Grief is expensive. It’s a weird thing to say out loud, but anyone who has lost someone knows the truth in it. Between the therapy sessions, the self-help books that pile up on the nightstand, and the sheer mental load of trying to function, the "cost" of loss adds up. That’s probably why the Good Mourning Black Friday event has become such a massive deal for the community built around the popular podcast and brand. It’s not just about getting a discount on a sweatshirt. It’s about making the tools for survival a little more accessible.
Loss feels heavy. Shopping feels light. Usually, those two things don’t mix well, but somehow, the Good Mourning team—led by Sal and Im—has figured out how to bridge that gap without making it feel gross or corporate.
What’s the Big Deal With Good Mourning Black Friday Anyway?
If you aren’t familiar, Good Mourning started as a podcast born from the raw, messy experiences of Sally Douglas and Imogen Carn. They both lost their mothers unexpectedly and realized the "old way" of grieving was boring, stiff, and honestly, a bit isolating. They brought humor to the table. They brought "grief brain" into the light.
The annual Good Mourning Black Friday sale is basically the one time of year where their entire ecosystem of support becomes affordable for the average person who is already struggling with the financial burden of a "new normal." People wait for this. They really do. It’s the time to snag the Good Mourning book (which is essentially a survival guide for the first year of loss) or their "Grief Club" apparel that lets you signal to the world that you're going through it without having to say a single word.
It’s about community.
When you wear a shirt that says "Grief Club," and you see someone else in a grocery store wearing one, there’s an instant, unspoken connection. You both get it. You’re both part of the club nobody ever wanted to join. This sale makes joining that visible community easier.
👉 See also: How is gum made? The sticky truth about what you are actually chewing
The Psychology of Why We Buy When We’re Sad
Let’s be real for a second. Retail therapy is a cliché, but there is actual science behind why a Black Friday event for a grief brand works so well. A 2014 study published in the Journal of Consumer Psychology found that making shopping choices can actually help restore a sense of personal control over one's environment. When your world has been shattered by a death, you feel like you have zero control.
Choosing a journal? Picking out a specific color of a hoodie that feels like a hug? Those are small, manageable choices.
Is it "Capitalizing" on Grief?
Some critics argue that selling products centered around loss is exploitative. It’s a fair question to ask. However, if you look at the "death positive" movement—pioneered by folks like Caitlin Doughty—the shift is toward reclaiming the narrative of loss. Good Mourning isn't a massive faceless corporation. It's two women who started a conversation in their living rooms.
The Good Mourning Black Friday event is less about "buy more stuff" and more about "get the resources you actually need." Many people wait for these dates to buy the Good Mourning journal because, frankly, specialized mental health resources are often priced as luxury goods. They shouldn't be.
What Most People Get Wrong About Grief Resources
Most people think grief is a linear path. You cry, you go to a funeral, you feel better after a year. Wrong. It’s a mess. It’s a "loop-de-loop" of emotions that hits you at 3:00 AM in a Taco Bell drive-thru.
✨ Don't miss: Curtain Bangs on Fine Hair: Why Yours Probably Look Flat and How to Fix It
Traditional resources often feel too "clinical." They use words like bereavement and closure. The Good Mourning community hates the word closure. They prefer "moving with" rather than "moving on." This nuance is reflected in the products that go on sale during Black Friday.
- The Language: Everything is written in plain English. No jargon.
- The Vibe: It looks like something you’d actually want to own, not a pamphlet from a morgue.
- The Utility: The journals are designed for "grief brain," meaning they aren't overwhelming. They have prompts that actually make sense when your brain feels like mush.
The Practical Side: What to Actually Look For
If you’re heading into the Good Mourning Black Friday sale, don't just click "add to cart" on everything. You have to be strategic because grief is a long game.
First, look at the "Support Your Friend" bundles. These are usually the best value. If you know someone who just lost a parent or a partner, getting them a curated box of resources at a discount is way more helpful than sending another bouquet of lilies that will just die in five days. Lilies are a chore. A book that tells you it’s okay to not shower for three days is a gift.
Second, check the apparel sizing early. The "Grief Club" hoodies tend to sell out in common sizes (Medium and Large) almost instantly. They use high-quality, heavy cotton because, again, the goal is to feel "held."
A Note on International Shipping
Since Good Mourning is based in Australia, those of us in the US or UK need to factor in shipping times and costs. This is why the Black Friday discount is so crucial—it often offsets the price of getting a package across the ocean. Last year, the shipping delays were a bit of a headache for some, so if you're buying something as a holiday gift for a grieving friend, buy it the second the sale goes live.
🔗 Read more: Bates Nut Farm Woods Valley Road Valley Center CA: Why Everyone Still Goes After 100 Years
Why This Specific Sale Matters in 2026
We are currently living through a period where mental health is finally being treated as a priority rather than an afterthought. The "wellness" industry is massive, but the "grief-ness" industry is still catching up.
By participating in the Good Mourning Black Friday event, you’re essentially voting with your dollar for more open, honest conversations about death. You're supporting a platform that hosts experts like David Kessler—the world’s foremost expert on grief—and brings his high-level insights down to a level that feels like a chat with a best friend.
It’s not just "stuff." It’s an investment in your own emotional literacy.
Navigating the Sale Without Losing Your Mind
- Sign up for the newsletter. They usually send out an early-access code. This isn't just a marketing ploy; the stock for certain items like the "Affirmation Cards" is genuinely limited.
- Set a budget. Grief can make you impulsive. You don't need five different hoodies. Pick one that you'll actually wear when you're having a "duvet day."
- Read the book first. If you’re new to the community, the Good Mourning book is the foundation. Everything else is a supplement to the wisdom in those pages.
- Think about the "Second Year." Often, the support drops off after the first year. If you're in the "Year Two" slump, look for resources that focus on long-term integration of loss.
Moving Forward With Your Grief
The holiday season is notoriously brutal for anyone missing someone. The lights are too bright, the music is too happy, and the "empty chair" at the table feels like a gaping hole. This is why timing the Good Mourning Black Friday sale in late November is so intentional. It provides a little bit of armor right before the hardest month of the year hits.
Whether you buy a journal, a sweatshirt, or just listen to the free podcast episodes, the goal is the same: realizing you aren't crazy. You're just grieving.
Next Steps for Navigating the Sale:
- Audit your current support system: Do you have a physical outlet for your thoughts? If not, the "Grief Journal" should be your priority during the sale.
- Identify your "Grief Triggers": If certain holidays are coming up, look for the "Grief Cards" which offer quick, bite-sized bits of advice for when you're spiraling.
- Check the "Seconds" sale: Sometimes they offer items with minor printing errors at an even steeper discount. If you’re on a tight budget, this is the "insider" way to get the goods.
- Join the digital community: Beyond the physical products, use the sale as a prompt to join their online groups. The gear is great, but the people are better.
Grief doesn't have a "fix," and a Black Friday sale certainly won't cure a broken heart. But it can make the day-to-day burden just a little bit lighter to carry. And honestly, sometimes "a little bit lighter" is all we can ask for.