Churches and businesses are very different and yet we can still learn a lot from each other.  Black Friday is a perfect example of a parallel principle for churches and businesses.

Over $57,400,000,000 was spent last year on Black Friday.  Wow!

Every year companies will offer on Black Friday what marketers would call a “tripwire”.  A tripwire sale is basically an irresistible low-ticket offer where price is not an objective.

For example (actual Black Friday offer on

black friday

The goal of a “tripwire” sale on Black Friday is not to make a profit.  The goal is to get as many people to show up but more importantly, buy other products besides the tripwire.  Their ability to get people to buy their other products is what makes event a success.

Here is how this applies to you and I as church leaders.

Your Christmas services are just like Black Friday. (Easter too)

They are like a tripwire event.

The real success though for you and I, just like Best Buy, Target and Walmart, is to get the people who show up to these services to get connected to everything else you have for them.  Its not just enough to have a well attended Christmas service.

One of the mistakes I made early on was putting all my budget, energy, time and resources into our big Christmas service with no plan beyond that.  I was excited because we had so many people show up but there was no real “profit” for the kingdom of God.  The “profit” comes beyond just getting them to your church.

Talk with your team about your upcoming Christmas series or services and work through how to get people connected to your ministry outside of your Christmas services.

Justin Trapp

Founder at Ministry Pass
Husband to Tisha, Father to Shiloh and founder of Ministry Pass.
Justin Trapp