Every year, Black Friday evolves, and in 2025, it's not about who shouts the loudest or offers the biggest discounts; it's about who plans smart. Consumer habits, tech trends, and buying psychology have shifted again, and this year's victors will be the studios that balance personalization, convenience, and authenticity. If you want your Black Friday campaign to drive real, lasting growth (not just a weekend revenue bump), this is the year to rethink your approach.
Despite constant predictions that the shopping holiday is fading, Black Friday continues to grow- just in a new direction. U.S. consumers are projected to spend $11.9 billion online on Black Friday 2025, up nearly 10% from last year. About 38% of shoppers plan to start shopping by October 28, turning the "big weekend" into a full-month opportunity for early engagement. And with nearly 70% of all transactions now happening on mobile, friction-free booking and checkout are no longer a nice touch; they're the foundational baseline.
Physical store traffic continues to decline while online sales surge, and AI-driven discovery has entered the chat. More shoppers are using smart assistants or AI recommendations to find deals, making visibility and personalization more critical than ever. For studios, this means optimizing not just your offer but also the entire digital experience and the SEO surrounding it.
In a mobile-first world, clients expect to browse, book, and buy from their phone in seconds. If your online checkout takes too long or isn't mobile-friendly, you'll lose potential buyers before they even see your offer. Clients aren't comparing your experience to the studio down the street; they're comparing it to Amazon.
This year, make sure your offers are easy to purchase online, from both your website and your Fitdegree app. Add QR codes in-studio or on social posts that link directly to your Black Friday landing page with quick carts- ideally without the need for a coupon code. And don't forget to test the buying flow yourself. If it takes more than three taps, simplify it.
Artificial intelligence is officially part of the buyer journey. Research shows that 48% of consumers believe AI will make their holiday shopping easier, and 49% trust AI recommendations as much as, or more than, human ones. The message is clear: people are open to AI's help as long as it feels convenient and authentic.
But the personalization pendulum is swinging back. While 73% of shoppers say they value personalized offers, that number is down 7% year over year, and 17% now say personalization feels invasive. Consumers want to feel seen, not tracked.
For studio owners, the takeaway is balance. Use AI for efficiency, not empathy. Let it handle the heavy lifting like drafting messages, tracking trends, and segmenting audiences, but always personalize the final version to sound like you. Instead of blasting "25% off all class packs!" try, "Hey Sarah, since you've been loving your evening Reformer classes and running out of classes each. month, here's a deal that fits your routine." AI gives you the data advantage, but you provide the emotional connection.
If you're waiting until Thanksgiving week to plan your sale, you're already late. This year, 40% of shoppers expect to see Black Friday promotions before October 28. Early birds don't just capture more revenue; they capture attention before inbox fatigue sets in. That doesn't mean you need to start selling on November 1st, but you definitely want to be teasing offers, starting early-bird reachouts, and offering sneak peeks.
Consider launching an early-access sale for your current members or email subscribers up to a week before the public announcement. Position it as an exclusive loyalty reward rather than a simple discount. Then, automate your emails, in-app announcements, and SMS reminders to roll out steadily through the end of November. The key is to build anticipation without oversaturating sales content and to avoid scrambling at the finish line.
In 2025, discounts alone won't cut it. Studies show that 56% of consumers are willing to pay more for a better experience. That's great news for boutique fitness studios, where transformation and community already set you apart from big-box gyms.
Instead of leading with a dollar amount, lead with value. A promotion like "A month of crushing your fitness goals and stress relief, yours for just $199" resonates far more than "10-class pack for $199." Use member testimonials or progress stories to remind prospects what they're really buying: results, connection, and a sense of belonging. When you sell transformation instead of transactions, your campaigns attract clients who are ready to stay.
Your real Black Friday success begins after the sale. Without a plan, one-time buyers often disappear by January. With the right onboarding and retention strategy, you can turn them into long-term members.
Send personalized welcome emails, include scheduling tips and recommendations tailored to that client's goals, and invite new clients to a short goal-setting session during their first week. Track engagement through Fitdegree's Intro Offer Funnel and Routine Breakers reports to spot drop-offs early. The first 30 days are your window to turn a discounted purchase into a lasting relationship, so make every touchpoint count.
Black Friday 2025 isn't about slashing prices; it's about proper campaign strategy. If you prepare now, your Black Friday campaign can do more than fill classes for a week; it can lay the foundation for your best year yet. Need help? Catch the workshop here. The studios that start early, sell smart, and follow through are the ones still celebrating in January.
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