As a small business here in Ireland, in a pretty niche market, with low enough margins, we pride ourselves on looking after our customers.
This not only goes with advice, service, and pricing, but also extends beyond that, to fairness, and we think that suddenly discounting stuff, alienates those customers who have bought at the RRP, sometimes only days before.
Those that know us, know we dont do the hard sell, or the upsell, so joining in on Black Friday just to make sales, leaves us feeling a bit weird, so we dont :)
Its as simple as that.
Stephen & Vicki