My best Black Friday. And my last.

RITUALS

BY AMY

This week · Black Friday

Because last year's worked so well

Issue 08 · 25 October 2026

Hi lovely,

This time last year, I'd only had The Hideaway open for seven months. I ran a few simple Black Friday offers, messaged my clients on WhatsApp, posted on social media, and hoped for the best.

That one week

£4,000

in gift vouchers

£3,000

of January bookings

But the part I didn't expect was what came after. A full January turned into a diary booked months ahead, then a waiting list, and eventually closing my books.

So I won't be running Black Friday at The Hideaway again. Because last year's worked.

The lesson

Rare offers stand out

As a standard rule, I don't discount my treatments. Not even cancellation slots.

I think that's a big part of why my Black Friday offers worked so well. My clients knew I didn't do offers, so when I did, it meant something. It felt special, because it was.

If you're planning something

Be careful about offering money off in the weeks before. If clients have just had a discount on a quiet-day slot, your Black Friday offer won't feel like anything new.

A tip to try this week

Start talking about it now.

By Black Friday week, everyone's inbox and feed is full of offers. If yours appears out of nowhere that week, it's easy to scroll past.

Start letting your clients know something is coming from the beginning of November, without giving it all away. By the time your offers go live, they'll be looking out for them.

Something personal

I've put everything I did into a guide for therapists.

The guide · Out now

The Black Friday Ritual

Inside

The offers I ran, and the maths behind them

The messages I sent

What didn't go to plan, including the voucher problem I didn't see coming

Ten ready-to-use social media templates

A week-by-week planner to get you ready in time

£25

Get the guide

If it helps you have your best Black Friday yet, I'd love to hear about it. Just hit reply.

Amy 🤎

THE HIDEAWAY

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