More than three-quarters of independent retailers are boycotting Black Friday (28 November) this year, rejecting pressure to slash prices at one of the busiest trading periods.
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 the British Independent Retailers Association (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 (below left), CEO of Bira, which works with around 6,000 independent retailers across the UK, said: “Our members are sending an increasingly clear message - Black Friday simply doesn’t work for independent retailers.
“Year-on-year, we’re 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.”
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.”
Other retailers pointed out that the event disrupts normal trading patterns, without increasing overall sales, with October sales suffering as a result of higher figures in November.
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.”
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.”
“The strengthening boycott demonstrates small businesses are united in their rejection of a model that simply doesn’t serve them well.”
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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