How Women Small-Business Owners Thrive During Holiday Sale Season

Black Friday and Cyber Monday turn the holiday season into a shopping marathon. If you run a small business, competing with major retailers during this time can feel especially overwhelming. However, several women entrepreneurs have demonstrated that small retailers can thrive with the right approach. Here are the main challenges small businesses face during holiday sale season and how to overcome them. 

The surge in consumer spending is an opportunity, but it comes with significant hurdles. Navigating a landscape dominated by retail giants requires understanding specific pressures. Holiday sales can bring these challenges to small businesses:

• Intense competition with large retailers: Small businesses must compete with retailers that have significantly larger marketing budgets and can offer deeper discounts.
• Rising advertising costs: It’s more costly to convert online users into customers, with the average cost per visit increasing by 9% compared to the previous year. With numerous brands vying for attention, it can be challenging to gain visibility.
• Logistical overload: A surge in orders can put pressure on a small team’s ability to manage inventory, pack orders, handle shipping and provide excellent customer service.
• Pressure to offer deep discounts: Many small-business owners feel compelled to offer steeper discounts to keep up with the big chains, even when it hurts their profit margins. This is especially challenging since nearly 80% of businesses have some outstanding debt. 

These pressures can make the season feel daunting. However, overcoming them is about leveraging the unique strengths that large retailers can’t replicate.

While some small-business owners view holiday sales as a challenge, many women entrepreneurs have risen to the challenge. Here’s how to navigate this busy shopping season.

The Lip Bar is a women-owned business that prioritizes authenticity as its foundational strategy for thriving in a crowded retail landscape. For its holiday promotions, it partnered with De’arra Taylore, Jenee Naylor and Jeannette Reyes — people who embodied the brand ethos. The campaign succeeded because of its meaningful storytelling about what it means to be a modern, ambitious woman.

Let your brand’s mission guide your marketing decisions. Instead of just announcing a sale, craft a narrative that connects with your ideal customers’ values and aspirations. This makes a purchase feel like joining a movement, not just making a transaction.

Seek out a peer group or professional community to brainstorm ideas, share resources and gain the confidence to execute a bold strategy. A strong network can be your most valuable asset.

Tish Tily, Founder of She Science, said that joining a peer support network and planning with guidance helped her overcome feelings of overwhelm, drive sales growth and improve key metrics during busy periods, such as Black Friday and Cyber Monday. She Science experienced a 78% boost in its Black Friday campaign compared to the previous year. Tily owes this success to her community.

The Flourish Market’s Emily Grey knew there was no winning the discount war against big stores. She switched things up and launched her own event, Grey Friday, the Friday before the holiday shopping weekend. Instead of discounts, shoppers receive free gifts valued at 40% to 60% of their purchase amount. Loyal customers flock to her boutique every year, contributing to the brand’s significant sales growth.

If you can’t offer the lowest prices, provide a different kind of value, such as product bundles, exclusive gifts with purchase or a unique brand-centric event. This builds customer loyalty and excitement without sacrificing your profit margins.

Shoppers enjoy staying informed. A study found that 71.7% of consumers prefer hearing from brands across multiple channels. An omnichannel approach ensures that customers have a seamless, consistent experience with your brand. Whether they are on your website, scrolling through TikTok or opening an email, your messages must be consistent. 

Ensure your slogans and promotional materials are immediately recognizable and effective. If you’re hosting a pop-up, consider offering a “buy online, pick up in-store” service to save on shipping costs and drive foot traffic. 

Your biggest advantage isn’t flashy discounts — it’s your story and how you connect with your community. Focus on what makes your brand unique, lead with purpose, engage in your community and lean on your network. That’s how you’ll stand out this holiday season.