As the holiday season approaches, readers and gift-givers alike are faced with a crucial question: is Black Friday truly a golden opportunity to snag books, or is it merely a marketing spectacle? With the advent of Black Friday and its digital counterpart, Cyber Monday, consumers worldwide are enticed by the promise of steep discounts and one-of-a-kind offers. But when it comes to purchasing books, is diving into these sales events truly worthwhile?

Understanding Black Friday and Cyber Monday

Black Friday, occurring the day after Thanksgiving, signals the unofficial commencement of the holiday shopping frenzy. Originally a term for the post-Thanksgiving traffic chaos, it has evolved into a day synonymous with significant retail discounts, as stores transition from financial “red” to “black”. Cyber Monday follows suit, offering exclusive online deals and has rapidly become one of the premier online shopping days globally.

Notably, these events have also been platforms for protest, with groups like Black Lives Matter using them to challenge corporate practices by urging boycotts. This year, there has been an increase in boycotts amid war in Gaza, with hundreds insisting on avoiding a spending spree. It coincides with a ‘four-day temporary truce,’ which many have said does not go far enough.

The reality behind the deals: a closer look at the numbers

Recent research by consumer group Which? sheds light on the actual value of these deals. Analysing over 200 offers from major retailers on 25 November 2022, the study revealed a startling fact: a mere 2% of deals were unique to Black Friday, with the majority being cheaper or the same price at other times of the year.

Ele Clark, Which? Retail’s editor, advises shoppers, “Our research shows that you don’t need to feel pressured to splash out on Black Friday as it’s rarely the cheapest time to shop… While they’re rare, there are some genuine bargains to be had – just make sure you do your research and don’t panic buy.”

The perspective from authors and industry experts

For authors, Black Friday presents a different set of considerations. Stefania Mattana, author and blogger, cautions against discounting books during this period on her blog, the Daily Pinner. She notes, “Whenever you put your book free with a very low price (ie $0,30 as I saw somewhere) you tend to attract compulsive downloaders.” She worries that the quality of reader changes when you hand out freebies and that you may inadvertently attract bad reviews.

Joshua Lisec, an internationally recognised ghostwriter and author, shares a nuanced view with How To Be Books: “Yes, Black Friday sales are a quick way to sell more books. However, the reliable rule in our industry is that the revenue is the same.” Lisec, who is the author behind “So Good They Call You a Fake,” says that this approach is particularly advantageous for authors who have published several books. When an average reader typically buys two or more books, purchasing a single book at a reduced price turns out to be beneficial for both the author and the publisher.

Navigating Black Friday as a book buyer

For book lovers and gift seekers, Black Friday and Cyber Monday can be opportune times to make purchases, provided they approach these sales judiciously. Comparing prices across retailers and checking price histories are crucial steps in ensuring that you’re truly getting a bargain.

More from our Friday opinion pieces: Gamification of reading: is it a page-turner or a problem?

Consequently, while Black Friday and Cyber Monday can offer legitimate deals, they are not always the best times to buy books. As Clark and industry experts suggest, a strategic, well-researched approach is essential for both consumers and authors alike in navigating these high-profile shopping events. But more than anything, you have a choice. Spend with your conscience, and don’t play into rampant consumerism.