Black Friday isn’t just for big-box retailers and online stores; it’s a golden opportunity for your massage business to bring in new clients, sell gift cards, and reconnect with past guests.
Whether you’re a solo practitioner or managing a growing team, a smart Black Friday plan can help you fill your books for December and even into the new year.
The key? Focus on offers that add value (not just discounts), make your promotions easy to buy or book, and get the word out early.
Here’s how you can make Black Friday work for your massage business without cheapening your brand or burning out your staff.
Why Black Friday Matters for Massage Businesses
The holidays can be stressful. For your clients, it’s long to-do lists, travel, and nonstop busyness. For you, it’s a chance to remind them that taking care of themselves is not a luxury; it’s necessary.
Black Friday is perfectly timed to:
- Fill slow spots on your calendar before the holidays
- Sell gift cards to people looking for easy, thoughtful presents
- Attract new clients who might not have booked otherwise
- Drive revenue without taking on more hours in the treatment room
Black Friday Promotion Ideas for Massage Therapists
There’s no one-size-fits-all promotion, but the following ideas have proven to work well for massage businesses of all sizes. You can adapt them based on your goals: filling appointments, selling more gift cards, or attracting new clients.
1. Limited-Time Gift Card Bonus
Instead of discounting services, add value.
“Buy a $100 gift card, get a $20 bonus to use for yourself.”
This encourages gifting and self-care, and you’re not reducing your rates, just incentivizing a higher spend.
Pro tip: Put a firm expiration date on the bonus (e.g., must be used by March 1st) to avoid bottlenecking your calendar later.
2. Exclusive Packages for Early Holiday Shoppers
Bundle popular services or create seasonal experiences.
Example: “Holiday Reset Package – 90-minute massage + aromatherapy + heated eye mask for $135 (reg. $160)”
By adding extras like aromatherapy, hot stones, or a festive touch, you create something people want to buy as a gift, not just for themselves. The package feels elevated, and you’re increasing perceived value without slashing your base rates.
3. Flash Sale for Online Gift Cards
Use scarcity to create urgency. Make it available for one day only or just a few hours.
“Friday Only: $100 gift cards for $85 (limit 3 per customer)”
Set clear boundaries: how many they can buy, when they expire, and whether they’re transferable.
A couple of guidelines:
- Cap the number each person can buy.
- Clearly state any rules around expiration or transferability.
- Make sure the sale is easy to purchase online (so you’re not tied up answering calls all day).
4. VIP-Only Pre-Sale
Reward your most loyal clients with early access.
Example: “You’re invited to our VIP Holiday Pre-Sale. Get early access to our Black Friday deals before the public!”
This creates exclusivity and strengthens relationships with your best clients. You can even make it feel like a members-only perk if you have a loyalty program or an active email list.
5. Referral Rewards
Turn Black Friday into a new client magnet.
“Refer a friend this weekend and get $20 off your next session.”
You could even make it retroactive, so if someone buys a gift card and the recipient comes in, the purchaser gets a reward.
Promotion Doesn’t Stop at the Offer; You Have to Get It Seen
You could have the most amazing Black Friday deal, but if no one knows about it, it won’t move the needle. Start promoting 7–10 days before Black Friday and keep the momentum going through Small Business Saturday and Cyber Monday.
Use:
- Email – Announce the sale, follow up with reminders, and create a last-call message
- Instagram/Facebook – Use countdowns, stories, and testimonials
- Google Business Profile – Add a post about your deal so it shows when people search “massage near me”
- In-studio signage – Let your current clients know ahead of time (and let them pre-buy)
A Note on Discounting (and Protecting Your Brand)
Many massage therapists worry that participating in Black Friday means cheapening their work. The truth is, you don’t need to run bargain-basement sales to take advantage of the holiday rush.
Here’s how to protect your brand while still making Black Friday profitable:
- Bundle instead of discounting – Create packages that add value without cutting into your regular rates.
- Add clear deadlines and limits – Scarcity drives action and prevents you from being overwhelmed later.
- Target the right buyers – Decide whether the offer is designed for new clients, loyal clients, or gift-givers. Don’t try to be everything to everyone.
Deep discounts may bring in bargain hunters who don’t stick around. Value-based promotions, on the other hand, bring in buyers who see massage as worth investing in long-term.
Final Thoughts: Black Friday Can Be Simple, Strategic, and Profitable
You don’t need a dozen complicated offers to succeed on Black Friday. In fact, one well-crafted promotion with clear boundaries, paired with consistent promotion, is often all it takes to see results.
Think of Black Friday as more than just a sales day—it’s a chance to:
- Strengthen relationships with loyal clients.
- Bring in new faces who may become repeat clients.
- Generate cash flow before the year ends.
- Fill your calendar with gift card redemptions in the months ahead.
Whether your goal is to sell more gift cards, fill your December schedule, or lock in January bookings, Black Friday is the perfect opportunity to re-energize your business and finish the year strong.
And if you’d like help building campaigns like this—without the guesswork—we coach massage and wellness business owners to create simple systems that keep your schedule full year-round. Visit scalingwellness.com to get started.
