Ask an independent retailer how they feel about Black Friday, which falls on 27 November this year, and you’ll probably get a sigh before you get an answer. For a lot of independent retailers Black Friday can feel like a party you can never attend, with deep discounts that eat into already thin margins and shoppers who are increasingly unsure whether the deals are even real. 

That's why more and more independents are opting out and marking the weekend with Slow Friday instead, an alternative that puts considered shopping ahead of price cuts. It's a shift we first covered last year, so here's what Slow Friday involves, why it resonates with shoppers and how to make it a proper trading moment for your shop. 

What is Slow Friday? 

Slow Friday, sometimes called Green Friday, is the alternative to the price war. Instead of slashing prices, you encourage people to slow down, shop thoughtfully and buy things they'll actually keep. Some Bira members run their own versions too, like Bright Friday and Fizz Friday. 

For most independents it isn't really a new idea, just a name for how they already trade: on product knowledge, relationships and stock you won't find on every high street. It also sits neatly a week ahead of Small Business Saturday on 5 December, so you can treat the two as one joined-up campaign.  

How many independent retailers are skipping Black Friday? 

According to the British Independent Retailers Association, 76.79% of independents boycotted Black Friday in 2025, up from 69% the year before, with only around 23% planning to take part. The reasons will sound familiar to anyone running a small shop: margins are already thin, business rates have climbed, and once you start discounting, customers expect it every year. Bira's chief executive Andrew Goodacre summed it up by saying "Black Friday simply doesn't work for independent retailers." 

Shoppers have cooled on it too. Barclays' own consumer research found 68% of UK adults are doubtful about the real value of Black Friday deals, and 65% think these sales encourage unnecessary spending. Which? found that around eight in 10 of the deals it analysed from the 2024 sale were the same price or cheaper at other times of the year, and none were at their cheapest on Black Friday alone. 

Why are shoppers choosing independents over discounts? 

Price rarely tops the list. Recent AIS research we covered on why shoppers are choosing independent retailers found the biggest reasons were supporting the local community (31%), better customer service (29%) and unique or distinctive products (28%). Nearly two thirds of shoppers also said considered purchases that make them feel good still matter when money is tight. 

Even the people who do shop Black Friday aren't splashing out the way they used to. Barclays card data showed average order value on Black Friday 2025 fell by 27% compared with the year before. More transactions with smaller baskets is a game the big platforms are built for, not one an independent needs to play. 

How can you make Slow Friday work in your shop? 

The trick is giving customers a reason to visit that has nothing to do with a percentage off. A few ideas for gift, fashion, garden and interiors: 

• Add value instead of cutting price. Free gift wrapping, a small gift with purchase from a local maker or personalisation on the spot all feel generous without touching your margin. 
• Make it an event. A wreath-making workshop, a late-night opening with your neighbouring shops or a festive window unveiling gives people a reason to come in. For display ideas, our look at festive homeware trends is a good place to start. 
• Tell the story behind your stock. Who made it, where it came from and why it'll last. We've written before about why getting your brand story right has never mattered more. 
• Curate a "buy once, buy well" edit. A small gift guide of pieces built to last works brilliantly for homeware and garden shops, and for fashion boutiques it's a natural fit with the key fashion trends around quality and longevity. 
• Try a limited run. Something only available that weekend creates urgency without discounting, and as we explored in our piece on using limited editions, it's a good way to bring people back. 
• Give something back. Supporting a local charity over the weekend goes down well with customers who care where their money goes. 

How do you plan a better Slow Friday next year? 

The stock that does well on Slow Friday is the stock you buy months earlier, so start thinking about it now. Keep a note of what sold and which makers customers asked about. 

When buying season comes round, look for UK wholesale gift suppliers and homeware suppliers with a genuine story, small-batch ranges and sustainable credentials. Plenty of independents do that sourcing face to face at retail trade shows in the UK early in the new year, Spring Fair at the NEC being one of them, and if sustainability is a priority for you, our guide to the future of sustainable retail is worth a read before you go. 

Black Friday will keep getting longer and louder. Independents don't need to compete with it, they just need to give customers a better reason to come through the door. 

If you like what you've seen here, why not join us in person for the retail event of the season? Spring Fair runs from 7-10 February 2027 at the NEC, Birmingham. Register for free here, and join our newsletter for the latest updates before the show.