Email marketing strategy for Black Friday/Small Business Saturday/Cyber Monday

email marketing Nov 08, 2020

Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.

Well hey there happy maker! 


It’s been a pretty big week here...but I’m keeping my eye on the prize and I’m pushing full steam ahead on my Black Friday/Small Business Saturday/Cyber Monday plans.

If you’ve been following along, the discussion here at Bloom has been about everything you need as a handmade business owner to get ready for the 2020 holiday shopping season being largely online.


Now that we are inching closer to the big shopping weekend, it’s time to lock in your email marketing strategy and make sure you are really loving up on the people who support you the most!


I know, I know, email marketing is just *one* *more* *thing* on the ever-growing list of things “to do” in your business, but I believe (and I stand by this) that email marketing...

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Your Holiday 2020 Social Media Strategy

Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.’s November now, which means THE HOLIDAYS ARE HERE!

I always feel like Halloween is kind of the official kickoff point for the holiday season: partially because it’s my birthday, and partially because November is basically the official beginning of the end of the year.


Whether you have been following along with me for awhile now or you are just hopping in, here at Bloom we are ALL about getting your handmade business up and running with some good holiday momentum.

We have spent lots of time prepping, from the Business Basis Bootcamp to the Pivot to Profit Challenge, and now it’s GO TIME!


With a nearly ENTIRELY digital sales season coming up, now is the time to really lean into your online community and get your social media channels buzzing. Hopefully you have already established...

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Your Marketing Strategy for Black Friday/Small Business Saturday/Cyber Monday

Isn’t it...SCARY to think that we are at the END of October already? 

(I’m allowed to make corny Halloween jokes because I will be turning 40 (!!!) on Halloween and it’s a rite of passage). 


Really, though, this means that it’s practically November, which means we are getting into the heaviest/best sales season of the year.


This is where the rubber meets the road, my friend. We have been talking for MONTHS now about getting prepared, and this is what you have been preparing for.

By now, you should have:

An organized(ish) workspace

An organized(ish) digital desktop

A fully stocked raw materials stash

A fully stocked shipping supply stash

A plan for what/how much you are going to make

A schedule for making product, photographing, editing, and listing on your website

If you don’t have those things, don’t stress too much...I’ve linked to other posts here with tips and guides to help you along in each of those...

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Shipping: What you need to know for Holiday 2020

Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.

Well this month is just FLYING by: before you know it the snowflakes will be falling and we will be a-carolin’


This holiday season is all about selling online, which means making, photographing, listing, marketing, selling, and


In true 2020 fashion, this year has been exceptionally difficult for the US Postal Service, which is how the vast majority of handmade sellers ship their products. Financial setbacks and political nonsense have thrown up roadblocks in the system: despite that, the USPS has been pretty true to their credo of “neither rain nor sleet nor snow…” in getting their packages to their destinations.


Effective Sunday 10/18/20 (through 12/27/20), the USPS temporarily increased their rates for the holiday season. If you are charging flat rate shipping...

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Creating a Production Schedule for the Holiday Shopping Rush

organization Oct 11, 2020

Hopefully by now you have taken some time to get yourself organized (or at least started...organization is never really finished!).


With 6-ish weeks to go until Christmas shopping is in full swing, it’s high time to get a production schedule into place. Since the vast majority of shopping will be taking place online this year, this is your chance to really get some great traction in the online side of your business


As an artist, I know EXACTLY how difficult it is to try to corral your creativity when it comes to deciding what to make. I mean...isn’t creative freedom why we do what we do?!

The thing is, though, you are also a business owner...and that means having a plan for how you are going to make money. This is crunch time, and in order for you to make the most of this upcoming holiday sale traffic, you need to be stocked and ready to go.


So, how do you decide what you should make?


Here are a few questions to ask yourself when...

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Find More Time by Organizing

This is the eternal struggle of a handmade business owner:

  1. Make the stuff
  2. Photograph the stuff
  3. List the stuff
  4. Market the stuff
  5. Sell the stuff
  6. Make more stuff

Wash, rinse, and repeat.

Here’s the thing, though...there’s this little thing called “life” that tends to get in the way SOMEWHERE along that process, am I right?!

It may sound counter-intuitive, but hear me out:

This is the PERFECT time to take a step back and get organized.


Now you might be like, Lucy, NOOOOO...I have SO MUCH TO DO! I can’t stop making just to clean up!


Stay with me, though, because I’m going to show you WHY taking this step now will give you loads of time in the future. 


1. Organizing you space (and your materials) gives you an overview of what you have, and what you need

There are few things worse than getting into a making groove only to find out that you are missing an essential component or material. Taking a look at what you have on hand...

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Pivot to Profit Week 4 Day 4: A Way to Reach your Audience

Can I just pause here to say that YOU are a star. 

You have made it all the way through the challenge, and for that you deserve a hearty (socially-distanced virtual) high-five.


This is a lot of information to take in in a fairly short period of time, but here you are! 


You said YES, this IS going to be the year my handmade business kicks some butt online. 


You, my friend, ARE in the right place.



Today’s topic is a way to reach your audience.


Now, you might be thinking…”mmmkay Lucy, didn’t you just drone on and on yesterday about social media and reaching my people there?”


Why yes, yes I did. I stand by that.


There’s a next step to that, though: in order to get your social media followers to become your customers, you need to get them onto your website and more importantly, onto your email list



Now here’s an ironic story that I have to share:

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Pivot to Profit Week 4 Day 3: A Way to Share Your Work

Last week, we talked about content creation and organization, including how to batch and schedule your social media posts.


Today’s topic dives a little bit deeper into that, because it’s important that you are using these social media channels to share your work as well as to nurture your audience. 



Essentially, you don’t want to be sharing only funny memes, but you also don’t want to be sharing only pictures of your art. Neither one of those works very well if you are trying to build up a brand and a relationship with your audience.

Social media is a touchy subject because it’s a LOT of work, it can take up a LOT of time (but not for you...because now you know how to batch and schedule!), and it can sometimes be difficult to know whether or not the effort is worth it.



Handmade sellers like you and I have historically been reliant on art fairs, craft shows, vintage shows, swap meets...whatever you prefer to...

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Pivot to Profit Week 4 Day 2: A Place to Sell Your Work

Welcome to day 2 of the last week of this challenge! 

This week we are touching on the big things you need to have in place in order to be ready for a successful and profitable online fall/holiday sales season.



With a high quality product and crisp, clear photos nailed down, your next step is to have a PLACE online where you can sell your work. 


If you are new to selling online and you haven’t really committed to one particular platform (i.e., Shopify, Weebly/Square, Wix, Etsy, Amazon Handmade, etc) then I would recommend taking some time to look into each one and see what the best fit is. There are LOTS of different options, and each one comes with its own set of pluses and minuses.

Check out Week 7 of the Business Basics Bootcamp for a rundown of each of these options and see which one(s) you might want to dive deeper into.


I am admittedly partial to Shopify (it’s what I teach in my course: I use it myself and I am thrilled...

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Pivot to Profit Week 4 Day 1: Good Products & Good Photos

YOU have officially made it to week 4 of the Pivot to Profit Challenge! 

By showing up day after day and doing the HARD work, you have put more effort into your business than the vast majority of other handmade sellers. 


Feelings become thoughts, thoughts become words, words become actions, and actions become habits.


Throughout this challenge, you have moved through this process to get into a mindset for success and abundance and get your business organized and ready to move forward.

In this final week, we are going to be diving into what you need to do in order to have a successful, thriving online business.

I want to take a moment to pause and mourn the 2020 Fall/holiday show season that could have been. 

I know that I had a pretty stellar 2020 planned, with an amazing show lineup that had me on track to really knock this year out of the park.


Out of alllll of the scenarios I could have predicted, global pandemic was NOT one of them. 


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