--- title: Holiday Second Sales 2026 description: "Run a holiday second sale: reopen older jobs with holiday offers, add gift items to active jobs, and plan your Black Friday newsletter." --- [Skip to content](https://help.gotphoto.com/en/support/holiday-second-sales-2026#main-content) English Show submenu for translations ![GotPhoto Logo](https://help.gotphoto.com/hs-fs/hubfs/ChatGPT%20Image%20Aug%2021%2c%202026%2c%2011_09_15%20AM.png?width=250&height=81&name=ChatGPT%20Image%20Aug%2021%2c%202026%2c%2011_09_15%20AM.png) Open main navigation Close main navigation - English Show submenu for translations Hello. How can we help you? - There are no suggestions because the search field is empty. 1. [Help Center](https://help.gotphoto.com/en/support?hsLang=en) 2. [Business & Growth](https://help.gotphoto.com/en/support/business-growth?hsLang=en) 3. [Best practices](https://help.gotphoto.com/en/support/business-growth?hsLang=en#best-practices) November 3, 2026 # Holiday Second Sales 2026 ![Holiday Second Sales banner for older and existing jobs](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20211412.png?width=670&height=246&name=Screenshot%202026-11-01%20211412.png) ### **Overview** Black Friday (November 27, 2026) and the Cyber Week that follows are the busiest shopping days of the year. This article shows you two ways to run a holiday second sale and how to tell your customers about it with a newsletter. Choose a path for each job: | [**Path 1: Older or archived jobs**](https://help.gotphoto.com/en/support/holiday-second-sales-2026#path-1) Your job is archived or past its main selling window. | [**Path 2: Active jobs**](https://help.gotphoto.com/en/support/holiday-second-sales-2026#path-2) Your job is still selling this year. | | --- | --- | - **Path 1, older or archived jobs:** Reopen the job with holiday products and, if you like, a "last chance" job coupon. A discount on an older job doesn't affect your original sales. Send a one-time message to customers who haven't ordered yet. - **Path 2, active jobs:** Add holiday gift products and "free gifts" to your price lists. Don't add a coupon. Discounts on active jobs teach customers to wait for a sale. Send a one-time message to all contacts- some buyers may want to come back and order additional items for the holidays. | **Topic** | **Path 1** **Older or archived jobs** | **Path 2** **Active jobs** | | --- | --- | --- | | Which jobs | Jobs that are **archived** or past their main selling window | Jobs from this year that are still **selling** | | Offer | A **new job coupon** with "last chance" or holiday messaging, plus holiday products | **Holiday gift products and "free gifts" in your top packages**, no new coupon | | Why | A new discount on an older job carries no risk to your original sales | Holiday discounts on active jobs train customers to wait for a sale before they buy | | Newsletter (one-time message) | **Yes**, older jobs usually have no automated campaign still running | **Yes**, to reach past buyers and non-buyers with your gift offer | | Basket limitation (mandatory package or minimum order value) | **Remove it** (if applicable) in your price list settings, so customers can freely choose a package or individual products. | **Keep it** (if applicable) and select **Apply per subject** | ### **Key dates for 2026** - **Black Friday:** November 27 - **Small Business Saturday:** November 28 - **Cyber Monday:** November 30 ### **Path 1: Second sale for older or archived jobs ![Path 1 banner: bring older jobs back for the holidays](https://help.gotphoto.com/hs-fs/hubfs/holiday-banner-path1.png?width=670&height=198&name=holiday-banner-path1.png)** Older jobs are past their main selling window and usually have no automated campaign running. Reopening them lets you win back sales you would otherwise lose. Complete steps 1 to 3 before you send your newsletter, so customers see the full holiday offer. #### **Step 1: Choose the jobs to reopen** Pick the older or archived jobs you want to reopen. Note each job's name as you update it. You'll need the list later to select recipients in the newsletter. **Tip:** To start your job list, export your job statistics under **Statistics \> Job Statistics**. After your campaign, export again to track the extra revenue from your holiday second sale.  #### **Step 2: Create a holiday price list** Choose one option: 1. **One holiday price list for all jobs:** Faster to set up 2. **One holiday price list per job type:** Customize your offer to each job type(e.g, school or sports) 1. Duplicate the job's existing price list and rename it, for example, "Schools Holiday Price List 2026." 2. Duplicate one or two of your higher-priced packages from this price list and add a holiday item to each. Then swap the original packages with these updated ones and adjust pricing as needed. 3. Add gift items like magnets, calendars, ornaments, or other stocking fillers to your à la carte section and set their prices. 4. If applicable, remove any basket limitation, such as a mandatory package or a minimum order value. Customers who didn't place an order during the first selling period can now take advantage of the second sale option. #### **Step 3: Update each job's settings** Open each job you picked, update these settings, and note the job's name: 1. Under **Price list**, select your holiday price list.  [![Job settings with the holiday price list selected](https://help.gotphoto.com/hs-fs/hubfs/image-png-4.png?width=644&height=157&name=image-png-4.png)](https://help.gotphoto.com/hubfs/image-png-4.png?hsLang=en) 2. \[Recommended\] Under **Coupon**, add a new coupon, for example, 15% off, and set the deadline to Cyber Monday (November 30). That gives your newsletter one deadline for Black Friday through Cyber Monday.   [![Job coupon with 15 percent discount and Cyber Monday deadline](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20135917.png?width=670&height=515&name=Screenshot%202026-11-01%20135917.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-01%20135917.png?hsLang=en) \[Optional\] Alternative: Instead of a coupon in each job, you can create one [voucher code](https://help.gotphoto.com/en/support/the-custom-voucher-page-create-coupon-codes?hsLang=en), for example, BLACKFRIDAY26, that works in every job. Note: Customers can also redeem it in active jobs. If you're also running Path 2, use job coupons instead.[![Custom Voucher page with the Create a promo code form](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20141411.png?width=670&height=412&name=Screenshot%202026-11-01%20141411.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-01%20141411.png?hsLang=en) To create it, go to **Products & Prices** \> **Custom Voucher**. Enter a promo code, a discount value (for example, 15%), and an expiration date for example, November 30, 2026, then click **Save**. [Learn more about custom vouchers here](https://help.gotphoto.com/en/support/the-custom-voucher-page-create-coupon-codes?hsLang=en). --- 3. Leave **Batch Shipping** unchecked so orders ship directly to customers. Under **Archiving**, set the deadline to December 31, 2026, and select **Archive job 1 day after the archiving date.**  [![Batch Shipping unchecked and archiving deadline set to December 31](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20212506.png?width=644&height=201&name=Screenshot%202026-11-01%20212506.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-01%20212506.png?hsLang=en) 4. Under **Automated campaign**, select **No marketing emails/SMS**. You'll use a one-time message instead.  ![Automated campaign set to No marketing emails/SMS](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20134710.png?width=644&height=186&name=Screenshot%202026-11-01%20134710.png) 5. Click **Save settings**. 6. \[Optional\] Update your **Job description** in the Advanced job settings. Keep it short, add a warm welcome message, and highlight the newly added holiday items.[![General job description with a holiday welcome message](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20123308.png?width=644&height=340&name=Screenshot%202026-11-02%20123308.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20123308.png?hsLang=en) 7. Switch the job from **Archived** to **Selling**. #### **Step 4: Send your newsletter** Follow the steps in the Send your holiday newsletter section below. ### **Path 2: Holiday gifts for active jobs [![Path 2 banner: holiday gifts for current jobs](https://help.gotphoto.com/hs-fs/hubfs/path-2-banner-active-jobs.png?width=670&height=213&name=path-2-banner-active-jobs.png)](https://help.gotphoto.com/hubfs/path-2-banner-active-jobs.png?hsLang=en)** Active jobs are still in their main selling window. Instead of a discount, give past buyers and non-buyers a reason to order again: holiday gift products and gift packages. **Before you start:** Package changes apply to every price list that uses the package. To keep jobs outside your holiday sale unchanged, duplicate the job's price list and the packages you want to change, and rename them as holiday versions. #### **Step 1: Add gift items** Add à la carte items that work as gifts, such as ornaments, mugs, cards, and framed or mounted prints. #### **Step 2: Add a free gift to your top packages** 1. In the holiday price list, open one of your top packages. 2. Add one unit of a gift item, for example, an ornament. 3. Keep the package price the same. Mention the gift in the package name, for example, "with free ornament." For details, see [Create a product package.](https://help.gotphoto.com/en/support/create-a-product-package?hsLang=en) #### **Step 3: Create holiday-themed packages** 1. Go to **Products & Prices** \> **Product Packages** \> **Create product package**.  [![Product Packages page with the Create product package button](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20144814.png?width=670&height=147&name=Screenshot%202026-11-01%20144814.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-01%20144814.png?hsLang=en) 2. Give the package a clear gift name, for example "The Holiday Checklist." 3. Add the products, for example, a mug and a blanket for a "Cozy Gift Bundle" or 10 prints in 4x6 for "Prints for the Whole Family." 4. Add a package preview image so customers see the value at a glance. [![The Holiday Checklist package with prints, ornaments, magnets, and calendars](https://help.gotphoto.com/hs-fs/hubfs/holiday-checklist-updated.png?width=357&height=391&name=holiday-checklist-updated.png)](https://help.gotphoto.com/hubfs/holiday-checklist-updated.png?hsLang=en) #### **Step 4: Set up the holiday price list** 1. Add your gift items and gift packages to the holiday price list and set their prices. Don't forget to add the retouching service, so customers can select this option before they check out.  [![Holiday price list packages with gift package prices](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20130611.png?width=670&height=275&name=Screenshot%202026-11-02%20130611.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20130611.png?hsLang=en) [![Holiday price list with digital download prices](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20130518.png?width=670&height=222&name=Screenshot%202026-11-02%20130518.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20130518.png?hsLang=en) [![Holiday price list with à la carte print prices](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20130536.png?width=670&height=438&name=Screenshot%202026-11-02%20130536.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20130536.png?hsLang=en) [![Holiday price list gifts: magnets, calendars, mugs, and ornaments](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20131109.png?width=670&height=437&name=Screenshot%202026-11-02%20131109.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20131109.png?hsLang=en) [![Professional retouching added to the holiday price list](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20131826.png?width=670&height=112&name=Screenshot%202026-11-02%20131826.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20131826.png?hsLang=en) 2. Unlike older jobs, active jobs are still in their main selling window, so if applicable, keep your basket limitation. In your price list settings, select **Apply per subject**. The limitation then applies per access code instead of per order, so customers who already bought a package can add holiday items like ornaments without buying another package. ![Basket limitations with Apply per subject selected](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20150538.png?width=670&height=654&name=Screenshot%202026-11-01%20150538.png) 3. Make sure your packages include digital downloads at a reduced price. 4. In each job, replace the price list with your holiday price list. Note each job's name as you update it. You'll need the list to select recipients in the newsletter. #### **Step 5: Send your newsletter** Follow the steps in the Send your holiday newsletter section below. --- ### **Send your holiday newsletter** The steps are the same for both paths. Only the message and target groups are different: | **Path 1: Older or archived jobs** Promote your job discount and the "last chance" to order. A job coupon is applied automatically at checkout. If you offer a voucher code instead that can be redeemed across jobs, include the code in your newsletter. Also mention additional holiday items you added to the price list. **Target group:** Potential buyers with photos available who have not yet placed an order. | **Path 2: Active jobs** Promote your gift products and packages with free holiday items. Reach past buyers and customers who haven't placed an order yet. Remove the coupon information from the template you chose if it includes coupon-related wording and placeholders. **Target group:** All customers with photos available. | | --- | --- |   #### **Step 1: Customize an email template** Go to **Communication** \> **Templates** and choose a Black Friday, Small Business Saturday or Cyber Monday template. [![Communication page with the Templates button and campaign list](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-01%20154759.png?width=670&height=170&name=Screenshot%202026-11-01%20154759.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-01%20154759.png?hsLang=en) 1. Click **Duplicate** next to the template. 2. On the copy, click **Actions** \> **Edit**. 3. Give the template a unique name. 4. Adjust the subject line and message with your offer. Put the discount and expiration date in bold. 5. Proofread and click **Save**. Depending on the path you've selected, continue with either Path 1 or Path 2 instructions below. --- #### **Path 1: Create a template for older and archived jobs** --- #### **Path 2: Create a template for active jobs** --- #### **Step 2: Send the newsletter** 1. Go to **Communication** \> **One-time message** \> **Write one-time message**. 2. Under **Name message**, enter an internal name, for example, "Black Friday email 2026." 3. Under **Recipients**, click **Select recipients**, filter by job, and select your customers (use the job names you noted to select all jobs for the relevant path). 4. For **Path 1**, filter for potential buyers. For **Path 2**, don't filter by customer status, since you want to reach potential buyers and buyers of the selected jobs.  Once you have made your selections, click **Apply selection** at the bottom-right. Image below:  Select audiences \> Photo job selection [![One-time message recipients filtered by photo job](https://help.gotphoto.com/hs-fs/hubfs/image-png-Nov-02-2026-06-53-00-9715-PM.png?width=670&height=367&name=image-png-Nov-02-2026-06-53-00-9715-PM.png)](https://help.gotphoto.com/hubfs/image-png-Nov-02-2026-06-53-00-9715-PM.png?hsLang=en) Image below: Select audiences \> Customer selection for Path 1 [![One-time message recipients filtered by Potential buyer status](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20135523.png?width=670&height=345&name=Screenshot%202026-11-02%20135523.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20135523.png?hsLang=en) 5. Under **Sending condition**, select **Send to customers with available photos**. 6. Under **Select template**, choose your customized template. The subject line is added automatically. 7. \[Optional\] To schedule the email, turn on **Send message on a specific date and time** under **Schedule message for later**. 8. Check the preview and click **Send newsletter**. **\[US/CA only\] Send a text message, too:** After your email newsletter, you can create and send a one-time text message (SMS) to customers who provided a phone number and opted in to receive text messages. You can't create the email and SMS newsletter at the same time, so create them one after the other. For detailed instructions, see [Send a one-time message (SMS)](https://help.gotphoto.com/en/support/send-a-one-time-message-sms?hsLang=en). **Want more expert tips?** Watch our hands-on [newsletter webinar](https://fotograf.wistia.com/medias/05vg09zv5c/manage) and learn how to design newsletters, use placeholders, and automate your selling with automated campaigns.  ### **FAQs** **Do I need to do both paths?** No. Pick the path that fits each job. If you have both older and active jobs, you can run both. **Can I offer a holiday voucher on active jobs?** We don't recommend it. A discount on this year's photos teaches customers to wait for a sale. Add gift products and "free gifts" instead. **Do I have to create a coupon for older jobs?** A coupon definitely helps create additional sales that would otherwise be lost; however, it is optional. You can reopen an older job with holiday products only. **Will editing a package change other jobs?** Yes. Changes apply to every price list that uses the package. Duplicate the package first if other active jobs use it. **Do I need separate newsletters for Path 1 and Path 2?** Yes. Create one template per offer: one with your coupon for older jobs and one with your gift products for active jobs. **When should I send the newsletter?** On the morning of Black Friday (November 27), Small Business Saturday (November 28), or Cyber Monday (November 30). **Can I send more than one newsletter?** Yes. Send one newsletter, or send one on Black Friday and a reminder on Small Business Saturday or Cyber Monday. If you use a coupon, send the reminder before it expires. **Can I create the email and the text message (SMS) at the same time?** No. Create and send them one after the other. First set up your email newsletter, then create the one-time text message for the same customers. Text messages are available in the US and Canada only. **Can I schedule the newsletter in advance?** Yes. Under **Schedule message for later**, turn on **Send message on a specific date and time**. For the day you want to target (e.g., Black Friday or Cyber Monday), prepare the newsletter now and schedule it 1 to 2 days before it goes out, as described below. **Should I schedule the newsletter now or close to the send date?** Prepare it now, but schedule it 1 to 2 days before it goes out. The recipient list is fixed when you click **Send newsletter**. Unlike automated campaigns, the system doesn't check the recipient conditions again before sending. For example, customers who order after you schedule a newsletter to "Potential buyers" still receive it as potential buyers. To keep the recipient list up to date: 1. Create the newsletter now, so the content is ready. Review it, but don't click **Send newsletter** yet. Clicking it activates the schedule. 2. Open the newsletter again 1 to 2 days before it goes out. 3. Reset the recipient filter and apply it again to update the recipient list. 4. Under **Schedule message for later**, set the send date and time. Then, in the preview, click **Send newsletter** to activate the schedule. The confirmation says "The newsletter is being sent." **[![Schedule message for later setting with a send date and time, plus the Preview and Send button](https://help.gotphoto.com/hs-fs/hubfs/Screenshot%202026-11-02%20090418.png?width=670&height=131&name=Screenshot%202026-11-02%20090418.png)](https://help.gotphoto.com/hubfs/Screenshot%202026-11-02%20090418.png?hsLang=en)** Don't worry, you can ignore this. It only means the newsletter is activated and will be sent on the scheduled day and time. You can still cancel it at any time on the **One-time message** overview page. Customers who unsubscribe in the meantime are excluded automatically. ### The takeaway Reopen older or archived jobs with a holiday price list and an optional coupon. For active jobs, add gift items and free gifts to a duplicated price list, without a coupon. 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