Shipped a Black Friday sales banner

There's some truth to that, but there's also a strong counterargument. Different people are willing to pay different prices for products. If you never offer discounts, then you'll never reach the cohort of potential customers for whom your product is too expensive. But if you offer random discounts throughout the year, or if you engage in price discrimination by region, then your high-paying customers might decide it's not fair and decide they don't want to pay as much.

An annual discount period like Black Friday solves both problems. It gives bargain shoppers who'd ordinarily never buy your product a chance to get it a price they can afford. And it (typically) doesn't piss off your existing customer base, because it's become a thoroughly mainstream and accepted tradition by this point.

Most founders I know who do Black Friday sales have continued to do them year after year, because they find it worthwhile.

Think so too. 25% sounds right

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