Over three-quarters of independent retailers are boycotting Black Friday 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.
Commenting is Andrew Goodacre, CEO of Bira, which works with around 6,000 independent retailers across the UK. “Our members are sending an increasingly clear message – Black Friday simply doesn’t work for independent retailers. Year-on-year, we are 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.”
Many of the survey’s responses reveal deep frustrations
Retailers cited their inability to compete with online giants, and margin pressure remains a critical concern. The event also disrupts normal trading patterns without increasing overall sales. Rather than participating in Black Friday, many retailers are finding creative alternatives. Some are running campaigns that focus on the benefits of shopping independently, whilst others are supporting charitable causes instead of discounting.
“Independent retailers are the backbone of our high streets and local communities,” concludes Goodacre. “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.”
For further information on Bira, please click here.