Why Black Friday Isn’t the Deal You Think It Is

You’ve probably heard the familiar story: companies spend most of the year “in the red,” and on Black Friday they finally turn a profit and go “into the black.” It’s a neat, tidy narrative—almost too neat. And that’s because it’s not true.

The term Black Friday was actually coined by the Philadelphia police in the 1950s and ’60s. The day after Thanksgiving turned downtown into complete chaos. Shoppers packed the streets before the Army–Navy football game, traffic was gridlocked, sidewalks were overflowing, and pickpockets were thriving. Retail workers were miserable, and the cops hated the day so much they started calling it “Black Friday.”

But that version of the story didn’t help sell anything. So retailers did what retailers do best—they reframed it. They swapped the chaos narrative for a more marketable tale: “This is the day we finally become profitable.” And the public bought it.

As the holiday season became a race to the finish line, retailers began to overproduce. They would predict demand incorrectly and be left drowning in unsold inventory. To clear space and hit annual revenue goals, they slashed prices—first 10%, then 20%, then 30%. Over time, the discounts reached 50%, 70%, even 80%.

A new kind of madness was born. Shoppers learned to wait for deals; brands learned to build discounts into their entire business model.

Here’s the catch most people never think about:

If brands know they’re going to discount 40%–50% in November to stay competitive, they adjust their prices for the rest of the year. Basically, the list price rises artificially so that the “Black Friday discount” looks impressive.

So what does that mean for us?

We’re not really getting deals.

We’re paying inflated prices from January to October just to feel like we’re saving money in November.

If you want proof, take a screenshot of a product’s price in September and check it again during Black Friday. You’ll see exactly what I mean.

At my brand, Stow London, we refuse to participate in inflating prices just to discount them later. We offer one fair price year-round—no surprise markups, no artificial deals, no psychological games. We want you to have peace of mind knowing that whenever you buy, you’re getting the best bag at the best price.

During the holiday season—not Black Friday—we offer something different:

A premium canvas tote and complimentary global shipping on any bag purchase over $450. But the price of the bag itself? That stays exactly the same. Always.

The tote and free shipping are our way of celebrating the season without compromising our values.

Now let’s step back from Stow and look at Black Friday as a whole. What started as a single chaotic day in Philadelphia has grown into a worldwide consumption festival. We talk about waste, overconsumption, environmental damage—and then we line up for doorbusters. It’s a contradiction that says a lot about human psychology.

And Black Friday isn’t disappearing anytime soon. If anything, it’s growing. As production speeds up, companies will make more. And yes, we’ll be pushed to buy more. That’s simply how the system works.