Black Friday and Small Businesses: Why We're Choosing to Take Part
From Our Founder
Black Friday and Small Businesses: Why We're Choosing to Take Part
Can you support small businesses and still enjoy a Black Friday bargain? I think you absolutely can.
Browse Our RangeEvery November, as Black Friday approaches, I start seeing the same conversations across social media. Small businesses encouraging people to shop small, support independent brands and think carefully about where they're spending their money.
I've also seen some lovely businesses promoting Rainbow Weekend, an alternative to Black Friday that encourages people to support independent businesses. And I completely understand it.
As someone running a small business, I know how much every single order means. Behind so many small brands is someone packing orders, answering messages, managing stock, creating content and trying to make it all work.
But here's my slightly different take.
I'm a small business owner, and I actually want to enjoy Black Friday too.Where It Started
Why I Started Ellor & Co.
When I started my business, I wanted to build something that supported families just like mine. As a mum of two, with 15 years of experience working in early years education, I know how quickly children grow and how often their interests change.
I've seen toys that are played with for five minutes before being forgotten about. But I've also seen the magic of simple, open-ended toys that children return to again and again.
That's what I wanted Ellor & Co. to be about. Silicone toys that are easy to clean, practical for everyday family life and designed to encourage imagination, creativity and independent play. Toys that can be enjoyed in different ways as children develop, rather than having just one purpose.
And importantly, I wanted to make these toys accessible to as many families as possible.
An Honest Question
But Isn't Black Friday Bad for Small Businesses?
I can absolutely see why some small businesses choose not to participate. Unlike large retailers, we don't always have huge profit margins or the buying power to offer massive discounts. When a small business reduces its prices, that discount can make a real difference to what the business earns.
And there's also the pressure to compete, which can sometimes feel impossible. But I don't believe there's one right approach for every small business.
For some, choosing not to discount is absolutely the right decision. For others, like Ellor & Co., taking part can be an opportunity. And I think both choices deserve support.
Our Why
Why We're Taking Part in Black Friday
For me, Black Friday isn't just about making sales. It's about giving more families the opportunity to discover Ellor & Co.
It's about reaching parents who may have been following us for months, loving our products but waiting until they have a little more room in the family budget. It's about someone discovering us for the first time and hopefully falling in love with what we do.
And yes, it's about growing the business too. Because behind Ellor & Co. is a mum trying to build something that lasts, support her family and create a business that can continue to grow.
Brand awareness matters. New customers matter. And every order helps us keep moving forward.
If Black Friday introduces our toys to a family who then comes back for birthdays, Christmas or everyday play, that's something worth celebrating.Shop Thoughtfully
Thoughtful Shopping Doesn't Have to Mean Paying Full Price
One thing I feel strongly about is that a discount doesn't automatically mean an unnecessary purchase. Sometimes it's an opportunity to buy something you've been saving for.
Perhaps you've had your eye on one of our silicone tea sets for Christmas, or you've been thinking about adding some open-ended toys to your child's play collection. If Black Friday makes that purchase a little more affordable, then I'm happy we can help.
Of course, I would never want anyone to feel pressured to buy something simply because it's on offer. I'd much rather you choose something your child will genuinely enjoy and return to time and time again. For me, that's what thoughtful shopping is about.
More Than a Sale
Supporting Small Isn't Just About Shopping
Supporting a small business can look different for everyone. It might mean making a purchase. But it might also mean sharing a post, recommending a business to a friend, leaving a review or simply engaging with their content.
A discounted order is still an order. A new customer is still a new customer. And a small business is still a small business, even when it has a sale.
Our Black Friday Plans for 2026
Up to 30% OffSelected Silicone Toys
One week only — Monday 23rd November to Monday 30th November 2026
No discount codes to remember. The offers will be automatically applied to the selected products.
Whether you're shopping for Christmas, planning ahead for birthdays or discovering Ellor & Co. for the first time, I'd love you to come and have a look — our open-ended play toys, role-play sets, bath toys and thoughtful gifts for little ones.
Shop the Black Friday OffersRoom for Everyone
I'd Love to Know Your Thoughts
I know Black Friday can divide opinion, particularly among small business owners. Some love it. Some avoid it completely. And others are somewhere in the middle. But I think there's room for all of us.
Room to celebrate Rainbow Weekend and independent businesses. Room for small brands to protect their margins and choose not to discount. And room for businesses like mine to embrace Black Friday in a way that feels right for us.
Because ultimately, we're all trying to build businesses that last. And for me, that means creating opportunities for more families to discover toys that encourage meaningful play, while continuing to grow Ellor & Co.
So I'd genuinely love to know:
do you shop Black Friday, Rainbow Weekend, both or neither?See You There
Come and Have a Look
And if you decide not to shop, that's absolutely fine too. Either way, thank you for supporting a small family business.
Love, Megan x
Explore the Ellor & Co. RangeBlack Friday FAQs
Your Questions, Answered
When is the Ellor & Co. Black Friday sale?
Our offers run for one week, from Monday 23rd November to Monday 30th November 2026.
How much can I save?
There's up to 30% off selected silicone toys across the week — including open-ended play toys, role-play sets, bath toys and gifts for little ones.
Do I need a discount code?
No codes needed. The discounts are automatically applied to the selected products at checkout.
Is it still "shopping small" if I buy in a sale?
Absolutely. A discounted order is still an order, and a new customer is still a new customer. Shopping a small business during Black Friday still directly supports that family business.