When planning for Black Friday, many brands focus on large scale activity designed to reach customers across multiple channels. The volume of messaging at this time of year means customers are exposed to more advertising than usual, and this can influence how they choose to engage. Research shows that over a third of consumers feel less interested in Black Friday this year, which highlights a shift towards more considered and personalised interactions during the sales period.

This environment presents a useful moment for SMBs to play to their strengths. With a majority of customers seeking experiences that feel more tailored, smaller businesses can focus on relevance and local connection. A hyperlocal approach becomes particularly effective in a busy retail weekend, helping SMBs reach the people nearby who are most likely to engage. Familiarity and community insight can support visibility and create meaningful engagement at a time when customers are navigating a wide range of offers.

Owning your local Black Friday moment

As consumers are increasingly fatigued by generic sales messaging and site-wide promotions, SMBs should look to their local neighbourhoods to create meaningful offers that feel rooted in place. A community-specific discount or collaboration with a nearby business can feel refreshing in an environment dominated by uniform, nationwide deals. Black Friday becomes a chance to stand apart through individuality and local relevance rather than joining the race to slash prices.

Creating offers that reflect what matters to people in the immediate area can take many forms. This might mean a joint bundle with another local business, a neighbourhood-only in-store experience or a limited offer tied to something happening nearby that weekend. The power of these gestures is not just in the saving but also in the recognition.

Advertising hyperlocally at scale also gives small businesses an opportunity to recognise and reward the customers who already support them at a time of year when loyalty is stretched. Instead of relying on broad and impersonal discounts, this could mean creating a moment that feels more thoughtful, whether through a temporary boost to loyalty rewards, a small gesture that encourages word of mouth or a commitment to contribute to a local cause that matters to the area. The aim is not just to drive short-term sales but to show customers they are genuinely valued, helping to build stronger relationships over time.

Hyperlocal marketing as the “anti-algorithm”

During Black Friday, many brands use broad digital campaigns to reach customers across a wide area. This makes securing ad space on the biggest platforms extremely competitive, driving up prices. SMBs can take a different path by focusing their attention on the people closest to them. Hyperlocal activity helps businesses of any size connect with customers in a way that reflects the specific character of each neighbourhood.

Tools such as geo-targeted ads or localised offers allow SMBs to concentrate their spend where it is most likely to influence behaviour. This creates a sense of familiarity at a time when customers are receiving a high volume of seasonal messages. It supports visibility without competing for attention on a national scale.

Hyperlocal thinking can also evolve as a business grows. When an SMB enters new neighbourhoods, these same principles can be adapted to each area. This provides a consistent marketing approach that remains relevant to different communities as the business footprint expands.

Real-time responsiveness

The pace of Black Friday gives SMBs room to adjust quickly to what they see happening around them. If footfall increases, offers can run for longer. If a nearby event brings more people into the area, opening hours can shift. If something meaningful is taking place locally, a business can respond in a way that aligns with the moment.

These decisions show customers that the business is attentive and engaged with its surroundings. They also create opportunities to collect useful feedback. Whether through conversations in store, local social media activity or post purchase messages, SMBs can gather insights that help guide the rest of the festive period.

Community over clearance

Black Friday may be driven by sales targets, yet for SMBs the real opportunity sits in the relationships that are strengthened when customers feel recognised. Hyperlocal marketing supports this by placing relevance and community awareness at the centre of activity.

By shaping offers around local needs, using precise and meaningful targeting and responding to what is happening in the neighbourhood, SMBs can stand out in a way that builds loyalty beyond a single weekend. Growth comes from deepening connections with the people around them while continuing to deliver value in a way that reflects the character of the community.

Gareth Walton is Head of EMEA Sales at Nextdoor.