If you’re a service-based practitioner—whether you offer acupuncture, nutrition coaching, or massage therapy—you may not feel super motivated to run holiday promotions during Black Friday, Small Business Saturday, and Cyber Monday (BFCM). And honestly? That’s okay! Sales during this time aren’t a perfect fit for every business.

But if you’re thinking about running a BFCM promotion, here are four tips to ensure your holiday sales not only drive revenue but also align with your values—and attract the right clients.

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1. Embrace the “Gifting Mindset” 🎁

The holiday season puts people in one of two modes:

• Giving generously—buying gifts for friends, family, colleagues, or clients.
• Treating themselves—finally splurging on something they’ve had their eye on (hello, self-care!)

How to use this to your advantage:

Align your messaging with this mindset. Consider offering gift cards or packages designed for both giving and receiving. For example:

• Self-care gift bundles: Pair products like aromatherapy oils with an e-guide on stress relief.
• “Treat Yourself” Packages: Discount first-time assessments or introductory coaching sessions to make them feel like a guilt-free splurge.

2. Focus on what makes people stay 💌

Discounts are more than just lower prices—they’re an invitation to experience your work for the first time.

Instead of offering a random deal, think about:

• What do people love about your work?
• What gets them excited to come back for more?
• What is someone’s typical entry point into your world?

The takeaway: Offer discounts or deals on things like:

• Workshops, smaller services, or starter packages that create a great first impression.
• First-time consults or assessments that invite new clients into your world.
• Bundles of wellness products or self-care kits with bonuses like an e-guide or follow-up call.

3. Best practices to nail your holiday offers 🛍️

• Don’t disappoint. A rising sentiment around BFCM weekend is that the sales don’t feel exciting enough. If you’re going to do a deal, make sure it’s compelling enough for your audience.
• Avoid the “selfish sale.” Instead of discounting just to hit your goals, think about what feels valuable to your clients.
• Discounts aren’t the only option. Get creative with things like extra bonuses, bundled services, or gifting ideas (like a gift card).

4. Don’t Be Shy—Send Multiple Emails 📣

Here’s the thing: Everyone’s inbox is packed during the holidays. Even clients who want to buy from you might miss your first email.

The simple solution?

Send more than one email (yep, you read that right!). Here’s a potential email schedule:

• Teaser email: Let clients know what’s coming.
• Official announcement: Launch your sale with all the juicy details.
• Reminder emails: A few nudges before the sale ends (because life gets busy).

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Final Thoughts

Running a holiday sale doesn’t have to feel forced or overwhelming. The key is to align your offers with your audience’s mindset and focus on what creates lasting connections—not just one-time transactions. And remember, there’s no harm in skipping the sales altogether if it doesn’t feel right for you this year.

If you have any questions about planning your BFCM offers, drop them in the comments.