Why Primary Is not holding a Black Friday Sale (And What We’re Offering Instead)

As the holiday season kicks off, we’ve been thinking a lot about Black Friday and what it means for our small, growing brand. You’ve probably noticed the massive sales and promotions flooding your inbox and social feeds this time of year, and while it might be tempting to join in, Primary is taking a different approach.

Here’s why:

We’re a New, Small Brand—And That’s Our Value

Primary is still in its early days, and we’re proud of the personal, intentional way we do business. We can’t (and honestly don’t want to) compete with the deep discounts offered by big brands. They operate on a scale that allows them to mark down their products by 50% or more—but that’s not who we are.

For us, every order matters. Every order is packed with a personal touch. We’re focused on building a thoughtful, sustainable business, and while that may not involve flash sales, it does mean creating products we believe in and ensuring that every customer feels valued.

Our Brands Make to Order—Not to Discount

One of the principles we built Primary on is fostering relationships with small, intentionally run businesses, producing made-to-order pieces. We order exactly what we need, which helps reduce waste and ensures that every item is made with care.

Discounting unsold inventory isn’t part of our model because, frankly, we don’t purchase products just to push them out the door later at a lower price. Each piece is crafted to be loved and appreciated, not to sit in a virtual bargain bin.

We Believe in Thoughtful Purchases

At Primary, we want to encourage you to buy with intention. Our products are designed to be timeless, versatile, and empowering—things you’ll cherish for years to come. By skipping Black Friday, we hope to inspire more thoughtful decisions rather than impulse buys driven by a ticking clock and a flashing discount.

But Here’s a Little Something for You

We’re incredibly grateful for your support, especially as a small brand navigating this big retail season. While we won’t be slashing prices this Black Friday, we do want to show our appreciation in a way that aligns with our values.

If you sign up before November 29th 2024, we’ll send you a $40 voucher to use over the year ahead. It’s our way of saying thank you and encouraging you to shop with intention when the time is right for you. (You can do this in the bottom left of the footer section below.)

Join Us in Shopping Differently

Skipping Black Friday might seem like a bold choice, but we believe it’s the right one for Primary and for you, our amazing community. Thank you for supporting our vision and for being part of a movement toward more choice, focus, comfort and care.

We’re excited to see how you’ll use your $40 voucher and to continue creating products that you’ll love for years to come.

With gratitude,
Samantha Harrison
Founder, Primary