When Black Friday arrives each year, stores and websites launch endless discounts to draw in shoppers. For many people, it is the biggest shopping event of the year. Yet some brands never take part, no matter how large the frenzy gets. Prada is one of them. In 2025, Prada will once again skip Black Friday. The Italian fashion house has never joined the holiday, just like Louis Vuitton, Hermès, Cartier, Tiffany & Co., and Gucci. The reason lies in how luxury fashion operates and how these brands protect their image.

Why Luxury Brands Avoid Black Friday

Black Friday is designed around big markdowns and quick sales. For most retailers, it helps clear stock and attract bargain hunters. Luxury brands take a very different approach. Prada is not focused on moving inventory at any cost. Instead, it positions itself as exclusive, timeless, and above trends. Running discounts during a shopping holiday would not fit that identity.

Luxury items are priced high on purpose. The cost reflects craftsmanship, heritage, and exclusivity. Lowering prices for a single weekend would undermine the value that customers associate with Prada. For this reason, luxury houses stay away from sales events that could make them look like mainstream retailers.

Protecting the Brand Image

Price is part of the message in luxury fashion. A Prada handbag or pair of shoes is expensive not only because of materials but also because the price signals status. If Prada suddenly marked down items for Black Friday, it would risk sending the opposite message. Once a brand is linked to discounts, it becomes harder to maintain an aura of prestige.

Prada, like its peers, keeps prices steady all year. This consistency strengthens the idea that its products are never about bargains, only about quality and exclusivity.

Scarcity and Exclusivity

Scarcity is another key factor. Prada carefully controls supply and does not mass-produce in the same way as high street retailers. Popular designs often sell out without ever needing markdowns. Black Friday is about mass access, while Prada is about controlled availability. By avoiding sales, Prada maintains the sense that its products are rare and worth paying full price for.

Similarities to Other Luxury Houses

Prada is not an exception within luxury. Louis Vuitton refuses to discount, keeping its bags at consistent prices worldwide. Hermès limits production of famous pieces like the Birkin, which are never reduced. Tiffany & Co. and Cartier also avoid holiday sales. By following the same model, Prada stays aligned with the traditions of the luxury industry and avoids weakening its position compared to competitors.

The Financial Side

Unlike mainstream retailers that rely on large volumes and low margins, Prada relies on fewer sales at higher margins. That model does not need Black Friday promotions to stay profitable. Offering discounts could even harm the long-term business by teaching customers to wait for sales that were never part of Prada’s history.

Controlled Discounts Through Outlets

The closest Prada comes to discounting is through outlet stores. These carry older collections or past-season stock at reduced prices. But this system is very different from Black Friday. Outlets are limited, separate from Prada boutiques, and not tied to mass shopping holidays. They allow some access without undermining the value of products sold at full price in flagship stores and on official sites.

Customer Expectations

Luxury shoppers do not expect Prada to slash prices. Many know the brand has never done it and value the stability. If Prada joined Black Friday, it could surprise loyal customers and risk damaging trust. People buying luxury pieces are paying for exclusivity, not discounts. Prada’s consistency reinforces that experience.

Resale Value

Prada items often hold value on the resale market. This is partly because the brand does not discount. If Prada started offering seasonal sales, resale prices would drop, making its products less attractive as long-term investments. By avoiding Black Friday, Prada protects both its reputation and the value of its customers’ purchases.

A Different Shopping Experience

Black Friday is known for crowds, countdowns, and rushed purchases. Prada boutiques are designed to feel the opposite: calm, curated, and personal. Sales associates take time with customers rather than pushing urgency. Joining Black Friday would clash with this atmosphere and make Prada feel like a mass retailer rather than a luxury destination.