Independent retailers reject Black Friday as three-quarters refuse to participate

More than three-quarters of independent retailers, including some of those in the cycling retail sector, are boycotting Black Friday this year, rejecting pressure to slash prices at one of the busiest trading periods of the year.

The growing rebellion against the American-imported sales event sees 76.79% of small businesses rejecting participation, up from 69% last year.

A survey by Bira found that whilst 42.86% had participated in Black Friday in previous years, only 23.21% plan to take part in 2025, down from 30.99% in 2024.

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."

Many of the survey's responses reveal deep frustrations. Retailers cited their inability to compete with online giants, with one saying: "American sales ploy for large internet companies and retailers," whilst another noted, "Amazon day to make them rich."

Margin pressure remains a critical concern. "Our margins are already too low," explained one retailer, with another adding, "Cannot cut margins" following last year's 140% rates increase.

The event also disrupts normal trading patterns without increasing overall sales. "Black Friday just stalls sales, October sales be down, November sales up," observed one retailer. Another said: "Customers now delay purchasing earlier to wait for Black Friday 'deals' we are unnecessarily discounting when we probably don't need to."

One retailer summed up the sentiment: "Discounting is a death spiral and every industry is already sacrificing too much margin to gain functionally useless turnover."

Another explained: "Once you start, you have to do it every year. Our customers don't expect it from us. They come to us because we sell brands they can't readily get elsewhere, because we offer great customer service and because we don't do random discounting."

The expansion of Black Friday beyond a single day continues to concern retailers. "Black Friday now covers too big a period of time," said one respondent, whilst another noted it creates "unreasonable expectation of discount."

One added: "Customers sometimes literally walk in and ask about Black Friday deals and then walk out."

Rather than participating in Black Friday, many retailers are finding creative alternatives. Some are running "Bright Friday" or "Fizz Friday" campaigns that focus on the benefits of shopping independently, whilst others are supporting charitable causes instead of discounting.

One retailer explained their year-round approach: "We offer good value 365 days of the year," whilst another emphasised, "We sell value and customer service" rather than competing purely on price.

Mr Goodacre added: "Independent retailers are the backbone of our high streets and local communities. The strengthening boycott we're seeing demonstrates that small businesses are united in their rejection of a model that simply doesn't serve them or their customers well.

"Rather than engaging in an unsustainable race to the bottom, they focus on providing quality products, exceptional service and genuine value throughout the year.
"We urge shoppers to support these businesses that contribute so much to their local communities - especially on Small Business Saturday on 29 November, and throughout the crucial festive period."

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