The Honest Truth: Why Black Friday Nearly Swallowed Me Whole

Hi lovelies,

This week I wanted to peel back the curtain on something we don’t always talk about openly as small business owners: Black Friday.

We see the excitement, the flash sales, and the hype, but there is a hidden reality beneath it all. This year, if I am completely honest, Black Friday nearly swallowed me whole. For big-box retailers, this season is a celebration backed by massive budgets and teams. But for a small business owner, the story is very different.

The Small Business Pressure Behind Black Friday

Every November, the internet becomes a giant loudspeaker shouting "SALE" on repeat. When you run a tiny boutique brand, it’s hard not to feel like you must participate just to stay visible and relevant.

So, you prepare. You juggle the kids, manage stock levels, answer endless emails, and fix website glitches late into the night. You work incredibly hard to make everything look effortless from the outside, even when the behind-the-scenes reality is anything but.

The Reality of Small Business Margins

Here is the part the big brands don't tell you: small businesses simply do not have the profit margins to discount like the giants do. Our costs—from high-quality materials and shipping to eco-friendly packaging and transaction fees—all add up.

When you sell high-quality products at a fair price, offering 20% or 30% off isn't just a "sale"—it's a sacrifice. Every dollar reduced comes directly out of the business's ability to grow. This year, after looking at the numbers, I had to ask myself: Was the effort worth it? For me, the answer was a gentle but firm "probably not."

The Emotional Rollercoaster of Retail

Beyond the numbers, there is the emotional side of being a founder. There is the constant refreshing of Shopify, the rush of joy with every order, and the heavy moments of comparison and doubt when things go quiet.

The thing that kept me going was you. Every order, every message, and every comment of support reminded me why I started Abundant Bag Co. in the first place.

Choosing Value Over Discounts: Why We’re Rethinking Sales

After reflecting on this season, I’ve realized that participating in the Black Friday frenzy doesn’t align with how I want to build this brand.

I don’t want Abundant Bag Co. to be a "discount brand." I want us to be a brand that stands for quality, joy, colour, and abundance. I want to offer value all year round, not just when the noise of the internet demands it.

So, next year, we might choose to skip Black Friday. And honestly? Saying that feels like a relief.

Building a Brand That Feels Aligned

To everyone who supported us during the sale, and to those who cheer us on from the sidelines: Thank you. Moving forward, my goal is to build a business that feels good 365 days a year. More connection, more community, and less pressure. Here is to building a business that feels aligned, not exhausting.

With love and honesty,

Serena Founder, Abundant Bag Co.