Fashion designer Marie-Lou Boucher decided not to bow to the pressure to offer discounts during Black Friday.
A choice that she has been making for six years.
“I am taking advantage of this day to raise awareness among people about their consumption. I have nothing against discounts. But the company’s values are to buy less and buy better,” says the woman who designs clothing under the Quebec brand Marilou Design.
Two years ago Marie-Lou Boucher opened a store next to her workshop on avenue Godin in Quebec. (Frédéric Matte/Le Soleil)
The latter wants consumers to question their relationship with purchasing more. “It’s not because it’s $20 that we have to buy,” she says as an example.
“All year round, we work against fast fashion. Why on the day of Black FridayI would put everything on discount? asks the entrepreneur, who has her workshop on avenue Godin, in Quebec, where three seamstresses work.
However, Ms. Boucher says she is aware that this is a crucial period for her colleagues in the retail trade. “Right now, we are in the biggest period for retailers. It’s a big quarter of sales for any type of business,” she notes.
This position can harm him. But she prefers to stay true to her values.
“Several companies make a lot of sales during that day. But the reason why I do what I do every day is not to have the best turnover on November 29,” maintains the designer.
In cohesion
In business to make a difference, Donna Willet shares the vision of the founder of Patagonia, an outdoor brand she now represents.
In fact, the merchant opened the first address of this banner in Quebec in part of the JA Moisan grocery store in 2021. Since then, participating in Black Friday is not one of the options.
“We know the impact of the textile industry on the environment. This is why Patagonia has never participated in Black Friday,” says Ms. Willet.
The Patagonia boutique is housed in part of the famous JA Moisan grocery store on rue Saint-Jean.
(Jocelyn Riendeau/Archives Le Soleil)
The businesswoman instead wants to encourage “people to buy as needed”.
Even on D-Day.
Especially since the customers who adopt the clothes of this brand born in California are in agreement with this snub, she points out.
“With us, customers share our values. […] We get asked from time to time if we do Black Friday. We explain why and everyone is understanding.”
Initiatives that hold up
Boycotting Black Friday can be beneficial for retailers, says Maryse Côté-Hamel, professor of consumer sciences at Laval University.
“Businesses would do well to encourage people to buy. But they will position themselves as companies that have the well-being of consumers at heart,” she explains.
“It can help develop a sense of belonging or a connection with the company. Contribute to long-term loyalty,” adds the specialist.
Whether it’s No Purchase Day, Green Friday or Giving Tuesday, initiatives to consume differently in the run-up to the holidays have multiplied in recent years.
“There are several movements that revolve around Black Friday. More and more, we criticize the consumer society and consumerism,” explains Ms. Côté-Hamel.
Even if still marginal, the message conveyed by these initiatives is becoming increasingly heard. (Jocelyn Riendeau/Archives Le Soleil)
This is also the case with the Small Business Saturday campaign launched by the Canadian Federation of Independent Business (CFIB). Through this, the Federation wants to raise consumer awareness of the importance of supporting local purchasing the day after Black Friday.
And the message conveyed by these initiatives is becoming increasingly heard.
“Consumers want to find the products they need at the right price. In return, they need to feel good as consumers and have the impression of contributing positively to society,” concludes the professor.
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