Why We Don't Do Black Friday Discounts
Every year, Black Friday rears its heavily discounted head.
As small business owners, it's tempting to jump on the bandwagon for a quick spike in sales every time there is a Click Frenzy, online shopping night or Black Friday or Cyber Monday sale.
But, as a brand that espouses quality over quantity and conscious consumerism, it’s the very antithesis of why we do things. It’s also a policy of ours to only do sales in exceptional circumstances. And encouraging people to buy more than they need because it’s a certain day of the year doesn’t sit well with us.
It definitely creates challenges for our marketing plans as we can't rely on the traditional model of discounts and sale cycles. It probably flies in the face of every rule in the eCommerce playbook, too. But we're committed to encouraging more conscious consumerism.
Buy less, buy better, support small business and think about the things you buy, who made them and how.
We love knowing that the sales we do make are treasured and valued by the people who wear them for longer than it takes to get to the next frenetic sale event.
Thank you for making the move to shop well and support small businesses that make a difference. Head to the shop now to get your mitts on some feel good wardrobe additions.
**THIS POST WAS ORIGINALLY WRITTEN IN 2017 AND UPDATED 2019**
What was written above remains true: we stand by our decision not to offer Black Friday discounts. But (there's always one), that's not to say we think other small, independent and ethical brands offering discounts are doing the wrong thing. Each to their own, my truth isn't everyones truth, let's lift each other up and promote action over judgement.
As Sam at ecomono said so eloquently on Facebook, we're not here to sit in judgement of other small businesses making decisions and doing what they need to. Our choice is both personal and professional but we know the of resisting the pull of a sale as consumers ourselves.
As a side note, we're really heartened by big businesses like Patagonia, Thank You and Good On You making the choice to talk about why they don't take part and demonstrate that you can have a successful business that prioritises other bottom lines over purely financial.