Ever since we started in 2010, we haven't chased trends. Not in products, not in retail concepts nor sales tactics.
We hardly have items on sale neither.
We believe our prices to be fair and our product selection worthy of keeping. Sure, we have the occasional item on sale if it is discontinued, or if it's a demo / return item that doesn't warrant full price. But never to make room for the next trend.
Something you'll never catch us doing, is stunting with discounts, but raising the prices the week before. If an item is indeed on sale, you've got yourself a proper deal.
We don't consider ourselves trendsetters, but we don't follow trends either: Black Friday is one of them.