How to Benefit from Black Friday in the Health & Wellness Industry
Black Friday and Cyber Monday were once known mainly for big retail and tech discounts, but over the years they’ve become global sales moments that almost every industry can tap into.
I still remember working as a sales director for an online education company and thinking, “I wonder if we can jump on this Black Friday bandwagon?” So, we decided to give it a go. We built a campaign, pushed it out, and the results completely changed how I viewed Black Friday. Since then, I’ve seen again and again just how powerful it can be for businesses that plan ahead and lean in.
The truth is, people come into Black Friday with a buying mindset. It falls at the end of the month, right around payday, close to Thanksgiving and just before Christmas. The timing is perfect, and many customers actually wait to spend until the deals drop. In fact, I’ve seen plenty of November campaigns start slowly because buyers are holding off for that one weekend.
So, how can your health, wellness or fitness business benefit from that Black Friday spike? In this post, I’m sharing ten practical tips - along with real examples… to help you make the most of the opportunity and turn it into real results for your business.
10 tips on planning a big black friday
1. Start building anticipation early
One of the biggest mistakes I see businesses make with Black Friday is leaving it too late. If you start shouting about your offer the week of, it’s already too late to make a real impact.
The truth is, successful campaigns are built on momentum. You want your audience thinking, “I wonder what they’re going to offer this year?” before you even announce it. The earlier you start building that excitement, the better.
In the health and wellness industry, this can be done in a really natural, non-salesy way. Start seeding hints in your content a few weeks before — talk about how you’re planning something special for your community or mention that your biggest offer of the year is coming soon.
For example:
A gym could post stories like, “Something big is coming — keep an eye on your inbox this week 👀.”
A yoga studio might run a countdown or exclusive email sign-up list for early access to discounted class passes.
A nutritionist or coach could tease a limited number of one-to-one spaces opening with a Black Friday bonus session for those on the waitlist.
The aim is to build curiosity and anticipation without giving too much away. When you finally drop the offer, it feels like an event — something your audience has been waiting for.
Remember, people love to feel “in the know.” Those who have seen the teasers, joined the early access list, or engaged with your pre-launch content will be the first to buy.
If you start promoting early, by the time Black Friday hits, your audience is already warm, primed, and ready to take action.
2. Reward your loyal clients first
Your existing clients and community are your best sales opportunity - and your biggest advocates.
They already know and trust you, so rewarding them first not only drives early sales, it strengthens that relationship.
When planning your Black Friday campaign, don’t make the mistake of going straight to new audiences. Start with the people already in your world. They’ve supported your business all year, and a small gesture of appreciation can go a long way.
Think about how you can make them feel special before the public offer even launches. A simple “early access” window or an “exclusive members-only deal” can create a sense of VIP treatment — without any extra work on your part.
Here are a few examples of how that might look in the health and wellness space:
A fitness studio could send an email to members 48 hours before the official launch with a private booking link and a message like, “You’re getting first dibs before we share this with the public.”
A spa or clinic could text their regular clients a personal note saying, “You’re part of our community, so we’re giving you early access to our biggest offer of the year.”
A wellness coach or nutritionist could offer existing clients a bonus session, or an exclusive upgrade, as a “thank you” for their continued support.
The psychology behind it is simple - people love to feel valued. By recognising your current clients first, you build loyalty and spark excitement before your wider audience even gets involved.
Plus, this approach helps you test your campaign before it goes public. You’ll get early feedback, iron out any kinks in your offer or checkout flow, and generate those all-important first sales and testimonials that you can use when promoting to a wider audience later in the week.
Your existing clients are the foundation of your business. Treat them that way, and they’ll not only buy — they’ll talk about you, too.
3. Keep your offer simple and clear
When it comes to Black Friday, clarity always wins. The most successful campaigns are the ones people can understand in three seconds flat.
It’s easy to get caught up in overcomplicating things — layering multiple discounts, bundles, and bonus offers — but that often creates confusion, not excitement. On Black Friday, your audience is being bombarded with deals. If they have to stop and figure out what yours actually means, they’ll scroll right past.
Keep it clean, clear, and direct. You want people to instantly know:
👉 what the offer is,
👉 how long it lasts, and
👉 how to claim it.
Here are a few examples of simple but effective wellness-focused offers:
A gym could run: “50% off your first month of membership — this weekend only.”
A yoga or Pilates studio might offer: “Buy 5 classes, get 2 free.”
A nutritionist or personal trainer could go with: “Book a 6-week program and get an extra week free.”
A spa or clinic could promote: “Book any treatment and get a complimentary 30-minute add-on.”
These offers are easy to understand and even easier to act on. They remove decision fatigue and make the next step obvious.
If you’re running multiple services, pick one hero offer and lead with that. You can always mention smaller deals within your campaign, but make sure your main message stays consistent across all platforms — website, social, and email.
It’s also worth remembering that not every discount has to be dramatic. A small, clearly defined bonus or time-limited package can feel more premium and aligned with your brand than a huge markdown.
So before you go live, ask yourself:
Can someone understand my offer at a glance?
Does it sound exciting enough to act on immediately?
If the answer’s yes to both, you’re in a great place to convert interest into sales.
4. Use urgency and scarcity
There’s a reason Black Friday works so well: it’s built on urgency. People don’t want to miss out — and when they know something’s limited, they act faster.
The psychology behind it is simple. When time or quantity is running out, decision-making speeds up. In the wellness and fitness space, where people often spend weeks thinking about whether to sign up for a program or join a class, adding time pressure can be the gentle push they need to take action.
That doesn’t mean being gimmicky or using pushy sales tactics. It’s about communicating honestly that your offer is time-limited or that spaces genuinely are limited — because in most health and wellness businesses, they are.
Here are a few ways you can apply urgency and scarcity naturally:
A personal trainer could open just 5 discounted spots for new clients, saying, “Only 5 spaces available for my Black Friday program — when they’re gone, they’re gone.”
A yoga studio might run a “Weekend-Only Unlimited Pass” and clearly state it expires Sunday at midnight.
A spa could show the number of appointments left for the discounted period — “Only 3 massage slots remaining at the Black Friday rate.”
A health coach could set a clear deadline: “Book before midnight on Cyber Monday to receive your free 1:1 goal-setting session.”
The key is transparency. Don’t invent scarcity — just highlight what’s true. Most wellness businesses have real limitations on time, capacity, or stock, so use that to your advantage.
Visual cues also help. On your website, include a countdown timer. In your social posts and emails, use simple lines like:
⏰ “Offer ends in 24 hours.”
🔥 “Only 2 spots left.”
And don’t forget to follow through. Once the deal ends, end it. If you extend your offer, communicate it clearly (“due to popular demand…”), but always maintain the sense that these moments are special, not constant.
Urgency, when used with honesty, is one of the most powerful tools in sales — and in wellness, it helps turn good intentions into real action.
5. Add value instead of just discounting
It’s easy to think Black Friday has to mean slashing prices, but it really doesn’t. In fact, heavy discounting can sometimes devalue your brand — especially in the wellness space, where your offer is built on expertise, trust, and transformation rather than volume.
A smarter approach is to add value instead of cutting your price. This not only protects your margins but also keeps your brand image strong. It makes the customer feel like they’re getting more for their money, not that what you offer is worth less.
Adding value can look different depending on your business, but here are a few examples:
A personal trainer could offer a free nutrition plan or goal-setting session with any new package booked over the Black Friday weekend.
A yoga or Pilates studio might include a complimentary guest pass or free mat rental for a month.
A nutritionist could throw in an additional 30-minute follow-up consultation.
A spa might add a free mini treatment, like a hand massage or scalp therapy, when booking a full session.
A wellness coach could offer a free “New Year Reset” workshop spot to anyone who buys a 3-month program.
These small bonuses feel exclusive and thoughtful — not like a desperate price cut. They also encourage a more positive purchase mindset: your clients feel like they’re investing in something of value rather than rushing to grab a deal before it disappears.
Another great benefit of value-adds is that they naturally encourage upgrades. Someone who was planning to buy a single session might now book a full package if it means unlocking the bonus.
When planning your offer, ask yourself:
“What would make this purchase feel like an amazing deal without lowering my price?”
“What can I include that genuinely supports my clients’ goals or experience?”
The key is to make your audience feel like they’re getting something extra — something they wouldn’t normally have access to. That perceived exclusivity can be more powerful than any discount.
Black Friday doesn’t have to be a race to the bottom. If you can offer more value instead of less price, you’ll attract the right kind of clients — and they’ll stick around long after the sale ends.
6. Make buying easy
This one sounds obvious, but it’s where so many businesses slip up. You can have the best offer in the world, but if your buying process is clunky, confusing, or takes too long, people will drop off - especially during Black Friday when attention spans are short and deals are everywhere.
Your goal is to remove every possible barrier between interest and purchase. Think of it like this: the moment someone decides they want what you’re offering, you’ve got a few seconds to make that transaction happen smoothly before they get distracted.
Here’s how you can make that happen:
Check your links and booking systems.
Make sure your checkout, payment links, and booking forms are working perfectly across mobile and desktop. If you’re using third-party apps like Calendly, Mindbody, or Wix Bookings, test them yourself and get a friend to try too.Streamline the journey.
Don’t make people click through five pages to buy. If your offer can be purchased directly from an email, post, or landing page, make it happen. Fewer clicks equal more sales.Be clear about what happens next.
Once someone pays or books, confirm what they’ve bought and what the next steps are. For example, a yoga studio might send an automated email saying, “You’re all set! Your 7-class pass will be added to your account within 24 hours.”Offer flexible payment options.
For higher-value packages, consider payment plans or deposit options. A personal trainer or coach offering a 12-week program might allow clients to secure their spot with a 25% deposit during Black Friday weekend.Make support easy to access.
Include a contact link or chat option for anyone with questions. A quick response can turn hesitation into a sale.Check mobile experience.
Around 70–80% of purchases happen on mobile during Black Friday. If your site or checkout isn’t optimised for small screens, you’ll lose people.
Think of your customer journey like a workout — the smoother it flows, the better the results. Every extra click or unclear message is like adding unnecessary resistance.
So before Black Friday hits, run through the process yourself. Pretend you’re a customer seeing the offer for the first time. Is it easy? Is it obvious where to click? Does it feel seamless?
If you can make buying as effortless as saying “yes,” you’ll see that reflected in your sales.
7. Stay true to your brand values
One of the biggest traps businesses fall into during Black Friday is running a deal that feels completely off-brand. In the rush to compete, it’s easy to forget what makes your business special - but in the health and wellness world, authenticity is everything.
Your clients trust you because of the experience, results, and sense of care you deliver. If your Black Friday campaign suddenly feels cheap, gimmicky, or disconnected from your usual tone, it can do more harm than good.
Instead, think about how to make your offer feel aligned with your values and mission. You want your campaign to strengthen your brand, not dilute it.
Here are a few ways to do that:
Connect it to your “why.”
For example, a yoga studio might position its offer as, “A moment of calm before the chaos - 30% off passes to help you stay grounded through the holidays.”
This keeps the tone nurturing and true to what the brand stands for.Frame it as a thank you.
A nutritionist or coach could say, “This is our way of saying thank you for supporting our community this year - enjoy a little something extra on us.”
That keeps the focus on appreciation, not aggressive selling.Emphasise transformation, not price.
Instead of shouting about discounts, highlight what the client gains. A personal trainer might write, “Commit to your goals now, and start the new year ahead of the game.” It’s still a promotion, but it speaks to purpose.Use your tone of voice.
However you normally communicate - whether it’s educational, warm, or empowering — keep that consistent in your Black Friday copy.
In the wellness space, people are making emotional purchases. They’re not just buying a class, treatment, or program; they’re buying how it makes them feel. That’s why staying authentic is so important.
Your Black Friday offer should enhance your brand story, not distort it. When it feels like an extension of your usual message - thoughtful, values-driven, and helpful - it will resonate more deeply and attract the right kind of clients.
A well-aligned offer says, “We’re here to help you prioritise your wellbeing, and here’s a little extra reason to start now.” That tone is powerful.
8. Use real stories and results
People trust people. In the wellness and fitness space, your clients’ experiences are far more powerful than any piece of marketing copy you could write. Real stories create connection, trust, and inspiration… and that’s exactly what drives action around Black Friday.
When buyers are flooded with offers, it’s the businesses that show results rather than just promise them that stand out. A genuine transformation, success story, or review can tip someone from “interested” to “I’m in.”
Think about how you can weave social proof into your Black Friday campaign. Here are a few simple, effective ways:
Showcase transformation stories.
A personal trainer might share a post like, “Sarah joined my 6-week program this time last year, here’s where she is now.” Then finish with your Black Friday offer: “You can start your journey today with 25% off this same program.”Share testimonials.
A nutritionist or health coach could pair client feedback with the campaign message: “Real results take consistency and now’s the perfect time to start.”Highlight community wins.
A yoga studio could post photos from classes, adding captions like, “This community inspires us every day. Our Black Friday pass is designed to help even more people find their flow.”Feature before-and-after moments.
These don’t have to be physical transformations. They could show improved confidence, mobility, mindset, or energy levels - anything that captures the real impact of your work.
The key is authenticity. Don’t over-edit, over-sell, or make it sound scripted. Real people and real voices resonate. Even a short, selfie-style video testimonial recorded on a phone can feel more powerful than a polished ad.
When someone sees another person like them getting real results, they believe it’s possible for them too. That’s what builds trust — and trust drives conversions.
So before your campaign goes live, spend a little time gathering a few strong testimonials or client highlights. Use them across your emails, website, and socials throughout your Black Friday week.
Because ultimately, no one can sell your services better than the people whose lives you’ve already helped change.
9. Extend your campaign wisely
Even though it’s called Black Friday, the truth is, most successful campaigns now run over several days… or even a week. But there’s a balance to strike here. You want to take advantage of the momentum, not lose the sense of urgency that makes the event work.
The trick is to extend with intention. Plan your timeline in advance and communicate it clearly so customers know exactly what to expect. That way, you stay in control of the narrative rather than scrambling to keep things going at the last minute.
Here’s how you can do it effectively:
Start early with a pre-sale.
Give your email list or loyal clients 24–48 hours of early access before the main launch. It rewards loyalty and builds buzz before you go public.
For example, a yoga studio could say, “Our Black Friday offer goes public Friday, but our community gets first access today.”Run through the weekend.
Keep the deal live through Saturday and Sunday to capture anyone who missed the initial drop. A personal trainer might say, “You’ve still got the weekend to lock in your spot - doors close Sunday at midnight.”Wrap it up with Cyber Monday.
You can finish strong with a final reminder or slight variation, such as a bonus add-on for last-minute buyers. For instance, a wellness coach could post, “Final call! Sign up before midnight and get a free New Year reset session.”
The key is to maintain energy and focus throughout. Each day should feel intentional… not like you’re just stretching the deal out.
A few extra tips to keep your campaign feeling strong:
Change your messaging slightly as the days go on (e.g. “It’s live” → “Almost gone” → “Last chance”).
Keep updating your visuals to stay visible in people’s feeds.
Be firm with your deadline. If it ends Monday at midnight, let it end. That consistency builds trust.
An extended campaign gives your audience more time to engage, especially those who need a few days to make decisions or get paid at month-end. But don’t lose sight of what makes Black Friday exciting — it’s limited.
When done right, a weekend-long campaign lets you capture more buyers, build energy, and still keep that sense of exclusivity that drives conversions.
10. Turn one-time buyers into long-term clients
The biggest mistake I see businesses make with Black Friday is treating it like a one-and-done sales event. They put all their energy into the build-up, the offer, and the weekend itself - then once the campaign’s over, they move straight on.
But the real opportunity isn’t just in those few days of sales. It’s in what happens after.
Black Friday brings in a wave of new customers who have already shown they’re ready to buy. If you nurture them properly, those one-off purchases can turn into repeat bookings, long-term memberships, or loyal clients who stay with you for years.
Here’s how to do it:
Deliver an amazing first experience.
Whatever someone buys — a class pass, a consultation, a program — make their first interaction with you exceptional. A gym might follow up with a personal welcome email, introducing the team and suggesting the best classes to start with. A nutritionist might send a tailored check-in after the first session. Small touches make a huge difference.Follow up personally.
Don’t let new clients fall through the cracks. Reach out after their first class or session to ask how they’re getting on and remind them of the next step they can take.Add them to your nurture flow.
Use email to keep in touch with anyone who bought during your campaign. Share tips, success stories, and upcoming events — not just sales messages. You’re building a relationship, not chasing another transaction.Create a clear upgrade path.
Think ahead: if someone bought a 5-class pack, what’s the next logical step? A monthly membership? A one-to-one program? Make sure your follow-up emails include a natural invitation to continue working with you.Reward ongoing loyalty.
A simple thank-you discount or bonus session for anyone who renews or upgrades within 30 days can help turn short-term interest into lasting engagement.
For example:
A Pilates studio might offer a returning Black Friday client 10% off their first month of membership if they sign up after finishing their intro pack.
A wellness coach could invite new clients to join a group program once their 1:1 sessions end.
Essentially, you want to think of your Black Friday buyers as the start of a relationship, not the end of one. They’ve already taken the hardest step — saying yes. Your job is to make sure that yes leads somewhere long-term.
So when the campaign ends, don’t stop communicating. Keep showing up, keep adding value, and keep reminding them why they chose you in the first place. That’s how you turn a short-term sales boost into steady, sustainable growth.
Final Thoughts
Black Friday isn’t just another marketing trend. It’s a moment when people are ready to buy, and with the right preparation your business can benefit from that surge in interest. Start early, keep your message clear, and stay authentic to your brand. Do that and Black Friday can be one of your most profitable, energising and community-building times of the year.
By Emma McCarthy-Duffy, Sales Director with 15+ years’ experience crafting campaigns and leading high-performing sales teams
