Your Black Friday Week Execution Plan: What to Do Wednesday Through Monday
It’s go time.
You’ve optimized your store. You’ve created exclusive offerings. You’ve written your email sequence.
Now you need to actually execute Black Friday weekend. Early Black Friday campaigns generate 40% more revenue than last-minute promotions. Black Friday Marketing: Proven Strategies for 2025
This isn’t the time to wing it or see how things go. This is the time to follow a tested plan, hour by hour, so you can maximize sales while everyone else is scrambling.
I’m giving you the exact playbook I use with clients. This is the day-by-day, sometimes hour-by-hour breakdown of what to do, when to do it, and why it matters.
Bookmark this post. Print it out. Put it next to your laptop all week.
Before We Begin: Your Pre-Flight Checklist
Do these things today (Monday) or Tuesday at the latest:
Store Prep:
Test your entire checkout process on mobile and desktop. Verify all product photos show your exclusive swag. Confirm your payment processor is working. Update homepage with holiday messaging. Add countdown timer to homepage. Set up stock counters for limited editions. Have customer service email auto-response ready.
Product Prep:
Your exclusive offerings are clearly marked. Bundle pricing is better than Amazon. “Ships by December 15th” messaging is visible. All product descriptions emphasize what makes buying direct better. Signed bookplates or swag supplies are ready to ship.
Marketing Prep:
All 5 emails scheduled (or at least drafted). Social media content calendar ready. Ads are running (if you’re doing them). Customer service plan in place for questions. Thank-you note template written.
If any of these aren’t done, stop reading and handle them first. The execution plan only works if your foundation is solid.
Ready? Here we go.
Wednesday, November 26 (Day Before Thanksgiving)
Morning (8-10am)
Email: Send Early Access to VIP List
This is the email we covered in last week’s blog post. Your subscribers get first dibs 24 hours before the public sale launches.
Subject: You’re in! Here’s your early access
Make them feel like insiders. Emphasize the exclusive swag and signed copies they can’t get on Amazon. Include specific scarcity numbers if you have limited quantities.
Midday (12-2pm)
Social Media: Tease Tomorrow’s Launch
Don’t give details yet, just build anticipation.
Instagram Story: “Something special dropping tomorrow… email list gets first access”
Facebook: “My Black Friday sale launches tomorrow with some exclusive editions you won’t find anywhere else. Want early access? Join my email list [link]”
TikTok (if you’re using it): Quick video showing your swag prep—signing books, packing bookmark sets, creating bundles
Goal: Drive last-minute email signups before tomorrow’s public launch
Evening (6-8pm)
Store Check:
Monitor early access sales from your email blast. Respond to any questions within 1 hour. Check mobile site one more time (seriously, 69% of purchases happen on mobile Black Friday Strategies For 2025: Learning From Last Year’s Winning Tactics). Update scarcity counters if anything’s selling fast. Get a good night’s sleep (you’ll need it tomorrow).
Thursday, November 27 (Thanksgiving)
Keep it light today. People are with family, cooking, traveling. But you can plant seeds.
Late Morning (10am-12pm)
Social Media: Gratitude Post
Theme: Thank your readers without being salesy
Instagram/Facebook: “Thankful for readers like you who support indie romance authors. Tomorrow I’m opening my store with exclusive deals—signed copies, swag bundles, and series collections you can’t get on Amazon. Link in bio.”
Include: A photo of your workspace, your books, or you with your latest release
Goal: Warm, genuine connection. People are in a grateful mood—tap into that without pushing hard.
Evening (8-10pm)
Email: Reminder for Early Access Subscribers
Only send this if you haven’t had many sales from yesterday’s early access email.
Subject: Your early access ends tomorrow (24 hours left)
Keep it short. They have exclusive access for 12 more hours. Tomorrow it goes public and limited items will sell out. Link to shop.
Most people will ignore this email because they’re with family. That’s fine. It’s insurance for people who forgot or procrastinated.
Friday, November 28 (Black Friday)
This is your biggest day. Treat it like a launch day.
Early Morning (6-8am)
Email: Send Public Launch
Subject: It’s here! Black Friday deals now live
This goes to your full list (including people who bought during early access—they might want to grab gifts).
Include your exclusive store offerings (signed, swag, bundles). Black Friday-only bonus if you have one. Social proof (“We’ve already sold 15 Ultimate Bundles”). Clear urgency (sale ends Monday, limited quantities).
Morning (9am-12pm)
Social Media Blitz:
Post everywhere. Today is the day to be visible.
9am – Instagram/Facebook: “Black Friday sale is LIVE! Get signed copies plus exclusive swag you can’t find on Amazon. Link in bio.”
10am – Instagram Stories: Show your workspace, packing orders, creating swag bundles. Make it feel real and personal.
11am – TikTok: “Me packing your Black Friday orders vs. me pretending I have my life together” (use trending audio)
12pm – Facebook Group/Pinterest: Share your gift guide or bundle options
Goal: Maximum visibility. Everyone expects brands to post on Black Friday—don’t be shy.
Afternoon (2-4pm)
Flash Bonus Announcement
Add urgency with a time-limited bonus.
Social Media: “BLACK FRIDAY ONLY: Orders over $50 get a free tote bag! (While supplies last) Ends tonight at midnight.”
Email (if your morning email didn’t get many opens): Send a short “Did you miss this?” reminder with the flash bonus.
Evening (6-9pm)
Social Media: Last Call for Flash Bonus
Instagram Stories/Facebook: “6 hours left for the free tote bag bonus! Orders over $50 only.”
Show how many you have left. Create FOMO.
Late Night (10pm-12am)
Monitor Everything:
Which products are selling best? Any customer service issues? Is anything selling out faster than expected? Are abandoned carts piling up? (Send reminder emails if yes) Update scarcity counters in real-time.
Get sleep. Saturday and Sunday are still big sales days.
Saturday, November 29
People are recovering from Black Friday chaos. Less noise from other brands. Good opportunity.
Morning (9-11am)
Social Media: Mid-Sale Check-In
Instagram/Facebook: “Black Friday update: The Ultimate Fan Bundle is almost sold out! Only [X] left. Sale ends Monday night.”
Include customer photos if anyone’s shared their purchases. Social proof is powerful.
Afternoon (2-4pm)
Email: Segment Non-Buyers
Send only to people who haven’t purchased yet.
Subject: Still thinking about it? Here’s what’s left…
Include what’s selling out fast. Reminder of why buying direct matters (signed copies, supporting authors, exclusive swag). Sale ends Monday. If someone’s stuck, offer to answer questions.
Evening (6-8pm)
Flash Sale for Slow Movers:
If you have products that aren’t selling well, create a Saturday-only deal.
Social Media: “SATURDAY SURPRISE: Take an extra $5 off [specific product] today only! Use code: SATURDAY”
This clears inventory and creates fresh urgency.
Sunday, November 30
Last full day. This is when procrastinators make decisions.
Morning (10am-12pm)
Email: 24-Hour Warning
Subject: Last 24 hours (plus the Ultimate Fan Bundle is almost gone)
Include specific scarcity numbers. Emotional appeal: “This is your last chance to support me directly instead of Amazon.” Focus on your most popular or most limited offering. Real testimonials if you have them.
Afternoon (1-3pm)
Social Media: Countdown Begins
Instagram Stories: 24-hour countdown sticker. Repost throughout the day.
Facebook: “Sale ends tomorrow night! Last chance for signed copies plus exclusive swag.”
TikTok: “POV: You’re debating buying from an author’s direct store vs. Amazon, and the author is me, watching, hoping you choose direct” (make it funny/relatable)
Evening (6-9pm)
Social Media: Emphasize Scarcity
Instagram Stories: Show what’s actually left. “Down to 5 Ultimate Bundles. These won’t be restocked.”
Facebook: “TOMORROW NIGHT it’s all over. No more Black Friday deals. No more exclusive editions at these prices.”
Be honest about scarcity. If something’s actually selling out, say so. If you’re just ending the sale, say that instead.
Monday, December 1 (Cyber Monday)
Final day. This is when you push hard.
Morning (8-10am)
Email: Morning Reminder
Subject: Cyber Monday: Final hours for Black Friday deals
Short and sweet. Sale ends tonight at midnight. This is it for exclusive bundles at sale prices. Last chance for signed copies. Link to shop.
Midday (12-2pm)
Social Media: Reminder Posts
Instagram/Facebook: “TONIGHT AT MIDNIGHT: Black Friday sale ends for good. Last call for signed bundles plus exclusive swag.”
Afternoon (3-5pm)
Email: 6-Hour Warning
Subject: 6 hours left (I mean it this time)
This is your most urgent, direct email. No fluff. Exact time sale ends. What they’ll miss. One last reminder of why buying direct matters. Clear CTA.
Evening (6-9pm)
Social Media: Final Push
Post every 2 hours:
6pm: “6 hours left”
8pm: “4 hours left—final call for signed copies”
10pm: “2 HOURS. That’s it. Sale ends at midnight.”
Instagram Stories: Keep that countdown timer running. Update it manually if you need to.
Late Night (10pm-12am)
Email: Absolute Final Call (Optional)
Only send this if you haven’t hit your sales goal.
Subject: 2 hours. That’s it.
One paragraph. One link. Done.
Then at 11:55pm, post on social: “5 minutes left. This is your LAST CHANCE.”
Midnight
Close the sale.
Change your website homepage. Remove the countdown timer. Update product pages to regular pricing.
Post on social: “That’s a wrap! Thank you to everyone who supported me directly this Black Friday. Orders start shipping tomorrow.”
Then close your laptop and go to bed. You earned it.
Tuesday, December 2 (The Day After)
Morning
Email: Thank You to All Buyers
Subject: Thank you (your order ships soon)
Include genuine gratitude. Expected ship dates. Tracking info if you have it. What to expect in their package (signed book, swag, note). Invitation to share unboxing photos.
Social Media:
Post a thank-you with your sales stats if you’re comfortable: “WOW. You showed up! We sold [X] signed bundles, [X] series sets, and [X] individual books. Thank you for supporting me directly.”
Throughout the Week
Pack orders with care (include that personal touch). Ship within 3-5 business days. Respond to every customer email within 24 hours. Share customer photos/testimonials as they come in. Start planning your next sale (Valentine’s Day? Spring promo?).
Common Black Friday Mistakes (And How to Avoid Them)
Mistake: Treating Amazon as your competition
Instead: Position Amazon as the “easy but impersonal option” while your store is the “special, direct-from-author experience”
Mistake: Offering the same books at the same price as Amazon
Instead: Create exclusive editions with signed copies, swag, and bonus content that Amazon can’t match
Mistake: Only posting about the sale on Friday
Instead: Start Wednesday, build momentum through the weekend, close strong on Monday
Mistake: Forgetting mobile optimization
Instead: Test everything on your phone first—most buyers will shop from mobile
Mistake: Not following up after the sale
Instead: Send thank-yous, share customer photos, start building buzz for your next offering
What Happens After Black Friday?
Don’t disappear.
The period from December 2-31 is when gift card spenders, last-minute shoppers, and New Year resolution readers are still buying. Keep your momentum going.
Send a “Gift Card Spenders Welcome” email mid-December. Offer gift wrapping or “ships by Christmas” options. Create a Valentine’s Day preview for romance readers. Start planning your January “New Year New Series” campaign.
We’ll cover this in detail in next week’s blog post, but for now, know that the work doesn’t stop on Cyber Monday. The authors who make $10,000+ during the holiday season treat November-January as one continuous sales period, not just one weekend.
Your Black Friday Week at a Glance
Wednesday: Early access email, social media tease
Thursday: Gratitude posts, light touch
Friday: Full launch, maximum visibility, flash bonuses
Saturday: Mid-sale check-in, flash deal for slow movers
Sunday: 24-hour warning, countdown begins
Monday: Final push, urgency maxed out
Tuesday: Thank yous, start shipping
Every single day has a purpose. Every email has a job. Every social post builds momentum.
You don’t need to do more than this. You just need to execute this plan consistently.
Need Help Executing Black Friday?
If you’re reading this thinking “This is a lot” or “I don’t have time to do all this,” I get it.
Our team at Swoonworthy Designs can handle your Black Friday execution for you: store optimization to maximize conversions, email sequence writing and scheduling, social media content calendar, customer service support during the sale, and post-holiday follow-up campaigns.
Or, if you want to DIY but need the complete system, our free 6-week Holiday Sales Challenge includes Week 5: Execute Black Friday Like You Own It (day-by-day plan), email templates you can customize, social media content calendars, and real-time support from other authors.
Join the Holiday Sales Challenge
You have 11 days until Black Friday. That’s enough time to prepare, plan, and execute this strategy.
Let’s make this your best sales week ever.