November 2024 

Why we're giving Black Friday the cold shoulder yet another year 

For nine years, Haglöfs has opposed Black Friday, pushing back against the social and environmental issues that days like this create. This year is no different. We’re giving Black Friday the cold shoulder by keeping our doors open—but without offering additional discounts. Our stores and outlets, both physical and digital, will keep their normal prices. It’s just business as usual. 

You might wonder why we don’t jump on the Black Friday hype. Let us explain: 

The impact of systematic discounting 

Black Friday began as just another seasonal sales event to clear out old stock and make room for the new. But over time, it has evolved into one of the most notorious shopping days of the year, dominated by systematic, large-scale discounting. Many brands forecast massive sales and even produce items specifically for Black Friday. 

The problem with systematic discounting is that it keeps prices artificially low, putting pressure on the supply chain to cut costs. This can impact labor costs, potentially affecting factory workers’ wages and leading to cascading issues, such as excessive working hours to compensate for reduced pay. 

Additionally, and this may go without saying, ultra-low prices encourage excessive consumption, putting further strain on the environment. 

How regular sales differ 

In contrast, regular sale periods allow us to reduce stock responsibly. Our products are made at their usual cost, with those involved in production paid their usual wages. The goal of regular sales, including our outlet stores, is to balance stock levels, with any price reductions affecting only the brand and retailer margins—not the people behind the products. 

That said, regular sales aren’t without their own challenges. Finding a balance between fair pricing and responsible consumption is complex, but it’s a path we’re committed to following. 

Why we keep on opposing the Black Friday culture 

Black Friday fuels a cycle of overproduction and overconsumption—a culture that doesn’t align with our values. After nine years of not participating, we honestly thought some change would have happened, but days like this only seem to grow bigger. Still, we remain strong in our belief that choosing not to participate can spark conversations about the issues they create and help move toward eradicating them altogether. That’s why this Black Friday, it’s just business as usual for us.