Black Friday 2026 falls on Friday, November 27, and Cyber Monday on Monday, November 30. A small business does not need a giant sale to do well. It needs five things sorted before that weekend: stock you have actually counted, prices that still leave a margin, delivery dates you can keep, someone ready to answer customers, and protection against scams that use your name.
Prep timeline: work backward from November 27
Splitting the work into stages keeps it manageable. Adapt these dates to your own business.
| When | What to do |
|---|---|
| By Nov 10 | Choose products and prices, write down each product's previous price, and count stock |
| Nov 11 to 20 | Test your website, payment links and support channels; agree on realistic delivery times with your carrier |
| Nov 21 to 26 | Tell customers through your official channels; brief anyone who helps you on refund and return rules |
| Nov 27 to 30 | Watch orders and your payment dashboard; answer fast |
| After | Review returns and disputes, then update your sales records |
Stock: count it before you promise it
The fastest way to ruin a sale is to sell something you do not have. Cancelled orders mean refunds, angry customers and bad reviews, and they cost more than a lost sale.
- Count what is on the shelf, not what your system or spreadsheet says. Fix any mismatch before you advertise.
- Set aside sale stock. Decide how many units of each sale item you can afford to sell at the sale price. When they run out, mark the item sold out or put it back at its regular price.
- Limit scarce items per customer so one buyer cannot take the whole batch.
- Ask suppliers about lead times. A restock may not arrive in time to cover a sell-out.
A simple spreadsheet is enough to track stock. Here is how to build a simple inventory control spreadsheet. Buy boxes, mailers and labels early too.
Pricing: discount without losing your margin
Before you cut a price, work out what you earn at the new price. Here is an example with made-up numbers. Replace them with your own.
| Per order | Regular price | Sale price |
|---|---|---|
| Selling price | $40 | $34 |
| Product cost | $18 | $18 |
| Payment fees | $2 | $2 |
| Packaging and shipping you pay | $6 | $6 |
| Profit | $14 | $8 |
A $6 discount looks small to the customer, but it removes $6 of a $14 profit, which is more than 40 percent. To earn the same total profit, you would need to sell about 1.75 times as many units. The math changes with every product, so run it for each item you plan to discount.
Ways to protect your margin
- Discount a handful of products, not the whole store. Pick items with a healthy margin or stock you want to clear.
- Bundle a best seller with a slower item.
- Offer free shipping only above a minimum order that covers the shipping cost.
- Add value instead of cutting price: a small gift with purchase, or early access for your email list and past customers.
- Set a floor price for each item, the lowest you will go, and stick to it.
Keep your price history
Write down each product's regular price before the sale starts and save a screenshot of the product page. If you show a crossed-out "was" price, it should be a price you really charged recently. Inflated discounts are a common source of customer complaints and can attract the attention of regulators. Raising prices in October so you can "discount" them in November is the pattern to avoid.
Shipping: promise only what you can deliver
- Set order cut-off dates for delivery before the holidays, and show them on product pages and at checkout.
- Add buffer to delivery estimates. Carriers tend to be busier in late November and December, so check your carrier's holiday schedule and quote a delivery window instead of a single date.
- Send tracking numbers by email or text as soon as an order ships. It cuts down on "where is my order?" messages.
- Test checkout from start to finish. Place a real test order, pay, and check the confirmation email, the shipping rate and the refund. If you are choosing between a card reader and payment links, compare them in card reader or payment link.
- Selling on Amazon, Etsy or eBay? Read each marketplace's own seller guidance for holiday shipping deadlines.
Customer support: be easy to reach
Busy days bring more questions, and customers who cannot reach you are more likely to take the problem to their card issuer.
- Choose the channels you will watch, such as email, Instagram or Facebook messages and website chat, and post your response hours. Set an auto-reply for hours when you are away.
- Write ready answers for the questions you will get most: where is my order, how long is delivery, can I return this, is this item in stock, and is this message really from you.
- Publish a plain-language return and refund policy on product pages and at checkout. Say how long a refund takes, and promise only what you will actually do.
- Decide who answers from November 27 to 30 and make sure they know the refund rules.
Scams: protect your customers and your name
Busy shopping weekends are when fake ads, cloned stores and scam messages pile up, and some of them borrow the name of real small businesses like yours.
Tell customers which channels are really yours
Put your website address and social handles in one place. Pin it on Instagram, add a banner to your site and include it in order confirmations. State plainly that you never ask for payment through a link sent in a private message. If a scam appears, your customers already know what the real thing looks like. If someone clones your shop, see what to do about a fake website copying your store.
Search for your own name
Once a week before the sale, and daily during it, search for your store name plus "Black Friday" on Google, Instagram and Facebook. Fake pages and ads are easier to get taken down early. Report them to the platform where they appear.
Protect your refunds and your counter
- Refund only to the original payment method, never to a different card or account, and never by gift card.
- Be wary of a buyer who "overpaid" and asks you to send back the difference. Check that the money has actually cleared in your account first.
- Do not log in through email links. Messages that look like they come from your payment processor, marketplace or carrier can be phishing. Type the address yourself instead.
- Check your card reader if you take cards at a counter, and do not let anyone swap it. Tampering and card swaps can happen on high-traffic days.
Report scams that target your business or your customers at ReportFraud.ftc.gov. If money was lost online, also file a complaint with the FBI's Internet Crime Complaint Center (IC3).
After the weekend: reconcile
Match every order to a payout, and list the returns, refunds and disputes still open. Record sales, fees and refunds by day so your books stay right. A very busy month can change your tax picture, so tell your accountant if sales jump.
Report scams at ReportFraud.ftc.gov (Federal Trade Commission) and ic3.gov (FBI Internet Crime Complaint Center). Rules on advertising prices and handling returns can vary by state, so confirm the details with your state's consumer protection office or an advisor.
Frequently asked questions
When is Black Friday 2026?
Black Friday 2026 is Friday, November 27, and Cyber Monday is Monday, November 30.
How can a small business run a Black Friday sale without losing money?
Work out your profit at the sale price, counting product cost, payment fees and shipping. Discount a few products or use bundles and free-shipping minimums instead of marking down the whole store, and set a floor price you will not go below.
How do I protect customers from fake stores and messages using my business name?
Publish your official channels, say that you never ask for payment through a link sent in a private message, and search for your store name regularly. Report fake ads, pages and stores to the platform and at ReportFraud.ftc.gov.
Sources: FTC ReportFraud · FBI Internet Crime Complaint Center (IC3)
