The Controversy of Black Friday: A Day of Deals or Hypocritical Consumerism?
Black Friday is the day of big sales – and the day of hypocritical consumer criticism. The newsletters filled with promises of savings already start flooding the inbox at the beginning of November: 50 percent off here, 80 percent off there. Clothing, furniture, laptops are offered at a fraction of their original price. “Discount! Promotion! Now or never!”
The Rise of Black Friday in Switzerland
In recent years, Black Friday has expanded in Switzerland. Local stores have adopted the discount action from the United States. Black Friday has been a tradition in the U.S. since the 1930s, taking place the day after Thanksgiving, the Harvest Festival, marking the start of holiday shopping.
In 2015, the department store chain Manor was the first major retailer in Switzerland to offer discounts for Black Friday. Manor reported great success back then, with high foot traffic and triple the sales.
From Black Friday to Cyber Monday and Singles’ Day
Black Friday was followed by Cyber Monday the following Monday, the online shops’ response to the discounts in physical stores. Some stores now also participate in Singles’ Day on November 11, an annual shopping day originating in China.
However, the effectiveness of these actions for companies is debated. A study by the consulting firm Kearney for the German market shows that while sales on Black Friday do double or even triple, people tend to spend less around the discount days. Many businesses also struggle to compete with Chinese online discount retailers like Shein and Temu.
The Ethical Stand Against Black Friday
Despite the commercial frenzy, some companies take a stand against Black Friday. Zurich-based bag company Freitag, for example, closes its stores and online shop on Black Friday. They aim to make a statement against excessive consumption and waste. Other brands like Soeder and Nikin have also positioned themselves against the shopping event in recent years.
For these companies, expressing moral concerns is an opportunity to align with consumer criticism and position themselves as advocates for sustainability. It becomes part of their marketing strategy.
The Elite and Elitism in Consumer Criticism
Consumer criticism on Black Friday is not only hypocritical but also elitist. A jacket priced at 300 Swiss Francs, no matter how ethically produced and sustainable, may be too expensive for many. Not everyone can afford to pay 24 Francs for 250 milliliters of natural soap. Inflation and stagnant real wages continue to strain household budgets. Consumer criticism is a privilege.
Discount days like Black Friday serve a socially important function by providing people with lower incomes the opportunity to compare offers and purchase expensive products like shoes, jackets, or electronic devices at a lower cost. According to Comparis, it’s worthwhile to sign a new mobile phone contract around Black Friday to save on fixed costs throughout the year.
The Role of Black Friday in the Market Economy
While the entrepreneurial and social benefits of Black Friday may be debated, large discount actions are part of a free market economy. They offer companies the chance to increase sales, clear inventory, and attract attention – all year round.
Conclusion
Black Friday continues to be a contentious day, marked by both consumer excitement and criticism. As businesses navigate the complexities of discount culture, the debate over consumerism, sustainability, and affordability persists. The evolution of Black Friday reflects broader societal values and economic dynamics, shaping the way we engage with commerce and consumption.
FAQs About Black Friday
1. What is the origin of Black Friday?
Black Friday originated in the United States in the 1930s as the day after Thanksgiving, marking the beginning of the holiday shopping season.
2. How do companies benefit from Black Friday?
Black Friday offers companies the opportunity to boost sales, clear inventory, and attract customers with special discounts and promotions.
3. What are some alternative perspectives on Black Friday?
Some companies choose to boycott Black Friday and other discount events to take a stand against consumerism and promote sustainability and ethical consumption.