Black Friday: how independent retailers are tackling discounting

In an email to his customers, Sean Garnham – owner of Hall Street Ladieswear in Long Melford, Suffolk – explained in no uncertain terms why he will not be offering Black Friday discounts at the store.

“We do not have Black Friday at Hall Street. We also do not have algorithms following your moves online, in the name of customer service," he wrote.

“We are not part of the arms race conducted by large retail companies consistently in a race to the bottom, with a consumer-focused volume gluttony to influence you to buy more things.”

The email concludes by saying: “I believe, as a customer of Hall Street, you respect us and what we do, and you enjoy and value it. And I believe you see through Black Friday; Cyber Monday and any other nonsense being rammed down our throats these days.

“Come to us for thoughtful shopping all year round.”

He told Drapers that customers who had “expressed an opinion, have been robustly supportive”.

Garnham is one of a number of independent fashion retailers who do not participate in Black Friday.

According to the British Independent Retailers Association (Bira) seven in ten UK independents are boycotting Black Friday this year, “as rising operational costs and economic pressures continue to impact small businesses”.

The survey also highlighted growing concerns about Black Friday's impact on independent retail, with 75.4% believing it negatively affects the high street – an increase from 68.8% last year.

Andrew Goodacre, CEO of Bira, said: "Our survey demonstrates that independent retailers are taking a strong stance against Black Friday discounting during these challenging economic times. With increased staffing costs and squeezed margins, many of our members are already operating on tight margins while offering competitive prices year-round.

"The pressure to slash prices further during Black Friday simply isn't viable for small businesses."

Among the indies not participating in Black Friday is Wilmslow-based womenswear independent Black White Denim which has organised an alternative in-store event for its customers, called "White Friday".

From 10am this morning, customers were greeted with free drinks and encouraged to browse the full-price product selection from premium brands including Anine Bing, Ganni and Frame. This was followed by styling sessions at 2pm and 4pm and a dinner at a local restaurant.

Meanwhile Deryane Tadd, owner of womenswear boutique The Dressing Room in St Albans, said: “I tend to avoid the whole Black Friday marketing message as I think it’s such a damaging message for the independent retail industry."

"However, we have our Christmas event this weekend [from Friday, 29 November to Monday, 2 December] which has had a good atmosphere, lots of in-store and online activations [including in-store styling sessions and an ear piercing station] which have been positive.” It is also offering up to 15% off in-store and online.

In Peckham, London, Apee Bhutani Jacquier, co-owner of DAY Boutique, posted on Instagram to say: “This week is genuine hell for small biz owners.”

“But we keep on pushing to slow everything down and bring you beautiful, thoughtful things,” she wrote.

She told Drapers: “[Black Friday] has been average [in terms of footfall and sales]. Let’s see how the weekend goes.”

Peter Enderbury is co-owner of Enderbury's Outfitters in Oakham, Rutland, a small menswear shop offering formal and casual wear. He was adamant they “will never” take part in Black Friday.

“Firstly, our sell-through means we don't discount, and I find Black Friday week [to be] all that is bad about high street retail as a whole; fast fashion filling wardrobes with items people don't really need. It's often discounted because it's not selling,” he told Drapers.

“We offer quality garments with exceptional service and advice at a fair price to our customers all year round. I am not in the business of selling products to customers that don't need them, don't fit them and they are only buying because it's a cheap deal, I have more respect for my customers and my integrity.”

Darren Hoggett, owner of J&B Menswear in Norwich, said his customers are “not interested” in Black Friday.

“Black Friday is the worst thing the trade has ever created. It doesn’t actually benefit the consumer. A lot of independents I know are completely and utterly sick of Black Friday.”

He added: “We need trading to go back to post-Christmas or January sales. So therefore November would be the second best month of the year. The [situation now] is diluting the money available, you can’t get the same Sale twice.”

“I think Black Friday exemplifies everything that is wrong with the industry."