Watch: The Black Friday trend businesses want to end

Updated 6.34pm with Chamber of SME comments

The trend of expanding Black Friday to cover the entire month of November is more of a curse to businesses than it is a blessing, according to shop owners. 

In the past, Black Friday occurred on the first Friday after Thanksgiving in the United States. The trend of shops, mainly those selling electronics, offering generous discounts on this day then spread across the world.  

Over the past few years, it has become common for shops of all kinds, including those in Malta, to put their wares on sale for the whole month. 

But as the public headed to Sliema and elsewhere in search of a bargain, several business owners who spoke to Times of Malta on Friday said the extended discount period was hurting them. 

“We have a love-hate relationship with Black Friday. We love it because we sell a lot. But then, it’s on a discount, so we don’t really make money today,” said Lauro Abela, owner of Frank’s perfumery. 

“You might argue we get rid of stock, but I don’t want to get rid of stock before Christmas. But now it’s part of our life, and we have to live with it. We do it from Thursday to Sunday, which for me is ridiculous. I don’t understand why shop owners want to sell everything at a discount for a whole month before Christmas, when we would sell stock anyway".

Abela said that Thursday was busy, and while it was too early to tell at the time, he added Friday was looking like a good day too. 

And while it was also the coldest day of the year so far, Abela speculated that rather than deter shoppers, the weather put people in the mood to do their Christmas shopping.  

Black Friday has morphed from a day to a week and sometimes a month. Photo: Chris Sant Fournier

The negative sentiment towards ‘Black November’ was echoed by the owner of another clothing store in Sliema, who wished to remain anonymous.  

“It used to be a novelty, but now people are used to it, and they hold off from buying things until November, when they know they can get a discount. This hurts our sales in December. We only do it because everyone else does it and can’t afford to be left behind,” he said. 

Mario Camilleri, a sales manager at appliance store Flamingo, also said the month-long sales period was too stretched out. 

Oriana Falzon, a marketing specialist at The Atrium home goods store in Mrieħel, was more positive. 

Black Friday at Tigne Point shopping centre. Photo: Chris Sant Fournier

“Because we have a wide variety of products spread over three floors, it would be hard to keep up with all our customers if they all came to the store today. We’ve found that spreading the discounts throughout the whole month works better for us,” she said. 

Falzon said that despite an increase in online sales, customers still like to come to the shop in person.

Positive feedback - despite the weather

The Malta Chamber of SMEs said it had received "positive" feedback, with results comparable to last year, while noting the weather had put off some customers.

"Weather conditions affected customer turnout in certain localities; however, the month-long promotions and businesses that offered products or services online saw steady sales despite the bad weather", the chambers said. 

"Meanwhile, shopping malls across Malta and Gozo experienced strong footfall and steady sales."

It said that while several businesses had recorded similar or slightly improved results, "a few experienced a slight decline".

"Performance also varied by location, with some areas facing particular challenges", the chamber said. 

Sectors associated with Black Friday sales, such as electronics, white goods and homeware, as well as those that invested in marketing campaigns, saw positive results, it said. 

"Many businesses are now looking ahead to Saturday and Sunday, with most stores expected to maintain their Black Friday offers."