- Where did Black Friday actually come from?
- Black Friday controversies: how much is too much?
- Get your Christmas gifts before the December madness
- Gift ideas for Black Friday week
- How to avoid rabate traps
- Black Friday at Sokisahtel – not just a day of discounts
Black Friday. A day when the internet breaks and online stores all sing together at once: “products up to 70% off.” In America, people are already standing in line before sunrise; in Estonia, people open dozens of online shops on their phones at the same time to “find a good deal.”
But where did Black Friday actually begin, why has it become so popular, and at the same time, why has this day also been called so controversial?
And most importantly – why are Sokisahtel’s Black Friday offers the smartest way to start the gift season this year?
Where did Black Friday actually come from?
Black Friday began in the United States in the 1960s, when stores wanted to draw people back into the shops the day after Thanksgiving. The term “Black” originally referred to accounting — the day when businesses moved from being “in the red” (loss) to “in the black” (profit). Over time, it evolved into a global shopping event that kicks off the holiday season at the end of November.
The tradition reached Estonia in the mid-2010s and has since become one of the biggest online shopping periods of the year. Statistics show that during Black Friday week in 2024, e-commerce in Estonia grew by nearly 40% compared to an average week. At the same time, more and more people have begun to ask whether all of this really makes sense.
Black Friday controversies: how much is too much?
Although Black Friday brings discounts and excitement, it has also become a symbol of overconsumption. Each year, an estimated 30–40% of purchased items go unused. Both the planet and our wallets suffer, as impulse buys fill closets with “must-have” things that were never really needed — but were a good deal.
This raises the question: should Black Friday be about “buy everything that’s cheap,” or rather “shop smart — buy what you actually need”?
Get your Christmas gifts before the December madness
In fact, Black Friday is the perfect time to start your Christmas shopping — not for rushing, but for planning. While the weeks before Christmas often bring panic (“everything’s sold out,” “delivery is delayed,” “I have no idea what to give”), Black Friday week 2025 (this year from November 24–28) offers a chance to take a breath and choose calmly.
Sokisahtel’s Black Friday offers are created with exactly this idea in mind — to help people find gifts that are truly meaningful and long-lasting. Not impulse buys, but things that bring warmth and joy even after the holidays.
Gift ideas for Black Friday week
If you’re looking for something practical, beautiful, and made with heart, Sokisahtel’s selection has plenty of options that fit perfectly both in a gift bag and in a sock drawer:
- Merino wool socks – the perfect choice when you want to give the gift of warmth. They’re durable, breathable, and keep feet warm even on the coldest winter days. And a pair of socks is always a welcome addition to any gift bag!
- Gifts for her – We’ve created a special gift category on our website, but the undisputed favorites every holiday season are our soft alpaca wool scarves and blankets. Alpaca wool is wonderfully warm and luxurious. These scarves and throws are made from soft, cozy wool that’s perfect for chilly Estonian winter evenings. An elegant scarf makes a lovely gift that keeps her neck warm and comfortable.
- Gifts for children – a sock Advent calendar full of surprises or a 7-pair gift box that makes every morning exciting. Each pair is different – some funny, some festive, some soft and warm. A gift like this brings not only warmth but also joy throughout the entire month of December. The sock Advent calendar is the perfect way to make the countdown to Christmas fun — and to make the elves’ job a little easier!
How to avoid rabate traps
If you plan to make the most of the deals, do it smartly:
- Make a list of what you truly need or want to give as a gift.
- Compare prices — don’t believe every “-70%” sign. Often prices are raised right before rebates, only to be lowered again to make it look like a discount.
- Choose quality – one good product lasts longer than three cheap ones.
- Check out local brands – there are many great creators in Estonia who offer good deals for Black Friday without sacrificing value or quality.
Black Friday at Sokisahtel – not just a day of discounts
At Sokisahtel, Black Friday isn’t about rushing for discounts, but about making good choices. We don’t believe that joy can be bought by the kilo. We believe that one warm pair of socks or a soft gift can make someone’s day better – and that in itself is a real value.
From November 24th to 28th, Sokisahtel’s Black Friday Week takes place — where you’ll find truly worthwhile deals, not just meaningless discounts.