Why we’re not doing Black Friday

By Leila and Tom, Naked Paper founders.

You should be able to feel good about your everyday household essentials. To know that the products you use at home are priced fairly and that the company behind them is open about how they’re made.

When you choose Naked Paper, you help make that kind of business possible.

From the first container of bleach-free loo rolls we unpacked by hand, we’ve tried to make choices that reflect the kind of company we want to grow.

So this year, like every year, we’re sitting out Black Friday.

If you’ve come here from our big “We're not doing Black Friday” banner, here’s a little more about why we skip the biggest sales day of the year. 

Why we’re skipping Black Friday

• Honest prices all year: Our prices reflect the real costs of making and delivering Naked Paper, and we’re always happy to show how we work behind the scenes.

• Fair pay matters: Everyone who makes Naked Paper is paid at least a real living wage.

• Better products: We work all year round to make sure Naked Paper works brilliantly in your home.

• You can still save: Subscriptions give you 10% off every order, and larger packs offer the best value per roll.

The kind of business we want to build

Building a business can feel like slow going, and there are a few ways to give growth a boost.

Launching new products or running a big advertising campaign are common approaches. Black Friday sales can bring in a temporary flurry of orders if you have big profit margins to cut.

But we’re always happy to be the odd roll in the box, and we’ve learned that building a business quickly and building a business sustainably aren’t always the same thing.

What matters to us is this:

Naked Paper is a company you can trust, with products you are proud to use in your home and happy to recommend to friends and family.

We’ve been delighted to welcome many wonderful new customers this year, and we want to make sure we keep giving everyone the best possible service.

In 2026, we’ve made some changes you can see on our rolls, and some to keep things humming along behind the scenes. 

We’ve upgraded the production line at the factory and changed the way our toilet paper is embossed, for a better feel and appearance. We’ve also welcomed new team members to help with customer support, accounts, and improvements to our website. 

Of course any new member of our team, like everyone who makes our products, is always paid at least a real living wage. 

Steadily building like this keeps us strong in the fundamentals, and pricing fairly throughout the year means we don’t have huge margins to cut for a flash sale in November.

Fair prices without the flash sales

So Black Friday isn’t part of the picture for us, but we never stop thinking about how we can offer the best possible value.

Whenever you buy Naked Paper, there are a few ways to make your order go further:

• Subscribe for 10% off every order. Subscriptions help us forecast demand and plan production more efficiently, and we pass those savings on. You choose your delivery schedule, change products, skip or move deliveries, and cancel whenever you need to. We’ll email before each order so you have time to make changes.

• Choose a larger pack, if it suits you. You can buy our bleach-free toilet paper as an order of 24, 48 or 96 rolls. Bigger packs cost us less per roll to package, handle and deliver, and we pass those savings along. 

• Combine your household essentials. If you also need kitchen roll or tissues, ordering them with your toilet paper will avoid a separate delivery charge. We offer free UK delivery on all orders over £20.

• Consider our recycled range. Our recycled kitchen rolls, tissues, and toilet rolls are made from cardboard collected in the area around our factory. Because of this efficiency they have the lowest climate footprint in our range, and they’re the most affordable as well.

Great value toilet paper you can be proud of

People often ask if we’re passionate about toilet paper specifically. Honestly, we never expected to become this interested in loo roll! But we’ve always had a clear idea of the type of business we wanted to build. 

We started Naked Paper because we believed everyday essentials could be made better, with less impact, and honest, open ways of doing business. 

(and that there was no reason to bleach loo roll.)

The same value, and the same values, go into every sheet and every box. The work continues all year round, and our prices reflect the real cost of making Naked Paper.

With your help, we’re making products to be proud of, every single day. Thank you.

Want to try everyday essentials without the flash sales?