A few days ago, I sent an email that struck a nerve. It became one of my most opened newsletters of all time — because it challenged a belief most boutique owners have been conditioned into:

That Black Friday is required for success.

But here’s the thing…

That email only scratched the surface.

Today, I want to tell you the part I didn’t say last time — the part that actually changes a business long-term.

It’s this:

Most boutiques don’t need Black Friday…
because most boutiques don’t even have a business model that benefits from Black Friday.

And now I’m going to take a stand on it.

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This is the part people are scared to admit:

I haven’t run a Black Friday sale in years.
And I made more money when I stopped.

Why?

Because I refuse to train my customers to wait for discounts.
Because I refuse to let big-box retail set the pace for my business.
Because I refuse to discount my value to feel “competitive.”

Big brands discount to move billions in inventory.

Small businesses discount to feel relevant.

Those are not the same thing.

Fear-based marketing is the most expensive marketing.

Which brings me to the real question:

Are you discounting to win — or discounting to be liked? 🤔

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When I stopped doing Black Friday sales in my boutique years ago, I braced for a drop in sales.

I was wrong.

My customers didn’t disappear.
They didn’t complain.
They didn’t hesitate.

They bought — because they trusted me.

That’s when I realized something every boutique owner needs to hear:

People don’t buy because the price drops.
People buy because confidence rises.

When you show up with confidence, people don’t wait for discounts.
They buy now.

And yes — this is where things get uncomfortable.

Right now, there are only two types of boutique owners:

1️⃣ Those chasing customers with discounts
2️⃣ Those attracting customers with leadership

So here’s the identity question:

Which one are you building your business around?

One burns you out.
One pays you.

Only one leads to long-term stability.

One of my clients stopped doing holiday sales last year.
Guess what happened?

Her best revenue month wasn’t November.
It wasn’t December.

It was February — the “dead” month.

Why?

Because she built a brand her customers trusted —
not a brand they bargain-hunted.

You can create that too.

When you stop letting the calendar dictate your strategy, your business becomes:

✓ steadier
✓ simpler
✓ more profitable
✓ easier to run
✓ and actually enjoyable again

That’s the power of clarity over chaos.

Be honest:

Do you want a business that only thrives when the internet tells it to?

Or a business that thrives because YOU tell it to?

Here’s the stand I’m taking:

Small businesses were never meant to operate like corporations.
They were meant to operate like leaders.

And leaders do not rely on discount culture to survive.

They build brands that work all year — not just on a holiday weekend…

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It hit because you’re outgrowing the version of yourself who:

• ran discounts to keep peace
• blended in with other boutiques
• modeled her business after brands 1,000x her size
• played small
• played safe

And you’re becoming the version who:

Leads with clarity.
Sells with confidence.
Builds with intention.
Puts value over volume.

If you know this is where you’re headed — and you want help?

➡️ Apply here
If you want a business that works every month — not just on the big weekends.

Imagine next November and you’re:

✓ not panicking
✓ not scrambling
✓ not slashing prices
✓ not exhausted
✓ not dependent on discount culture

Instead, you’re running:

• a profitable brand
• with consistent revenue
• full-price buyers
• a loyal audience
• and a business you actually like again

This isn’t a dream.

It’s what happens when you stop reacting like the retail industry wants you to…
and start acting like the CEO you're becoming.

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You don’t need Black Friday.
You don’t need urgency culture.
You don’t need holiday chaos to “prove” you’re a business owner.

You need:

A stance.
A standard.
And the courage to enforce it.

You’re building something with a heartbeat — not a discount calendar.

Lead boldly.
The right customers will follow.

Carina ❤️

Ready to build a boutique that works year-round, not just in November?
Apply here

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