Pre-Christmas Stress? Here’s How Small Businesses Like Yours Can Shine

Yeah! Black Friday is here!

This is a normal reaction if you’re not working in the retail industry. However, for small businesses—local makers, artists, and craftspeople—it can be an incredibly stressful time whilst all large retailers are discounting.

Here are some ideas for small businesses to focus on during this busy season (without marking down their products):

1. Remember Your Values

It’s easy to compare yourself to bigger businesses, but staying true to your purpose and values is key. Reflect on why you started your business, what you love about your craft, and the joy it brings to your customers. Celebrate your meaningful contributions, even without a massive marketing budget.

2. Maintain Your Uniqueness

While large corporations have the resources for extensive promotions, small businesses have the advantage of personalisation, authenticity, and a unique brand story. Highlight what makes your products special, whether it’s handmade quality, sustainable materials, or a local connection. Customers often choose small businesses for these personal touches over mass-produced products

3. Engage Customers With Your Story

Big brands can’t compete with your personal connection to customers. Share the story behind your products, offer a behind-the-scenes look at your process, or use social media to interact directly. If you sell at markets or stalls, talk to your customers about your inspirations and listen to their feedback—it’s an excellent way to refine your product range.

4. Add A Personal Touch

Small businesses shine when it comes to personal experiences. Add a handwritten thank-you note or offer product customization to make each purchase memorable. These thoughtful gestures create value and loyalty that large brands can’t easily replicate.

5. Locate Yourself  Where Your Target Customers Can Find You

Many consumers are eager to support small and local businesses during the festive season, especially when shopping for gifts. Attend special Christmas markets, check out the local Christmas market and Open Studio organised by @Tree Shepherd and @Glows, and highlight that customers are supporting an independent creator. Promoting the benefits of buying small can help attract like-minded shoppers.

6. Create Limited Offers

Instead of deep discounts, focus on limited-time offers or product bundles. Limited editions or small-batch collections create a sense of exclusivity and appeal, giving customers something special that big brands can’t offer. If you already have Christmas bundles, showcase them!

7. Avoid Overexposure to Competitor Promotions

Constant ads from big companies can feel overwhelming. Protect your mental space by limiting time on social media or unsubscribing from retailer newsletters that add to your stress. Stay focused on your own goals and customers.

8. Set Realistic Goals

Your success doesn’t need to match large-scale sales events. Set achievable targets based on your production capacity and time. Avoid overextending yourself just to compete with bigger discounts. For tips on expectation setting, check out this article from Tree Shepherd.

Black Friday and the pre-Christmas period are opportunities to highlight what makes your small business special. By focusing on your strengths and unique value, you can navigate the season with less stress and more confidence.

Good luck, and enjoy the festive period!

 This article is cross-posted on

https://www.linkedin.com/pulse/pre-christmas-stress-heres-how-small-businesses-like-yours-thomas--yb6je/?trackingId=EOuZlZA0SMiB9IWTmDxU8w%3D%3D