In this episode of the Modern Direct Seller Podcast, we sit down with Steph Paradiso, founder of Inspired Social Collective, to talk about Black Friday strategies for direct sellers. Steph shares why planning ahead is key, how to create stacked offers that stand out, and what to do right now to build visibility before the holiday rush. Consider this your no-nonsense playbook for mapping out a clear plan to make your Q4 your most profitable season yet.

You can connect with Steph on Instagram at @InspiredSocialCo or on her personal page @StephParadiso. Be sure to check out her Black Friday Revenue Roadmap program, where she walks you step by step through the exact framework we covered in today’s episode.

Time based notes:

Turning Black Friday Into a Sales Season

For many direct sellers, Black Friday feels out of their control. The company announces a discount, the clock is ticking, and it’s a scramble to get the word out. But what if Black Friday wasn’t just a weekend of hurried promotions? What if it became part of a bigger plan to finish the year strong?

That’s the perspective Steph Paradiso, founder of Inspired Social Collective, brings to the table. With a creative agency built by working moms, Steph’s approach blends smart strategy with flexibility, so business owners can show up prepared without burning out.

Why Black Friday Matters and How to Prepare

Black Friday is unique because consumers are ready to spend, primed for deals, and aware that the best offers won’t last long. That combination creates unmatched urgency and opportunity, but only if you start early.
Steph recommends treating it like a marathon, not a sprint. Begin with revenue goals for Q4 and work backward: how many customers, how many orders, and what kind of promotions will help you close the gap?

Then, spend September and October building visibility. Host in-person events, collaborate with local partners, or re-engage your email list so you have warm leads lined up before the holiday weekend.

Offers That Stand Out

Not all discounts are equal. A 10% coupon won’t excite customers during Black Friday. Steph suggests aiming for 20-30% where possible, or layering in your own incentives if your company sets the pricing. The most effective approach is a stacked strategy:

• A baseline discount everyone receives.
• Free shipping at a set threshold.
• A bonus gift or experience for higher-value orders.

That bonus doesn’t have to add cost. You can use an existing product, or something digital like a PDF guide or workshop. The goal is to give shoppers a reason to increase their order value while keeping your brand memorable.

Cutting Through the Noise

With big-box retailers spending millions on ads, the challenge is visibility. That’s why Steph urges sellers to go beyond canned graphics and crowded social feeds. Create personal, festive visuals, run a quick holiday photo shoot, or show up at local pop-ups.

She also highlights trends that continue to work in 2025: community-driven events, small in-person gatherings, and even creative twists like pop-up cafés. Paired with multi-channel communication, email, SMS, and social, these touchpoints help your business stand out in a season when attention is at a premium.

Keep Business, and Life, Balanced

The holidays add pressure at home as well as in business. Steph encourages sellers to plan ahead, schedule posts in batches, and outsource where possible, whether that’s grocery delivery or household tasks. Freeing up time for family or income-producing activities is worth the investment. And above all, give yourself grace. Done is better than perfect, especially in Q4.

First Steps to Take Today

If you’re ready to put these ideas into action, start simple:

• Write down your Q4 goals so you know what you’re working toward.
• Create a visibility plan with at least three ways to get in front of people before October.
• Nurture your email list so you have a direct line to customers when promotions launch.

With clarity, visibility, and a smart offer strategy, Black Friday becomes both a weekend sale and your chance to finish the year strong and walk into the new one with blazing momentum.

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