Free on-demand masterclass
You don't have a Black Friday problem. You have a November problem.
The Black Friday Masterclass Three sales, not one
In under an hour I'll walk you through the three sales we plan now: one before the rush, the Black Friday you already run, and a December sale almost nobody runs. All of it built around one best seller, without a deeper discount.
- Free
- Under an hour
- Watch it on demand
Founder of ThriveWorks360. It took about 14 years to reach $10 million, then nearly $30 million in about 3 more.
The problem
Most Black Friday plans cover 5 days out of 61.
Last year, shoppers in the US spent $257.8 billion online in November and December. About $44.2 billion of it happened in Cyber Week, Thanksgiving to Cyber Monday. That's about 17%. The other 83% happened before it and after it.
And here's the thing. When the whole season rides on one weekend, the discount creeps. 20% becomes 25%, then 30%. On a $100 product, 30% off can leave you with nothing to keep.
Your customers aren't waiting for Black Friday. You're making them wait.
Nov 1 to Dec 31 · Adobe, 2025$257.8B
The discount math nobody shows you
Example numbers. In the masterclass you run your own.
What you'll learn
Bring one product. Leave with a plan.
It's the same training I'd walk you through on a call, recorded so you can watch it tonight. You'll leave with three things, built on your own store.
- 01Your offer, builtAround one best seller, with a useful extra that makes it worth buying.
- 02Your early startWhen buyers can join early, what they get, and how to say it.
- 03Your next three movesIn order, so you and your team know what to build first.
Founder, ThriveWorks360. I ran a consumer products brand as CEO through a lot of Novembers. The numbers in this training come from that brand's own checkout records.
- WelcomeThe 83% and the 17%Where the holiday money really goes, and why Friday wasn't even the biggest day of its own weekend.
- The problemThree beliefs that cost product brands moneyPlus the discount math on one product, so you can see where your cash goes.
- Our brandWhat happened when we changed the timingNovember up 63%, $139,556 before Thanksgiving, and the 26% / 74% split.
- The planBefore, During, AfterThree sales, not one. Each with its own dates and its own reason to buy.
- Part 1 · The OrderYour best seller, one useful extra, your floorGive people a reason to buy more, and check what you keep before you pick a number.
- Part 2 · The TimingEarly access, and who you askWhen it opens, when it closes, and why who you ask matters more than how many.
- Part 3 · The Next MoveWhat I got wrong, and the December Gift SaleThe money we left on the table, the sale almost nobody runs, and the 2026 calendar.
- Your turnOne product, built togetherWe put your offer, your early start and your December reason on one page.
- What's nextTwo ways to do thisRun it with your team, or book a free call and I build it with you.
Who it's for
Built for owners who already sell.
This is for you if
- You sell physical products through your own online store.
- You have products that already sell, without a discount.
- You or your team can put the next steps in place before November.
It's not for you if
- You're looking for one magic discount code.
- You want someone to promise you a number.
- You're not willing to change anything this year.
You can use every idea in it on your own. Watching doesn't commit you to anything.
What happened at a brand I ran
Same store. Same month. One year apart.
In 2024 our early access was late and short. I thought our customers wouldn't buy until Black Friday, and to be honest with you, I was wrong. In 2025 we changed the timing, the offer and who we asked first.
That's $85,622 more in one November. And we started with the people already around the brand: past buyers, subscribers and followers.
The big weekend was 26% of our season. The other 74% came before and after it.
Source: our brand's Shopify checkout records, 2024 and 2025 seasons. One brand, two seasons. Several things changed at once. Not typical, not a promise.
Before you press play
Bring three things.
You'll fill in three short answers as you watch. That's your plan, so have these close.
One best seller
The product you'd build your November around. Not the newest one. The one that already works. One is enough.
Your November calendar
Whatever's on it right now. Is November 1 there? Is December 1? "Nothing yet" is an honest answer.
Your margin
Roughly what's left after the product, shipping and handling. We check your floor together in Part 1.
Questions owners ask
Before you watch
How long is it?
Just under an hour. It's in chapters, so you can pause it, come back, or jump to the part you need. Watch it in one sitting or a chapter at a time, with your best seller in front of you.
Is it live?
No. It's the full recording, on demand, so you can watch it tonight or this weekend. You get the link as soon as you sign up.
What does it cost?
Nothing. No card, nothing to cancel. You tell me where to send the link, and the Black Friday Prompt Pack comes with it.
My store does under $1M a year. Is it for me?
Yes. The idea works the same at any size: one best seller, the people already around your brand, and three sales on dates. You'll start a little smaller, and that's fine. At the end I show you a simple way to get it written for your store.
Are you going to sell me something?
At the end I share two ways to do this: with your team, or with me on a free call. Being honest with you, most of the value is in the training itself, and you can run all of it on your own.
The Black Friday Masterclass
Keep your Black Friday. Build the rest around it.
Under an hour, one best seller, and you'll know what your November looks like before it gets here. Black Friday is November 27, and early sales open November 1.
- Free
- On demand
- Prompt Pack included
Free with the replay: the Black Friday Prompt Pack