As Black Friday, Boxing Day and January sales combine into one long sale, certain stores in the Brighton North Laines chose not to participate.
Liberty Rose, Independent Rag manager, said: “As a second hand and vintage store, we don’t want to promote the idea of overconsuming clothes.
“If you are offering clothing for really low prices, people end up considering it a less important item.”
Although some stores abstain, Black Friday sales in particular continue to grow.
Acording to research by the Statista Research Department, offline Black Friday sales fell by 33.7% in 2020 due to lockdowns.
It was forecasted, however, that the high-street would make a Black Friday resurgence in 2021 with a sales rise of 7.3%.
Dan Bennett, Marketing Lecturer at University of Brighton, said: “Around Black Friday leading into Christmas, people get caught up on that tidal wave of happiness, and when you’re linking in things like deal, free and offer, things click in people’s brains that ultimately lead them to purchase in the way they do.”
Although these sales continue to prosper, shopping sustainably is prioritised by independent stores.
Miss Rose said: “We hope that people are learning to shop differently to value each item more.”