Why Are Black Friday Deals So Bad—and How Brands Like LUEQ Are Reviving Real Discounts

Social media apps like TikTok are filled with nostalgic videos from the 1990s showing shoppers bum-rushing store doors, trampling one another, and, in some extreme cases, camping outside for their chance to get the latest deals on Black Friday. During this time, most stores would deeply discount a limited number of items. For example, a 60” flat-screen TV at Best Buy that would normally retail for around $1,800 might be sold for around $200 on Black Friday.

The trick was, there would only be a few of these deals available, which meant it was a first-come, first-served basis to take advantage of them. But make no mistake, consumers were alright with this system. The general public understood that companies needed to see record profits each year and were never opposed to this arrangement.

However, things have changed—and not for the better. Companies like Amazon, Walmart, Target, and others are now essentially scamming consumers on Prime Day, Black Friday, and Cyber Monday. Items that are normally priced a certain way throughout the year often see price increases before these holidays, only to be "marked down" later to give the illusion of a sale. In reality, these items are often priced the same as before.

But why? Why have so many companies lost the plot? Despite raking in billions of dollars in profits each year, companies still have to appease their shareholders, maintain a competitive advantage, attract new investors, scale their operations, and manage public perception and valuation. Investments from shareholders involve allocating resources, typically money, with the expectation of generating income or profit over time.

Companies and individuals invest in various assets—such as stocks, bonds, real estate, or businesses—hoping to achieve financial growth and returns. Investments typically grow through capital appreciation, which occurs when the stock price rises, or through income generated by the asset, such as interest from bonds. Shareholders, therefore, encourage business owners or CEOs to implement changes that will maximize these profits. Take Google, for instance.

Their CEO, Sundar Pichai, is feeling pressure from investors due to the rise of A.I. and TikTok. As a result, the company has shifted strategies, prioritizing paid business promotions (like the sponsored posts you see when you search on Google), A.I.-generated responses, and, in some cases, TikTok videos from creators. These creators often recycle information from articles without citing their sources or, worse, fabricate content. Despite the questionable quality, this content ranks high in search results.

This shift in focus highlights how quality is being sacrificed to ensure large corporations continue to post record profits each year. What does this mean for Black Friday? Once COVID-19 hit, many corporations and their investors learned the importance of being financially prepared during times of economic uncertainty. This was a hard lesson for many, as they were not ready to weather such a downturn. Now, companies aim to build financial reserves to survive market shifts, cover unexpected costs, and adapt to challenges.

Not to get too political here, but some conspiracy theorists speculate that the Biden Administration aimed to help larger corporations recoup their losses, suggesting that someone like Donald Trump would not have supported such measures. While these theories are unverified, they reflect skepticism about the motivations behind certain economic policies.

This led to companies price-gouging their consumers in hopes of encouraging higher spending to build reserves and attract new investors. However, this strategy backfired by alienating consumers who already felt financially strained. When we think of Black Friday, our focus should shift to privately-owned businesses such as The Row, LUEQ, Milano, FashionNova, Pretty Little Thing, and others. These businesses are not tied to investors and often choose to retain their profits rather than pay out shareholders whose money is typically used to fund the lifestyles of CEOs or rapidly scale their businesses.

Slow and steady will always win the race, but many consumers overlook smaller stores, assuming their quality or customer service may fall short. In reality, if you’re an honest shopper simply looking to spend money on a quality product without attempting to swindle a brand, why not shop small? Public perception also plays a significant role in why larger companies resort to questionable practices.

When fiscal reports are published—whether on Yahoo Finance, Bloomberg, or Forbes—they can either bolster or damage consumer trust. If customers see that a company is struggling financially, missing its financial goals, or worse, filing for bankruptcy, their trust in that brand declines, making them less likely to support it. Ultimately, it always comes back to the consumers—who are you supporting? What are you buying? What does the general public want to see, or what’s trending?

Consumers influence the market more than they realize. If people stop shopping with larger corporations and seek out their competitors, these businesses will have no choice but to improve and lower their costs. This Black Friday, actions will speak louder than words. If a sale doesn’t meet your expectations, don’t spend your money there.

by Samara Morris