Independent businesses across Nottinghamshire are urging shoppers to ditch the Black Friday scramble and spend their money locally instead, warning that the annual discount frenzy pulls trade away from high street shops already battling rising costs.
Some retailers say the event has become impossible for small businesses to compete with, arguing that deep discounts from major chains and online giants leave independents squeezed at the busiest time of the year.
Nathan Abbot, 25, who runs Void clothing in Hockley, believes Black Friday kills small businesses and their trade around this time of year.
“When people shop from us, 100 per cent of that money goes to us. We need that to survive.
“Money is needed to be able to continue, we rely on relationships with customers and getting people through the door.”
“Big chain discounts drive that away from us,” he added.
Herbie Hare, 58, runs his art gallery in Sneinton Market.
Mr Hare said he has no intention of joining the Black Friday rush, arguing that the whole concept undermines what he does.
“Discounting artwork just devalues it. I’m not doing that to my work,” he said.
“Black Friday is all about mass consumerism, and that’s the opposite of what art is meant to be.”
However, not all independent traders believe the discount-dominated day is bad for their business.
Felicity Johnson, 33, general manager of independent wine shop Weavers, believes Black Friday can indirectly help small businesses.
She said: “Black Friday massively increases footfall through the city centre, and if we can benefit from that, I’m happy.
“Passing trade is very important. We build relationships with these customers, which matters more than a supermarket discount.”
Holly Tucker MBE, founder of online small business marketplace Holly & Co, created an alternative message and campaign in 2021 to promote thoughtful consumption and creativity during the holiday shopping season.
While household names will be booming this Black Friday, with the UK expecting to spend a staggering £3.9 billion, more than one million small businesses are reportedly fearing closure.
Holly & Co are taking action by funding hundreds of free Colour Friday celebration kits for founders, makers and high street shops.
For high street shops, this includes a write-your-own-message window poster, biodegradable Colour Friday balloons, an Independently Owned & Operated window sticker, and a personal “This Christmas, Shop Small” badge.
Karl Goodwin, 37, who owns Splat, a print-on-demand T-shirt shop in Sneinton Market, believes that business is good already around Christmas time and Black Friday discounts are not needed.
He said: “February is definitely a dip. If Black Friday fell around this time it would be a lifeline for us.
“Black Friday definitely helps to an extent, but we don’t rely on it.”
Shopper Oliuia Marczuk, 17, from Nottingham said: “Small businesses cannot afford to do Black Friday
“I am however participating, as money is tight and this is the only time of year I can afford new clothes.”
If you spend £10 at a local independent shop, it can result in up to £50 more being recirculated in the local economy than if £10 was spent at a chain.
