Black Friday rolls around, your Instagram feed turns into one massive sale poster and you start wondering whether you should knock 20% off something just so you’ve got a post to put out.
If your prices already reflect the time, materials or skill that go into what you do, you can keep them where they are and still give people a good reason to buy. You can help someone choose a gift, show them exactly what they’re paying for or make it easier to get a job off their list before Christmas.
Black Friday falls on Friday, 27th November 2026 in the UK, and some big retailers start promoting their offers weeks earlier. If you’re wondering what to post while all that’s going on, here are six Black Friday social media ideas you can use on Instagram, Facebook or LinkedIn.
1. Make a gift guide for one awkward person to buy for
“Christmas gifts for everyone” gives people quite a lot of scrolling to do. “Three gifts under £25 for the sister who says she doesn’t want anything” gives them somewhere to start.
Pick one person, one budget or one gift-buying dilemma. Then show two or three products and say why you’d choose each one. If you only have one product that fits, give it the whole post.
Try this opening line: “Drawn someone in the office Secret Santa and all you know about them is how they take their tea? Start here.”
Put the price and how to order on the post or in the caption. If you’ve got a relevant delivery or collection option, include that too. The reader should be able to go from That’ll do nicely to placing an order without sending you three messages.
2. Film the bit customers usually don’t see
If you sell handmade products, show the name being stamped onto an order, the fabric you chose or how you wrap something so it’s ready to give. If you sell a service, show the part that helps people understand what they’re booking.
A flooring business could film what happens when someone takes samples home, for example. That’s handy for the customer who’s seen six shades of oak online and now thinks they all look the same.
Try this opening line: “Here’s the bit I’d check before choosing your flooring from a photo.”
One clip and a sentence explaining why it matters are plenty. Pick something that would genuinely help a customer make a decision.
3. Post the answer to the question people ask before buying
Open your DMs or emails and look for a question you’ve answered more than once. The wording is probably already there.
If you sell products: “Can I collect it locally?” “Can you send it straight to the recipient?” “What’s the latest I can order a personalised one?”
If you sell services: “Do I need to know exactly what I want before I book?” “What happens at the first appointment?” “Can I book now for January?”
Use the question as your first line and put the answer straight underneath. If you’re sharing a Christmas order deadline, say whether it applies to delivery, local collection or a particular product. If it’s a booking post, tell people what to send you so they can get the conversation started.
4. Give people a reason to book in January
If you run a service business, you can use November and December to talk about January availability. Give people a reason to think about the booking now by explaining what they can get sorted in advance.
For example, a brand photographer could post:
Updating your website in January? If you book your shoot now, we can use December to work out which photos you actually need. Think a new homepage image, a headshot you’re happy to use and a few pictures that show what it’s like to work with you.
Then give people one next step. That might be “Send me your website link and tell me what you’re updating” or “Enquire about a January shoot”.
5. Show people the easiest way to buy from you
Sometimes the thing worth promoting is already part of your business. Maybe you offer local collection, sell digital gift vouchers or can send an order straight to someone’s door. Those details can make a whole post, especially when people are juggling work, school events and a Christmas list they were sure they’d started earlier this year.
Try this opening line: “Need a gift for this weekend? Here’s what you can collect from me on Saturday.”
Only include options you can deliver comfortably. If collection is between 10 and 12, say so. If the voucher arrives by email, show people what they’ll receive and how to buy it.
6. Give people a second chance to see how to order
You might feel like you’ve mentioned your Christmas collection or January appointments loads. Plenty of your customers will only come across one of those posts. Give each post a job so it makes sense on its own.
When you check how it went, look at the action you asked people to take. If you sent them to a product page, check clicks and orders. If you invited enquiries, check how many relevant messages came in. That’ll give you a better steer on what to post next than checking likes alone.
If you’ve only got ten minutes today, pick one product or service and answer the question someone usually asks just before they buy it. That’s your first post sorted.
If you’d like more ideas ready to go, I’ve put together two £7.99 Festive Growth Challenges with 30 social media prompts from 25 November to Christmas Eve. Pick the one that fits your business and start with the prompts you’ll actually use.
