Black Friday for freelancers: whether you're tempted to discount your services or splash out on someone else's, here's a numbers-first way to decide.
The Black Friday conundrum..
Cue the inbox avalanche. “Biggest sale ever.” “Ends at midnight.” “Everyone's doing it.” 🛍️
And if you're a freelancer, Black Friday comes with an extra tug: the feeling that you should join in. Offer a discount because “everyone” is. Buy the shiny tool because so-and-so is raving about it, and she looks like she's doing brilliantly.
That feeling has a name: “everyone else is… so I'd better.” It isn't a business strategy. It's herd instinct in a Black Friday outfit. 🐑
This year, let's swap the knee-jerk for the numbers. Last month's Budget habit is about to earn its keep.
You might recognise yourself here 👀
Same sales noise, three different hooks:
🌱 “This will get you started.” ... You've just taken the leap, income feels uncertain, and every offer promises to be the missing piece.
🤹 “This will give you time, income, clarity.” ... You're juggling everything and quietly hoping someone has the answer, which makes you the perfect audience for a sales pitch.
🧮 “This will make what you already do even better.” ... You know what you're doing, but a clever pitch has you wondering whether you're missing an upgrade for something that already works.
Different hooks, same question underneath: do I actually need this, or am I just being sold to?
Two sides, one filter 🔎
Black Friday cuts both ways for a freelancer: you might be tempted to sell at a discount, or to buy. The filter is the same on both sides: what do your numbers say?
🏷️ Before you discount
*️⃣Am I on track for my income target this year?
*️⃣What's my average fee per client, and would a discount undermine it?
*️⃣How many extra clients would I need to make it worthwhile?
*️⃣Can I serve them without losing the freedom and time I'm after?
*️⃣Is this about value, or am I racing to the bottom?
🛒 Before you buy
✴️Was I already planning to upgrade, replace or renew it?
✴️Is it in my budget?
✴️If it's new, will my buffer cover it, or what am I giving up?
✴️How often will I really use it?
✴️Does I need training, and is that included?
Here's the maths that surprises people: offer 20% off and you need 25% more clients just to earn the same. More work, same money, less freedom. That's the opposite of why you went freelance.
There's a quieter risk too. A client who happily paid your full fee might start to wonder whether you overcharged them. Don't aim for cheap. Aim for value.
If you'd like to join in, a bonus or a limited-places offer can add value without cutting your price. And if you do quote a “was” price, make sure it's a genuine one: UK rules on “was/now” claims tightened in 2025.
Three myths worth busting 💥
“If I don't discount, I'll lose clients to someone cheaper.”
The clients worth keeping chose you for what you do, not for your lowest price.“The price is going up, so I must buy now.”
If you need it, it's in your budget and you were already planning to buy it, the lower price is a lovely bonus. But a deadline isn't a reason. Which? has found, year after year, that most Black Friday “deals” were the same price or cheaper at other times of the year [link to latest Which? research].“A bargain is always a saving.”
Only if you use it. A course you never open isn't a saving; it's money you didn't need to spend. And if something new needs training, count that time as part of the price.
Another brick in the buffer 🧱
If you read last month's Budget piece or August's feast or famine post, you'll spot the thread. Knowing your numbers is what lets you say yes (or no) without the guilt. You're not at the mercy of the sales calendar. You've got a plan.
Your path, your numbers 🌿
Whether you discount, splurge or sit the whole thing out, the right answer is the one that fits your numbers and the life you're building. You don't have to follow the herd. If you bought something new, enjoy it. If you kept your prices where they were, hold your head up. Both can be the right call.
Want help working out what you can safely discount or buy?
That's exactly what I help freelancers do: no jargon, no pressure, just clear numbers. Pop your name on my email list and I'll keep you company through the sales season. ✒️sign up here
Because your numbers have a story to tell, and it's one with a happy ending.
