Will it boost your sales or bargain-bin your brand?

Ah, Black Friday. What started as a post-Thanksgiving sales event in the U.S. has snowballed into a global retail phenomenon, spreading far beyond America’s borders. Originally, the day after Thanksgiving was seen as the kickoff to the Christmas shopping season. Businesses soon caught on, offering irresistible discounts to draw in holiday shoppers. “Black Friday” became a symbol of record-breaking sales, frenzied crowds, and a marathon of irresistible deals.

So, how did Black Friday make its way to the UK? Well, like so many good (and bad) ideas, it crossed the Atlantic. Retailers quickly realised that they could tap into this frenzy and capitalise on the same consumer excitement. By the early 2010s, Black Friday had become a full-blown event in the UK, with everyone from high-street giants to small online retailers jumping on the bandwagon. Now, it feels like anyone and everyone with a product to sell is scrambling to get a slice of the Black Friday pie.

But here’s the thing: just because “everyone is doing it” doesn’t mean it’s the right move for everyone, particularly when it comes to online course creators. Let’s talk about why joining the Black Friday rush may or may not be right for you—and how to make the decision without compromising the quality and perception of your brand.

Should Online Course Creators Join Black Friday Sales?

You might feel the pull to dive in and slash prices just like everyone else. But is Black Friday really a good fit for an online course business? Let’s look at the pros and cons, shall we?

On the positive side, Black Friday can bring in a burst of cash and a wave of new customers, helping you reach people who might not have known about your course otherwise. For new course creators, that’s tempting. If you’re trying to build up a customer base, Black Friday’s visibility and urgency can give you a significant boost. Plus, once they’re in your ecosystem, you’ll have the chance to build relationships, offer additional courses, and cultivate loyal students. There’s a definite thrill in bringing new people into your community, especially if they go on to become long-term clients.

But then, there’s the downside. Offering deep discounts can lead to the dreaded discount expectations. Once people see that you’re willing to drop your prices, they may start holding out for future sales rather than investing at full price. There’s also the danger of cheapening your course’s value. Unlike physical products, which people expect to go on sale, an educational course carries a sense of expertise, trust, and quality. When it’s on sale for 50% off, people might question whether it was ever worth the full price to begin with. And for those in the early stages of their business, this can have a lasting effect on your brand perception, making it harder to position yourself as a premium provider in the future.

Then, there’s the fact that Black Friday was built for physical goods. Black Friday is rooted in retail culture, designed around “tangible” products that have inventory to clear out. The scarcity of these items is a huge part of the appeal; people can only buy so many TVs, after all. Courses, on the other hand, don’t face the same shelf-space challenges, and you’re not at risk of “running out.” Your course is your expertise, your experience, and your unique take on the topic. That’s a bit harder to slap a “limited time only” sticker on without feeling a bit…awkward.

How to Decide if Black Friday is Right for Your Course Business

If you’re still on the fence, start by asking yourself a few key questions. Are you looking for a quick boost in income, or are you trying to establish a long-term brand? If cash flow is your goal, you might want to consider if a Black Friday push will set the right tone for your business. Also, think about your customer base and how they perceive discounts. Are they the type to love a deal, or are they willing to pay a premium for high-quality learning?

Another factor to consider is your course’s lifecycle. If you’re offering a beginner-level course and planning to release more advanced modules down the line, a Black Friday sale might bring in the students who’ll stick around for your advanced offerings. But if your course is positioned as a high-value investment, a discount could send mixed signals. The decision here isn’t so much about “discount or no discount” but about aligning your offer with your brand’s goals.

Alternatives to Traditional Black Friday Sales for Course Creators

For those who decide that a typical Black Friday discount might do more harm than good, there are creative ways to leverage the season without compromising your brand. Here are some alternative strategies that will help you stand out from the crowd and offer value without sacrificing your course’s integrity.

1. Bundle Up and Add Value
Instead of discounting your main course, consider bundling it with other resources. For example, offer your course along with a workbook, a 30-minute coaching session, or exclusive access to a live Q&A. This way, you’re giving extra value without devaluing your original course price. Imagine offering “The Ultimate Business Bundle for Beginners” with everything they need to succeed, all in one package. It feels premium, it’s tempting, and it makes your customers feel like they’re getting more without you giving it away.

2. Extended Payment Plans
Let’s face it—sometimes it’s not the price but the upfront payment that feels daunting to your customers. Offering an extended payment plan during Black Friday can make your course more accessible without marking it down. For example, “Enrol today for just £29 a month over six months.” You’re still selling at full price, but you’re reducing the barrier to entry for customers who might not be ready to pay all at once. This keeps your value intact and opens the door for more students to join.

3. Offer Exclusive Content for Black Friday Buyers
Instead of cutting prices, create exclusive content that’s only available to Black Friday customers. This could be a mini-course, a members-only webinar, or additional modules that add depth to the main course. People love exclusivity; if they feel they’re getting something others won’t, they’re likely to sign up even without a discount. For example, you could offer a “Holiday Prep for New Business Owners” workshop only for those who join during Black Friday weekend. It’s relevant, it’s valuable, and it doesn’t require a discount.

4. VIP Access to Future Content
Give your Black Friday customers a head start on future content. For instance, you could offer early access to your next course, a sneak peek into new material, or priority access to limited coaching spots. This adds urgency and makes students feel special. You might promote it as “Join this Black Friday and get first access to our advanced course launching in January!”

5. Rewards for Existing Customers
If you’ve already got a community of learners, consider a loyalty perk instead of a public Black Friday sale. Maybe offer your past students a discounted upgrade, a free additional module, or a bonus they’ll appreciate. This builds goodwill without cheapening your brand for new customers. Your existing students already know the value of your course, so rewarding them helps to build a deeper relationship while keeping the focus on quality.

So, Is Black Friday Right for Course Creators?

For many online course creators, a traditional Black Friday sale may not be the best fit. Sure, the cash influx is appealing, but at what cost? Reducing your price could risk the perception of your course’s value, and it may take away from the sense of premium expertise you’ve worked hard to establish. Instead, consider adding value in creative ways that keep your price—and your brand’s worth—intact.

Bonus for My Email Subscribers: If you’re on the fence about Black Friday, I’m offering an exclusive Decision-Making Checklist for Black Friday to help you assess whether it’s the right move for your business this year. Join my email list to get access and approach the decision with confidence! You can sign-up here: https://bit.ly/MKC_Newsletter

In the end, Black Friday can be a powerful opportunity—but only if it aligns with your goals. By choosing strategies that enhance your course’s value, rather than just offering a discount, you can make a splash without risking brand perception. After all, just because “everyone else is doing it” doesn’t mean it’s the right move for you. And who says you can’t be the one to do things a little differently?