For the past five years, DECIEM has taken a stance against Black Friday and its inherently rushed and panicked profile as a period of big savings. DECIEM closes all shops on the most capitalistic day of the year, Black Friday, and offers a 23% discount on all products throughout the month of November in protest of the sales period– where pricing is not always what it seems.
A study has found 98% of Black Friday ‘deals’ aren’t the cheapest price of the year, and are commonly illusions, concluding that only 2% of products offered in the 2022 Black Friday sales were cheaper than at other times of the year. While other businesses are making Black Friday a brand-dilutive experience, we are making it brand-defining. DECIEM always leads with transparency – in this way, the brand continues to be inspired by the founder, Brandon, who led with generosity, and believed that consumers deserved better through community, quality, and pricing integrity.
This year, DECIEM promotes a moment of consideration, pledging to give consumers true value for quality products amidst a slew of brands who are increasingly offering less. This November, DECIEM brands The Ordinary and NIOD will continue to offer 23% off all products in our stores and online website all month long, providing widespread access to quality and innovative skincare to all, whilst still also encouraging slow and thoughtful purchasing. DECIEM stores will also once again be closed on 29th November.
@THEORDINARY | THEORDINARY.COM
