The total revenue for Black Friday 2020 was around $188 billion. 
That's an opportunity to sell more as a small business however people don't know a secret about Black Friday as a holiday, they want you to scramble for strategies in a frenzy because it's what sells. People love to panic buy. Well, I'm here to tell you that if you have to prepare 1 month in advance for a holiday then you're not truly prepared, but it doesn't mean all is lost. It just means you won't get to see the goal you set come to life, for example your $10K goal this black friday. It's almost impossible to make $10K appear without the right target audience, offer and systems put in place. That's why we do not have a lot of major shopping holidays anyways, imagine how much time brands would waste on preparing for sales like these. 
Black Friday and Cyber Monday are holidays that help brands maximize their full potential before the year ends, this allows them to clear stock or push a new product in hopes consumers will engage with their brand before the year ends. Word on the street is that most people who shop exclusively with brands they love on Black Friday normally tend to spend more on Christmas collections due to how much money they "saved" right before Thanksgiving.  
It's not always about making money, it is also about generating leads and retargetting throughout the busy holiday season, that's why it's pointless to scramble and move unprepared. You are better off creating an offer you can enjoy working with in order to collect more data for your future. Everyone knows a successful business runs on accurate data. Ask anyone with a successful business and they'll tell you how painful it is to not be able to collect and analyse (useful) data. 
Well, this $1.99 guideline might not be $1.99 for long but it's one of the best things you'll ever read this year. You can thank me later.