days to Black Friday, Friday 27th November
Behind the business · Black Friday 2026
Black Friday in your clinic: how to sell more without cutting your prices
What last year's figures show, what a discount costs you, and the dates to work to from now to Christmas.
The short answer
You don't need to cut your prices to do well on Black Friday. In 2025 the brands that discounted least grew fastest, and health and beauty outgrew every other category online. Gift sets, added value and an online store let your clinic take part in the busiest shopping weekend of the year and keep its margin.
Key takeaways
- In 2025 the brands with the smallest discounts grew fastest over Black Friday weekend.
- A 20% discount can take more than half the margin off a retail product.
- Five of the nine Holiday Icon kits already carry a saving, so the kit can be your offer.
- A Managed Store lets clients buy from you online, with no stock to hold. Apply by Friday 13th November.
- Order by Tuesday 24th November for Black Friday, and by Friday 18th December for Christmas.
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What 2025 showed
Black Friday is the busiest day of the year for UK card spending, and health and beauty held up when other spending didn't.
- 83.7% more card transactions on Black Friday 2024 than on an average day that year, according to Barclays.
- 6.1% rise in UK card spending on pharmacy, health and beauty in November 2025, while overall card spending fell by 1.1%, Barclays reported.
- 13.7% growth in health and beauty from Thanksgiving to Cyber Monday 2025 on the year before, faster than any other category, in Klaviyo's benchmark data.
Across the 10,000 online brands Klaviyo tracks, spending rose 11% over that weekend while average discounts fell by 10%. The brands with the smallest discounts grew 14%. Repeat customers made up 55% of health and beauty sales. These are online figures, not UK-only, but that last one favours a clinic, because your clients already know you.
Sales growth, Black Friday weekend 2025
The brands that discounted least grew faster than the rest.
Klaviyo, 10,000 online brands, Thanksgiving to Cyber Monday 2025, compared with 2024. Online figures, not a UK-only sample.
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What a discount costs your clinic
Say you sell a product for £100 before VAT, and it cost you £65. You keep £35. Take 20% off, sell it for £80, and you keep £15.
What you paid for the product stays the same whatever you charge, so the whole discount comes out of your margin. To earn the same at 20% off, you'd need to sell more than twice as many. Run the sum with your own figures before you decide on any discount.
There's a longer cost too. A client who buys at 20% off in November may wait for your next sale before buying again, which makes January's full-price purchase harder to win.
Discount calculator
For every £100 you take before VAT
of your margin goes on the discount
as many sales to earn the same
At this discount you'd be selling at a loss. The whole of your margin, and more, goes on the discount.
An illustration with round numbers, not Glo pricing. Card fees and other costs would lower both figures.
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Let the gift set be the offer
The Prestige Icon Collection, at RRP against buying the products separately
Five of the nine Holiday Icon kits cost less than buying the same products separately, with savings of up to 58% at RRP. The Prestige Icon Collection, for example, saves 45%. That saving is built into the kit, so your margin on a kit is the same as on anything else you sell.
UK searches for skincare gift sets more than double in November and December, so your clients are already looking. Put the kits where clients wait and pay: reception, your treatment room and your Black Friday email. The holiday sales pack has a ready-made Instagram post and client email to start from, plus free point-of-sale material to add to your next order.
Google Ads search volume, United Kingdom.
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Four ways to add value
A gift with purchase
Add a sample or travel size from your own stock to every kit bought in Black Friday week. It costs you far less than a discount.
A treatment and a kit, as one voucher
Pair a facial or peel with the kit that suits it. The buyer pays full price, and the person who receives it walks into your clinic in January as a new client.
An evening in the clinic
Open late in Black Friday week, or on Small Business Saturday (5th December), for skin consultations and gift shopping. Ask each client to bring a friend.
A consultation with every kit
Offer a short skin consultation with any kit bought for the buyer's own use, and recommend what they should use next.
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Sell online over the Black Friday weekend
Many of your clients will shop online over Black Friday weekend and on Cyber Monday. If they can't buy from you then, they may buy elsewhere.
A Glo Managed Store is an online Glo shop under your clinic's name. We build it and run it, and we send every order from our own stock, so you hold nothing extra and pack nothing. Your clients buy from you, and you earn the margin on every sale.
Any discount code you run comes out of your margin, so lead with the gift sets and their built-in savings. Apply by Friday 13th November to have your store open before Black Friday.
Applications close on Friday 13th November, days from today.
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Your Black Friday timeline
- This week: choose your offer and order your kits.
- Friday 13th November: the last day to apply for a Managed Store that opens before Black Friday.
- Tuesday 24th November: the last day to order stock for delivery before Black Friday. Our team works Monday to Saturday.
- Monday 23rd to Monday 30th November: Black Friday week. Send your client email, post on Instagram and put the kits out at reception. Black Friday is Friday 27th and Cyber Monday is Monday 30th.
- Saturday 5th December: Small Business Saturday. Remind your clients that buying from you supports a local business.
- Friday 18th December: the last day to order stock for delivery before Christmas. After that, sell gift vouchers.
- Last day to apply for a Managed Store
- Last day to order for Black Friday
- Black Friday week
- Black Friday and Cyber Monday
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When a client asks for a discount
Say what the offer is, then say what comes with it:
“The gift sets are our offer this year. This one saves you £[x] against buying the two products separately, and I'll add [your gift] to it.”
If they push on price, talk about what buying from you includes: the consultation, a written home care plan and someone to ask if the skin reacts. Our guide to selling skincare without feeling pushy has the full conversation.
Frequently asked questions
Should my clinic do Black Friday at all?
Yes, if you can do it without cutting your margin. Clients expect an offer in late November, and a clinic that offers nothing can lose the gift sale to a retailer. Choose one clear offer that your team can explain in a sentence.
Do deep discounts sell more on Black Friday?
Not in the 2025 data. Across 10,000 online brands tracked by Klaviyo, discounts fell by 10% while spending rose by 11%, and the brands with the smallest discounts grew fastest.
Can I discount Glo products?
Yes. RRPs are recommended only, and you set your own retail prices. Work out your margin at the new price first. If you advertise a saving against RRP, check the figure matches the price you charge.
What if a client has seen Glo for less online?
Talk about what buying from your clinic includes: the consultation, the treatment plan and the aftercare.
Why clinics lose skincare retail revenue to online discounting
When should I order my holiday stock?
By Tuesday 24th November for Black Friday, and by Friday 18th December for delivery before Christmas.
Plan it now
Decide your offer this week. Keep your prices, lead with the gift sets and give your clients a way to buy from you online as well as in the clinic.
Glo Pro partners: log in for your holiday sales pack, with your prices, the savings and ready-made copy for Instagram and email. Not yet a partner? Apply to Become a Glo Pro Partner
Keep reading
Sources
- Barclays, Black Friday spending insight, November 2025. Black Friday 2024 transaction volumes against the 2024 daily average.
- Barclays Consumer Spending Report, November 2025, as reported by FashionUnited.
- Klaviyo, Black Friday Cyber Monday 2025 press release and ecommerce benchmark, December 2025.
- Google Ads search volume, United Kingdom, October 2025 to September 2026.