Every year, the build-up to Black Friday seems to start earlier and earlier. What used to be a single weekend of big deals has stretched into weeks of countdowns, inbox takeovers, and discounts that don’t always feel quite as special as they used to. Somewhere along the way, Black Friday stopped being a day — and became a marketing season.
As a small business, we’ve felt the pressure to join in. After all, “everyone else is doing it,” right? But a few years ago, we made the decision not to participate in Black Friday or Cyber Monday — and it’s a decision we continue to stand by. Here’s why.
1. Fair Pricing, All Year Round
We believe you should be able to shop with confidence, any day of the year.
That means the price you see today shouldn’t drop dramatically tomorrow for an arbitrary promotional window.
As a small business, we price competitively all year. We rarely offer discounts, and when we do, it’s usually for genuine end-of-line items — not inflated prices slashed for a weekend.
Avoiding Black Friday helps us stay honest and consistent. No gimmicks, no smoke and mirrors, and no inflated RRPs waiting to be “reduced.”
2. Protecting Our Retailers & Resellers
Many of our products are stocked by independent shops and resellers. These small businesses rely on stable pricing to survive.
If we were to slash our prices during Black Friday, we’d be directly undermining their livelihood.
We want our retail partners to feel supported and valued — not put at a disadvantage because of a trend we don’t truly believe in.
3. There’s No Magic Money in November
The truth is simple: major discounts don’t come from nowhere.
Big retailers often raise prices during the year to make space for dramatic Black Friday “reductions.” Small businesses don’t have that luxury. Our margins are tight, costs continue to rise, and there’s no sudden pot of money that appears because it’s late November.
If we were to take part in Black Friday, we’d have to adjust our pricing for the rest of the year — something we’re not willing to do.
4. Slowing Down the Pressure to Buy
We want your shopping experience with us to feel enjoyable, not frantic.
Black Friday has become a high-pressure, rushed, “buy now before it’s gone” moment — and that doesn’t align with our values.
We’d prefer you to make a considered purchase you’ll love and use, instead of feeling pushed into a quick decision because a countdown clock is ticking.
5. Supporting Small Businesses Matters More Than Ever
Business conditions remain extremely challenging for small brands. Rising costs, supply chain pressures, and changing consumer habits have all had an impact.
Every purchase you make from a small business — during Black Friday week or any week — has a real, direct, human impact. Your support enables us to keep creating, innovating, and serving the community we care so deeply about.
Thank You for Understanding
We know choosing not to take part in Black Friday makes us stand out, and we’re okay with that. We’d rather stay true to our principles and offer fairness, transparency, and consistency every day of the year.
If you choose to support us during this time — by shopping, sharing, liking, commenting, or even just reading this post — we appreciate it more than you know.
Thanks for being part of our community. And as always, we welcome your thoughts and feedback.
