Business owner 'refuses' to participate in Black Friday sales for one reason

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Black Friday is the biggest day for sales and promotions.

Many shoppers will be eager to bag the best deals for friends, family and even themselves ahead of Christmas. But there are a fair few people who refuse to participate in Black Friday as a whole – and there's one reason.

Instead of splashing out on the annual sales event, people are celebrating "Buy Nothing Day" on November 29. One of those people is Nyree Brough, who runs her own small business, Crystal Auras, and she the sales as it creates a "false economy".

One X, formerly Twitter, user said: "Just watched in real-time as a product doubled in price days ago and now it’s back to its original price marketed as 50% off for Black Friday. We love to see it." Others even claimed many shops do "fake sales" to make you think things are cheaper, but in reality, they were "£2 cheaper a few months ago".

Nyree explained why she hates Black Friday so much, sharing: "I deeply dislike the commercialisation of Black Friday. The reason being is because what was once a day to mark businesses moving from loss (in the red) to profit (in the black) with thoughtful promotions has now spiralled into a month-long frenzy of so-called 'Black Friday deals' throughout November. To prolong this period, Cyber Monday has been introduced. Within weeks of this, we will go into Christmas Sales, Boxing Day Sales and January Sales.

"Businesses now plan for Black Friday all year, creating products, lines, and pricing specifically designed for it. It’s a false economy, where big businesses profit immensely, often tying 'discounts' to inflated original prices. It fuels unnecessary consumerism, preying on those already financially stretched, who are pressured by the fear of missing out.

"Small businesses like mine are forced to follow suit, even though we believe in fair pricing. A business with fair margins simply can’t afford to participate without risking their financial stability – it’s as simple as that.

"Black Friday also places undue pressure on the supply chain to cut costs, driving a shift away from authentic, handmade or handcrafted products in favour of cheap, mass-produced goods. This promotes the use of toxic materials and supports unethical markets. While some businesses claim Black Friday helps clear excess stock, it only adds to and amplifies global challenges, such as landfill waste, toxic products, overconsumption, fast fashion, decline of small businesses, unethical business practices and even mental health issues.

"The enormous advertising and marketing budgets behind Black Friday show it for what it really is: a massive campaign designed purely to drive sales and boost profits. Big retailers need to hit their sales targets by month-end to impress boards and shareholders. Discounting products which were once priced fairly means that, in theory, these retailers wouldn’t make a profit on Black Friday – they’d incur a loss. The financial reports of these giant retailers will show just how much you’ve contributed to their sales and bonuses."

Nyree said she doesn't feel like she's "getting a bargain" during Black Friday, so she has no intentions to spend any money. "It makes you wonder what the true price and value of a product is, and why is it on sale or discounted? I’d not prefer the price being more affordable all year round and not just during Black Friday," she fumed.

She continued: "It’s unfair to those who paid full price due to companies’ poor stock management. I understand that businesses are encouraged to buy in bulk to reduce costs, lower shipping fees, and benefit from economies of scale. However, this cycle is driving overconsumption, landfill waste, exploitation of cheap labour, and unethical production practices. All of this leads to poorer materials, smaller quantities, and inferior products just to meet demand.

"Personally, it’s becoming harder to teach my young son the real value of saving for something. That incredible feeling of pride when you finally buy something you’ve wanted for ages and treasure it. When I was younger, I saved for months to buy a jacket I really wanted. The pride I felt when I bought it and shared that moment with my parents was immense. Today, I would feel disheartened and soul-destroyed if I saw the item I saved for and bought at full price suddenly slashed in a sale."

Nyree also said she strongly believes any sale should only be done "for perishable items, seasonal products, or stock reductions". "We should look at companies like Apple and many designer brands who won’t be taking part in Black Friday and you don’t see them willy-nilly discounting their products. This helps them hold their value and not cheapen them," she said.

Nyree shared her small business never participates in sales because she's "committed to fair pricing, fair margins, and ensuring everyone in our supply chain is paid fairly".

She continued: "Quite simply, I cannot afford to offer sales or discounts as I maintain a fair-margin, fair-priced position as a small business with my current sales volume. Due to this, customers who purchase from Crystal Auras can feel confident prices will remain fair all year round and that a similar crystal will not be offered on a sale a few weeks later.

"I’ve also seen firsthand how sales and discounts harm honest people making an honest living, creating immense pressure on artisans, independent miners, and small family-run workshops. It leads to unethical practices, child labour, debt bondage, cutting corners, smashing beautiful geodes for more fragments, using harmful chemicals, inflating prices on lower-grade crystals and much more. My vision is to influence a healthier market, where integrity and fairness are the standard.

"I am immensely proud to run an ethical business, one that stands firm in its values. I refuse to compromise on quality through discounts or sales, choosing instead to invest in education, research, and the crafting of authentic, handcrafted crystals."

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