A small business has decided to boycott Black Friday this year.

Hen Party Deals in Nile Street, Brighton, made the decision in a meeting over the summer after concluding that Black Friday sales “came at a loss”.

The company sells hen party packages and activity bundles to customers across the country.

The company is led by founder Rob Hill, chief technology officer Pat Heath and operations director Steph Hague-Evans, who collectively have almost half a century of experience in the events industry. 

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Tom Bourlet head of marketing at Hen Party Deals (Image: Hiscox) Tom Bourlet, head of marketing at Hen Party Deals, said: “We have offered deals on Black Friday over the past decade but saw little impact on sales volume, meaning we were simply providing a discount for some customers.”  

Instead, Tom recommends small businesses tailor and create events that appeal to their customers rather than following large discount events.

A recent report by Wunderman Thompson Commerce revealed that 59 per cent of UK consumers head straight to Amazon for their Black Friday deals.

Tom added: “The issue is that people looking for a deal on Black Friday don't necessarily offer any brand loyalty, they simply want a good deal for a day. The type of customer might also not be your target audience.”