Black Friday Strategy for Photographers

As a family photographer and systems + workflow educator, I know that Black Friday isn’t just for big-box retailers. It can be one of the best times of the year for service-based business owners—especially photographers—to strategically plan ahead, book sessions, and set yourself up for success in your slower months.

In this blog post, I’m walking you through the exact Black Friday strategy I’m using in 2025 as a Nashville-based family photographer. I don’t depend on prints, albums, or IPS (in-person sales). Instead, I focus on one strategic offer, backed by real numbers, automation, and a system that allows me to serve my clients well while enjoying the holidays with my family.

Why Black Friday Matters for Photographers

Most family photographers see their busiest months between August and November. I like to call this “feast mode.” But once January and February arrive, things often slow down—especially if you don’t have a studio and live in a colder climate.

Instead of panic marketing in the new year, I use Black Friday as a way to “pre-launch” my slower season. Every booking made in November sets me up with predictable income, peace of mind, and the ability to enjoy the holidays without financial stress.

Step 1: Know Your Numbers

Before deciding on an offer or discount, it’s crucial to know your numbers. For me, that looks like sitting down every August to review what my income, expenses, and taxes were for the first quarter of the previous year.

By doing this, I know exactly how much I need to generate in January and February—not just a “nice-sounding” number, but a realistic profit goal based on data.

I use my Bookkeeping Template for Creatives to track all of this, and it gives me a clear picture of what’s coming in, what’s going out, and how much I need to pay myself consistently.

Step 2: Pick ONE Strategic Offer

Here’s the biggest mistake I see photographers make on Black Friday: slashing all their prices.

Instead, I encourage you to pick just one offer that is both profitable and appealing to your audience. For me, that’s branding photography sessions.

Since many of my family photography clients are also business owners, they often need branding photos for their websites, social media, and email marketing. By packaging branding photography as my exclusive Black Friday offer, I fill my slower months with sessions that make sense for both me and my clients.

The key is urgency: these sessions must be booked during Black Friday week and used between January and February (my slow season). That way, I create both exclusivity and a win-win for my business.

Step 3: Automate the Booking Process

The last thing I want to do during Thanksgiving week is exchange a dozen emails with clients. That’s why I automate the entire booking process in advance.

Here’s what my setup looks like inside Dubsado (but you can do this with any CRM):

• A contract with specific terms for the Black Friday offer

• A scheduler with fixed dates and limited spots

• A lead capture form

• An invoice and automated workflow

By testing everything in September, I know my system will run smoothly in November—giving me more time to enjoy my family, my son’s birthday, and the holidays.

Step 4: Warm Up Your Audience

Another big mistake photographers make is dropping a surprise sale. Just because you’re excited about your offer doesn’t mean your audience is ready to buy.

Instead, I start priming my audience months ahead of time—usually in September and October. I do this through:

• Blogging (which helps with SEO and long-term visibility)

• Email marketing

• Social media posts

• Personal outreach to past clients

I think of this as a “domino effect.” Each piece of content builds on the last, leading my audience naturally toward the Black Friday offer.

Step 5: Launch with Urgency

When it’s time to open the cart, urgency is what gets people to move from thinking about it to booking it.

For my 2025 offer, I’m opening the cart during Black Friday week and closing it on December 5th. I’m offering just six spots, and once they’re gone, they’re gone.

Your open/close dates may be different, but the key is to decide ahead of time and stick to it. Don’t be wishy-washy or extend your dates. Every year, you’ll collect more data and refine your process.

Step 6: Deliver and Delight

Just because the payment comes in on Black Friday doesn’t mean your work is done. Client experience matters.

I make sure to:

• Stick to the promised dates (January–February)

• Over-deliver on the client experience and final gallery

• Collect testimonials and referrals for future full-priced sessions

This isn’t just about filling a calendar—it’s about building trust and setting yourself up for long-term success.

Step 7: Think Like a CEO with Your Finances

Finally, here’s something most people don’t talk about: don’t spend your Black Friday income right away.

Even though you’ve collected the money, that revenue is tied to work you’ll do in January and February. If you blow through it in December, you’ll still end up scrambling in the slower months.

Instead, save and allocate it in your bookkeeping system so you know exactly what cash flow you’ll have in Q1.

Final Recap: My Black Friday Framework

Here’s the system I use (and reuse every year):

1. Know your numbers

2. Pick ONE strategic offer

3. Automate the booking process

4. Warm up your audience

5. Launch with urgency

6. Deliver and delight

7. Manage your income wisely

Once this framework is in place, you can adjust the offer, dates, or details—but the system stays the same.

Ready to Plan Your Own Black Friday Strategy?

If you’re ready to create a Black Friday plan for your photography business, I encourage you to grab my free resource: the Black Friday SOP that goes along with this presentation. It breaks down the exact phases I use so you can adapt them for your own business.

And don’t forget—the 2025 Black Friday Virtual Summit is happening August 26–28, 2025. If you missed it live, you can still grab the All Access Pass to watch all the presentations, listen to the private podcast feed, and get bonuses from over 20 expert speakers—all available until December 5, 2025.

Black Friday doesn’t have to be stressful. With the right system, it can fund your slower season and give you the peace of mind to actually enjoy the holidays.

Event Details:

• Free to attend live

• 20+ expert presentations on Black Friday strategies for service providers and online businesses

• Hosted by me, Mara Kucirek, and Bekah Read

• Sponsored by Cubicle to CEO

• Extended replay access available until December 5, 2025 with the All-Access Pass

📌 Sign up here: https://blackfridaysummit.com/

⚡️ Or Purchase The All Access Pass Here https://dollydelong.thrivecart.com/the-2025-black-friday-summit/

Meet Your Favorite Launch Planner for Small Biz Owners & Marketing Strategist for Family Photographers (Dolly DeLong Education)

Hi! I’m Dolly DeLong—a Nashville-based family photographer turned systems + marketing educator and Fractional CMO for family photographers and solo business owners.  After years of juggling motherhood, running a thriving family photography business, and helping other creatives behind the scenes with their launches and marketing, I realized something: the backend matters just as much as your booking calendar.

Now, I serve two kinds of faith-driven creatives:

• Family photographers who want to stop ghosting their audience and finally stay consistent with Instagram + email marketing. 

• Solo business owners who have a digital offer they want to launch—but feel completely overwhelmed by the pre-launch phase

Through my weekly podcast, YouTube channel, and blog, I offer strategic (but doable) content on systems, workflows, launch planning, and consistent marketing rhythms that won’t burn you out.

I’m here to help you stop duct-taping your backend together and instead build systems that support your life and values—whether you’re marketing mini sessions or launching a course.

When I’m not strategizing a launch calendar or batch recording content during nap time, you can find me photographing families in and around Nashville, watching reruns of Survivor, eating something sweet, or walking with a podcast in my ears. (Yes, I’m that girl.)

Are you Ready to finally market with intention and launch with clarity?
Let’s get started—because you don’t have to do this alone.

👉 Work with me to plan out your launch
👉 If you are a family photographer needing marketing help click here