The growing rebellion against the American-imported sales event sees 76.79 per cent of small businesses rejecting participation, up from 69 per cent last year.

A survey by the British Independent Retailers Association (Bira) found that while 42.86 per cent had participated in Black Friday in previous years, only 23.21 per cent plan to take part in 2025, down from 30.99 per cent in 2024.

Andrew Goodacre, CEO of Bira, which works with around 6,000 independent retailers across the UK, said: "Our members are sending an increasingly clear message - Black Friday simply doesn't work for independent retailers.

“Year on year, we are seeing more businesses step away from this unsustainable model.

“The pressure to discount at a time when margins are already squeezed, combined with rising operational costs, makes participation untenable for most small businesses.”

Many of the survey's responses reveal deep frustrations – with one retailer dismissing Black Friday as an “American sales ploy for large internet companies and retailers,” while another described it as: “Amazon day to make them rich."

The event also disrupts normal trading patterns without increasing overall sales.

“Black Friday just stalls sales, October sales be down, November sales up,” observed one retailer.

Another said: “Customers now delay purchasing earlier to wait for Black Friday 'deals' we are unnecessarily discounting when we probably don't need to.”

The expansion of Black Friday beyond a single day continues to concern retailers.

“Black Friday now covers too big a period of time,” said one respondent, while another noted it creates “unreasonable expectation of discount.”

Rather than participating in Black Friday, many retailers are finding creative alternatives such as “Bright Friday” or “Fizz Friday” campaigns that focus on the benefits of shopping independently.

Mr Goodacre added: "Independent retailers are the backbone of our high streets and local communities. The strengthening boycott we're seeing demonstrates that small businesses are united in their rejection of a model that simply doesn't serve them or their customers well.

“Rather than engaging in an unsustainable race to the bottom, they focus on providing quality products, exceptional service and genuine value throughout the year.

“We urge shoppers to support these businesses that contribute so much to their local communities - especially on Small Business Saturday on 29 November, and throughout the crucial festive period.”