Today, Friday 29 November, is Black Friday – a holiday that simply goes shopping. During the week, several stores and chains in Sweden have launched various campaigns and sales in honor of the day. But one of Sweden’s largest department stores is boycotting the holiday.
At Biltema, which has 61 department stores in Sweden, they have chosen not to reduce prices.
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Johan Gerdevågmarketing manager at Biltema, says in a press release that Biltema does not believe in attracting customers with discounts once a year.
– Our strategy is to offer good prices all year round, so that everyone can buy what they need when they need it, says Gerdevåg in the press release.
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Black Friday 2024: Expected turnover of SEK 9.7 billion
The holiday, which was initially only celebrated in the United States, has in recent years become increasingly popular in Sweden. According to a survey from Swedish Trade six out of ten Swedes plan to buy something during Black Friday 2024.
In total, the holiday is expected to generate just over SEK 9.7 billion, a substantial increase from last year’s SEK 8.7 billion.
But Biltema takes no notice of this. According to the company, the main focus is on long-term and fair prices all year round, rather than participating in the price war that begins in connection with Black week.
Photo: Roland Magnusson/Alamy/STELLA Pictures.
– It is important to us that customers can trust that we always have low prices, not just on Black Friday, says Gerdevåg in the press release.
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The chains that are scrapping Black Friday 2024
However, Biltema is not alone in boycotting Black Friday.
Lagerhaus, Naturkompaniet and the Gothenburg company Icebug are some of those who do not intend to lower their prices for the holiday.
At Naturkompaniet, customers are offered a free service instead of reduced prices, and at Lagerhaus, they are content to simply refrain. “Use what you have, take care of what you have,” the company writes on its homepage.
At Icebug, they still sell at full price and “donate the money in full to protect old-growth forest”, writes the company.
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