Black Friday discount culture damaging small Australian brands

The expansion of Black Friday from a single day into extended multi-week discount periods is causing significant brand damage, particularly for small and sustainable businesses in Australia.

Critics argue that constant discounting teaches consumers that full prices are negotiable and that products are only valuable when they are cheaper. This cycle creates a psychological trap where customers learn to wait for annual sales rather than purchasing at regular prices, undermining the ability of brands that prioritize responsible manufacturing and honest marketing to maintain their value.