Black Week 2025 ▪️
Black Friday has become one of the most powerful retail events in the world — first a day, now an entire week, sometimes a month - that shapes consumer behaviour, global markets, and the rhythm of capitalism itself.
However, behind the scenes, the effects of Black Friday vary significantly between massive corporations and small, handmade-focused brands like Stones and Stuff Stockholm, as well as many one- or two-person companies that struggle to sell and navigate paid ads and algorithms daily.
Black Friday began in the United States in the mid-20th century. Originally, it referred to the heavy traffic and chaos that followed Thanksgiving, when Americans rushed into stores to kick off the holiday shopping season.
From there, globalisation and e-commerce turned Black Friday into a worldwide shopping tradition. Today, even countries that don’t celebrate Thanksgiving dedicate the last week of November to discounts, campaigns, and massive online sales.
Black Friday embodies hyper-capitalism. It encourages overconsumption, planned scarcity and price pressure. Large corporations can offer aggressive discounts thanks to large margins and outsourced production.
For corporations that manufacture on the cheap, Black Friday is a profit machine. Their low production costs make it easy to slash prices by 40–70% and still earn substantial revenue. But this system exposes one of capitalism’s biggest contradictions: the more it pushes extreme discounts, the harder it becomes for hand-crafted or small-scale businesses to compete.
On the macro level, Black Friday boosts retail sales, short-term consumer spending and global logistics and e-commerce activity. But it also accelerates waste and overproduction, unsustainable supply chains, consumer expectations of discounts year-round, and pressure on small businesses.
For ethically operated brands, this period can be a double-edged sword. Consumers are actively shopping. But expectations for deep discounts are shaped by big players with huge margins.
At Stones and Stuff Stockholm, everything is made thoughtfully, slowly, by hand, with fair labour costs. This is craft, not fast-fashion — and it comes with smaller margins than large corporations.
Because of that, I can’t (and shouldn’t) try to compete with 50% or 70% off campaigns. Instead, for Black Week, Stones and Stuff Stockholm offers something honest and fair:
✨ 10% off + free shipping within Sweden throughout Black Week ✨
This allows you to enjoy a small treat without compromising the brand's values, sustainability standards, or me behind the craft. The discount will be automatically applied to the basket, throughout the whole week, from 28th Nov to 05th Dec. Please remember that the products are in limited quantity and some of them can't be reproduced.
Maybe the real question shouldn't be “How cheap can this be?” but rather “What am I supporting with my purchase?”.
Black Friday has taught us to chase low numbers, but small ethical brands remind us that value is not measured only by price.
Sometimes the smartest deal is supporting businesses that operate with integrity — brands that make things more consciously and sustain individual people, not corporations and their KPI's.
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