Black Friday boycott hits Britain as one million businesses refuse to take part in shopping event

Business insurance specialists at MoneySuperMarket found that many entrepreneurs now doubt the commercial value of joining one of the biggest discount events in the retail calendar.

The research indicates that disappointing sales performance is a key factor, with 38 per cent of boycotting businesses saying they have seen little benefit from previous Black Friday participation.

Many owners prefer running their own promotions at different stages of the year instead of relying on fixed discount days.

Concerns over brand reputation are also influential, with one third of firms saying steep price reductions risk reducing the perceived value of their products or services.

Financial pressures remain an issue, as 27 per cent of non-participating owners say they cannot afford the level of discounting customers now expect.

Alicia Hempsted, a business insurance expert at MoneySuperMarket, said: "Our latest research shows business owners are increasingly asking whether slashing prices aligns with their brand values and long-term strategy."

She said entrepreneurs want more control over when and how they run promotions, prioritising sustainable customer relationships rather than short-term sales boosts.

Despite the growing boycott, 55 per cent of small enterprises still plan to take part in Black Friday this year.

However more than half of these participating owners, 56 per cent, admit they are unsure why they are doing so.

Researchers say this uncertainty suggests many firms join the event simply because of wider retail momentum rather than a clear commercial strategy.

Only one in twenty business owners consider Black Friday essential to their yearly plans.

Some 10 per cent say the event can be useful for clearing stock, generating brief spikes in customer activity or increasing brand visibility.

These limited benefits have not translated into significant enthusiasm among most small firms.

Ethical concerns are shaping decisions too, with 45 per cent of businesses choosing not to take part because they want to encourage customers to support local shops and independent retailers.

Values linked to environmental awareness and consumption habits are increasingly prominent.

The research shows that 35 per cent of firms object to the high-volume buying behaviour associated with Black Friday.

Twenty seven per cent say the event clashes with the principles and identity of their business.

This shift reflects wider concerns about retail models focused on volume rather than sustainability.

Data also highlights a change in consumer behaviour.

Online searches for the term "Black Friday" have dropped 12 per cent since 2020.

Search volumes fell from 17 million in November 2020 to 15 million during the same month last year, even as global search levels remained steady.

At the same time searches for "shop small" have risen by 18 per cent year on year, reaching nearly 200,000 monthly searches.

Industry analysts say this trend aligns with small business efforts to encourage more community-centred spending.

The findings suggest Britain’s retail landscape is undergoing a significant transition, with many business owners now favouring planned, controlled growth over participation in international discount events.

Small firms appear increasingly focused on brand stability and long-term resilience rather than short-lived sales spikes.