National DTC (Direct-To-Consumer) Friday

National DTC (Direct-To-Consumer) Friday, observed each year on the Friday two weeks before Black Friday, celebrates the direct-to-consumer (DTC) business model, where brands sell directly to customers, bypassing traditional retail middle-men.

History of National DTC (Direct-To-Consumer) Friday

The concept of the DTC model has roots going back decades, as brands gradually shifted away from large retail chains and towards selling directly to consumers online. In 2019, the day known as National DTC Friday was created to recognize and encourage the growth of DTC brands and their impact on shopping behaviours.

Over time, this observance has grown to include not only awareness of the business model but also encouragement for consumers to “shop better” by discovering and supporting DTC brands.

Why is National DTC (Direct-To-Consumer) Friday important?

This day highlights how the relationship between consumers and brands is evolving—emphasizing transparency, direct connection, and often more ethical or mission-driven business practices. By spotlighting DTC, it brings attention to how production, marketing, and distribution can be re-imagined.

Further, for consumers, it presents an opportunity to explore alternatives to traditional retail channels, to engage with brands more directly, and potentially access better value or more customized product offerings. For brands, it’s a chance to build more in-depth customer relationships and stand out in a crowded marketplace.

• It encourages consumers to consider shopping from brands that sell directly rather than through many intermediaries.
• It reminds brands of the value of direct engagement with their customers.
• It highlights innovations in packaging, delivery, and product-development driven by DTC businesses.
• It raises awareness of the importance of transparency in how products are made and distributed.
• It supports small and mission-driven brands that might otherwise be overshadowed in traditional retail channels.

How to Celebrate (or Observe) National DTC (Direct-To-Consumer) Friday

Marking this day can be both fun and meaningful. Practically, you might set aside time to browse and purchase from DTC brands you haven’t tried before or to support your favorites. Emotionally, you can reflect on how your shopping habits reflect your values and the kind of brands you want to support.

You might also look into how certain DTC brands operate (their ethics, supply chain, mission) and share what you find with friends or on social media—helping others discover and appreciate the DTC model.

• Discover a new DTC brand you haven’t tried before and make a purchase.
• Engage with DTC brands’ content on social media: follow them, comment, or ask questions.
• Share a photo or review of a DTC product you love using the hashtag #NationalDTCFriday or #ShopBetter.
• Consider the values and practices of the brands you buy from—how “direct” is the chain? Are there ethical or sustainability benefits?
• Encourage friends or family to explore DTC brands, perhaps as an alternative to traditional retail stores.