Every November, inboxes overflow with “unmissable deals,” shop windows scream about discounts, and social media feeds are flooded with countdowns to the biggest shopping day of the year: Black Friday.
A Different Kind of Season
Black Friday began in the United States as the day after Thanksgiving, marking the start of the Christmas shopping season. It infiltrated UK retail around 2010, largely driven by American retailers expanding globally - but it doesn’t carry the same cultural roots here.
Despite what ubiquitous social media might suggest, the UK is a very different place from the USA.
We Are Culturally Different
While I could launch into a political critique of oligarchies and the influence of elites, my point is simpler: our cultural and societal ties are far closer to our European neighbours than to America.
Especially when it comes to Christmas.
Beyond a shared language, the UK and the US diverge in traditions, values, and approaches to community.
Recognising this difference matters, because it allows us to celebrate what makes our own way of living unique -rooted in thoughtfulness, heritage, and connection - rather than adopting consumer habits that don’t reflect who we are.
Stepping Away From the Frenzy
For many, it’s become a ritual: a rush to buy more, faster, and cheaper. At Hen's Tooth, we’re taking a different path.
We believe in slow living, mindful gifting, and meaningful choices. Shopping should be about quality, not quantity; intention, not impulse. And while Black Friday may promise bargains, it often fuels a cycle of overconsumption that leaves us with cluttered homes, empty wallets, and overflowing landfills by January.
The Problem With Black Friday
Black Friday is marketed as a celebration of savings, but beneath the glossy ads lies a troubling reality:
- Conspicuous overconsumption: Buying things simply because they’re cheap, not because they’re needed or valued.
- Disposable culture: Stocking fillers and “bargain buys” often end up unused, broken, or discarded within weeks.
- Environmental impact: Mass production and fast shipping for Black Friday deals contribute to carbon emissions, packaging waste, and unsustainable supply chains.
- Psychological pressure: The hype creates urgency and FOMO (fear of missing out), pushing people to buy impulsively rather than thoughtfully.
When we step back, it becomes clear: Black Friday isn’t about mindful gifting or sustainable living. It’s about volume, speed, and hype. And that’s the opposite of what we stand for.
Slow Living and Mindful Gifting
We believe in slow living - a philosophy that encourages us to savour life, make intentional choices, and prioritise quality over quantity. This extends to how we shop, gift, and celebrate.
- Less is more: A single, well-chosen gift can mean far more than a pile of cheap trinkets.
- Quality over quantity: We curate products designed to last, to be cherished, to be handed down, regifted and enjoyed for many years to come.
- Meaningful connections: Gifts should strengthen relationships, not just fill stockings.
- Sustainability: Thoughtful purchases reduce waste - they are much less likely to end up in the bin on Boxing Day. Instead, choose support ethical makers, small businesses and respect the planet.
By refusing to join the Black Friday frenzy, we’re staying true to these values.
Why We’re Not Having a Black Friday Sale
Our decision isn’t about rejecting celebration or generosity - it’s about redefining what gifting means. Here’s why we’re saying no:
- We don’t believe in hype-driven shopping. Buying something just because it’s discounted doesn’t align with our ethos. We want our customers to choose gifts because they’re meaningful, not because they’re cheap.
- We value longevity. Fast, low-cost or 'on trend' items often break or lose appeal quickly. We focus on timeless products that endure - items that become part of someone’s daily ritual, are passed on, and become treasured memory or future heirloom.
- We care about the planet. Black Friday’s mass production and shipping frenzy contribute to waste and pollution. By opting out, we’re reducing our footprint and encouraging more sustainable choices. And while some of our products are shipped globally, where possible we choose suppliers that operate ethically and responsibly.
- We want to empower mindful gifting. Instead of encouraging impulse buys, this is an invitation to slow down, reflect, connect, and choose gifts that truly resonate with their loved ones.
The Alternative: Thoughtful Gifting That Lasts
Skipping Black Friday doesn’t mean skipping joy. It means embracing a different kind of celebration - one rooted in thoughtfulness.
- Choose gifts with purpose: A handmade item, something that inspires, or a piece that supports a small maker.
- Invest in quality: Something durable, timeless, and crafted with care. The only trend we want to set is a trend for quality, gratitude and appreciation.
- Gift experiences: Sometimes the best present isn’t a thing at all - it’s time spent together, a shared memory, or a meaningful experience. Gift home baked goods on a timeless platter. Bring pamper pieces together in a self care hamper
- Support small businesses: Every purchase is a vote for the kind of world we want to live in.
This approach not only makes gifting more meaningful but also ensures that what we give doesn’t end up in landfill by January.
The Bigger Picture: Building a Culture of Enough
Opting out of Black Friday is part of a larger movement toward conscious consumerism.
It’s about rejecting the idea that happiness comes from endless accumulation and embracing the belief in enough. Abundance is more than acquiring 'stuff'!
Slow living teaches us that joy comes from simplicity, connection, and presence, not chasing the next bargain. By choosing fewer, better things, we create space for what truly matters. That's true abundance.
A Message to Our Community
We know this decision may surprise some. After all, Black Friday has become a cultural phenomenon. But we believe our community shares our values:
- You care about the planet.
- You value authenticity over hype.
- You want gifts that matter, not clutter.
By standing together, we can show that there’s another way to celebrate—a way that honours both people and the planet.
We’re choosing to pause. We’re choosing to honour slow living, mindful gifting, and sustainability. We’re choosing to say no to Black Friday, not because we don’t love celebration, but because we love it too much to let it be reduced to a shopping frenzy.
So instead of chasing discounts, let’s chase meaning.
Let’s give gifts that last, that connect, that inspire.
Let’s make this festive season about quality, not quantity; intention, not impulse; joy, not hype.