A small bookshop owner is encouraging people to support local businesses among the mania of Black Friday.
Kate Nixon, owner of Novel, an independent book shop on School Road, Sheffield, has drafted a digital manifesto to give people more options on how to shop.
The newsletter encourages people to “log off, touch grass/manhandle products, go to a real shop”.
Mrs Nixon wrote: “It seems we’ve entered a new epoch as social media users and I don’t think many of us are having a very good time over on the apps!”
Small businesses have traditionally struggled to compete on Black Friday, as large retailers like Amazon benefit from being able to slash prices even lower.
Mrs Nixon told us that local businesses can offer people far more than just low prices: “Bookshops are pretty magical places.
“You have to think of it as an experience more so than just a place you shop at.”
Beyond just selling books, Novel puts on workshops, author events and is even organising a book festival with other independent retailers.
Mrs Nixon is keen to empower people to make “tiny tweaks” that result in “a massive difference to the local economy”.
She said “I really appreciate having things that are at a walkable distance from my home”.
Some local retailers have decided to not engage with Black Friday at all.
Nick Dutch, Director of the Real Computer Shop on Ecclesall Road, Sheffield, said: “Black Friday is just another annoyance to us.
“Unless you want an air fryer, or you want to get £20 off a Switch, then most Black Friday deals are a con anyway.”
He believes that customers are tempted by low prices from large retailers, who look only to make as much money as possible.
“They’re set up to crush us all out,” Mr Dutch said.
Mrs Nixon believes that paying a little extra is worth it for what independent shops can offer.
“We pay for the world we want,” she said. “It makes a massive, massive difference.”
