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Why Do Some Brands Choose Not to Take Part in Black Friday?

Why Do Some Brands Choose Not to Take Part in Black Friday?

It was already a well-established tradition in US, but Black Friday seems to have made its home in the UK too over the last three years.
Now, it almost seems compulsory for retailers to take part. Back in 2014 it mainly revolved around electrical deals, but now most high street retailers are involved. Even automotive brands like BMW have Black Friday ‘events’.
BMW BF
However, there are some well-known retailers which have decided to sit it out while their (in some cases at least) rivals offer discounts.
These retailers include:

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