s go time, post with energy. Make it clear what’s included, who it’s for, and when it ends.
Step 3: Remind them often. People forget. Post again. Send a follow-up email. Don’t assume they saw your first one.
Step 4: End strong. Your “last call” post is your closer. Clients are busy, and they need that final reminder to take action.
The difference between an “okay” promo and a booked-out one is strategy, not luck.
Mistake #2: Discounting Without Strategy
Not all discounts are smart discounts.
If your promo makes you nervous every time someone books it, it’s not a good one.
The common trap
Big brands use huge discounts because they have the volume to absorb it. You don’t. You’re a boutique experience, not a warehouse sale.
When you drop prices too low:
- You train clients to wait for sales
- You attract bargain hunters who never return
- You burn out trying to make up lost revenue
What to do instead
Add value. Don’t subtract profit.
Smart estheticians use bonuses, bundles, and limited upgrades to create excitement without devaluing their services.
Examples:
- Buy 3, Get 1 Free Facial Series: Great for pre-booking and retention.
- Holiday Glow Upgrade: Add a luxury mask or fall-themed exfoliant for an upgraded holiday experience.
- Gift Card Bonus: Buy $100, get $20 bonus credit. Low risk, high perceived value.
Don’t market your offer like a clearance rack. Lead with transformation and results, not numbers.
Instead of: “$50 off facials this weekend.”
Try: “Book your anti-aging facial now, get a free upgrade this month only.”
Your clients aren’t chasing the lowest price, they’re chasing results. Remind them why your services are worth full price, even during Black Friday.
Mistake #3: Copying Big-Brand Tactics
Let’s talk about one of the most common (and costly) Black Friday mistakes estheticians make every year, trying to copy big-brand marketing.
You’re not Sephora, and that’s your superpower.
Corporate campaigns are built for mass audiences. Yours should feel personal, local, and relationship-driven.
What goes wrong
- You mimic retail promos that don’t fit your business model
- You hide behind overdesigned graphics
- You lose your voice trying to sound like “a brand” instead of a person
The result? Clients scroll right past you.
What to do instead
1. Show your face. Record a quick video saying, “Here’s what I’m offering for Black Friday and why it’s worth it.” Simple. Authentic. Done.
2. Simplify your offer. One strong promo. One strong message. One goal. Don’t overwhelm your audience with too many choices.
3. Keep your brand voice. Use your personality, whether it’s calm and cozy or bold and glam. Your clients follow you because they like you.
Why this works
Connection converts better than corporate. People buy from estheticians they trust, not the loudest ad.
You don’t need fancy graphics or a marketing agency. You just need clarity, confidence, and your own voice.
Mistake #4: Forgetting the Follow-Up
Here’s the part nobody talks about: the sale isn’t over after Cyber Monday.
Most estheticians close their promo, exhale in relief, and move on, but that’s a huge missed opportunity.
Why this matters
The clients who buy from you on Black Friday are already warm leads. If you nurture them, they’ll rebook for December, January, and beyond. If you ghost them, they’ll forget you exist.
What usually gets skipped
- Sending a thank-you or rebooking email
- Offering a bonus for early January appointments
- Following up with retail buyers for service upgrades
The fix
1. Send a thank-you message. A simple “Thanks for supporting my small business, I can’t wait to see you soon” goes a long way.
2. Rebook while they’re warm. Offer a quick-turn bonus: “Rebook your next facial by January 10 for a free add-on.”
3. Build loyalty. Add every Black Friday buyer to your VIP list or membership email segment. These are your most engaged clients.
The end of Black Friday weekend isn’t the end of your promotion time; it’s the bridge into your next season of growth.
Bonus Tip: Don’t Neglect Your Tech
Nothing kills a sale faster than a broken booking link or confusing checkout.
Before launch week, run a BFCM tech check:
- Test your booking form on mobile and desktop
- Double-check your prices and promo codes
- Set up email and text automations
- Schedule your content in advance
The goal is to be fully booked, not totally stressed. Automate what you can and make the client experience seamless.
How to Avoid These Mistakes Altogether
You’ve got two options this Black Friday:
- Try to DIY your promo and risk repeating the same mistakes.
- Use my free resource and launch with confidence.
Introducing:
9 Ready-to-Launch Black Friday Weekend Promotions for Estheticians
This freebie gives you nine plug-and-play promo ideas built specifically for estheticians who want to attract clients who actually book, and protect their profits and stay on brand
These aren’t random “promo inspo” ideas. They’re tested strategies I use when working with fellow estheticians to help grow their business.
Grab Your Free Copy
👉 Download “9 Ready-to-Launch Black Friday Weekend Promotions for Estheticians” and get your free roadmap to a calm, profitable BFCM season.
Once you grab it, you’ll also get an invite to the 5-Day Esthetician Black Friday Weekend Challenge, where I’ll walk you through:
- Picking the right promo for your business
- Mapping your content and reminders
- Building your “booked-out” game plan for holiday season success
[Insert Download Link]
Final Thoughts
I’ll leave you with this: Black Friday doesn’t have to feel chaotic.
You don’t need to run ten promos, discount everything, or post nonstop. You just need one strong offer, a clean plan, and the confidence to show up like the professional you are.
So this year, skip the stress. Stop copying what everyone else is doing. And finally own your Black Friday campaign.
You’ve got this, estie. Let’s make this your calmest, most booked-out holiday season yet.
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