How to promote sales without cheapening your brand

Black Friday has become the world-famous day of deals and slashed prices. Our inboxes have become flooded with discounts from 10% to 80%, causing a frenzy of clicks and people making emotional decisions based on prices. There is a way to promote sales without cheapening your brand.

In the wedding industry, emotion, trust, and craftsmanship matter more than a “50% off” discount code that might undermine your brand and your hard work.

But does this mean that wedding businesses should ignore sale periods altogether?

Not at all! Black Friday is less about discounting and more about urgent value. When handled strategically, it can help to boost your enquiries and secure bookings early, but it’s about striking the balance of “cheap” and “desperate”.

Leveraging Black Friday like a premium brand

Promote value, not bargains

Instead of cutting prices on your entire service, consider adding value that feels exclusive. Value-adds instead of striking your prices.

Examples of value-add bonuses:

• A complimentary engagement shoot when couples book a full wedding package.
• Free styling consultation with a décor hire bundle.
• A personalised welcome sign when securing your planning service before December.
• Uplighting upgrade when couples confirm their DJ package.

This shifts the focus from “saving money” to “getting more”, reinforcing the idea that your work is worth full price.

Make it limited, rare, and time-specific

Scarcity sells; we all know that FOMO is a significant driving force of purchase, but only when it’s real. We all know brands that are constantly on sale, sending out discounts, or generally cheapening their product.

You want to take a package and use it to enhance your business and make it a rare occurrence, that offer bonuses for:

• The first 10 bookings
• Select off-peak months
• Weddings secured within a single weekend

This also lets you control workflow, fill slower dates, or secure next-year bookings early. The message becomes: you’re offering priority, not panic.

Protect your brand

Although they might be attention-grabbing, words like “sale”, “slashed”, “clearance”, and “cheapest” run the risk of making your brand, well, a little cheaper.

It’s about reworking these words to work for you, grab a user’s attention, but not run the risk of tarnishing the brand (and your craft!) you’ve worked so hard to protect.

Alternatives:

• Exclusive offer
• Limited time
• Bonus inclusion
• Secure added value

The wording matters just as much as the strategy.

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Use Black Friday (and heavy sales periods) to drive enquiries, not instant purchases

Couples don’t impulse-buy wedding services. This is an emotionally charged decision that is rarely decided on a whim. Couples will research, stalk socials, compare portfolios, and discuss in detail with their fiancé.

Use Black Friday for lead capture, not forced booking.

Ideas that convert without pressure:

✔ Free downloadable checklist emailed after sign-up

✔ Invite-only planning consult for couples who enquire that weekend

✔ A “locked-in price” for couples who book a consultation, not necessarily sign a contract yet

The goal isn’t always a sale, but it’s about building and then maintaining the relationship.

Don’t discount your core offering

Your signature package should remain a closed book, one that stays steady with its price. If you discount your main product, you could be teaching couples to wait for deals next year.

If you need more incentives:

• Create tiered bundles just for Black Friday
• Introduce a one-time micro package (perfect for weekday elopements or short coverage)
• Offer a payment plan, not a price cut

For example: “Lock in today with 25% deposit instead of 50% this weekend only.”

You’re helping their budget without shrinking your worth.

Getting your business ahead in 2026 should be your goal! Our team is on-hand to help you get ahead. Enquire today.