Black Friday and Cyber Monday – two of the biggest shopping days of the year – have become synonymous with slashed prices, frenzied shopping, and big-box retailers dominating headlines. But in recent years, a growing number of small businesses have begun to step back from these mega sales events, refusing to participate or even openly rebelling against the trend.
If you’re a small business owner or simply curious about why this shift is happening, let’s break it down.
1. The Pressure to Compete on Price
Big-name brands and global e-commerce giants like Amazon dominate Black Friday and Cyber Monday by offering jaw-dropping discounts that most small businesses simply can’t match. Small businesses often work on tight margins, meaning they can’t afford to cut prices to the same extent without seriously hurting their bottom line.
Rather than competing in a race to the bottom, many small businesses are focusing on showcasing the value of their products and services – like quality, uniqueness, and personal customer care – instead of trying to win on price alone.
2. The “Discount Culture” Trap
Participating in extreme discounting events like Black Friday and Cyber Monday can set unrealistic expectations for customers. When businesses offer 50% or 70% off during these sales, customers may begin to undervalue their products or services, expecting deep discounts all year round.
Small businesses, which pride themselves on offering fair, consistent pricing, are opting out to avoid falling into this “discount culture” trap. For them, it’s about creating a sustainable business model where their products and services are appreciated at their true worth.
3. Stress and Burnout for Small Business Teams
Let’s face it – Black Friday and Cyber Monday can be chaotic, and not just for shoppers. Small business teams often feel the brunt of the pressure, working long hours to prepare for the rush, fulfil orders, and manage customer service. For small teams (and often solo entrepreneurs), this can be overwhelming.
Instead of investing time and energy into these one-off sales events, many small businesses are choosing to focus on building lasting relationships with their customers. This allows them to work smarter, not harder, while maintaining a healthier work-life balance.
4. Supporting a More Sustainable Economy
A big part of the Black Friday and Cyber Monday backlash comes down to the growing focus on sustainability. These sales often encourage overconsumption and waste, with customers buying things they don’t need simply because they’re “a bargain.”
Small businesses are leading the charge toward more sustainable shopping habits by promoting quality over quantity, offering products that are built to last, and encouraging mindful purchasing decisions. Some even use this time to donate a portion of sales to charities or promote eco-friendly initiatives as an alternative to Black Friday.
5. Emphasising Local and Independent Shopping
By stepping away from Black Friday and Cyber Monday, small businesses can shift the conversation towards supporting local and independent retailers. Many are instead championing alternatives like Small Business Saturday or running promotions that celebrate their loyal customers year-round, rather than relying on a single weekend of sales to drive revenue.
When customers shop small, they’re not just purchasing a product or service – they’re supporting local communities, helping independent businesses thrive, and investing in people rather than corporations.
What Does This Mean for You as a Shopper?
For shoppers, this small business rebellion against Black Friday and Cyber Monday is a reminder to pause and think about where your money is going. Choosing to support small businesses, even if they’re not offering huge discounts, means you’re valuing quality, craftsmanship, and community over mass production and throwaway bargains.
O’Brien Media’s Take
At O’Brien Media, we’re big supporters of small businesses and their decision to prioritise what’s best for them – whether that’s skipping Black Friday or finding creative ways to participate. If you’re a small business owner who wants to focus on building meaningful customer relationships rather than rushing into big sales events, we’re here to help you create a strong, sustainable digital presence.
From tailored website design to ongoing SEO and social media support, we can help you create a strategy that works all year round, not just during the holiday rush. Let’s work together to help your business shine – Black Friday or not!
If you’d like to learn more about how we can support your business, drop us an email at hello@obrienmedia.co.uk or give us a call on 01793 239239.
What do you think about the Black Friday backlash? Reach out to share your thoughts!