In this post, I’m walking you through exactly what I did for my 2024 Black Friday sale that brought in just over $20,000 in revenue — all from existing products and my current audience. I’m breaking down the daily deal structure I used, the email marketing strategy that supported it, how I used Meta ads to boost results, and what I’m doing differently in 2025 based on everything I learned.
You can watch the full video below for all the behind-the-scenes details, or keep reading for a full written recap.
Why I Switched Up My Black Friday Strategy in 2024
Let’s start here: In 2023, I ran a more traditional Black Friday sale. It started on Friday and ended on Cyber Monday, and I mostly kept the same deals running the entire weekend. It worked — I made a little over $10,000 — but I knew I could do more.
So in 2024, I decided to switch things up and go all in with a more intentional strategy. I followed a version of Gemma Bonham-Carter’s “Black Friday in a Box” system, and ran five days of flash deals, Monday through Friday. Each day featured one specific product or bundle, and the deal was only live for 24 hours.
It took a bit more work to prepare, but the results were so worth it.
The 5-Day Deal Structure I Used
Here’s exactly how I structured the deals for the week:
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Day 1 (Monday): Online Course Starter Kit + Course Launch Workflow Templates Bundle
→ $1,702 in sales -
Day 2 (Tuesday): Inbox to Income (email marketing course)
→ $4,367 in sales -
Day 3 (Wednesday): Reels Mini Course
→ $3,234 in sales -
Day 4 (Thursday/Thanksgiving): Plug & Play Reels (low-ticket $17 offer)
→ $555 in sales -
Day 5 (Friday): YouTube for Business
→ $4,940 in sales
Then, on Cyber Monday, I brought back all the deals for 24 hours, which brought in an additional $3,300. I also ran a pre-sale the week before just for members of my Online Marketing Club, which added another $1,110.
The Upsells and Order Bumps That Added $4K+
Beyond the daily deal sales, I also strategically set up order bumps and upsells, which brought in an extra $4,100. These were simple add-ons offered either on the checkout page or right after purchase, and they majorly boosted my average order value.
This is one area I’ll keep optimizing — because having more offers to sell after someone buys makes such a big difference in total revenue.
My Meta Ad Strategy: 13x ROAS with Warm Audiences
I also layered in some light Facebook and Instagram ads, but I kept it simple:
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Pre-Black Friday catalog awareness ads (warm audience only):
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Spent $146
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Generated 213 clicks to the Black Friday catalog
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Click-through rate: 1.24%
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Black Friday week ads (conversion-focused):
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Spent $286
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Directly generated $3,853 in sales
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ROAS: 13.4x
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Cyber Monday ads:
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Spent $111
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Generated $369 in direct sales
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ROAS: 3.32x
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Total ad spend across the entire campaign was $543, and total revenue directly from those ads was $4,222. I only ran ads to my warm audience — email subscribers, past customers, and Instagram followers — which helped increase ROI significantly.
A Few Key Wins From This Sale
This Black Friday campaign was hands-down my biggest digital product sale ever, and there were a few standout reasons why:
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High-converting flash sales: Having daily deals created urgency and encouraged fast action.
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Intentional upsells and order bumps: Increased my revenue per customer.
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Pre-launch promotion: My Black Friday catalog helped build excitement before the deals started.
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Simple Meta ads: Strategic warm-audience targeting worked incredibly well.
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Email marketing: Nearly all of my sales came directly from my email list — it’s where the conversions happen.
In total, I sold 198 offers and welcomed 54 new students into my courses during the promotion.
What I’m Doing Differently in 2025
While I was really happy with how everything went, there were definitely a few things I’ll tweak for 2025. Here’s what I’m planning to change:
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Refining backend systems: Some of the upsell flows got messy when the original deals had already expired. I’ll make sure things are smoother next time.
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Less email volume: I sent 2-3 emails per deal, but noticed higher unsubscribes without a huge boost in conversions. In 2025, I’ll stick to 2 emails per 24-hour window.
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Adding a “mute” option: I had 500 unsubscribes during Black Friday week. I’m considering a “mute this sale” option in emails so people can opt out without leaving my list.
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New Cyber Monday plan: Instead of reopening all the deals again, I’m planning to try something different — maybe a fun promotion around coaching, my membership, or something special just for students who bought during the week.
A Few Final Tips for Your Next Black Friday Sale
If you’re prepping for your own Black Friday sale, here are a few things that made a big difference for me:
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Start early: I started talking about my Black Friday sale in early November with the catalog, so people knew what was coming.
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Link directly to checkout pages: I skipped traditional sales pages and linked straight to Kajabi checkout — and I think this helped conversions.
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Use Meta ads to warm up your audience: Even with a small budget, these worked so well.
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Daily deal structure builds momentum: Especially if you have multiple offers to highlight.
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Order bumps and upsells = game changer: Set them up now — they really do add up fast.
If you want a full breakdown of the emails I sent (including subject lines with the highest open + click-through rates), I share all of that in the free Black Friday recap Google Doc.
Ready to plan your own record-breaking Black Friday sale?
I hope this blog gave you a peek behind the scenes of what’s possible with the right strategy — and how to make the most of what you already have. If you want a deeper look into the exact breakdown and strategy, make sure to watch the full video above and grab the free Black Friday recap doc linked in the description.
And if you’re thinking about joining one of my programs or courses this year… just know, Black Friday 2025 is going to be GOOD.
