As we creep closer to Black Friday, the online world starts to feel a bit like the school run at 8:45am busy, loud, and everyone seems to be rushing somewhere with purpose. Big brands are pumping money into ads, influencers are planning their “best ever” deals, and suddenly your normally steady reach feels like it’s in hiding.

If your views dip… if your engagement slows… if it feels like you’re talking into the void…

Take a breath, lovely — this is totally normal.

And more importantly: don’t panic, and don’t disappear.

Why Your Reach Drops at This Time of Year

Every November, big businesses increase their ad spend massively. That means your audience is seeing more sponsored posts, more offers, and more “Buy Now!” buttons than usual.

When the paid crowd gets louder, organic accounts — especially smaller ones — often notice:

• Fewer views
• A dip in engagement
• Slower growth
• Content feeling “lost” in the noise

It’s not you. It’s not your content. It’s simply the season.

But Here’s the Magic Bit…

Most small business owners respond to this dip by pulling back.

They stop showing up.

They post less.

They assume it’s not working.

And that’s when your consistency becomes your superpower.

If You’re Running a Black Friday Offer Yourself…

This is the moment to lean in, not step back.

If you’ve got something planned — a discount, a bundle, a bonus, anything — you need to show up more than normal, not less. Your lovely audience won’t get fed up of seeing you. Honestly, they won’t even see every post you put out (algorithms, remember!).

Here’s what I always remind my clients:

✨ You’re not annoying people by showing up — you’re reminding the right people that you can help them.

✨ Your ideal customer is busy, distracted, and overwhelmed. They need multiple reminders.

✨ Showing up more frequently creates excitement, urgency, and trust.

Your followers are used to seeing big brands shouting about their offers. Seeing YOU — a real woman building a real business — is refreshing. So share your offer proudly, and share it often.

Momentum > Motivation

Motivation comes and goes (especially when you’re juggling kids, work, and a to-do list that magically regenerates itself overnight). Momentum, however, sticks around when you keep moving — even slowly.

When you stay consistent, even through the noisy seasons:

• Your audience continues to see you, not just the big brands
• You keep building trust and familiarity
• Your visibility bounces back faster when the noise dies down
• You stand out because you didn’t vanish when everyone else did

Remember: you’re playing the long game, not the “one good post fixes everything” game.

Your Black-Friday-Season Mindset Check-In

Here are a few reminders to help you stay grounded and focused over the next couple of weeks:

1. Don’t compare your chapter to someone else’s ads budget.

You’re building connection, not competing with million-pound marketing teams.

2. Your ideal customer doesn’t just care about the offer — they care about you.

Your energy, your story, your value. That’s something the big brands can’t buy.

3. Your visibility compound effect is real.

Even if views are down, every post stacks up. You’re staying in the room.

4. Imperfect action beats silence every single time.

You don’t need “perfect”. You need presence.

5. December you will thank November you for showing up.

The people who stay visible now walk into January with a warmed-up audience ready for more.

So… What Should You Do Right Now?

✨ Keep posting

✨ Show up on Stories

✨ Repurpose content to make it easier

✨ Talk directly to your ideal client

✨ Share value, reassurance, and your wins

✨ And if you’ve got an offer — shout about it proudly

You are building momentum that will take your business into the new year with confidence — even if the analytics look a little chaotic right now.

Final Note (A Little Hug in Blog Form)

If you’re feeling a bit wobbly, overwhelmed, or tempted to hide until it’s all over — you’re not alone. Most mums in business feel this way at this time of year.

But you’ve worked too hard to step back now.

Keep going, lovely. Your people need to see you, not the perfect content… you.

And the consistency you build now? That’s the thing that will make you visible long after the Black Friday chaos is gone.