The holiday shopping season is almost in full swing and now is the time to figure out if you should have a holiday promotion to dovetail off of the fervor.

I once spoke with a client of mine who owns a health and wellness spa about the infamous “Black Friday” or the day after Thanksgiving shopping day. This is the time that retail stores offer door buster prices to get the holiday buyers in the holiday spending mood.

I asked my client if she was planning anything for “Black Friday.” She explained that traditionally – everyone is shopping and not thinking of going to the spa. Although that may be true, I asked her if she was giving people a reason to come to her spa. She said no. I suggested to her that she come up with a special for both the Friday and Saturday after Thanksgiving to give her clients a reason to come to her spa. She hadn’t thought of that before and is now thinking of what type of special she can run for those days.

I always tell small business owners to use what I call “built-in events” to promote their business. Black Friday is a built-in event for promotion. Here are the top three reasons for non-retail businesses to do a promotion on Black Friday:

Media Awareness – Each year major news outlets around the nation talk about “Black Friday” at least one week leading to the noted day. You don't have to drum up the excitement – the media does that for you each year like clock work. This is free folks! Plus, you can always count on the big retailers to build excitement with consumers.

Your Customers Are Not Working – Most consumers do not work the day after Thanksgiving. It could be that their employers have closed their office or they take the day off. Either way, this is a guaranteed Friday that people are available to do anything they want and that could be to patronize your establishment. (FYI – I never shop on “Black Friday” I don't like the crowds. A reduced price spa treatment or discounted meal would be inviting!)

Competitive Advantage – Your competitors may not think of doing a promotion for “Black Friday,” so you will have the competitive edge up.

Here are few businesses that I believe can profit from “Black Friday” Marketing Campaigns:

• Automotive Service Centers
• Any Service Business
• Personal Trainers
• Restaurants
• Salons and Spas 

Most businesses can effectively promote their business during built-in events like “Black Friday.” Just make sure you come up with your marketing campaign before your competitor does.