Why I Don’t Do Black Friday Sales
I think the first time I heard the phrase ‘Black Friday,’ I had no idea what it meant. Turns out, it first surfaced during the Gilded Age, in 1869, when a group of financiers tried to corner the gold market, causing a financial crisis. The color black has historically been linked to something bad happening. However, in the world of accounting, black ink means a gain, while red ink means a loss. Retailers often see their profits turn "black" during the holiday shopping season. The term was first used by The New York Times in 1975 to describe the busiest shopping day, and it’s since exploded in popularity.
But for me, Black Friday has taken on a whole new meaning.
I’ll leave Cyber Monday aside for now—let’s focus on that Friday after Thanksgiving. It’s become the norm for everyone, whether retail stores or online shops, to announce a Black Friday sale. And I see them everywhere.
I don’t do Black Friday sales. Here’s why.
I Like Holidays to Be Enjoyed on Their Own
Thanksgiving, despite its historical complexities, is meant to be a time for family and friends to gather. It’s a day off. A time to regroup. A chance to relax. I don’t want to muddy it with commercialism. Instead of focusing on deals, discounts, and sales, I prefer to lean into quality time and gratitude.
I Don’t Like Hype
Black Friday feels like pressure. I’ve heard stories of people waking up at the crack of dawn to be first in line. The frantic rush, the fear of missing out—it’s all too much. That false urgency forces people into hasty decisions. I don’t want to rush anyone into a purchase, and I certainly don’t want to trick my clients into believing they’ll miss out on something they don’t need. I believe decisions—whether it’s buying shoes (and trust me, I take my time buying shoes) or investing in fitness coaching—should be thoughtful, not rushed.
I Don’t Like False Urgency
Marketers often tell me to create urgency when selling my services. I refuse. There’s no urgency—whether it’s for a pair of boots, a new watch, or personal coaching. Black Friday sales thrive on creating a "once-in-a-lifetime" deal, even though the same sellers will be offering the same products the next day—sometimes cheaper! I don’t want to be part of that cycle of deception. Whether it’s a pair of shoes or fitness coaching, making a smart purchase takes time. I want my clients to feel confident, not coerced.
I Don’t Like Everyone Jumping on the Same Bandwagon
Some of my best friends participate in Black Friday, and I don’t blame them. I get the pressure. But I resist it for myself. My style has never been about following the crowd. I run my business on my terms, in a way that feels right for both me and my clients. The truth is, I don’t need to take part in a seasonal sales event to provide value to the people who work with me year-round.
I Don’t Like Sales Pressure
Pressure is not my thing, not on Black Friday or any other day. I prefer building relationships with my clients based on respect and trust—not tricks. I want prospective clients to make decisions when they feel ready, not because they’ve been hurried into a sale. Sales pressure doesn’t fit into that equation. There’s no "one-time offer" that should force you into a decision that may not be right for you.
Looking Beyond the Hype
At Mighty Fit, I believe in building long-term relationships. Whether it’s through my fitness programs or personal coaching, I want to offer lasting value. Black Friday sales are focused on short-term wins, but I want my clients to see lasting results—whether it’s strength, posture, or overall confidence. That doesn’t come from a 24-hour sale; it comes from consistent, meaningful action over time.
So, while everyone else gears up for discounts and flash sales, I’ll be here, focused on building a business and community that supports your long-term health and fitness goals.