We were firmly expecting Black Friday to get a new name this year. But we could not detect any rebranding due to the actually linguistically discriminatory name for the discount battle.

Even the association with Black Friday, the stock market crash on October 25, 1929 on the New York Stock Exchange, the day on which many investors lost their fortunes and which is considered the beginning of the Great Depression at that time, hardly seemed to bother anyone.

Black Friday is well established as a day for bargain hunters and has also become surprisingly well known in Germany, Switzerland and Austria.

In doing so, Black Friday contradicts the important principle of brands to differentiate themselves.

After the twentieth Black Friday message at the latest, we just click away in annoyance.

The origin of Black Friday

Americans know Black Friday as the shopping day after the last Thursday in November, when Thanksgiving is traditionally celebrated with family and friends.

Why this Friday is called a black day is not clear.

Was it the black crowds of people standing in front of the stores, or was it the merchants’ fingers that had turned black from counting the many dollar bills that led to this naming?

None of the legends stand up to scrutiny, and much of it has lost its meaning anyway in the age of lockdowns and electronic payments.

In Germany, Austria and Switzerland, Black Friday 2021 did not meet the expectations in terms of sales that had been placed on this day.

However, despite rising Corona incidences, falling consumer sentiment, high inflation rates and skyrocketing energy prices, registered sales on the day were still remarkably high.

We wouldn’t say we’re completely resistant to bargains.

In the case of many a garment, we rejoice in the fact that there was obviously no one before us who bought it, even though the qualitywas excellent, so that we heroically saved the noble piece from the warehouse or destruction in the landfill during the closing sale.

Only in the case of good quality that has stood the test of time and can then often still be passed on is it worthwhile to buy new things in a sale, even if red crossed-out prices and high percentages next to the price tag trigger a not inconsiderable incentive to buy in the case of many products.

Sold for fools

The reason why we are clear opponents of shopping events like Black Friday, Cyber Monday, Single Day or Double11: For the most part, they are merely an incentive to fuel consumption with what are often only supposed to be savings.

In 2019, an analysis of Black Friday deals in the most popular product categories of electronics, housewares, and cosmetics and grooming products by a U.K. consumer consultancy concluded that only 2 percent of goods offered at supposed discounts during Black Friday were actually cheaper than in the six months before or after.

This means that the desire of many consumers to save “I buy on Black Friday only what I would have bought on other days” or “I prefer planned Christmas shopping” is in most cases deceived.

The lure of the supposedly high discount compared to the recommended retail price, the special size or the low price, but only for the older model – the click to the shopping cart, is done within seconds. Comparing prices is more tedious and less fun.

It is understandable for everyone that stocking clothes, which may not have a chance in the next season, causes additional costs and that when buying 300 bottles of wine instead of 3 bottles of wine, the price can be reduced and the producer or retailer can still enjoy it.

However, a discount without a comprehensible reason is not a real price reduction in many cases.

And the ultimate discount, the clearance sale, no longer brings joy at all but feels like ghouls.

See Also

UKRAINE AND THE ARROGANCE OF CANNES

A prize is an appreciation

Any price is an appreciation and therefore asking for a discount for personal services is extremely delicate to hurtful.

Every price is relative. A different packaging, a new story you want to believe in, why not – even an illusion you can afford, inspires.

Black Friday is basically a sad day

If you already know GloriousMe a little, then you know that consumerism is not our thing as long as the quality is right.

Some retailers forgo discounting on Black Friday and instead offer to donate a certain amount to charity when a product is purchased.

Sounds good. However, when an organization whose social services we value highly and to which we ourselves have donated with conviction cooperates with the Amazon company, which promises to increase the donation in each case by a percentage, up to the upper limit of EUR 30,000 (truly no sum for the Amazon corporation), then our breath catches.

Trade is culture

Stationary retailers are an important part of the culture for us. We love cities like Zurich or Vienna, where there are still many independent retailers who advise and sell with passion.

The mayor of Paris has made storefronts that were abandoned due to the long lockdown months available to young startups for low money to offer their emerging business ideas visibility in prime locations and thus better startup opportunities. Chapeau.

A good specialty store means luxury to us, whether that specialty store sells bread, shoes, nightwear, glass or diamonds.

We love the color black when it comes to the little black dress or the packaging of our lemongrass tea. Black Friday, on the other hand: No thanks.