Black Friday 2025: Pricing Psychology That Converts 4x - Part 3

Season #3 October 30, 2025

Marketing strategist Deb Szabo and Facebook ads expert Stacey Hughes reveal the pricing psychology and "magic numbers" that make people click and buy during Black Friday campaigns—without devaluing your brand.

Join Black Friday Lead Machine Sprint ($297 Early Bird): https://blackfridayleadmachine.com

KEY POINTS SECTION 👀

In this video, Deb Szabo explains:

✅ Pricing psychology principles that trigger buying decisions during Black Friday
✅ The "magic numbers" that increase click-through rates and conversions
✅ How to structure pricing without discounting your core products
✅ Strategic pricing models that protect your brand value while maximizing revenue

⚠️ Urgent Update: Black Friday is November 28th, 2025—start testing your pricing strategies NOW to optimize conversions before the rush.

⏰ TIMESTAMPS ⏰

0:00 Introduction to Black Friday Pricing Psychology
2:30 The Magic Numbers That Make People Buy
5:45 Pricing Strategies Without Discounting
8:20 How to Structure Bundles and Offers
11:00 Testing Your Pricing Before Black Friday
14:15 Common Pricing Mistakes to Avoid
17:30 Pricing for Different Buyer Segments
20:00 Action Steps for Your Campaign

🎯 Want to learn more? Watch next:

Part 2: Black Friday Offers - 8 Types That Convert

Part 4: [Next Episode Topic] - Coming Tomorrow 11am AEDT

Want to stay updated on Black Friday pricing tips & templates?

📧 Join the Content Catalyst newsletter: https://debszabo.com/newsletter

Grab Deb's Free Marketing Resources: https://www.debszabo.com/resources

NEXT STEPS
Subscribe to Youtube Channel: / @debszabovideo

Join Black Friday Lead Machine 3-Day Sprint: https://blackfridayleadmachine.com (October 22-24, 2025)

Book 1:1 Discover Call: https://calendly.com/connect-rtq/disc...

WORK WITH DEB SZABO
Deb Szabo helps small businesses and entrepreneurs build brand and business through her:

Content Catalyst Membership: Live Monthly Marketing, Video Editing and Planning Sessions, resources and video library

CONNECT
🔗 Instagram: / debszabo_
🔗 Instagram: / staceyhughes
🔗 Website: https://debszabo.com
🔗 Website: https://staceyhughes.com
🔗 Free Tools: https://debszabo.com/resources

The Black Friday Lead Machine Sprint
Join Deb and Stacey for a 3-day live implementation sprint (October 22-24, 2025) where you'll build your complete Black Friday campaign:

Day 1: Create your offer with strategic pricing using the Black Friday bot + build promotional assets

Day 2: Produce your sales video with proven templates and shortcuts

Day 3: Set up list-building and retargeting ad campaigns that convert

Early Bird Investment: $297 (regular $497)

VIP Bundle Available: Includes Kajabi sales page templates, email swipe copy, Canva graphics, CapCut video templates, plus personalized 1:1 strategy session

Done-For-You Service: Limited spots for complete campaign setup (offer creation, sales pages, email sequences, ad campaigns)

Why Pricing Matters NOW
With Black Friday landing on November 28th, 2025, October is your window to test pricing strategies and build your audience. Starting your list-building campaigns now allows Facebook's algorithm to optimize for buyers before the competition intensifies in November.

Key Takeaway
The "magic numbers" in Black Friday pricing aren't about how much you discount—they're about how you structure value, create urgency, and speak to buyer psychology. Strategic pricing protects your margins while converting more customers.

This is Part 3 of a 10-part live podcast series.

Episode Transcript

everyone loves a bargain right
but here's the thing the secret isn't whether you discount
it's the number that you pick
because a single digit
can be the difference between getting a few sales
and being sold out this Black Friday
hey welcome to the episode
uh I'm Deb Szabo and in this 10 part series
I have got Stacey Hugh's Facebook ads expert
joining me in the studio as we take you through
how to create a successful Black Friday campaign
now this is episode three and joining me in the studio is Stacey
how you going
I'm going well today
I'm excited to talk about pricing
me too I love like for me
pricing
psychology is just something that I've always been obsessed with
I think it's because it's an observation of
by behaviour and how we buy
and I've seen it in practice um
so many times uh
in business and
and the little things can make a huge difference in getting sales
so let's jump into the episode
Stace what do you think about numbers
what's your experience yeah
it's definitely some psychology uh
based around numbers I always find that the magic numbers of 7 and 9
really is something that does work
and it's not just random like
if you don't think
you're randomly slapping a percentage on your offer
and hoping that it works there's actually some science behind
or some psychology behind these numbers
yeah absolutely
and today we're gonna talk all about magic
numbers and the pricing psychology that actually works
and what you just said then is a uh
a thing about the 9 and seven
and the 9 and 7 is the left digit effect
and there's actually multiple um
studies out there that show um
it's what we call charm pricing
and that left digit effect is because when you use a 7 and a 9
the psychology is that our brains see like
let's say we've got $29 and instead of $30
our brain sees the 2 not the 3 and that's that left digit effect
so when it comes to pricing things
have a think about what are your current offers even now
not just even for Black Friday
yeah that's right and then think about how you can um put
put a 9 or a 7 and see if that uh makes a difference
yeah absolutely
um the MIT and the university of Chicago
so uh with psychology today
the pricing psychology I went through and looked at different studies
now there was one study there that they had
where they actually had a woman's dress
they had $34 $39 and $44 and the one that outsold
you think it would be the cheaper one right
you think of yeah I purchase the $34
I know I wanna purchase something cheaper
but in fact the study showed that the majority of people had picked
the 39 dollar offer and in fact uh
it actually increased sales by 24% wow
that is crazy isn't that
it's huge
so if you had a ten thousand dollar campaign running for like
if you made 10 thousand dollars in Black Friday sales
and you just tweaked that one number and made it a 7 or a nine uh
that's the difference of like nearly two and a half grand that you
yeah that's amazing
I know right
so when you thinking about your offers stace uh
what are we talking here
like what's your magic numbers that you price your things with
I always do 7 um
so yeah if it's a 9
9 7 um 1 4
9 7 yeah I always use 7
and I know some people say you should do 9
because you are getting a few more dollars
I haven't actually ever experimented with 9 before
but 7 works for me yep yep
so if we're thinking about for Black Friday if you've got 27
47 97
1 9
7 4 9
7 those are the magic numbers that um helps people uh
buy and as we said this is that left digit effect
so when you are pricing your offers
have a think about and you you're absolutely right Stace um
you know you can still price things at $29
I know with Content Catalyst it sits at 1 9 9 um
and I've always thought about oh
I should change it to 1 9
7 but it's already priced there
so I don't wanna you know affect with what's already there but um
but certainly
for moving forward with any sort of offers that I have put out
it's always been like 4 9
7 for example or 9 9 7 um
let's talk next about tier anchoring
so yes
so this is where we show that higher price first and we've done this
haven't we on our sales page where we put our done for you option
the our VIP option our highest value option
we put that first in our pricing card and then we have our DIY option
yeah absolutely
and so tier pricing is where you put your premium offer first
and then scale and show the other offers
so for example I work with some wineries
and often they think that they would put their cheaper product
their entry level product at the top of their price menu
where in fact you should actually do it the other way around
because if people see your premium product first
and then they get down the bottom and then they go oh
that's actually a lot more affordable
really good restaurants do it as well
like if you get a a wine list in a restaurant
if a sommelier has done their job in um
tea anchoring with their pricing
you'll all often see the Moet and the
you know the tatinjur and things like that
at the top of the list with the champagne
and then underneath is the house brand
you know yes and it really works
doesn't it it really does make you think I
I know I've seen it myself
when I looked at other people's prices that you think oh
that's a lot and then oh I know that's actually okay yeah
and you mentioned that before
so for anyone that has just joined
and this is your first episode you're listening to of ours uh
Stacia is a Facebook ads expert and we've teamed up together to create
um Black Friday Lead Machine
so over a three day period we're gonna help you create your offers
your um
funnel your content and your ads ready in time for Black Friday
so we have in there that um done for you service
so that's our premium product
and then we have our VIP bundle and then we have the um
the lead machine offer for everyone else
so that is one of the things that uh
I have seen work in person as well as uh
having that theory of pricing psychology actually works
and if I go back to that um
PMC did um studies on
this is a pricing psychology studies that came out
and price anchoring can actually increase perceived value by 32%
so again those numbers are real of why this actually works as well
so yeah and there also was a study where they tested pricing
order in a bar over eight weeks
and they displayed high to low
and the average sales were $6 versus $5 from low to high
so there was a 4.2% increase just by changing the order um
going from high to low
that's really interesting
I used to have a cheese business years ago Stace and um
one of the things that like I had um
two of the cheeses were like
the most expensive items that were $15 for
you know the
the jar of marinated feta right
and uh I whenever I handed out samples
I would always put samples of those two expensive products first
because people would try them and they're like oh
that's really good um
but then I would also have a product which was the entry level thing
and they would if they didn't buy the top level jar of cheese
they would buy the entry level Brie um at $6
so you were still getting that sale any yeah
the next thing is always show both prices as well
so that is if you are doing a Black Friday offer
show your recommended retail price on it
and then show your Black Friday offer as well
and I know I did this the other day with an email that went out for
one of my clients is that
you know it's really important that you use that um
before and after and show the benefit cause we love to
everyone loves to get a bargain right
so if I see something that's $300 normally
and I can get it for $97 and I can
see the actual um difference of the pricing
I'm I'm gonna buy I'm just gonna jump on it so much quicker
and it just creates that visual anchor too that
you know there's there was a price
it's crossed out and then there's a new price and that
you know really helps with that price anchoring as well
and it's also with those magic numbers um
sometimes uh you are better off actually showing the the value so uh
when especially when you're doing small percentages for example uh
if you said it's you know a 10% saving
it doesn't necessarily sound a lot uh
but if it was a 500 dollar saving
uh being still 10% then you go
you would say save uh $500 not save 10% yeah
things more yeah 5 or 10% to me doesn't sound like much
much of a discount but then if you see the dollar amount it
it yeah it feels more doesn't it
yeah so always show the value of what people are saving um
especially if the numbers don't
you know if you're rounding out your numbers
and the other thing as well
use those bold contrasting colours
like I've got on screen here for anyone that's watching this episode
um use those bright colours as well
so let's talk about discounts now
stace because you mentioned before about stingy numbers
when it comes to Black Friday
I love me a 50% off sale it's like yes
50 is good 50 is definitely yeah 40 to 60% feels generous yeah um
but yeah 10 5 10 20 when I see 5% I think why do they even bother
yeah so when that does feel stingy it does doesn't it
so if you are giving say
a 5 or 10% discount because it's a high ticket
offer it that could actually be a few hundred dollars
even thousands of dollars
so you're better off saying the
the saving is the dollar amount not the discount amount with that um
and show the value of what you're saving in dollars
not in the percentage um
but yes 40 to 60% again
research shows that that's the uh
amount that feels generous and believable um
anything under 20% feels a bit stingy like you said
if it's like 10 to 15% it's like yeah OK
but again
if you were showing a price of a product and it's normally $40
and they're getting it for $30
that's when you can show that it's a ten dollar saving
rather than the percentage discount
now the other thing there it's got 70% feel suspicious
um here's what I would recommend if you were doing
and I have done 70% clearance sales and I know that they work really
really well but what I recommend in that instance is provide the why
like why is it 70% um
because if you're doing a 70% sale because it's the
been in clearance of something or you're running out
of product that no longer exist
um and you wanna clear it
then 100% that um
70% uh
seems it it has a story behind it
so it's not suspicious for people
it's like oh okay
that's why cause then we can start to think that it's no good
but if you have a story about why you're getting
you know discounting something at that price hundred percent
and also
if you've got a membership and you've just started that membership
it could be a way just to get people into your membership
so you might do a higher percent
so 70 to 90 but again
telling that story of you know
that it's a beta launch or this is a
you know um
an offer that you're gonna be grandfathered in on
or some type of one time only special
uh to get people into your membership
I love that actually because you
I'm thinking at the end of the story doing it
but you're saying do it at the beginning of um
when you're launching something
do a really hot offer in that way
cause 70% there's that seven number again
so I thinking that yeah
definitely that 70% works
but just be aware to make it so it's um
the story behind it even when I sell things on marketplace right
I'm like I will say why I'm selling something as well
and I always yeah
what's the story why are you getting rid of it
um colours
so um this is a really big consideration when it comes to Black Friday
because we do wanna consider often we
we think that if your colours are say
green and yellow or green and blue or something like that
often we think that we have to stick to those colours
when we're doing a Black Friday campaign
talk to me about that stace
yeah so it's really good to do those contrasting colours
so red or pink that really stand out
especially on your call to action buttons
you want those to pop and stand out
so even if those colours aren't your brand colours
and some people struggle with that a little bit
but you can you know
it's advised to use something that really stands out
yeah absolutely
and think of it like this
and as I'm just putting on my marketing hat now
it's like when it comes to um
doing campaigns market like big brands do this all the time
they will have a specific look for that particular campaign
so all your collateral
as long as it's consistent throughout that particular campaign
so when you're doing your Black Friday and you're going into Canva
there's a whole lot of templates in Canva
pick the look and the style and carry that through
have that contrast in colour
um I've got some statistics on um on colours as well stace
so 34% uh uh increased buys using red
so if you've got red as a call to
action button or a highlight button on your website page
or in your collateral or like on your marketing then um
you can increase your click through by 34%
so it has like
if you're sending out an email and it's all black and white
and having a really clear red button for them to click
it's gonna stand out right
so it's really good for those flash sales and impulse buys
the next one blue got yeah yeah
go for it oh
blue is about credibility and often a lot of um
financial service type or money type businesses use that one
because it shows uh trust yeah yep
so if you have blue in your branding and everything else is blue
have a think about
look at something that I would stick like if it's Black Friday
I want as much high contrasting colour as possible
but if you're looking at you know colours for your brand then um yeah
definitely test it with a B testing uh
with your blue
so if you're in financial services and you need that credibility
then keep everything else neutral
but have that button if you need to keep your blue um
really prominent and
and use the brightest shade of that variant blue as well
that's another thing um green
yeah well the a lot of health businesses use green uh
so again that is yeah like you mentioned if you're using um
that make sure it's something that stands out
it's gonna stand out against your page
so maybe a different shade of green
um yeah
so um
when it comes to ads space
like when you put your ads up on Facebook
that button that buy now button
that picks up the colours that's in your collateral right
and it highlights that colour
yes depends on the um placement but yeah
often does it picks up a colour like your brown colours
so that's where it's really important to think about that
with your collateral because again
if the and I know when we've done some ads like uh
sometimes the the video is um uh
more duller colours and so the
the colour the proper colour doesn't stand out as much
so it's really important to make sure that
you've got something that contrasts highly um
and if you're gonna use say green
use a really bright shade of green
I know there's one creator that's lime green
and it stands out so much
especially cause I've got screenshots of all of their stuff
and so when I'm going back through my um
photo album it stands out a lot as well alright
the other one is orange uh
which is what we've got on our uh yeah
landing page yeah
so gives that urgency warmth
persuasion and gets more clicks
so yeah again
that contrasting colour
always remember to put your a call to action in the top fold
so especially if you are sending traffic from ads
you want it to go into the top fold and make it really easy
prominent call to action button there
obviously put them throughout the rest of your page as well
but always have them in the top of your
at least one in the top of your um website
yeah for sure um
so when it comes to building your Black Friday campaign
we are running uh
the Black Friday lead machine which starts on Wednesday stays
talk to us about what we're doing
yes so we got a three day uh
sprint where we're going to be taking you through building your offer
on Day 1 so that's happening Wednesday and Deb's got some amazing uh
AI tools that she's gonna share with us
so that we can use to help create that offer
then on Thursday
we're gonna be creating content to promote our offer that we
created on Wednesday and then on Friday
I'm gonna walk you through how to set up your ad campaign
so one you can list
build and get ready before the actual time of Black Friday
and then when you're in Black Friday
how you can retarget and make those sales
yeah for sure
and for anyone that hasn't already listened to uh
our episode about your offers
I go back the details are in the show notes
but we've already talked about um
in episodes 1 and 2 of 1
why you need a Black Friday offer because some people think ah
it's got nothing to do with me
I don't need to do a Black Friday offer
or I don't have anything to sell for Black Friday
cause I'm not a retailer
but what I wanna say is that this is a prime time of the year
where people are spending money
and I mean nearly $7 billion Australians have spent on Black Friday
long like weekend so people are prime to buy
and it's really about us putting our offers up at that time as well
and I feel like it's also the thing
and that's why I say if you're not quite sure what to sell
go and back and listen to our previous episode about
there's eight different types of offers that you can sell
so you don't always have to think
I don't wanna discount my main offer
I don't wanna discount my main product um
there are
eight different ways on how you can put together a Black Friday offer
and that's what we're gonna talk about um
uh in this podcast series is how you can build a campaign
because as you said Stace
it's not just about making sales on the day
it's also about building your list
and nurturing your list for when you are launching
say next year you know
yeah exactly
and
or just getting people excited about who you are and what you offer
and you know
Black Friday is that opportunity to just showcase yourself as well
and we spoke about that in offers
you know sometimes you know
people might know you for this
but you might actually do
you know this
this and this as well
so it's a great opportunity to be able to pull out something that uh
you can showcase your skills in as well
so uh
the next episode Stace we've got coming up is uh
talking about what sort of content we're gonna build um
and this is going to be uh
in our next episode and um
and then we're gonna be talking about ads and how to get your ads
right why is it important to start now with your campaign
when you're doing Facebook ads
yeah cause it's about building up your audiences so um
you know meta is a machine
a beast that we have to feed with our content
so if we can get the sooner we can start showing it
who we wanna target um
then the better that's gonna help our ad campaigns
so that we're not just running cold campaigns
they're they're very expensive to do that
and we're not just running a really short sales campaign
over the Black Friday time
we're actually building up our audiences by setting up our campaigns
now yeah
absolutely
so for anyone that wants to join our Black Friday lead machine
they can jump on to Black Friday Lead machine.com
we kick off on Wednesday uh
Thursday and Friday over those three days
we're gonna build your offers
um your content and your ads
so you're ready to go when November hits
because we don't wanna wait till the last minute
and I know myself I think we were talking about this the other day
right it's like uh
get around to doing that and you never get around to doing it
so this is a great opportunity to get in
do it with us and that way if you get stuck on any of the tech stuff
you've got um people in the room that can help you do that right
yeah absolutely
we're very generous
we're very helpful and we will help you get this finished yep
so we've already got um
our members that are participating in this
so if you wanna join us for a Black Friday lead machine
um the details are in the show notes and Stace
I'm gonna see you in the next episode
where we're gonna be talking about what con
kind of content that we need for Black Friday as well amazing
can't wait okay
see you in the next episode and thanks for joining us bye

Black Friday 2025: Pricing Psychology That Converts 4x - Part 3

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