Black Friday is upon us, and while it’s received extensive coverage – not least on these very pages – some retailers are opting out of Black Friday and Cyber Monday (BFCM) altogether. Recent data suggests October’s decline in retail sales may be due to shoppers waiting for Black Friday deals. Are these retailers making the right decision?
A survey by Bira (British Independent Retailers Association) found that more than three-quarters (76.79%) of independent UK retailers are boycotting BFCM this year, up from 69% last year. Andrew Goodacre, CEO of Bira, said: “Our members are sending an increasingly clear message – Black Friday simply doesn’t work for independent retailers. Year on year, we are seeing more businesses step away from this unsustainable model. The pressure to discount at a time when margins are already squeezed, combined with rising operational costs, makes participation untenable for most small businesses.”
It’s not only small independent businesses that see little value in it – Next is among the major UK retailers that do not participate in Black Friday, instead focusing on its own much-anticipated Boxing Day sale. This strategy helps it maintain its premium positioning and pricing integrity, avoiding the “race to the bottom” that some retailers experience during aggressive discount periods.
Do the pros outweigh the cons?
Dave Smallwood, UK&IR managing director at fintech company Mollie, points to squeezed margins, increased competition and discount fatigue as key reasons why a growing number of retailers are avoiding BFCM. “Black Friday used to be the highlight of the sales year,” he said. “Today, retailers live in a permanent state of discount promotions. Prime Days, summer and winter sales, and permanent sale giants such as Temu and Shein: there are deals all the time. As a result, Black Friday is losing its relevance, especially for small and medium-sized retailers.”
“For many retailers, Black Friday is a revenue spike, but also a margin killer,” added Ashley Bailey, founder of AI-powered shopping tool Join Dig. “Genuine value shouldn’t rely on countdown clocks or engineered panic. Consumers deserve better signals.”
This may be part of the reason why consumers are also falling out of love with it. “Shoppers are becoming disengaged with the shopping experience, which has become transaction-led, predictable and often unenjoyable,” said Ruth Harrison, global retail & consumer goods lead at technology consultancy Avanade. “Consumers are overwhelmed, decision stress has been rising for years, and the sheer volume of options, combined with there being a greater need to make every choice count, across digital and physical channels, is not making things easier.”
Jenny Burns, CEO of human-centred consultancy Magnetic, also points to consumer fatigue. “Black Friday is definitely creeping earlier and often starts in October now,” she said. “But starting too soon works against it. If the deals begin six weeks early, it stops feeling like Black Friday and just becomes ‘autumn sales.’ Shoppers get tired of it and struggle to tell real deals from normal pricing dressed up. When everyone’s shouting at once, nothing stands out.”
The impact on climate change and sustainability is also highlighted. “Black Friday drives volume, but also waste,” said Ashley Bailey. “Overproduction, returns, and short-lived products damage both margins and the planet. Retail needs to shift from buying more to buying better.”
Open goal for cybercriminals
Another growing problem is the opportunity it gives to cybercriminals. “Black Friday has become open season for cybercriminals, but what’s changed this year is the level of personalisation,” said Phil Chapman, cybersecurity subject matter expert at Firebrand Training. “Instead of generic phishing attempts, attackers are now personalising scams using your own digital footprint. We’re now seeing AI models trained on scraped social media posts, old data breaches, and leaked purchase histories to tailor scams so precisely that they feel familiar and urgent. That’s why consumers fall for them.”
With so many negative points marked against it, it’s not hard to see why many retailers are turning their backs on BFCM. “Controversially, the brave brands are those that opt out of Black Friday altogether, choosing instead to stand firmly by their quality and service levels rather than joining a race to the bottom on price,” said Jenny Burns.
An opportunity if done strategically
Despite all this, BFCM can be an opportunity if done strategically, argues Fiona Wylie, founder of Brand Champions. “Black Friday can be a powerful boost for retailers but only when it fits within a clear, intentional strategy and it’s often about bringing sales forward rather than additional long-term value,” she said. “Done well, it can drive meaningful traffic and strong sales but the trouble comes when discounts feel forced or when prices creep up in the weeks beforehand. Customers notice, and once trust erodes, it’s difficult to rebuild.”
Dave Smallwood agrees that it needs to be viewed strategically, as an opportunity to deepen customer loyalty and engagement. ‘Instead of fighting for new customers in the annual discount wars, small and medium-sized retailers should see Black Friday as an opportunity for customer loyalty,” he said. “Exclusive offers for regular customers, VIP deals, or early access promotions turn the promotional day into an effective CRM tool. In the long term, it’s not about selling the maximum amount on one day, but about building sustainable relationships that last throughout the year and generate continuous sales.”
He suggests an alternative approach that allows smaller retailers to set their own goalposts. “Instead of participating in global discount battles that cannot be won against the big players [smaller retailers] should define their own peaks, for example, through exclusive product launches, local events, or individual customer promotions. On such self-initiated peak days, when traffic in online shops ideally increases significantly, retailers must ensure all the more that the payment process runs smoothly. Even the smallest delay carries the risk that customers will abandon their purchase. Authenticity always wins.”
Putting authenticity front and centre
Authenticity, Wylie agrees, is key to making a success of BFCM. “The retailers who truly win Black Friday are the ones who plan their offers carefully, stay honest about pricing, and deliver an experience that matches the promise,” she said. “When the promotion reflects real value instead of short-term noise, Black Friday can strengthen both immediate sales and long-term loyalty.
“We encourage our clients to use Black Friday as a genuine ‘thank you’ to year-round customers, especially in hospitality, rewarding the people who consistently support your brand rather than making them feel overlooked in a rush for new sales,” she added.
Black Friday isn’t going away, but its role in retail is changing. For some brands, it’s still a chance to grab attention and boost sales. For others, the financial, operational, and environmental costs just aren’t worth it. A more thoughtful approach is emerging: using the day to reward loyal customers, create authentic experiences, and build trust instead of chasing quick wins. In a market where consumers value transparency and sustainability, retailers who play the long game may find that skipping the frenzy pays off.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox and why not follow us on LinkedIn to receive the latest updates on our research and analysis.
