Black Friday and holiday emails for independent toy stores
Independent toy stores can’t win on price against the big boxes, and they don’t have to. What they have is someone who knows what a six-year-old will actually play with. Your emails should sound like that person.
Lead with expertise, not discounts
A parent opening a toy store email is usually stuck on a specific question: “What do I get for a five-year-old who loves trucks?” Emails that answer that question get opened. Emails that scream 20% off look like every other store.
The five emails
- Early access (the week before). “Our holiday must-haves are in.” Give subscribers first look at the new arrivals and the items that sold out last year.
- Black Friday: one doorbuster plus a set. Pick one well-loved toy as a doorbuster (state the quantity) and a few bundles, for example a book and a plush, or a puzzle and a game.
- Small Business Saturday: the staff-picks email. Staff picks by age (“What our staff are buying for 3–5 year-olds”) is your best Saturday story, and it’s authentic by default. Examples here.
- The gift guide by age and budget (early December). “Under $20 stocking stuffers,” “For the one who has everything,” “First toys for babies.” Save the link; parents return to it.
- Last day to ship and last-minute pickup. Toy shoppers are last-minute; put the last day to ship in the subject, then follow up with in-store pickup and gift cards. Template here.
What to put in a toy store’s emails
- Age ranges on every product; they’re the filter parents use.
- One honest line of advice per product (“sturdy enough for a toddler,” “takes two people to set up”).
- Stock honesty: if a popular item is nearly gone, say so; if it’s restocked, say that too.
- A “store hours and events” strip if you have a shop: holiday hours, gift wrapping, a Saturday play table.
A short template: the gift guide by age
Hi [First Name], Every year the same question: what do I get for ___? Here are our staff picks. Babies and toddlers (0–2) [Product], [price]: [one line why] [Product], [price]: [one line why] Preschool (3–5) [Product], [price]: [one line why] [Product], [price]: [one line why] Big kids (6–9) [Product], [price]: [one line why] [Product], [price]: [one line why] Under $20 stocking stuffers: [link] [See the whole gift guide -> link] Need help choosing? Reply with the age and what they love and we’ll pick for you. [Your name], [Shop Name]
Our toy store sample email shows how this looks finished.
Want to see this built from your own products?
Paste your store's address into our free mockup tool and get a Black Friday email made from your real products. No card needed.
Prefer to skip the writing? We write and design the whole run for your shop, ready to import into Klaviyo, Mailchimp, Omnisend or Shopify Email, in 72 hours.