Black Friday has become one of the biggest shopping moments of the year but behind the glossy banners and countdown timers there is a side of it that rarely gets talked about. For small businesses it is not a celebration at all. It is a period that can actually cause real harm at a time when we should be heading into our busiest and most hopeful months.
Big corporations treat Black Friday very differently to the rest of us. The huge discounts they offer often come from stock created especially for this season. It is not old clearance stock being shifted out of kindness. It is mass produced, deliberately planned, and built into their margins. Small independent businesses do not have that luxury. We create unique products that are ethically made, we prioritise quality, and we focus on customer care every single day of the year. We build safe inclusive communities around our shops and we nurture real human connections. Competing with giant reductions from companies that do not share those values is impossible.
Black Friday also encourages a fast buying mindset that fuels disposable shopping habits. Items that last for one season and end up in landfill are not the future we want. If we want to make the world a kinder and more sustainable place we have to think before we click add to cart and choose quality over quantity. Every mindful purchase supports a better world.
Here is something that might surprise you. If everyone in the UK bought just one Christmas present from an independent store instead of Amazon it would add two point six billion pounds to the UK economy. That is money that would support real people, local creativity, community spaces, and fair working conditions. Independent businesses also pay their taxes which means that your purchase supports public services and the wider community. Amazon does not do the same.
This season choose to shop in a way that feels good. Choose to support the makers, the dreamers, the creatives, and the small businesses that show up for you all year. Every single purchase with an indie brand genuinely makes a difference.
Rebel Romance thanks you for choosing a slower, kinder, and more sustainable way to shop.
Key Numbers & Insights
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UK total sales around Black Friday (2023) were estimated at £13.3 billion, up 7.3 % year-on-year.
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In the UK in 2024, online spending during Black Friday/Cyber Monday reached about £3.63 billion, up 5.2 % year-on-year.
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One survey found that 86 % of independent retailers said they were opting out of Black Friday promotions rather than trying to match discounting.
What This Means for Small Businesses
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The huge aggregate sales number shows how much buying power flows to big retailers during this shopping moment.
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Independents are under pressure: rather than chasing large discounts, many choose not to participate because the business model and values don’t support mass discounting.
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With such a strong focus on deals and volume, small businesses offering unique, ethical, slow-fashion or handmade goods cannot easily compete on price or scale.
