OPINION: Today is Black Friday – a day synonymous with massive sales where businesses slash prices to drive visibility and boost revenue.
However, for small, homegrown businesses like ours, this day often brings an ethical dilemma: compromise on principles or risk losing sales during a critical retail period?
At Honest Wolf, we’ve made our decision. This Black Friday, we’ve closed both our online and physical stores.
Instead of rushing to pack discounted orders, our team will be celebrating an early Christmas together – a way for us to say thank you for their dedication to a brand built on people, not profit margins. Yes, we’re opting out, because for us, Black Friday encourages urgency and excess — everything Honest Wolf is not.
Honest Wolf was born on Papanui Estate, the third-generation farm my husband Sam and I call home. Spanning 3,300 hectares and housing 25,000 sustainably raised sheep, our farm produces over 170 tonnes of wool annually.
For us, wool is not just a material, it’s a legacy woven into New Zealand’s heritage – a testament to nature’s ability to provide renewable, versatile, and biodegradable resources.
But like many natural fibres, wool is neither cheap nor quick to produce, which means fast fashion and synthetic alternatives often win out. These materials, often made from petrochemicals, pollute our environment and compromise the livelihoods of wool farmers.
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That’s why we pay above-market rates for locally sourced wool, ensuring farmers are fairly compensated for their hard work.
Our products aren’t designed for fleeting trends or seasonal markdowns. Whether it’s an overnight bag, a wool cap, or a laptop sleeve, every piece we create is crafted to stand the test of time. Offering deep discounts on Black Friday would undermine this philosophy and undervalue the work of farmers, craftspeople, and everyone else in our supply chain.
I understand and respect that many of our retail peers will feel immense pressure to participate in Black Friday, even if like us, it doesn’t align with their values.
Our choice is not a judgment of others but a reflection of what feels right for us and the wool industry we’re committed to protecting.
To consumers, we invite you to rethink how you shop. Instead of chasing bargains, consider investing in New Zealand brands and items designed to last—products that tell a story, serve a purpose, and reflect your own values.
We know that stepping away from Black Friday may seem counterintuitive in today’s retail landscape. But we believe in offering customers something more meaningful than a one-day discount.
