If you're a service-based business or B2B company, you might think Black Friday and Cyber Monday have nothing to do with you. You're not selling discounted products or running flash sales. You're providing professional services, consulting or B2B solutions.
But here's the problem: your marketing budget is still paying the Black Friday tax.
The Hidden Cost of 'Shopping Season'
Ad costs increase by as much as 66% during the holiday shopping season. That's not just for e-commerce businesses - that's across the board. Every business competing for attention on digital platforms pays the premium.
Let's look at the numbers. Instagram's average cost per click in Q4 grows by 40% compared to Q1. Meta's CPM hit it's peak on Cyber Monday 2024, which is 138% higher than the yearly average. You're paying nearly two and a half times more for the same ad placement you could get in February.
Even if you're advertising to business decision-makers, not bargain hunters, you're competing for space in a feed that's saturated with "50% OFF EVERYTHING" messages. Your thoughtful piece about strategic planning is fighting for attention against flashing discount codes and countdown timers.
Why This Hits B2B Businesses Harder Than You Think
In one study, 80% of marketers say they are concerned about the rising cost of ads during the holiday season. If e-commerce businesses with massive budgets are worried, imagine the impact on service businesses with more modest marketing spend.
The attention drain is real. Your ideal client - that CFO or business owner you're trying to reach - is being bombarded with consumer messaging. Their mental bandwidth is focused on end-of-year sales, holiday planning and getting through Q4. Your ad about business transformation needs to work twice as hard to get noticed.
But here's where it gets interesting.
The Opportunity Most Businesses Miss
According to LinkedIn, 73% of B2B decision-makers research products during the evening and 51% during weekend. With more time off work during Q4, there's actually a higher chance to reach an otherwise disengaged audience - if you approach it strategically.
What To Do Differently
Instead of throwing good money after expensive ads, strategic businesses shift their approach entirely in Q4.
Focus on content, not conversions. Instead of wasting money on lead-gen and lower funnel ads with a low return on investment during the Christmas season, create thought leadership content that keeps your business top-of-mind for decision-makers in the new year.
While other businesses spend budget on inflated ad costs, you can be:
- Publishing thought leadership content that positions you for Q1
- Creating case studies, whitepapers and testimonials from this year's wins
- Nurturing existing relationships instead of chasing cold leads
- Planning your Q1 strategy while everyone else is in panic mode
Get strategic about timing. If you must advertise, avoid the peak Black Friday period. Run campaigns before mid-November or wait until early January when costs drop but intent remains high. Look at the channels your audience are on and take advantage of the spare time business leaders have over the Christmas break and invest strategically on those where you will get the best cut through.
Invest in owned channels. Your email list, your website content, your organic social presence - these don't charge you more in Q4. Double down on what you own rather than what you rent from advertising platforms.
Setting Up for January Momentum
Here's what many business owners and managers forget: January is when things actually move. Yes, businesses run on July-June financial years, but the calendar new year brings fresh energy and decision-making momentum.
Projects put on hold "until after the holidays" suddenly become priorities. Decision-makers come back from break with clarity about what they want to achieve. The research they did in December? Now they're ready to act on it.
Your Q4 Strategy Checklist
✓ Audit your current ad spend - are you paying the Black Friday premium?
✓ Shift budget from paid ads to content creation or adjust the timing of your media spend
✓ Focus on nurturing existing leads rather than acquiring expensive new ones
✓ Build resources and tools that will attract inbound leads in Q1
The goal isn't to go dark in Q4 and stop spending altogether. It's to be strategic about where you invest your time and money.
Because while everyone else is fighting over Black Friday, you can be building the foundation for a stronger Q1. And that's worth more than any holiday sale.
Time to book a time?
