Black Friday 2024: Who’s In and Who’s Out?
As the countdown to Black Friday begins, the once universally anticipated shopping frenzy is undergoing a transformation. For 2024, some brands are eagerly jumping into the deal arena, while others are stepping back to focus on values like mindful consumption and environmental responsibility. Let’s dive into who’s in, who’s out, and what it means for consumers.
Who’s Out?
Patagonia: No surprise here. Patagonia remains a trailblazer in refusing to participate in Black Friday, standing firm on its mission to reduce overconsumption. Instead of discounts, the brand continues advocating for thoughtful purchasing decisions and long-lasting products.
Ganni: As in past years, has maintained its commitment to sustainability and ethical fashion by opting out of Black Friday discounts. The brand continues to focus on promoting mindful consumption rather than encouraging over-purchasing during sales events
Neem London: In a twist on the usual shopping buzz, Neem London has introduced Slow November. Offering 15% discount throughout the month, the brand is closed on Black Friday itself to encourage conscious decision-making rather than impulsive purchases.
Peachaus : Adding to the growing list of brands skipping Black Friday, Peachaus advocates for year-round quality over seasonal discounts.
Independent Retailers: Many small UK retailers, supported by the British Independent Retailers Association (BIRA), are rejecting the Black Friday model. Instead, they’re highlighting alternatives like Small Business Saturday, which supports local businesses and prioritizes community-focused shopping.
Who’s In?
Plenty of big names are embracing Black Friday with a wide variety of deals, although overall the discounts do seem to be “less deep” than previous years:
Alo Yoga: Discounts of up to 30% across Alo’s first UK in-store sale.
ASOS: The online fashion giant is leading the charge with discounts of up to 80% on its platform, spanning popular labels like New Balance and ASOS Design.
John Lewis: High street favourite John Lewis is offering up to 20% off across clothing, accessories, and outerwear brands such as Barbour.
Reformation: Is actively participating in Black Friday this year, offering discounts across various product lines. This contrasts with some sustainable brands that opt out, showing Reformation’s approach of balancing accessibility with sustainability practices
Nobody’s Child: 25% off everything
Zalando: European e-tailer Zalando continues to entice shoppers with up to 70% off a broad selection of clothing and footwear.
Shifting Consumer Attitudes
While many shoppers still enjoy the thrill of a deal, a significant number are questioning Black Friday’s true value. YouGov research reveals that a growing percentage of consumers prefer to shop outside of Black Friday, citing frustrations with misleading discounts or the pressure to buy.
Interestingly, younger shoppers are leading the charge in rethinking the event. Eco-conscious campaigns like Circular Monday (which promotes second-hand and recycled goods) and initiatives such as Colour Friday have gained traction as counter-movements, spotlighting creative, ethical, and community-driven alternatives.
Why Does It Matter?
This evolving landscape highlights the growing divide between traditional deal-hunting and mindful consumerism. Brands stepping away from Black Friday risk losing short-term sales but are winning loyalty from a rising audience that values responsibility. Conversely, retailers diving in are focusing on providing perceived value in tough economic times.
As shoppers, whether we’re diving into the discounts or opting out altogether, Black Friday offers an opportunity to reflect on how and why we buy. One thing’s for sure: the conversation is changing, and so is the way we shop
What’s your take on Black Friday this year? Are you in or out?