Black Friday and holiday emails for yarn shops
Knitters and crocheters buy yarn for a project, a person and a deadline. A yarn shop’s holiday emails work best when they sound like the friendly voice behind the counter: here is what to make, here is what to buy, here is when to order by.
Sell the project, not just the skein
Your customers are planning gifts they will make by hand, and they’re counting weeks. Emails built around a finished item (“a hat in an evening,” “a blanket for the new baby”) with the yarn and pattern bundled together outsell a plain sale banner.
The five emails
- Early access (the week before Black Friday). Tell your best customers about the kit or yarn bundle that’s on offer and how many you have. Makers will plan their weekend around it.
- Black Friday: kits and bundles. Offer a discount on a project kit, or a free pattern with a yarn purchase over a set amount. Say how many kits you have.
- Small Business Saturday: the shop story and a free pattern. A short note from the owner, a free pattern download or a class discount, and your open hours. Examples.
- Gifts for knitters and class sign-ups (early December). Gift certificates, notions bundles, and January classes that double as gifts. A “for the knitter in your life” guide is also a good email for customers who don’t knit.
- Last day to ship and pickup. Hand-knit gifts need time: send a “cast on by” reminder in early December, then the last-day-to-ship email. Template.
What to put in a yarn shop’s emails
- Photos of the finished item next to the yarn it was made from.
- Fiber, weight and yardage on every product, so buyers know what they’re getting.
- Yarn crawl and event dates, if you take part in one.
- Class schedules and how to sign up.
A short template: the kit email
Hi [First Name], Our Black Friday kits are ready, and since you're on our list, you can see them first. [Project name] kit: yarn and pattern for a [hat/scarf/blanket], [$ price] (usually [$ price]) [Second kit]: [what is inside], [$ price] [Notions bundle]: [what is inside], [$ price] We have [number] of each, and when they are gone they are gone. [See the Black Friday kits -> link] Shopping in person on Small Business Saturday? We are open [hours], with [treat or event]. Happy knitting, [Your name], [Shop Name]
Our yarn shop sample email shows what a finished campaign looks like.
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.