In an unprecedented move, Deciem, in its true 'abnormal' style, is closing its stores and online site on Black Friday in a stance against 'hyperconsumerism'. In doing so, Deciem is making a bold statement around the faith it has in the strength of its underlying brand to deliver growth in the long-term.

While the brand does offer some products on discount during other limited periods, there is no doubt that boycotting Black Friday is a brave decision. While many brands are reliant on the Black Friday sale to deliver sales and growth, Deciem is sending a bold, transparent message to its Millennial and Gen Z consumers.

The question remains - will it pay off in the long term? Let's wait and see.