Crossed-out prices, enticing deals, must-have bargains… Once an exception, promotional pricing now feels like the norm. And unfortunately, that is far from just an impression.
While sales were originally intended as a way to clear unsold stock through occasional discounts, they have now turned into an endless cycle of price cuts. So why pay full price when you know an item will be discounted within days? Is it really a thoughtful gift from brands? Hardly.
We have all found ourselves looking at a discount of 30%, 50%, or even 70% and thinking, “I need to jump on this, it won’t last”, or “at this price, I can’t pass it up!”. Because none of us is immune to temptation—after all, we are only human—we sometimes give in, often buying something we didn’t need at all. All because of that little voice telling us to buy simply because the deal seemed too good to miss.
But what really lies behind a slashed price? While selling at a loss is certainly not an option for brands and online retailers, it is fair to wonder how some can offer discounts reaching up to 80% off.
Consumer associations have highlighted that just weeks before a promotional campaign begins, certain retailers quietly raise their prices, step by step, without a word. Come the big day, they offer the long-awaited discount—how thoughtful!—except the price simply drops back to where it started. The discount is therefore anything but a genuine saving.
Stimulating consumption and triggering impulse buys is precisely what sales promotions aim to do. And any tactic goes.
Moreover, particularly in fast fashion, some brands go as far as manufacturing dedicated collections for their promotional events, naturally made at lower cost. Customers are then faced with lower-quality garments, but blinded by the “bargain”, they no longer notice the difference and end up with a disappointing product. It is the height of cynicism, isn’t it? Not to mention the immense waste, pollution, and greenhouse gas emissions generated along the way, all for clothing destined to be discarded quickly given its poor quality.
And because discounts are often highlighted in bold colours, our eye is imtely caught. Stimulating consumption and triggering impulse buys is precisely what promotions aim to do. And any tactic goes.
In the midst of Black Friday, we wanted to acknowledge that even when we know better, our human nature can play tricks on us and we often find ourselves drawn in by a low price. However, the backlash is beginning. After nearly a decade of non-stop promotions in France, consumers seem to have reached saturation point, increasingly rejecting these pushes towards overconsumption. The desire to buy less, but better, is gradually gaining ground, and our critical thinking is starting to outweigh the discounts.
Mindful of all this, many brands are now rethinking their approach. At Hast, our garments are timeless, durable, and offered at fair, fixed prices. These are the values we have always stood for. And dressing in Hast is simply a way of sharing them.
Joining the MAKE FRIDAY GREEN AGAIN collective, which brings together nearly 700 brands choosing not to take part in Black Friday, is our way of helping restore more thoughtful and responsible consumption. In truth, we didn’t wait for this initiative: it has been our philosophy since the brand was founded at the end of 2012.
If you too would like to play your part, resist the lure of endless promotions and keep choosing to buy less, but better. One thing is certain: you won’t regret it!
