Black Friday gets its name from being the day in the calendar year when retailers finally get profitable (“in the ‘black'”). It is an anxiety-riddled time for WordPress product businesses. Should you do a sale? When should it start? What level of discount should you do? And what about new customers? For some WordPress businesses it’s an essential event for revenue. And for a select few, it’s an art which brings a huge boost to revenue with no negative long term impact. This post is an attempt to pull together some lessons learned from this year’s round of sales, and pull out some key insights for the future.