Deciem, parent company of brands like The Ordinary and NIOD, has announced that it will be closing its stores and website on Black Friday, which falls on the 29th of November this year.
The event originates in the US and falls annually on the Friday after Thanksgiving, with retailers slashing prices for what is considered the first day of ‘Christmas shopping’.
Calling the temporary shut down ‘Black (out) Friday’, the brand is instead rolling out a site-wide 23% discount for the whole month of November.
In a statement posted to their Instagram account, DECIEM revealed the move is a bid to encourage consumers to ‘shop slowly’, as they believe Black Friday encourages rushed purchasing decisions and has a negative impact on the planet as a result.
They have ‘therefore decided to close our website and stores for a moment of nothingness on 29th November’ and, ‘hope that a month-long promotion will provide the time for research, reflection and consideration.’
Read the brand’s statement in full in the post above.
What are your thoughts on this decision?