Emily Grey knew her small boutique couldn’t compete with other sales on Black Friday, so she decided to try something completely different for her holiday promotion. Learn why it’s helped her business succeed year after year, and how you can approach the holiday season differently.
I’ve Never Offered a Black Friday Sale — Here’s What My Boutique Does Instead to Have a Six-Figure Weekend

From the moment I launched The Flourish Market—a boutique that specializes in selling clothing, accessories, and gifts that have a bigger purpose—I knew that we would need to think about our holiday promotions differently.

Given that most of the 200+ brands we partner with are B-corps or fair trade companies, our margins are already tighter than the average store. I felt the biggest discount we could afford to offer holiday shoppers would be 20 percent—which isn’t very exciting when the big box stores and even smaller boutiques would be offering 40-60 percent (or more) off.

I’ve always been a big believer that when you can’t compete, you get creative. So I thought about what we had to offer. I thought about what aligned with our company mission. I thought about what would be exciting to our customers. And I came up with the idea for Grey Friday.

The gist of Grey Friday is this: The week before Black Friday, we have our big promotion weekend when, instead of offering discounts, we offer 40-60 percent of the customer’s purchase back in free gifts. At different tiers of spending—$40, $75, $150, $250, and $500—customers get a different gift, plus all the gifts from the lower price tiers.

I had this idea mere months before my first holiday seas

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