How Local Service Businesses Can Leverage Black Friday Through New Year’s to Build Momentum That Lasts
I just finished attending the Marketing Operators Digital Marketing Conference, where some of e-commerce’s sharpest minds, including leaders from ILIA Beauty, Tushy, Portland Leather, Grüns, Ministry of Supply, Obvi, birddogs, SET ACTIVE, and Hexclad, shared their battle-tested strategies for winning Black Friday and Cyber Monday. Each speaker had just five minutes, no slides, and one mission: share the holiday tactic that actually moves the needle when the marketing world is at its noisiest.
As I listened to SVP Cherene Aubert from ILIA Beauty discuss dual-track consumer psychology, Tushy’s Head of Growth Jerel Blades break down the “55-day season” approach, and Portland Leather CMO MacCoy Merkley explain how to build a strategic framework that beats individual tactics, one thought kept running through my mind: These strategies are too powerful to stay locked in the e-commerce world.
The conference featured rapid-fire insights from Connor Dault (Grüns CMO), Aman Advani (Ministry of Supply), “Brand Therapist” Sarah Levinger, Obvi CEO Ronak Shah, Creator Venture’s Emily Herrera, birddogs CMO Aaron Esmailian, Shopify Community’s Grace Clarke, SET ACTIVE’s Elle Rudnick, and Hexclad VP HR Panagiota Hatzis. Each brought a unique perspective on cutting through the holiday noise—and their strategies translate perfectly to service businesses willing to think differently.
While e-commerce brands prepare for their “Super Bowl” with Black Friday and Cyber Monday, most service-based businesses watch from the sidelines, assuming the holiday shopping season doesn’t apply to them. This is a massive missed opportunity.
The reality? Your customers are in buying mode for 55 days straight; from early November through New Year’s. They’re making lists, setting budgets, and yes, they need your services too. The question isn’t whether you should participate in the holiday season; it’s how to do it in a way that makes sense for a service business.
This guide translates the proven BFCM strategies I learned from these e-commerce experts into practical tactics that plumbing companies, auto repair shops, landscapers, HVAC contractors, and other service businesses can implement quickly and affordably.
The Mindset Shift: From “We Don’t Do Black Friday” to “We Solve Holiday Problems”
Before diving into tactics, let me share the fundamental consumer insight that Cherene Aubert revealed: consumers split into two psychological camps during the holidays:
- Loss-Focused Consumers: Feeling behind financially, willing to invest in bigger solutions that help them “catch up”
- Gain-Focused Consumers: Risk-averse, protecting what they have, seeking safe, essential purchases
Your service business can speak to both groups, but only if you’re actively participating in the conversation.
10 Actionable Strategies for Service Business Holiday Success
1. Create Service Bundles That Solve Seasonal Problems
The Strategy: Package your services into gift-able or practical bundles that address specific holiday and winter needs.
Implementation Options:
- Winter Home Protection Package (HVAC/Plumbing): Bundle furnace tune-up, pipe insulation check, and emergency priority service
- Holiday Travel Prep (Auto Repair): Pre-trip inspection, oil change, and tire rotation for one price
- New Year Fresh Start (Cleaning/Organizing): Deep clean plus quarterly maintenance visits
- Gift Certificates with Bonuses: Buy $500 in services, get $100 extra (perfect for adult children buying for aging parents)
Local Advantage: While Home Depot sells DIY winterization kits, you provide professional installation and peace of mind. Create bundles that emphasize expertise and local emergency response that big boxes can’t match.
2. Hijack Big Box Marketing with “We Install What They Sell” Campaigns
The Strategy: Let major retailers spend millions driving demand, then position yourself as the local expert who actually implements the solutions.
Implementation:
- Monitor Home Depot, Lowe’s, and Walmart Black Friday ads for relevant products
- Create Google Business Profile posts: “Bought a generator at Home Depot’s Black Friday sale? We’ll install it safely!”
- Run Facebook ads targeting people who’ve visited big box stores: “Got a great deal on a smart thermostat? We’re the local Nest Pro installers”
- Update your website with landing pages for “Black Friday purchase installation services”
Zero-Budget Version: Simply update your Google Business Profile services section to include “Black Friday purchase installation” and post about it weekly in November.
3. Launch a “12 Days of Giving” Community Campaign
The Strategy: Instead of competing with retail sales, create a feel-good campaign that builds community connection and generates social proof.
Implementation:
- Partner with a local charity or school
- Offer one free service to a nominated family each day (Dec 1-12)
- Ask customers to nominate deserving neighbors
- Document each act of service on social media
- Create a dedicated hashtag like #12DaysOf[YourCity]Service
The Payoff: This generates 12+ pieces of content, dozens of social shares, and positions you as the community-minded alternative to national chains. The cost? 12 service calls that you can often get suppliers to sponsor.
4. Implement “Holiday Emergency Prevention” Education Campaigns
The Strategy: While retailers push products, you provide valuable education that builds trust and generates leads.
Weekly November Email/Social Topics:
- Week 1: “5 Things That Break During Thanksgiving Prep (And How to Prevent Them)”
- Week 2: “Getting Your Home Guest-Ready: A Room-by-Room Checklist”
- Week 3: “Black Friday Shopping? Don’t Forget These Home Maintenance Items”
- Week 4: “Traveling for the Holidays? Your Home Watch Checklist”
Conversion Element: End each piece with a soft offer for a “Holiday Peace of Mind Inspection” at a special rate.
5. Create Membership Plan “Gift Subscriptions”
The Strategy: Transform your maintenance plans into gift-able subscriptions that provide year-round value.
Positioning Options:
- “Give the Gift of Comfort” (HVAC maintenance plan)
- “The Gift That Keeps Their Car Running” (automotive service plan)
- “Peace of Mind for Mom & Dad” (home maintenance membership)
Holiday Incentive: Sign up in November/December, get January free, or include a bonus emergency visit.
Why This Works: This captures the growing trend of experience and service gifts while building your recurring revenue base for 2026.
6. Deploy “Wallet Notification” Reminders (The Secret Weapon)
The Strategy: While everyone’s inbox explodes with sales emails, wallet notifications achieve 85% open rates.
Implementation:
- Create a simple “2025 Home Maintenance Calendar” pass for Apple/Google Wallet
- Include monthly reminders for seasonal services
- Add your emergency contact number prominently
- Distribute via QR code on invoices, emails, and door hangers
Cost: Services like PassKit start at $40/month and can generate significant returns through timely service reminders.
7. Launch “Shop Local, Service Local” Cross-Promotions
The Strategy: Partner with local retailers participating in Small Business Saturday to create a local economy ecosystem.
Partnership Ideas:
- Coffee shop gives your coupon with purchase; you give their coupon with service
- Local boutique shoppers get 10% off your services; your customers get their discount
- Create a “Local Business Passport” with stamps from multiple businesses
Digital Amplification: Create a shared hashtag, tag each other in social posts, and build collective momentum against national competitors.
8. Optimize for “Emergency Service Near Me” Searches
The Strategy: While competitors focus on sales, optimize for the spike in emergency searches during holiday entertaining and winter weather.
Quick SEO Wins:
- Create blog posts: “Emergency [Service] on Thanksgiving Day in [City]”
- Update Google Business Profile with holiday hours (even if closed, state your emergency availability)
- Add FAQ questions about holiday emergency service to your GBP
- Post weekly updates about your holiday availability
The Opportunity: Many national chains have limited holiday coverage. Position yourself as the local hero who’s there when needed.
9. Implement a “New Year, New Home” Pre-Launch Campaign
The Strategy: While others exhaust their marketing in December, build momentum for January; your chance to capture resolution-motivated customers.
December Actions:
- Email series: “Setting Your Home Up for Success in 2026”
- Social posts: “New Year’s Resolutions for Your Home”
- Create a “2026 Home Improvement Checklist” lead magnet
- Book “New Year Kickoff Inspections” at a special rate
Why This Works: January buyers are planners with budget allocated. Capture them before competitors wake up from holiday hangovers.
10. Create “Thank You for Your Service” Appreciation Offers
The Strategy: While retailers target consumers, create exclusive offers for underserved but loyal segments.
Target Groups:
- Military families (especially during deployment season)
- Healthcare workers (exhausted from flu season)
- Teachers (on winter break)
- First responders
Implementation:
- Special December pricing for these groups
- Partner with employers for exclusive deals
- Create social media campaigns celebrating these customers
- Generate powerful testimonials and word-of-mouth
The Multiplier Effect: These communities are tight-knit and share recommendations freely.
Your November Action Plan: Week-by-Week Implementation
Week 1 (November 1-7): Foundation Setting
- Choose 3-4 strategies from above to focus on
- Update Google Business Profile with holiday offers
- Create service bundles and pricing
- Draft email templates and social media posts
Week 2 (November 8-14): Digital Presence Optimization
- Launch “We Install What They Sell” campaign
- Set up wallet notifications
- Update website with holiday landing pages
- Begin educational content distribution
Week 3 (November 15-21): Community Engagement
- Announce 12 Days of Giving campaign
- Finalize local business partnerships
- Increase social media posting frequency
- Send first promotional emails
Week 4 (November 22-28): Black Friday/Small Business Saturday
- Maximum visibility on all channels
- Monitor and respond to big box sales
- Execute Small Business Saturday partnerships
- Capture leads for December follow-up
Measuring Success: KPIs That Matter
Track these metrics to gauge your holiday campaign effectiveness:
- Google Business Profile Actions: Calls, direction requests, website clicks
- Service Inquiry Volume: Week-over-week comparison to previous year
- Membership Plan Sign-ups: New recurring revenue generated
- Appointment Bookings: Both immediate and future-scheduled
- Email List Growth: New subscribers gained during campaign
- Social Media Engagement: Shares and saves (not just likes)
- Average Ticket Value: Are bundles increasing transaction size?
The Competitive Edge: What Big Brands Can’t Do
Your superpower as a local service business isn’t competing with national brands—it’s complementing them. While they excel at mass marketing and product sales, you provide:
- Immediate Local Response: “We’ll be there today”
- Personal Relationships: “We know your home’s history”
- Custom Solutions: “Here’s what works in our climate”
- Community Investment: “We live here too”
- Flexibility: “Let us create a package that works for you”
Setting Up for 2026: The Long Game
The real value of holiday season marketing for service businesses isn’t December revenue; it’s the momentum you build for the new year. Every strategy above serves dual purposes:
- Immediate Revenue: Capturing holiday season opportunities
- Relationship Building: Creating touchpoints for future business
Remember, January is when homeowners make annual maintenance decisions, set home improvement budgets, and schedule major projects. Your holiday visibility influences those decisions.
Your Next Step
Pick three strategies from this list that resonate with your business model and customer base. Don’t try to implement all 10. Focus on executing a few exceptionally well. The businesses that win the holidays aren’t the ones with the biggest budgets; they’re the ones who show up consistently with value while others assume the season doesn’t apply to them.
The holiday season is coming whether you participate or not. Your customers will be in buying mode. The question is: Will they think of you when they’re making their lists and checking them twice?
Start now. November will be here before you know it, and with it, your opportunity to end 2025 strong and build unstoppable momentum for 2026.
Ready to implement these strategies but need guidance on execution? Schedule a free 15-minute Growth Strategy Session to discuss how to customize these approaches for your specific service business. Because while the big boxes sell the products, you provide the solutions that actually matter.
