Black Friday could be the darkest yet for small businesses, unless they do these three things now

In 2024, Black Friday was forecasted to boost the UK economy with £7.1bn in sales. And with three in five adults predicted to be heading to the shops for the Black Friday weekend in 2025 – that’s 31.9 million potential customers for UK SMBs.

But, beneath these promising statistics, Black Friday is not just a cash grab for SMBs. Advertising costs experience a 66% spike during peak season. Over a third of SMBs are operating with no cash reserve, and over 80% of SMBs say rising costs are their top worry.

If UK businesses are to capitalise on this short but crucial sales window, they must be well prepared, well funded, and well stocked. The stakes couldn’t be higher.

That’s why Liberis CEO, Rob Fairfield, believes it is more important than ever for SMBs to have the support they need during the Black Friday period. Liberis, an embedded finance platform, can offer funding for SMBs, unlocking up to twice their monthly revenue.

“The numbers tell a story,” said Rob Fairfield,  “SMBs are being squeezed from every angle and face immense pressure to maximise sales as we approach Christmas. Better access to cash is crucial for SMBs to be able to leverage Black Friday weekend effectively. With adequate funding, they can cover high advertising costs, invest in organic marketing, reward their loyal customers with discounts, and offer additional incentives to help drive shoppers to their businesses. This funding isn’t just about Black Friday, it’s about ensuring SMBs can capitalise on opportunities throughout the Christmas season.”

Here are three ways SMBs can still leverage Black Friday.

With ten days until Black Friday, SMBs need to be smart if they want to be seen. Especially as digital advertising costs in the UK are climbing 9.2% year-on-year. SMBs should focus on building an omnichannel presence. By using organic content across social media, leveraging local partnerships, and A/B testing email marketing campaigns, SMBs can leverage their voice to increase sales outside of advertising costs. User generated content and customer testimonials are also powerful and cost-effective alternatives.

Your existing customers are your most valuable assets. Offer early access to deals for email subscribers or past customers over the next week. This helps spread demand across Black Friday weekends and over the Christmas period whilst making them feel valued. Leverage customer reviews and user-generated content in your marketing to build credibility with your community, adding a personal touch to your business this Christmas season.

Free shipping can be the difference between a completed sale and an abandoned cart – 88% of shoppers are more likely to complete their purchase when they see a free shipping option, making it one of the most powerful conversion tools available at a lower cost than mass discounts. But offering it still requires confidence in your cash-flow. Revenue-based finance provides upfront capital with flexible repayments tied to actual sales, not fixed monthly bills.