Every year as November rolls around, the buzz of Black Friday, Cyber Monday, and everything in between starts to dominate our feeds.
For Australian makers in business, the question isn’t just whether to slash prices , it’s whether joining in makes sense for your brand, your customers, and your values.
This isn’t about a “yes” or “no.” It’s about exploring the different angles and giving yourself permission to make a choice that actually works for your business.
Why You Might Consider It
A well-timed sale can be more than just a discount. For some makers, Black Friday and similar events offer a chance to:
- Clear older stock: If you’ve got products lingering on shelves or in storage, a short-term sale can help you move them quickly and make room for fresh designs.
- Boost cash flow: A spike in sales can inject a handy dose of income heading into the holiday season, especially valuable if December is your busiest time of year.
- Create customer excitement: Shoppers expect deals in November. For your audience, it can feel fun and inclusive to see your brand joining the buzz, offering them a treat for being loyal followers.
If your target market thrives on bargains and you’re clear about what you’re offering, a short-term promotion can be both strategic and rewarding.
Why You Might Step Back
On the flip side, there are plenty of reasons why makers, especially, opt out:
- It can devalue your work: Handcrafted products take time, skill, and care. Deep discounts risk sending a message that your creations aren’t worth full price.
- Your margins may not allow it: Unlike big retailers, small makers can’t always absorb a 20–40% cut without feeling the pinch.
- It may not align with your values: If your brand is built around slow making, sustainability, or mindful consumption, jumping into a mass discount event may feel off-brand.
For many makers, standing firm and not participating is actually a powerful brand statement, it’s one that reinforces what you stand for.
Alternatives to Consider
Opting out doesn’t mean staying silent. There are plenty of creative alternatives that keep you visible and relevant without heavy discounting:
Tell your story: Use this noisy sales period to talk about why you don’t discount and what your work is worth. It can strengthen your relationship with customers who value authenticity.
Clearance on your terms: Run a small, targeted sale in your own way. Perhaps “seconds,” discontinued products, or a limited bundle rather than a blanket discount.
Value-adding instead of price-cutting: Offer free shipping, gift wrapping, or a small bonus product. Customers love the feeling of getting more, without you sacrificing your pricing integrity.
Shine a light on local: Join events like Made Right Here on the Australian Makers Directory. Events that celebrate Australian makers and encourage conscious, local shopping in a similar timeframe as Black Friday.
What Does Your Audience Want?
At the end of the day, whether you run a sale or not should come back to your audience and your values. Do your customers expect a deal? Or are they drawn to your work precisely because you don’t play by big-box rules?
The decision isn’t about following the crowd. It’s about clarity. Whatever you choose, make it deliberate, make it transparent, and make sure it reinforces the kind of brand you want to be known for.
There’s no right or wrong answer here. It’s just a chance to pause, reflect, and make sure your marketing choices serve your business, and that you’re not just responding to external pressures.
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