Are you planning deals or discounts this Black Friday?

Black Friday is coming, and we’re all just so excited! Right?!

Okay, maybe not. After all, these days it feels like everyone’s gearing up to sell us something. And on Substack, many of us are trying to work out if we should join in.

Discounts on Substack can be a powerful tool for driving subscriptions. On the Freelance Writing Network, hundreds of paid subscribers have accessed the paywall through special offers.

These can drive new sign-ups, encourage upgrades or even reward loyal readers. But they don’t always work, even with the best of intentions. I’ve run plenty of offers across my own newsletters, and I’ve seen them when they go wrong, as well as right.

A discount needs at least a basic strategy to work. It works best when it’s part of a story or message. Giving readers a reason. Telling them a story. At least a chunk of your audience trusts you, so you need to be clear, fair and honest. And avoid being beggy too, which is a great way to put readers off coming back.

You want your offer to feel thoughtful and genuine, not desperate.

So if you’re planning an offer this year, think about the timing and tone. You don’t need to copy every large retailer or compete with the biggest names in business. Readers on your Substack probably aren’t expecting flashing banners and big countdown clocks. They read your work because they like your work, and they’ll respond better to real value.

There are a few ways you could go about it, and I’ll share more approaches soon. Some creators run limited-time discounts, like 20% or 33% off the first year for new subscribers. Others focus on upgrades, offering free readers a reason to move to paid. Some bundle in extras: templates, guides or even early access to something else.

If you do want to make an offer, start planning now. Substack’s discount options are somewhat flexible, but the focus should be on how you present it. What’s the story you’re telling? Why is this the moment to join?

And as a writer: how does the deal fit with your bigger goals? If your paid tier is new, a small launch discount can help nudge people to join. If your paid tier has been steady for months, you could even use it as a chance to celebrate progress. Perhaps you’re adding something new, and a limited-time deal allows readers to get an exclusive discount for joining early.

Black Friday also brings the risk of reader fatigue. You can skip the rush entirely and run your deal early or late (I’m actually a big proponent of an early deal, as you get yours in before an inbox becomes completely unbearable). A few days before (or even after) can make a big difference in open rates and perception.

Paid subscribers will also get move throughout the next week on structuring an offer. Covering factors like how you can figure out prices, choose a discount and use Substack’s settings and tools to get it right. If you’re on the fence about running a sale, that’ll help you make a clearer decision.

If you’ve never done a deal before, don’t overthink it. You can always test a small offer, track the results, and adjust next time. The key is making sure it fits your readers and your tone, as abandoning that is unlikely to have a positive impact on your regular readers. A discount can be a smart move, but it shouldn’t feel desperate or rushed.

I’ve had offers flop before. I’ve also had some that turned super slow months into strong ones. But when I reflect, clarity and messaging are absolutely why some succeeded and some failed. Your readers don’t need a hard sell, they need to know what they’re getting and why it’s worth acting now.

Whatever you decide, don’t feel pressured to join the noise. You don’t need a Black Friday sale to grow, but if you do it well, it can give your newsletter a welcome boost.

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Share your thoughts!

Are you planning a deal this year? Are you offering something new, or even launching a paid tier for the first time? Perhaps you’d rather crawl into a cave and wait until it’s all over?!

I’d love to hear your thoughts and plans in the comments!