Key Takeaways

• • The holiday shopping season can also help doulas reach new clients.

• • Learn the history behind Black Friday, Small Business Saturday, and Cyber Monday.

• • Use each one strategically to grow visibility and community support.

• • Get fresh ideas for simple, meaningful doula promotions that don’t feel salesy.

Why the Holiday Sales Season Matters for Doulas

When most people think of Black Friday or Cyber Monday, they picture long lines, online carts, and big-box discounts. But these three shopping days can also be a powerful visibility tool for doulas.
You don’t have to slash your prices to join in, you can use this time to connect with your community, offer something valuable, and remind people that your small business is built around care and service.

Let’s look at where these sales traditions began and how you can use them to support your doula business.

Black Friday: Creating Momentum

The term Black Friday dates back to 1869, when it was used to describe a financial crisis. Later, Philadelphia police used it for the post-Thanksgiving chaos that came with busy downtown shopping. By the 1980s, retailers had reclaimed it as a positive: the day they went “into the black,” meaning profitable.

How doulas can use it today:

• • Offer early booking perks. Announce that anyone who books by the end of November gets a free add-on like an extra prenatal meeting or postpartum check-in. I used to offer a free birth ball to people who signed up during this period.

• • Highlight upcoming price changes. If your rates will increase next year, let potential clients know they can book at the current rate before December 1.

• • Encourage gift giving. Offer digital or printed doula service gift certificates, perfect for friends or family who want to contribute to someone’s birth or postpartum support fund.

Small Business Saturday: Spotlight Your Local Roots

Created by American Express in 2010, Small Business Saturday was designed to draw attention to local businesses. For doulas, it’s a natural fit. What’s more personal—or local—than birth support?

How doulas can make the most of it:

• • Show your face in the community. Join a local holiday fair or wellness market to share what doulas do. If there isn’t one, collaborate with a few local providers to host a “Baby Fair.”

• • Collaborate with other birth professionals. Team up with a massage therapist, lactation consultant, or acupuncturist to create a special package or service bundle.

• • Share your story online. Post about why you love serving families in your area and tag other small businesses you admire.

This day is all about connection, so focus on conversation and community, not just conversion.

Cyber Monday: Go Digital with Ease

Coined by the National Retail Federation in 2005, Cyber Monday was inspired by the surge of online shopping that happened once people returned to work after Thanksgiving.

For doulas, this is the perfect opportunity to highlight any digital or virtual offerings you have.

Simple Cyber Monday ideas:

• • Share a limited-time code for your virtual consultations or birth planning sessions.
  • Offer a discount on an online course, class, or e-book you’ve created.
  • Bundle an educational product (like a childbirth class replay or printable resource) with one-on-one time.
  • You could also highlight an Amazon list or other wish list you’ve created for pregnancy and postpartum needs, with affiliate links.

If you don’t sell digital items yet, consider sharing a value-packed freebie to grow your mailing list before the new year.

Practical Tips for a Smooth Holiday Promotion

• • Plan ahead: Even a simple promotion needs a few days to prep graphics, posts, and emails.

• • Keep it authentic: Choose ideas that align with your values and feel true to your work.

• • Set clear boundaries: Decide when your sale starts and ends, and communicate it clearly. Have a clear refund policy.

• • Follow up: Thank everyone who engages, even if they don’t book right away. It builds trust and connection.

Keep the Momentum Going

Your clients and your community want to support small, values-driven businesses like yours. This holiday season, show them what makes your work special.

And remember, you don’t have to brainstorm or plan it alone.
Join other doulas who are sharing ideas and building their practices in the Doula Business Community. It’s free, supportive, and full of doulas who get it.