5 Companies That Opted Out for Black Friday

Penny Hao, Director at PRLab

Black Friday is a term that originally describes the day when inflated gold prices caused the 1869 financial crisis. Today, it’s the most successful annual marketing and PR campaign associated with hefty discounts, overnight stakeouts, and impulse buys.

(Source: GIPHY.com, Black Friday, https://media.giphy.com/media/11iAbnnYIgFMmQ/giphy.gif)

But, you don’t get remembered by being part of the crowd – some organizations have decided to employ an arguably more effective “strategy” and opt out of the Black Friday frenzy.

(Source: Twitter, @REI, 2017, https://twitter.com/REI/status/932662320408403968)

REI – This outdoor-apparel company may not be the first but it is certainly the most famous organization to closes its stores on Black Friday. Not because it is an international conglomerate but because it attached a story to its actions. The company wanted its employees to go enjoy the great outdoors just like the mission and value of the company.

(Source: Michelle Roberts, Apple-a-day call for all over-50s, 2013)

Apple – Although retail partners such as Kohl’s, Best Buy, Target, and Wal-Mart will have discounted Apple products, the technology giant itself will have minimal discounts, if any. Is it because Apple thinks discounts from retail partners are enough? Or an attempt to stand out from the crowd? We will probably never know.

(Source: SaveTheStudent.org, Selfridges on the high street., n.d.)

Selfridges – The UK-based high-end department store is disappointing luxury-product hopefuls around the world. As the Telegraph has noted, Selfridges is trying to create its own holiday instead: Christmas Come Early. Unlike REI’s storytelling, this “opt out” feels like a bad attention-seeking attempt more than anything else.

(Source: Wikipedia, 2015)

Primark – Another company that is going to be different is Primark. The department store with a much shopper-friendlier pricing probably could not cut down more prices than it already has.

(Source: Graeme Evans, 2017)

Next – Staying on the apparel theme, the multinational clothing retailer is staying away from Black Friday too. But no one knows exactly why.

Not many companies have given up on the chance to drive up its sales before the fiscal year ends – hence the short list. But do you think they are doing the right thing in being different or just being stupid? Let us know.