Black Friday used to be a predictable moment in the British retail calendar. Advertisements shouted about “once in a lifetime deals”, shoppers queued outside stores before sunrise and the idea of securing a bargain became as much a cultural ritual as it was a commercial event. Yet, in 2025, something very different is happening. The shine of Black Friday has faded and younger consumers, particularly Gen Z and many Millennials, are no longer impressed by artificial markdowns or pressure-driven sales events.
For years, consumer watchdogs and investigative journalists have pointed out that many so-called “major discounts” were far less genuine than they appeared. Prices were inflated weeks before, “sale” labels disguised average pricing and the psychology of urgency was used to drive unnecessary consumption. Gen Z, a demographic known for digital literacy, social awareness and environmental consciousness, has largely rejected this model. They are not prepared to reward brands that rely on misleading tactics or heavy-handed promotion.
Instead, a new movement is taking shape across the UK. More ethical retailers are stepping forward with transparent, values-driven alternatives that reflect the changing expectations of modern customers. One such example is Lily Arkwright, an ethical fine jewellery retailer whose approach to Black Friday offers a glimpse into the future of fair, responsible luxury. This shift raises a larger question: If Black Friday no longer represents real value, what does? And how are ethical brands redefining the retail landscape?
Why Gen Z No Longer Trusts Black Friday
Research across the UK shows that younger shoppers are significantly more critical of large-scale sale events than previous generations. A series of reports from BBC News and The Guardian have underscored a growing mistrust around major discount days. Investigations have repeatedly shown that many products are not significantly cheaper on Black Friday compared with normal seasonal pricing.
This generation is also more sceptical of retail psychology. They recognise urgency tactics for what they are and resent pressure to buy items because a countdown timer claims that time is running out. They value honesty, traceability and fair pricing all year round. The rise of social media platforms such as TikTok and Instagram, where retail transparency is openly discussed, has also accelerated this shift.
For Gen Z, authenticity is the ultimate currency. They gravitate towards brands whose behaviour aligns with their values around sustainability, responsible consumption and genuine pricing rather than manipulative discounting.
The Environmental Cost of Artificial Discount Culture
One of the most important drivers behind the decline of Black Friday is environmental concern. Promotional sales often encourage impulse buying, rapid consumption and waste. According to BBC Environment, single-day discount events contribute significantly to carbon emissions due to increased shipping, returns and packaging waste.
Fast fashion and fast homeware brands have been particularly criticised for offering ultra-low prices that mask low-quality materials, unsustainable manufacturing processes and unfair labour conditions. Gen Z is acutely aware of these issues and actively avoids engaging in consumption that contributes to environmental harm.
This has led many consumers to seek out brands that reject the Black Friday model entirely and instead prioritise ethical materials, sustainable sourcing and long-lasting products. In the fine jewellery space, this includes the use of lab grown diamonds, recycled metals and transparent manufacturing practices. There is a clear appetite for better, not cheaper.
The Rise of Ethical Retail Alternatives
A growing number of brands across Britain are taking a very different approach to the winter shopping season. Rather than heavily discounting their products and risking the devaluation of their craftsmanship, they focus on consistent pricing and customer-centric values. Transparent policies, meaningful warranties, high level service and genuine product quality are offered instead of superficial percentage reductions.
This is where retailers such as Lily Arkwright stand out. Instead of participating in artificial price drops or inflated pre-sale costs, the brand has developed a Black Friday alternative that reflects its core values of honesty, sustainability and long-term value. Their Black Friday page demonstrates this clearly.
Rather than encouraging impulse buying, Lily Arkwright emphasises fair pricing, ethical gemstone sourcing and thoughtful purchasing decisions. Their entire business model is built on consistent everyday value, not seasonal gimmicks.
What Ethical Luxury Looks Like going into 2026
Ethical luxury is not merely about materials, although those are critically important. It is also about fairness, long-term guarantees, skilled craftsmanship and a transparent relationship with customers. Brands embracing ethical luxury tend to offer:
Clear, honest pricing year round
Customers know that they are paying a fair price based on quality and craftsmanship rather than seasonal manipulation.
Extended returns windows
A sign of trust and confidence in the product, not pressure to keep a purchase.
Ethical and sustainable materials
Consumers increasingly seek jewellery made from lab grown diamonds, responsibly sourced natural gemstones and recycled metals.
Transparency in manufacturing
Younger buyers expect brands to disclose where, how and by whom their products are made.
Investment in social good
Projects, initiatives and philanthropic contributions matter deeply to modern consumers.
In this landscape, Black Friday discounting feels outdated and incompatible with the values of environmentally conscious Britons.
Case Study: How Lily Arkwright Reframes Black Friday
Lily Arkwright’s approach to Black Friday is rooted in ethical pricing and honesty. Their Black Friday page outlines their stance clearly. Instead of deep discounts, they focus on:
Fair pricing across all seasons
No artificially inflated prices in October, no dramatic markdowns in November. Customer trust is prioritised over marketing theatrics.
Exceptional quality and certifications
Every diamond and gemstone sold is carefully graded and certified. Many pieces feature ethical and sustainable lab grown diamonds, which appeal strongly to Gen Z buyers.
Meaningful customer protections
This includes extended returns, strong warranties and expert customer care.
Sustainable luxury at the core
Customers increasingly want jewellery that is crafted with intention, and Lily Arkwright’s lab grown diamond collections align perfectly with this trend.
Their approach demonstrates the future of British luxury: considered, ethical and honest.
How Gen Z Is Redefining Value
Value used to mean discounted price. Now it means long lasting quality, ethical production and authenticity. Younger buyers are willing to invest more in a piece if the brand aligns with their ethics. They also care deeply about the story behind the product.
This is particularly significant in engagement jewellery, where sentiment, symbolism and personal meaning matter deeply. Rather than rushing to buy a discounted ring on Black Friday, couples prefer to choose a jeweller who prioritises ethical sourcing, long term durability and meaningful craftsmanship.
Brands that rely heavily on seasonal price cuts may find themselves falling behind those that promote genuine year round value.
Why Discount Culture Is Losing Power
There are several key reasons that discount culture is losing momentum:
It feels outdated
Younger audiences prefer a slower, more mindful purchasing approach.
It erodes trust
If a product is suddenly 40 percent cheaper in November, it raises questions about the original price.
It encourages waste
Many Black Friday purchases are returned, unused or short lived.
It undermines craftsmanship
Steep discounts imply that products lack intrinsic value.
Ethical brands recognise this and are consciously stepping away from high pressure sales cycles.
What the Future of Winter Shopping Looks Like
Looking ahead, it is likely that Black Friday will continue to decline in influence across the UK. Instead, British shoppers will navigate the holiday season with a new set of priorities:
Transparency over hype
Consumers want to see exactly why something costs what it does.
Ethical sourcing over cheap deals
Sustainability will increasingly outweigh short term discounts.
Evergreen pricing over fluctuating sales
Fairness will be valued more than promotions.
Quality over quantity
Better products, bought less often.
Brand values over marketing tactics
Younger consumers choose brands whose behaviour reflects their own ethics.
Lily Arkwright’s approach symbolises this shift. By rejecting artificial discount culture and focusing on genuine value, they represent the future of responsible British luxury.
Conclusion: The New Alternative to Black Friday
Black Friday is no longer the cultural or commercial force it once was. Gen Z and ethically minded British buyers have seen through inflated discounts and manipulative urgency tactics. Instead, they seek brands that value transparency, sustainability and long term commitment to craftsmanship.
Ethical retailers such as Lily Arkwright prove that there is a better way forward. Their approach to Black Friday demonstrates how brands can uphold fairness, authenticity and quality without resorting to superficial markdowns.
The new alternative to Black Friday is not another sale. It is a shift in mindset. It is a commitment to responsible retail. And it is a reminder that true value cannot be reduced to a countdown timer.
Diamonds are a girls best friend 