Quick question…
what are you actually putting on sale this Black Friday?
If your honest answer is “uhhh, I’ll figure it out closer to the time,” keep reading. The Holiday Sales Plan tells you which product goes first, what discount to run and which email to send every single week, from October right through to your New Year sale, so you can spend the season actually selling instead of figuring out what to do next.
Your whole holiday season, planned before you send a single email.
What to sell, when + for how much.
The Holiday Sales Plan takes you from your first holiday push through Black Friday, Cyber Monday, December, last-minute shoppers + New Year… and tells you exactly what to do at each stage.
No waking up on November 19th and inventing your marketing plan before breakfast.
It’s an interactive planner that takes your holiday season from:
“I’ve got loads of stuff I could sell…”
to:
“This is what I’m selling this week, this is the offer + these are the emails going out.”
You make the decisions once and the planner organizes them.
Then you follow the plan.
It’s the Tuesday before Black Friday and you’re trying to decide…
30% off or 40% off?
Bundle?
Bonus?
And you haven’t written a single email about it.
(You also haven’t eaten dinner.)
To make it worse… you had all of October.
Here’s how the season goes when you wing it:
- Early NovemberYou post a product once, get 3 likes and decide nobody wants it.
- Black FridayYou panic-discount everything to 50% off at 11pm, because everyone else is.
- Cyber MondayThe sale ends and you collapse on the couch like you ran a marathon.
- DecemberTotal silence for 3 weeks, right when people are frantically buying gifts. From someone else.
- JanuaryYou remember you have an email list. So does every other seller on the internet.
Your products are fine. What’s missing is the order to do things in.
And here’s why I don’t want you sitting this season out.
People are already shopping.
- Black Friday rolls around and every inbox on the planet fills up with offers.
- December hits and suddenly everyone’s buying gifts for everyone they’ve ever met.
- The week before Christmas, the ones who left it late come panic-buying (hi, we see you).
- And the second Christmas is over, suddenly everybody wants to organize their life, sort themselves out + become a completely different person by January 1st. 😂
There are different reasons to buy ALL the way through this season. Which means there are different opportunities for you to sell.
Not by screaming BUY MY STUFF every day.
By putting the right product in front of people when there’s already a reason for them to want it.
- While you’re deciding whether you should run a Black Friday sale, somebody else has already emailed theirs.
- While you’re wondering what to sell in December, your buyer is already buying gifts.
- While you’re taking a well-earned nap after Cyber Monday, there are still people shopping.
- And if January arrives before you’ve thought about your New Year offer? That buying moment didn’t wait for you to get organized.
That’s what you risk losing when you wing the holiday season.
The chance to show up when your buyer already has a reason to buy.
And THAT’S why we’re making the plan before the season starts.
You don’t need a shop stuffed with holiday products to make a plan.
Maybe you’ve already got products sitting there waiting to be sold.
Maybe you’ve got ONE.
Maybe you’ve got an idea you’ve been meaning to get out there before Christmas.
Either way, the question is the same:
Because you need to know what gets the spotlight first, what you’re saving for Black Friday, what comes next + what you’re selling when everybody else has stopped talking.
- 1What gets the spotlight first
- 2What you’re saving for Black Friday
- 3What comes next
- 4What you sell when everybody else stops talking
That’s the bit we’re planning.
And this is where the decisions start piling up.
And if you’re making every one of those decisions while the season is already happening… of course holiday marketing feels exhausting.
I’ve spent years creating, selling + marketing digital products.
And I mapped this whole season out week by week, from the first October email to the last New Year sale. The first thing that jumps out is
People treat November + December like one enormous promotional event called CHRISTMAS!!! 🎄
It isn’t.
Someone browsing in early November is behaving very differently from someone panic-shopping on December 21st.
The person making a Black Friday wishlist doesn’t need the same reason to buy as the person desperately searching for something they can get RIGHT NOW because apparently Christmas has once again arrived on December 25th with absolutely no warning. 😂
The plan includes 5 phases. Each one tells you what buyers are thinking + your move.
So I planned the whole season around those 5 phases. Once.
The real planner
✓ Ticks off + saves as you go
That’s the Season Map, one of 10 tabs. Click a tab and tick a box, it remembers exactly where you left off.
And if you cannot be arsed planning it yourself?
Excellent news. 😂
There is literally a tab called:
JUST TELL ME WHAT TO DO.
I already mapped out a recommended campaign from October through January. For every stage, you’ll see:
Put your own products into the plan + go.
Want to customize everything? You can. If you’d rather plug your products into my plan and get on with your life? Also fine.
You don’t HAVE to spend an afternoon becoming a holiday marketing strategist. You can just use mine.
10 parts. Zero guessing.
The “Just Tell Me What to Do” Plan
Your ready-made Oct → Jan plan. What to sell, what offer to run + which email to send at every stage, for the days you don’t want to plan anything yourself.
The Season Map
Every phase from October → January, week by week, with a checkbox for every email + task. Plus what buyers are thinking in each phase and your move to match it.
The Email Send Plan
All 28 emails in order with their send dates. Pick the year and the dates fill themselves in, then drop the lot into Google, Apple or Outlook calendar in one click.
The Write-Your-Own Prompts
A prompt + a subject line idea for every one of the 28 emails, so you’re never staring at a blank draft at 11pm.
The “What the Hell Am I Selling?” Plan
Score your products, crown your lead product + give everything else a job, so you stop trying to sell 17 things at once.
The Offer + Discount Planner
Bundles, bonuses, prices + your Black Friday discount, decided BEFORE Black Friday starts screaming at you. There’s a calculator that shows what a discount really costs you.
The List Size Plan
Under 500 subscribers? You get a Starter plan of the 16 emails that matter most. Bigger list? Send the lot.
Your Final Campaign Sheet
The whole season on one page: dates, products, offers, codes + your email schedule. Print it, stick it on the fridge, follow it.
The Debrief
What to send the people who bought AND the ones who didn’t, plus a post-season debrief so next year’s plan gets SO much faster.
The Printable Workbook
Team pen-and-paper? The whole plan comes as a 27-page printable workbook too.
But first… what the hell ARE you selling?
Having 17 products doesn’t mean you should promote all 17 at once.
That’s how you end up with a holiday campaign that basically says:
LOOK AT ALL MY STUFF!!!
…and leaves the buyer to figure out what they actually want.
No. The planner helps you choose your lead product first. Then you give the rest of your products jobs.
Now you’re not randomly grabbing products out of your shop every Tuesday. You know when each one gets its turn.
And then we deal with the discounts.
Because Black Friday has a way of making perfectly sensible business owners lose their minds.
The Offer + Discount Planner helps you decide all of this BEFORE you’re three coffees deep on Black Friday morning. You’ll map out:
So when the sale starts, you’re not panic-discounting because somebody on Instagram just announced 60% off.
You already made the decision.
Then comes the bit everybody leaves until 11pm.
The emails.
The Holiday Sales Plan maps out 28 recommended emails across the season. Not 28 versions of:
HELLO AGAIN. PLEASE BUY THIS.
Each email has a job. Each one has:
- its recommended send date
- what the email needs to do
- what you’re selling
- a writing prompt
- subject-line direction
- space for your own subject line + link
- a checkbox so you can see exactly what you’ve sent
Choose the year you’re planning for and your dates update automatically. Then add the schedule to your calendar. Tick emails off as you send them. The planner remembers where you left off.
So you’re never looking at a blank email thinking: “Uhhhh… Merry Christmas. Buy my planner?” 😂
No wondering what the hell you’re supposed to email on Thursday. Thursday already has a job.
“Twenty-eight emails?! Emily, absolutely not.” 😂
Fair. That’s why there is a List Size Plan too.
Because telling somebody with 187 subscribers to run the exact same campaign as somebody with 18,000 is… not particularly useful.
If you’ve got under 500 subscribers, you’ll get a stripped-back 16-email Starter Plan with the most important sends marked for you.
Growing list? Follow the full 28-email plan.
Big list? You’ll see where segmentation makes sense so buyers aren’t getting hammered with emails for something they already bought.
Use the campaign that fits the business you actually have.
“Emily, I really do not want another giant course.”
GOOD. Because this isn’t one.
You open it and start:
Pick your year
Every date fills itself in around Black Friday + your holiday.
Pick your lead product
Score your stuff. The winner goes first.
Follow the map
Week by week, tick things off as you go. That’s it, that’s the whole job.
Debrief in January
Write down what worked, so next year’s plan gets SO much faster.
And if you prefer scribbling all over actual paper… there’s a printable workbook too.
The point isn’t to do MORE holiday marketing.
It’s to stop wasting half your holiday season deciding what to do next. Because once the plan is made…
That mental space matters. Especially when you’re the person making the products, writing the emails, answering customers, posting on Instagram, fixing the checkout link and wondering why Canva has moved the button AGAIN.
You don’t need another thing to figure out.
You need fewer decisions.
From the mess in your head
to a finished plan.
+ the 27-page printable workbook
Your whole season sitting there looking suspiciously organized.
That is what you’re buying.
A finished plan you can actually follow.
This is for you if…
- You sell digital products and you want this holiday season to be your best one yet
- You’ve got an email list (even a tiny one) and no clue what to send it
- You always mean to plan Black Friday early and then, surprise, it’s Thanksgiving
- You’d rather follow a plan than make one from scratch
Probably not for you if…
- Making it up as you go is working great (genuinely, congrats)
- You want somebody to write every email for you rather than plan them.
Before you ask…
It’s already November. Am I too late?
Nope. The plan works from wherever you are in the season, and there’s a starting-late section that tells you exactly where to jump in. (Yes, even if it’s the week of Black Friday. Deep breath.)
Is this a PDF or an online thing?
Both. You get an interactive planner that saves as you go, plus a 27-page printable workbook for the pen-and-paper crowd.
My holiday isn’t Christmas. Will the dates still work?
Yes. Pop in your own holiday + its date and the whole plan moves around it.
I sell physical products. Is this for me?
It’s written for digital products (the last-minute phase leans hard on instant delivery), but the rest of the season works for physical products too, and there’s a spot on your Campaign Sheet for your last shipping date.
How do I get it?
Instant access the second you check out.
You don’t need to have the whole season figured out today.
That’s what the plan is for.
Maybe you’ve got a shop full of products or you’ve got one. Perhaps you’ve got the product idea + need to finally get the thing made.
Either way, you don’t need to spend October → January deciding everything as you go. Don’t leave yourself with the annoying bit in the middle.
The Holiday Sales Plan tells you:
- WHAT you’re selling.
- WHEN you’re selling it.
- WHAT you’re charging.
- WHAT offer you’re running.
- WHICH email you’re sending.
- WHAT happens next.
Make the decisions once. Then follow the plan.
And you get to use it again next year. Pick a new year and every date updates itself.
The Holiday Sales Plan
Your whole season, mapped out before you send the first email.
- Instant access the second you check out.
- Use it every year. Pick a new year and every date updates itself.
This year, you’re not deciding your Black Friday sale at 10:47pm.
You’re deciding it now, with a cup of cocoa, weeks before anyone else starts yelling SALE. Then you’re just following along.
So this year…
November gets a plan this year.
Your Black Friday offer is picked ahead of time, so there’s no panic-discounting just because everybody else is having a sale.
And when Cyber Monday ends, you stick around, because people are still shopping.
And PLEASE don’t wait until December 19th to remember that instant downloads are basically the procrastinating gift shopper’s best friend.
Then just follow the plan, and let everybody else do the panicking in November.