Christina Zammit La Rosa, Founder of Zed Consultancy and Director at Zammit La Rosa Footwear Ltd, the authorised re-sellers for ECCO in Malta, recently shared an insightful article on LinkedIn titled ‘The Cost of Black Friday’.

In her piece, she explored how Black Friday has transformed from a day focused on exclusive tech deals to a month-long shopping frenzy that encourages unsustainable consumer practices.

Black Friday’s evolution from its beginnings on Philadelphia's busy streets to its current status as a global retail event has been shaped by both opportunities and challenges, Ms Zammit La Rosa notes.

Over-saturated November, underwhelming December

Reflecting on this shift, Ms Zammit La Rosa observed, "November's retail landscape has become saturated. Many shoppers now do their Christmas shopping during Black Friday sales, often spending less in December and shifting the holiday spirit away from December traditions."

She highlighted that in Malta, businesses of all sizes now participate in Black Friday promotions, resulting in a surge in November sales followed by a quieter December.

Hence, "retailers often struggle to generate meaningful revenue in December without resorting to further discounts, undermining the full-price value of their products," she added.

This cycle, she explained, pressures retailers and erodes the anticipation traditionally reserved for December.

From intentional purchases to impulse buys

Ms Zammit La Rosa pointed out that what was once a day for securing deals on carefully considered purchases has turned into a month that promotes impulse buying.

Today, "nearly anything and everything is ‘on sale,'" and this encourages consumers to make purchases they may not need, which often leads to waste and regret, she said.

She emphasised that this behaviour contrasts with the global push towards sustainability and mindful consumerism.

Advocating for a return to Black Friday’s roots, Ms Zammit La Rosa suggested, that if we focus Black Friday promotions on limited and targeted deals, such as those for tech products, other sectors could maintain their pricing integrity in November and boost their December sales.

She also shared her business’s stance on the matter, claiming that Ecco has chosen not to participate in Black Friday promotions.

"Quality and sustainability should never be compromised for fleeting discounts, and we have stood by this decision without regret,” Ms Zammit La Rosa said, reinforcing her commitment to long-term value over temporary sales spikes.

By taking such steps, she believes retailers can foster more meaningful shopping practices. “Encouraging a shift towards purchases that focus on quality, rather than indulging in impulse buys, helps us all. It’s not just about one day or one month of the year; it’s about nurturing a sustainable shopping culture that lasts,” she said.

Ms Zammit La Rosa’s reflections challenge retailers and consumers to think beyond the immediate allure of Black Friday and consider its broader impact.