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The One Mindset Shift That Helped Me Run a Profitable Black Friday Sale as a Photographer

If you’ve ever wondered whether a Black Friday strategy for family photographers is even worth the effort, the answer is a big yes — but only if you approach it differently than the big-box retailers do. As a family photographer and systems educator, I’ve discovered one simple mindset shift that can completely transform how you run a Black Friday sale. Instead of chasing quick holiday sales, you can use Black Friday to strategically fill your slow season calendar and start the new year with steady income already in place.

Who I Am (and Why This Matters to You)

Hi! I’m Dolly DeLong, a family photographer based in Middle Tennessee and a systems & workflow educator for other family photographers.

I’m obsessed with teaching service providers how to apply systems, workflows, and SOPs to the backend of their businesses so the frontend feels smooth, streamlined, and even magical.

In addition to photography, I also work one-on-one with small business owners to help them plan and execute profitable launches for digital products, courses, and group programs.

And yes — I use these same systems in my own photography business. Which brings me to the game-changing mindset shift I want to share today.

If you would rather WATCH the YouTube version of this blog post, click below, or keep on scrolling to read. 

The Mindset Shift: Stop Thinking of Black Friday as a Holiday Sale

For years, I thought of Black Friday like most people do:

  • An oversaturated holiday sale

  • A once-a-year discount push

  • A way to get quick cash in November or December

  • “only” for the big box companies 

But then I realized I was missing a huge opportunity.

Instead of treating Black Friday like a holiday shopping event, I started thinking of it as a strategic way to fund my slower season.

Why This Matters for Family Photographers

If you’ve been in business for a few years, you’ve probably noticed the natural ebbs and flows of client bookings.

For me, since going full-time in 2018, I’ve learned from real data that my slowest months are January, February, and sometimes early March. Things start to pick up in late March, but those first two months can be challenging.

Early in my career, I assumed bookings would just “stay consistent” year-round. (Spoiler: they didn’t!) Once I accepted that slow seasons are normal, I started asking:

What can I do now to set up my business for a profitable Q1 instead of panic marketing in January?

How I Use Black Friday to Prep for Q1

Here’s what I do differently now:

  1. I package a specific type of photography offer — something I know my ideal clients will want during the slower season.

  2. I run a Black Friday sale for that package, but the sessions can only be booked for January, February, or March.

  3. This allows me to pre-sell spots for Q1, giving me a cash injection at the end of the year and a fully booked calendar for my slow months.

Why This Works

  • You start the year with income already secured (instead of starting from zero in January).

  • It removes the panic of slashing prices during slow months.

  • You can plan ahead for your expenses in Q1 — rather than just focusing on the current month or holiday season.

When you shift your thinking from “Black Friday = November cash boost” to “Black Friday = Q1 income strategy,” you give yourself stability and breathing room to market intentionally in the new year.

How You Can Try This

If you’re a family photographer or a service provider, ask yourself:

  • What services do I offer that could be packaged for Q1?

  • How can I make the offer exclusive so clients see the value in booking early?

  • How can I promote it in a way that feels exciting and NOT desperate?

Remember: you’re not just running a sale for the sake of a sale. You’re booking clients for a season when you’d normally be slow.

Want the Full Black Friday Strategy?

What I’ve shared here is just a sliver of my full approach.

I’m teaching the complete process in my free presentation at the Black Friday Summit — a multi-day event for service-based business owners who want to plan their Black Friday promotions without last-minute stress.

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/

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Final Thoughts

Black Friday isn’t just for giant retailers or digital course creators — it’s a powerful tool that family photographers and service providers can use to fill their calendars for the slow season.

By shifting your mindset from “holiday discount” to “Q1 income plan,” you can start your year strong, avoid panic marketing, and create a more stable business.

 

Meet Your Fractional CMO & Launch Strategist for Family Photographers

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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

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