Why We Don’t Do Black Friday

Every year, as November rolls around, the retail world shifts into a frenzy. Billboards scream 60% PLUS OFF, inboxes overflow with countdown timers, and some of the world’s biggest brands slash prices so dramatically you have to wonder… how can they still afford to do that?

We understand the pinch of rising costs — it’s something we all feel in different ways. And that’s exactly why we want to be transparent about how we price, why we don’t discount heavily, and what sits behind every cup of tea we offer.

The truth is simple: many large retailers can drop their pricing by 60% and still walk away with margins of 100% or more. That only happens when products are designed to be produced cheaply, at enormous volume, with equally enormous mark-ups built in from the start. It’s a model that rewards scale, not quality — and certainly not the grower at the other end of the supply chain.

At Noble & Sunday, that’s not who we are. And it’s exactly why we don’t do Black Friday. 

Quality Leaves No Room for Deep Discounting

Our teas aren’t commodities. They’re hand-picked leaves grown by artisan farmers across Japan, Sri Lanka, Nepal, China, Korea and beyond — people who care deeply about their craft, their soil, and their heritage.

We pay fairly. We pay directly. We pay for quality.

For us, margins are slim by design. When you source high-grade, single-origin teas, there’s no factory line to “optimise”, no shortcuts to squeeze out extra profit. Every dollar is accounted for — from the leaf, to the packaging, to the freight that brings it across oceans to Aotearoa.

We’d rather keep our prices honest year-round than inflate them only to slash them during one chaotic weekend.

This Isn’t a Critique of Other Small Makers

To be clear: we’re not here to shame or pressure any artisan seller who does take part in Black Friday. Cashflow matters — especially for small businesses. Sometimes a well-timed sale is what keeps the lights on, pays staff over the festive season, or bridges the gap between busy months.

Every business has different pressures, different rhythms, and different realities behind the scenes. We respect that completely. Our choice not to participate is simply that — our choice, based on how our supply chain works and the slim margins that come with sourcing genuinely high-quality tea.

Respecting Craft Over Chaos

Black Friday encourages a race to the bottom: buy more, buy quickly, buy before it’s gone. Tea is the opposite of that.

Tea is slow.
Considered.
Intentional.

The farmers we work with don’t rush their harvests to meet a sale date. They work with seasons, weather, tradition, and time. To reduce their craft to a quick-fire discount feels completely out of step with what we stand for.

Fair Pricing, Every Day of the Year

Here’s what we do believe in:

• Sustainable, long-term relationships with growers.
• Paying above commodity prices so farms can thrive.
• Transparent, honest pricing for customers.
• Products that hold their value because they’re truly well made.

We might not be the cheapest. We’re not trying to be.
But we are committed to offering you exceptional tea at fair, stable prices — all year round.

Thank You for Supporting the Slow Way

Every time you choose our teas, you’re choosing a different model of business. One rooted in respect: for the land, for the growers, for the process, and for your own daily rituals.

So while other brands may drop their prices by 60% this weekend, we’ll continue doing what we do best: bringing you traceable, high-quality tea without shortcuts, without gimmicks, and without compromising the people who make it possible.

Quietly bold. Naturally better. Every day — not just Black Friday.