More than a million small businesses across the UK are taking a stand against Black Friday, as a major shift in retail strategy gains momentum this November.
Why Businesses Are Walking Away
Approximately 1.2 million sole traders and smaller firms are estimated to be abandoning the annual sales event, according to new research. A significant poll reveals that 22% of small business owners have decided against participating in Black Friday on November 28th.
Experts at MoneySuperMarket indicate that growing doubts about the commercial value of Black Friday are driving this exodus. The business insurance specialists point to disappointing sales performance as a crucial factor, with 38% of owners stating that previous Black Friday events provided little benefit to their companies.
The Real Reasons Behind the Boycott
Business owners cite multiple concerns driving their decision to opt out. Around a third of firms express worries about brand reputation, fearing that drastic price cuts could diminish the perceived value of their products and services.
Financial pressures also play a significant role, with 27% of non-participating businesses admitting they simply cannot afford the deep discounts customers have come to expect. Many companies prefer running their own sales when needed, rather than adhering to the rigid Black Friday schedule.
A Strategic Shift in Retail Thinking
Alicia Hempsted, business insurance expert at MoneySuperMarket, confirms this strategic rethink. "Our latest research shows business owners are increasingly asking whether slashing prices aligns with their brand values and long-term strategy," she explained.
This represents a fundamental change in approach, with businesses seeking greater control over their promotion schedules and focusing on building lasting customer relationships rather than chasing short-term sales.
Despite this growing movement, 55% of companies still plan to participate in Black Friday. However, 56% of these participating bosses admitted they were unsure why they're taking part, suggesting many join mainly due to retail momentum rather than strategic planning.
The trend extends beyond business owners, with online searches for "Black Friday" dropping by 12% since 2020. Meanwhile, searches for the phrase "shop small" have increased by 18% year-on-year, indicating a broader shift in consumer behaviour towards supporting independent retailers.
