TL;DR: Black Friday and Cyber Monday aren’t just for big retailers anymore—they’re a huge opportunity for digital product Creators to boost visibility, sales, and audience trust. Whether you offer templates, courses, or coaching, you can make the most of the weekend by planning early, teasing your offer, and using smart strategies like bundles, bonuses, and limited-time events instead of deep discounts. Even if you don’t make a sale, showing up strategically builds momentum and turns attention into long-term growth.

Black Friday and Cyber Monday aren’t just for big-box retailers anymore. 

These days, everyone is running a deal, from course Creators to membership founders to people selling Notion templates and coaching sessions. And if you sell digital products, these few days can be an incredible opportunity to get eyes on them, connect with new people, and turn one-time buyers into long-term fans.

Last year, Lara Acosta made over $40,000 in just 4 days from a Black Friday campaign.

For digital Creators, this is the real opportunity of Black Friday. Yes, it’s obviously a great time to ramp up sales through discounts, but it’s also a moment when the world is paying attention.  

The problem is, you don’t want to slash your prices so much that it cheapens your work. You’ve spent months (maybe years) building your offers, your reputation, and your brand, so a 70% off sale just doesn’t sit right. 

At the same time, you don’t want to miss out on the collective energy that BFCM brings.

So how do you take part without feeling like you’ve sold your soul to the discount gods?

Why BFCM Is a Big Deal for Digital Creators 

Every year, more and more people are using BFCM as a chance to invest in themselves. As well as self-care, that might mean buying an online course, grabbing a business template, or joining a membership that helps them grow.

While we don’t have public figures showing exactly how much of Black Friday’s $10.8 billion in online sales went to courses or digital tools, the scale of that number itself is a signal: there’s massive buyer energy in the online space. 

If people are spending literally billions online in a day, there’s room for a slice of that spend to land in your digital product corner—particularly if you plan in advance.

There are also very clear signs that attention builds as we get nearer the busy shopping holiday. Since mid-August, searches for Black Friday/Cyber Monday deals have climbed about 15% every week and 70% of the “Black Friday” shopping-related search volume happens in the weeks before the day itself. 

That signals people are already in mindset mode. They’re browsing and they’re comparing. It’s the perfect time for Creators to ride the wave.

Even if you’re not planning a big discount, showing up during Black Friday weekend keeps you visible while everyone’s paying attention. And this visibility in itself can be just as valuable as a big leap in sales. It’s a great opportunity for new people to discover and follow you—people who might then go on to become loyal fans months down the line. 

And, even though the buzz starts weeks before the big event, you don’t need to spend that long building a complex funnel to take advantage of it. 

With platforms like Stan, you can spin up a limited-time offer, bonus, or event in minutes so you can make the most of the BFCM buzz. 

Prepping For BFCM: Build Anticipation Early 

Like with anything, failing to prepare is preparing to fail, especially with something like BFCM that relies on some semblance of a plan if you want to stand out. 

I like to think of it as “building a moment.” 

Do this by teasing your audience in late October and early November with behind-the-scenes clips of what you’re working on. You can drop hints about something exciting coming soon, or set up a countdown of VIP waitlists for early access. 

This is where your tools come in handy. Use Stan’s Email Broadcast to send a “something’s coming” email to your subscribers. Set up Instagram AutoDMs to automatically message anyone who comments on your teaser post, giving them the inside scoop (and grow your email list while you’re at it).

Here’s a quick prep checklist to make sure you’re ready when the buzz kicks off:

• Audit your digital products and course pages. Make sure everything is up-to-date, including your pricing and product descriptions.
  
• Refresh your visuals, headlines, and descriptions. A small update can make your offers feel brand-new.
  
• Create a landing page or bundle collection in your Stan Store. Keep your BFCM offer front and center.
  
• Draft your launch emails and social posts in advance. You’ll thank yourself when things get hectic.

Smart Alternatives to Deep Discounting 

If slashing prices doesn’t sit well with you, that’s okay, too. 

There are plenty of other ways to create excitement and urgency without discounting your work into absolute oblivion. 

Here are a few ideas to inspire you:

• Exclusive bundles: Combine a few of your bestsellers into a “Creator Starter Kit” or “Holiday Growth Pack.” People love getting everything they need in one go, and it helps you naturally boost average order value. 
  
  Every Black Friday, I launch my Freelance Success Bundle, which is all my digital freelancing resources wrapped into one special offer. Sure, there is a bit of a discount, but it’s not a massive amount, and it introduces new people to my entire offer suite in one go. 

• Limited-time bonuses: Instead of a discount, offer something extra for a short time, like a bonus module, a private coaching Q&A, or a downloadable resource that disappears after BFCM.
  
• Community access: Give BFCM buyers exclusive access to a private group chat or a live event where they can ask questions and connect with you directly. 
  
• Tiered rewards: Turn your campaign into a mini event. The more someone spends, the more they unlock, for example if they spend $50 they get a bonus guide or unlock a free strategy session.
  
• Early access: Reward your audience with early entry to an unreleased course, new product, or membership space. 

Creator Kieran Drew actually used Black Friday as a soft launch for his new digital product. 

“Black Friday was a soft launch—only available to current buyers, and I’m grateful to say 163 people picked it up,” he says. “This is an 11.5% uptake from current customers and a 17.4% conversion on the sales page.” 

Launch Strategies That Cut Through the Noise

Here are some real-life BFCM strategies that real-life Creators are employing during the busiest shopping season. 

Strategy #1: Run Daily Flash Deals

Stephanie Kase turned her 2024 Black Friday into her biggest digital product launch ever, pulling in just over $20,000—all from her existing offers and audience. 

She switched up her strategy from a standard multi-day sale to a high-intensity, 5-day flash deal structure, offering a different product or bundle each day (like her Course Starter Kit, Email Marketing Course, Reels Mini Course, and low-ticket products). On Cyber Monday, she reopened all the deals for 24 hours, and also ran a presale for members. 

She further increased her revenue by layering order bumps and upsells, which added an extra $4,100. 

Strategy #2: Let Your Results Do the Talking

Gemma Bonham-Carter sells her Black Friday in a Box around BFCM (so meta!) and regularly shows off student wins (how much people made, how quickly they sold) as proof that her method works.

In her 5-day campaigns, she highlights real stories from past customers and circulates them across all her marketing channels. 

Try it yourself by: 

• Sprinkling student/customer testimonials and case studies into your pre-launch and launch sequences.
• Using social proof bites in your live sessions, in emails, and on social media. 
• During the last push, repost or highlight the strongest wins to encourage FOMO. 

Strategy #3: Create a Standalone Sales Page

Erica Schneider (along with Rob Lennon) built a standalone page solely for her BFCM deals. 

Rather than scattering offers across multiple product pages or hiding things in her main site, she created a single, focused destination where all her sales lived during the campaign.

Each listing shows the original price, the discounted price, and a “Buy Now” button all in the same place. This also becomes a clean marketing asset. It’s easy to link to in emails, social posts, or ads without worrying about losing people in your broader site.

Strategy #4: Use BFCM for Visibility, Not Just Sales

Even if you don’t make a single sale, showing up strategically during BFCM can pay off for months to come.

Start by sharing a genuinely helpful lead magnet, like a free mini-training, a resource, or a checklist that ties into your paid offers. This helps you capture new leads and show off your expertise while your audience is actively in “buying mode.” 

Creator Jay Clouse had a hugely successful Black Friday promotion last year. It resulted in 91 sales of CreatorHQ, but also 64 new members of The Lab which have the potential to upgrade later down the line. 

You can also team up with other Creators to spread your reach. Run a joint live event, create a collaborative bundle, or shout each other out in your email lists and Stories. 

If your main goal is growth, try a low-ticket entry offer or a freebie funnel to build your list (something like a $9 template or a $5 add-on). 

Post-BFCM: Turn Buyers into Lifelong Fans

Once the rush of Black Friday and Cyber Monday is over, it’s tempting to take a breather (and you should!). But this is also the perfect moment to deepen the connection with the people who just bought from you.

Start by sending a genuine thank-you message to new customers. If you sell through Stan, you can easily send that thank-you through your built-in email list or automate a personalized message to go out right after checkout. 

While excitement is high, ask for quick testimonials or feedback. You can frame it casually, like “I’d love to hear what you thought of [product name]!” 

But don’t forget about the people who didn’t buy. 

Follow up with a gentle “Here’s what you missed” email or invite them to a waitlist for your next drop. Maybe even share a free tip or resource as a thank-you for staying in your world. 

Finally, take a step back and look at the big picture. 

What worked? What flopped? What did your audience love most?

Look at your Stan analytics to see which offers converted best, what your top traffic sources were, and where people dropped off. 

Make The Moment Last By Building Momentum

Black Friday isn’t all about discounts (although price drops are a major part of it). It can also be a great opportunity to connect with potential buyers and grow your visibility, even if you don’t make any sales. 

Just one thoughtful campaign (e.g. a live session, a new bundle, a small giveaway) can make your brand more memorable and build trust that lasts long after the sale ends.

So as you wrap up your BFCM campaign, take what you’ve learned, thank your people, and keep that energy going.