Your Best Price Isn’t Seasonal — And That’s on Purpose

Every year around mid-November, my inbox turns into a carnival of urgency: flashing banners, countdown timers, “DON’T MISS OUT!” subject lines — you know the ritual. And without fail, people ask me: “Are you doing a Black Friday deal for your plugins this year?”

The answer is simple: No.
And here’s why.

The “Permanent Discount” Mindset

I’ve done Black Friday deals in the past. But, as I kept building my plugins and business, pushing artificial urgency started to feel not right.

I didn’t want people to buy my plugins, because “it’s only on sale for 24 hours,” “a week” or “a few weeks.” Instead, eventually, I settled on a simple, consistent model: a fair price and 20% off for new customers, always. That way, you don’t need to wait; you don’t need to hoard or worry about missing a deal. When you need it, it’s there and at the right price.

Because here’s what I believe: my software’s value doesn’t change just because someone slaps a “Black Friday” banner on it. The code, the effort, the time I’ve spent building, maintaining, and improving — none of that goes on vacation for one day.

Why a Black Friday Discount Feels Weird to Me, Especially for Software

Let’s be real: when a physical store slashes prices on TVs or laptops, there’s room to do that; economies of scale, inventory clearance, overstock, etc. But software doesn’t spoil. It doesn’t take up shelf space. My WordPress plugins are just as useful the rest of the year. They don’t become “less valuable” on December 1st because I offered a one-day deal the day before.

Moreover, my time and effort don’t magically get cheaper for 24 hours — if anything, it gets more expensive with this wild inflation going on nowadays. And whether it’s Black Friday, Cyber Monday, or any other hype day, I’m still putting in the same hours, shipping the same patches, writing the same docs. Giving away a heavier discount for just one day feels like I’d be undervaluing that work.

Integrity Over Hype

Running a Black Friday deal might probably sell more licenses in a short burst. But that’s not what I’m optimizing for. I want sustainable relationships, not flash sales. By sticking with a steady, honest discount, I avoid playing the marketing game of artificial scarcity. I build trust. You know what to expect. And I don’t feel like I’m racing to slash prices just because “everyone else is doing it.”

I also respect that other developers have their own approach. If they run Black Friday sales — cool. I don’t judge. It just doesn’t resonate with me, and it doesn’t align with my values. It’s a personal choice: I want to reward my users without hype, pressure, or artificial urgency.

In Summary

• No, I don’t hate discounts. In fact, there is a discount — it’s just not seasonal.
• Yes, I want to reward you — but in a way that doesn’t feel manipulative.
• No, Black Friday doesn’t change the value — software doesn’t depreciate overnight.
• Yes, I respect other people’s sales strategies — but I choose not to follow along.

So, if you’re eyeing one of my plugins, you don’t have to wait until “the right deal” drops: it’s already there. And it’s real. That’s the Black Friday philosophy I actually believe in — minus the hype.