That ' s a very absolute question . Why not both . I use it as an excuse to clear unpopular stuff , but as for new and hot stuff , black friday brings the desperate shopper out of everyone , especially since it so close to the holidays . why would I not bank on that opportunity ? As most experienced people know , black friday blinds people a bit and they end up forgetting to check the prices in that rush . Great time to surge prices especially on hot sold out item people were desperate to get . Sometimes they don ' t even want the item but were desperate for it because of the price and then due to the Black Friday spirit of shopping they buy without really thinking what they are buying or how much it cost . Where the real attraction and competition is at is the shipping time and price if you have a competing market . No one wants to have a sour Christmas .