Over three quarters of independent retailers intend to boycott Black Friday this year, says new analysis from the British Independent Retailers Association (Bira), as margin pressures mount and SMEs try to avoid a race to the bottom.

Rejecting pressure to slash prices during one of the busiest trading periods of the year, Bira’s survey among its 6,000 members showed that 77% of small businesses won’t participate in Black Friday, up +8 percentage points compared to 2024.

Andrew Goodacre, Bira’s CEO, said this rise was an indication that Black Friday “simply doesn’t work” for independent retailers, commenting:

“Year-on-year, we see more businesses step away from this unsustainable model. The pressure to discount at a time when margins are already squeezed, combined with rising operational costs, makes participation untenable for most small businesses.”

An unsustainable race to the bottom

The inability to compete with online giants such as Amazon, acute margin pressures and disruption to BAU trading patterns not being justified by sufficient sales increases were among the primary reasons for SMEs choosing not to participate in Black Friday.

Instead of offering deep discounts, many smaller retailers intend to find creative alternatives, with some running campaigns focused on the benefits of shopping locally, whilst others are supporting charitable causes.

“Rather than engaging in an unsustainable race to the bottom, [SMEs] focus on providing quality products, exceptional service and genuine value throughout the year,” Goodacre added.

Rising support for small brands to increase spending by 19%

However, independent retailers could be set for a £5.3billion boost from festive consumer spend this year – up +19% year-on-year – as more shoppers opt to support smaller brands, says the latest data from the Small Business Saturday campaign.

Now, 84% of UK shoppers think it is important to support small businesses, with 95% believing they add value to local economies. This comes as the number of SMEs rose to 5.6million for the first time since 2020.

“Public support can make all the difference – especially with Black Friday and Cyber Monday on the horizon, as small firms can really struggle to keep up with deep discounting events,” said Michelle Ovens CBE, Director of Small Business Saturday UK.

Backed by American Express, Small Business Saturday takes place on 06 Dec 2025 and calls for shoppers to spend with SMEs across the crucial Peak Trading season – essential for sustaining many independent retailers throughout the year.