5 Mistakes That Prevent SMEs from Profiting on Black Friday

With Black Friday approaching, SMEs are preparing for the busiest sales period of the year. However, despite a 24.4% increase in new business openings in the first four months of 2025, according to the Federal Government's Company Map report, SME revenue showed a 1.2% decline in the first quarter, according to the Omie Index of SME Economic Performance (IODE-PMEs). 

These figures reinforce that growth in the number of businesses does not guarantee financial success, especially when management failures turn discounts into losses. For Reginaldo Stocco, CEO of vhsys, the lack of integration between inventory, invoices, sales, and marketplaces is one of the factors that most harms small businesses during Black Friday. 

“Those who sell through multiple channels but manage everything separately are at higher risk of pricing errors, selling out-of-stock products, or delaying deliveries. Today's technology allows for the integration of all these aspects, enabling safer and increased sales,” he explains.

According to the CEO, these are the main mistakes SMEs make during Black Friday and how to avoid them:

1. Not planning cash flow for the post-Black Friday period

Many businesses focus efforts on aggressive promotions without assessing the impact on cash flow. This can lead to difficulties in paying suppliers and maintaining operations. The solution is to simulate sales scenarios, anticipate receivables when necessary, and reserve working capital to handle the increased demand.

2. Lack of integration between sales, inventory, invoices, and marketplaces

Without integration, the risk is high: mismatched inventory, orders issued with delayed invoices, products sold in duplicate, and customer complaints after the sale. A system that centralizes all physical, online, and marketplace channels provides greater operational visibility, reduces operational errors, prevents losses, and improves service speed.

3. Discounts without strategy and poorly calculated margins

Poorly planned promotions can reduce profitability to the point of compromising annual revenue. Setting minimum margins and reviewing sales history helps balance customer attraction with financial sustainability.

4. Lack of data analysis and campaign history review

Companies that do not analyze the results of previous Black Fridays tend to repeat mistakes. Recording sales data, best-selling products, and customer profiles enables strategic adjustments in subsequent years and maximizes return on investment.

5. Promising and not delivering: logistics and customer service

Delivery delays or customer service issues lead to dissatisfaction and damage brand reputation. Planning logistics, reviewing supplier deadlines, and training the customer service team ensure a positive customer experience, increasing the chances of customer retention.

“By paying attention to details and preparing in advance, SMEs can turn Black Friday into a period of real growth, rather than an unnecessary risk,” concludes the CEO.