Black Friday for trade businesses: 7 ways you can actually book work.

Padelis Sakarelos

It’s crept across the Atlantic and wheedled its way into the British retail calendar. Yes, the American tradition of Black Friday is back.

On Friday 27th November, big retailers will slash prices and eager customers will storm the shops.

But Black Friday isn’t only an opportunity to pick up a cheap TV. Trade businesses take advantage of it, too.

With homeowners already in spending mode and the words ‘Black Friday’ trained into the subconscious, there’s ample opportunity to book work. In this article, we explain how.

7 ways local trade businesses can take advantage of Black Friday

1. Fixed-price winter services

Late November is when people start finding issues with boilers, gutters, leaky roofs and insulation.

If you offer a trade that peaks in the colder months but you’re struggling to fill the schedule, offer a fixed-price winter job, such as a boiler service or carpet clean. Show a (real) before-and-after price. This tends to work better than a vague ‘10% off everything’.

2. Offer cut-price inspections

Inspections are a gateway to bring in more work, and Black Friday is a great time to get primed customers to sign up.

Entry-level services work in the same way. A notionally cheap gutter clean is a great way to quickly check a roof and spot budding problems.

You might consider offering these services for free, but remember customers can be careless when they’re not paying, which can lead to no-show appointments. A small fee usually solves the issue.

3. Book now, work later

For many trades, January and February are the quietest months of the year. Use Black Friday to fill them. Offer a discount on jobs booked and paid for in late November but carried out in the new year. That way, you lock in work and cash flow, and customers get a better price for something they were planning anyway.

4. Bundles

A straight discount eats directly into your margin. Bundles and add-ons give customers the feeling of a deal while protecting your rates. A few examples:

An electrician includes outdoor lighting with a unit upgrade.
A decorator throws in a free hallway painting with any other two rooms.
A landscaper offers a free patio jet washing with any fencing job.

Pick add-ons that cost little in materials and time but feel valuable to the customer. Cosmetic work tends to win and makes for happy customers.

5. Sell gift vouchers for Christmas

Wondering what to get Uncle Terry for Christmas? How about clubbing together for a couple of hours of handyman time?

Think about it: What better gift could you receive than having all those niggly problems in the home fixed, or that oven clean taken off your mind.

Sell them at a small Black Friday discount (say, £100 of work for £85), set a clear expiry date, and you bring in cash now while introducing yourself to brand-new customers.

6. Launch a maintenance plan

If you’ve been meaning to offer an annual service plan or maintenance contract, Black Friday is the perfect time to do so. Offer the first year at a reduced rate, or give an extra month free to anyone who signs up before Cyber Monday.

Recurring plans can be worth more than one-off jobs. They smooth out your income and keep your name in front of customers all year.

7. Make the most of supplier deals

Merchants and manufacturers run their own Black Friday promotions on tools, materials and fixtures. Ask your regular suppliers what’s coming and stock up on items you know you’ll use over the next few months.

You can keep the savings as extra margin, or pass some of it on: for example, a discounted range of radiators that you supply and fit. Customers get a genuine saving and you still earn on the labour.

How to promote Black Friday deals

You don’t need a big ad budget. Here’s how:

Google Business Profile: Add your offer as a post, with photos and a clear end date.
Local Facebook groups: Share the offer, though be sure to follow each group’s rules on promotions.
Email and text: A short message to past customers often brings the quickest bookings.
Your van: A simple magnetic sign will do.
Your website: A dedicated offer page with a booking form or phone number front and centre.

A few things to watch out for

Run the numbers: Work out what each offer actually costs you before you launch it.
Keep pricing honest: Only advertise a “was” price you’ve genuinely charged. The CMA can now fine businesses for misleading pricing.
Don’t overcommit: Cap the number of offer slots or set a booking window so you can deliver every job properly.
Spell out the terms: State what’s included, the expiry date, the area you cover and any deposit required.

Black Friday for trades: Final thoughts

Black Friday isn’t just for the big retailers, nor is it just about making a quick buck. Connect with customers primed to spend by offering attractive deals that are sustainable for your business. Perform the work well, and you may find yourself with a whole new book of long-term clients.

Want to actively promote your business?

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