🗓️ Black Friday is in 31 days (Fri, Nov 27, 2026)
Looking at good Black Friday emails is the fastest way to write your own. Below are seven example emails a small online store can adapt, one for each moment of the sale, with a short note on why each one works. They assume a sale running Fri, Nov 27 – Mon, Nov 30, 2026; swap in your own offer, products and times.
Subject: Mark your calendar: Nov 27
Preview: Our biggest sale of the year is 10 days away
Hi [FIRST NAME],
Once a year we put [PRODUCT CATEGORY] on sale for real. This year it starts Friday, Nov 27 at 8am ET. Subscribers get in a few hours early, so keep an eye on your inbox Thursday night.
[YOUR NAME]
Why it works: one date, one reason to stay subscribed, no discount revealed yet. Short teasers get read; long ones get archived.
Subject: You're in early 🔑
Preview: [OFFER] starts now for subscribers only
Hi [FIRST NAME], the sale opens to everyone tomorrow at 8am ET, but you can shop it right now: [OFFER] on everything, ends Mon, Nov 30 at 11:59pm ET.
Why it works: it rewards the list, and early orders give you a head start before inboxes get flooded on Friday morning.
Subject: It's live: [OFFER] until Monday
Preview: Our 3 best-sellers are first in line
The Black Friday sale is on. [OFFER] sitewide until Monday, Nov 30 at 11:59pm ET.
Most people grab these first:
• [PRODUCT 1] – [ONE-LINE BENEFIT]
• [PRODUCT 2] – [ONE-LINE BENEFIT]
• [PRODUCT 3] – [ONE-LINE BENEFIT]
Why it works: the offer and the deadline are in the subject, the first line and the button. Three products is enough to guide a choice without a catalog dump.
Subject: Who packs your order
Preview: A quick hello from our team of [NUMBER]
Today is Small Business Saturday, so here's who you're buying from: [ONE OR TWO SENTENCES ABOUT YOU AND THE TEAM]. Every order this weekend is packed by hand in [CITY]. The sale is still on until Monday night.
Why it works: it changes the tone mid-sale. A personal email stands out on a weekend when every other email is a red banner.
Subject: Still thinking about it?
Preview: Answers to the 3 questions we get most
Quick answers before the sale ends: Shipping: [YOUR SHIPPING RULE]. Returns: [YOUR RETURN WINDOW]. Gifts: [GIFT WRAP / GIFT NOTE OPTION]. The offer ends Monday at 11:59pm ET.
Why it works: it removes the reasons people hesitate instead of shouting the discount again.
Subject: Cyber Monday: last day of [OFFER]
Preview: Ends tonight at 11:59pm ET
Today is the final day. If you've been waiting, this is it: [OFFER] until midnight Eastern. [OPTIONAL SMALL EXTRA, e.g. free shipping today only.]
Subject: Ends at midnight
Preview: After tonight, prices go back
Hi [FIRST NAME], a few hours left. After 11:59pm ET, [OFFER] is gone until next year. [Last chance to shop]
Why it works: last-call emails are short by design. The only job is the deadline. Send it only to people who haven't bought yet, if your email tool supports that.
Between five and eight emails across the BFCM weekend is common for small stores, and the examples above are seven. If your list is small or rarely emailed, start with the launch, the reminder and the last call, then add the teaser and early access next year. Need more subject line options? See our Cyber Monday subject lines and the full 14-email Black Friday template sequence.
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Published October 27, 2026 by LUSRODRI, LLC. Examples are illustrations; your numbers will differ. Compliance notes are general information, not legal advice.